Process Improvement: Overcoming Resistance to Change
After having finished a design project, I was asked to stay on for a bit longer in order to help to streamline the existing creative workflow. Recently there had been changes in the organization, departments were being consolidated and people were moving around.
Because I was familiar with their creative workflow, I had already identified some areas of process refinement. Many of the company’s production files names were very irregular. For example, an Design file had been named: “Summer Cool” and linked tif photo files were named with their original auto generated names like: “2944.tif” or further customized names like: "3014darker7crop.”
In the past, these irregular filenames had gone unnoticed because the Art Directors worked on their own brands and had historical knowledge of their projects. However for the new members of the team who would be responsible for these brands, creating new, logical file naming conventions would be a very good, and easy first step towards process refinement.
It is generally prudent to start off “easy” with the low hanging fruit - what portion of the workflow is the easiest, least disruptive to refine. This serves a few purposes. First it provides a good way to interact and receive feedback and suggestions from all the players who actively participate in the creative workflow. Second, successful implementation with a small initiative is a great way to boost confidence with the team and get traction for the larger, more ambitious process refinement challenges. And third, most importantly it gives an understanding of the team's receptivity to change.
When refining the creative workflow process the level of enthusiasm for change can range from active participation to apathy to disruption. Each has its advantages and disadvantages.
Active Participants
Pros: Can bring many good ideas to the table. Enthusiastic.
Cons: Can have too many ideas. Can take it personally if their big idea is not incorporated into a new process.
Solution to the Cons: Encourage them to contribute to the chosen process refinement to make it their own.
Lethargic or Apathetic Participants
Pros: Will not actively get in the way, they often become the biggest proponents of well executed process improvements.
Cons: Not willing to share ideas, their position on the change initiative is not obvious
Solution to the Cons: Win them over with a quick process improvement. Show them results and they often get on board. Emphasize that the goal of this process improvement is to make their work easer
Disruptive Participants:
Pros: Because they draw a line in the sand it is clear where they stand regarding the initiative. You should not spend time convincing them, rather focus on those who can contribute to your efforts.
Cons: will do all they can to derail the process: threats, arguing, rumors, ridiculing, jokes etc.
Solution to the Cons: work around them. Create a great system that has buy in by many people.
Starting off small, with the low hanging fruit is a great way to begin process improvements. It helps you to understand the people and their receptivity to change and it helps them to become contributors to the process. Finally it allows you to get a lay of the land and discover who will work with you and those who won’t.
Resources:
https://hbr.org/2008/07/choosing-strategies-for-change