Road Mapping HR Technology Projects Using a Human-Centered Design - - PowerPoint PPT Presentation

Road Mapping HR Technology Projects

Using a Human-Centered Design Approach

SHRM-Atlanta SOAHR 2018

What will you learn?

• What is Human-Centered Design

and how can it benefit HR?

• How Customer Journey Mapping

helps HR prioritize their IT projects?

• What are the key steps to

performing an HR Technology Road Mapping project?

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What are the challenges today?

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• 66% of projects fail, run late, or are
• ver budget 1
• 45% of features are never used 1
• 53% of projects will incur cost increases of

189% of the original estimates 1

• 30% of project costs are REWORK 2
• 70% of REWORK is attributed to correcting

requirements errors 3

1 Standish Group, 2 Forrester Research, and 3 META Group

Why does this happen?

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• Most projects lead with technology
• Technology is selected based on

feature-sets

• Minimal requirements are gathered

to define the needs

• No one talks to the actual customer
• r end-user who will use the

technology

How does this impact HR?

• HR needs to change their business

process to accommodate or “fit” the technology or tool

• The technology provides features or

capabilities that are not needed

• The technology lacks the

capabilities that are truly needed by HR professionals

• The features are often “generic”

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Is there a better way?

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• Lead projects with a “people first”

mindset

• Learn and understand what people

need to support the business

• Shape the technology to support

the needs of the people and the business

What is Human-Centered Design (HCD)?

• HCD is a problem-solving framework

that helps make products and services more responsive to people’s needs

• Focus is on a deep understanding of

the behaviors, insights, emotions, and needs of customers first

• Involves an iterative process to validate

solutions to deliver the optimal product

• r service experience

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What is the HCD process?

• HCD is a highly-iterative process that

follows a continuous improvement cycle

• f Research, Definition, and Validation
• HCD can be utilized for new or existing

projects/products/services

• HCD doesn’t have to be a lengthy

process

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What HCD techniques can HR utilize?

• Participant Observation/

Job Shadowing

• Surveys/Experience Sampling
• Personas/Jobs-to-be-Done
• Customer Journey Mapping
• Prototyping & Simulations
• A/B Testing

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The Customer Journey Map

• A customer journey map tells the story
• f a customer’s experience from initial

awareness through a long-term relationship

• A journey map helps organizations

better understand the needs, pain- points, and opportunities with their customers

• These valuable insights can drive

business priorities for HR technology

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The Key Elements

Actions Places Touchpoints Emotions Time Devices Thoughts

The Customer Journey Map – Example

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Stages Touchpoints Thoughts Emotions Discover Learn Engage Adopt Search for

• Sr. Developer
• pen

positions “Can’t search by State?” Sort by position Title to find best match “This is nice! Will apply for position at home later “How to save search?” Saved my profile for future positions “Great - so easy!”

?

How to create a Customer Journey Map

• Identify who your “customers” are;

These can be internal & external

• persons. For example, an HR

Administrator or a Job Candidate

• Interview and/or “shadow” their day-in-

the-life activities to understand the steps in their journey

• Focus on learning about their goals,

environment, needs, and challenges

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How to create a Customer Journey Map

• List out all the interactions

between a person and any agent - the “touchpoints” (e.g. “Search for Sr. Developer open positions”)

• Be sure to include

“Devices” and “Places” (e.g. “Mobile Phone”)

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Stages Touchpoints Thoughts Emotions Discover Learn Engage Adopt Search for

• Sr. Developer
• pen positions

Sort by position Title to find best match Will apply for position at home later Saved my profile for future positions

?

Job Candidate : Apply for Job Online

How to create a Customer Journey Map

• For each touchpoint, list

the corresponding “Thoughts” and “Emotions” captured from the research

• Focus on “the moments

that matter”

• There can be multiple items

for each stage

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Stages Touchpoints Thoughts Emotions Discover Learn Engage Adopt Search for

• Sr. Developer
• pen positions

“Can’t search by State?” Sort by position Title to find best match “This is nice! Will apply for position at home later “How to save search?” Saved my profile for future positions “Great - so easy!”

?

Job Candidate : Apply for Job Online

How to create a Customer Journey Map

• List out and review all the

key findings from the “Thoughts” and “Emotions” at each stage of the journey map

• Look for similar findings

and start to group them into logical categories or “buckets”

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Discover Learn Can’t search by State

• Is there a ”save

search” feature?

• Display issue on

mobile

• How do I search by

my City & State?

• Would like to “sort

by” title

• Can I upload my

LinkedIn profile?

• Where do I apply?
• Download resume

PDF is broken

• Advanced search

is good

• Where do I show

work samples?

How to create a Customer Journey Map

• Label each “bucket” of

findings to identify areas

• Next, look at the number of

findings in each area; this provides a key indicator of the priority

• Place the number next to

each label

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Sort By (8) User Profile (11) Search (18)

How to create a Customer Journey Map

• Now, you and your team

can start to clearly see the “Pain Points” and “Opportunities” in your customer’s journey

• Look for gaps and “tipping

points” that also may be an

• pportunity
• Socialize your map with

stakeholders to both refine and validate

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Stages Touchpoints Thoughts Emotions Discover Learn Engage Adopt Search for

• Sr. Developer
• pen positions

“Can’t search by State?” Sort by position Title to find best match “This is nice! Will apply for position at home later “How to save search?” Saved my profile for future positions “Great - so easy!”

?

Helping HR prioritize their IT projects

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• Use prioritized “Pain

Points” and “Opportunities”

• n your Journey Map to

align with your HR business goals & priorities

• Solicit feedback on

prioritization criteria, dependencies, and potential “blockers” and risks

HR Goals Opportunities Improve Search Provide greater access to job candidates Save User Profile Increase online membership Upload ”Portfolio” Improve the user experience

Creating an HR Product Roadmap

• A Product Roadmap is a

prioritized listing of projects, typically presented in a linear timeline

• Projects are listed in order of

business priority and other relevant criteria

• Projects can be grouped into

business or technology “themes” to show logical relationships

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The Product Roadmap – Example

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SWOT 2019 2018 2020 KPI IT BU Q1 Q4 Q2 Q3 Q1 Q4 Q2 Q3 Q1 Q4 Q2 Q3 30% market share 10% market share pc upgrade error response move to cloud service center employee first next gen center

Creating an HR Product Roadmap

• Create a timeline map by

year, quarter, and months (if needed)

• Pivot the stages in your

customer journey to reflect the areas each project will align to

• If you have multiple

customer journeys, they can be combined

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2019 2018 Q1 Q4 Q2 Q3 Q1 Q4 Q2 Q3 Discover Adopt Learn Engage

Creating an HR Product Roadmap

• Map the highest priority

projects that you aligned with the business goals &

• bjectives
• Label or color code groups
• f projects by their

“theme” (e.g. “HR Recruiting NextGen”)

• Be sure to include all

relevant business criteria

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2019 2018 Q1 Q4 Q2 Q3 Q1 Q4 Q2 Q3 project #5 project #3 project #4 project #1 project #2 Discover Adopt Learn Engage project #6

Creating an HR Product Roadmap

• Utilize this HR Product

Roadmap to communicate needs and priorities to IT and other areas of your company

• Lastly, integrate the HR

Product Roadmap into

• ther company-wide

roadmaps to ensure a global HR viewpoint

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The Product Roadmap – HR + IT

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SWOT 2019 2018 2020 KPI IT HR Q1 Q4 Q2 Q3 Q1 Q4 Q2 Q3 Q1 Q4 Q2 Q3 30% market share 10% market share pc upgrade error response move to cloud search profile portfolio

Using HCD to better plan your HR IT projects

• Include empathy for your

customers/end-users in your planning

• Map the people process first, then

frame technology solutions to better meet their needs

• Let the “pain points” and

“opportunities” guide your prioritization for IT projects

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Thank you!

Robert Grashuis Partner robert@onespring.net For more information and to download this presentation: www.onespring.net/soahr2018/