The past 1.5 years has been super challenging for most organisations. The constant stop and start interruptions of Covid has taken a toll on most employees. One minute we are going back to work the next minute we are not. One minute we have Covid cases under control, the next minute infection rates are out of control.
However, corporate initiatives are not in any way slowed down by Covid. If anything there is more organisational change resulting from Covid. Covid has not only resulted in ways of working changes, but also deep industry, economy, consumer and technology changes.
Now that most economies are starting to come out of lockdowns and opening up, what does this mean for initiatives? Well, amidst the atmosphere of the emotional and psycho-social turmoil that has been the journey for most employees as a result of COVID, the most important change approach can be summarised by one word ….
OPTIMISM
Why is it important to incorporate a sense of optimism within every change initiative?
After more than a year of being isolated and experiencing the various disruptions of not being able to have a normal life of shopping, visiting friends and travelling, we need to acknowledge and reset the mood. How we approach work is indeed affected by the overall mood around us. Resetting the mood and instilling a sense of positivity and optimism is absolutely critical.
Without optimism, employees may still be harbouring the lingering mood of dealing with Covid. Negativity will never help to transition people during the change process. It is hope and optimism that will carry energy and excitement which will then drive action.
Think of the last time you were feeling down and weary. What were some of your behaviours? Typical behaviours when you’re feeling down in the dumps include not connecting with family and friends, being socially withdrawn, disruptions in sleep, being less physically active, etc. You were also more likely to think negatively, such as “things won’t get better”, “there’s no point trying”, “might as well not try”. These are definitely not the thoughts and behaviours that will help people transition during the change process.
So how do we instil a sense of optimism within our change initiatives?
1. Celebrate the ‘return to normal’ (whatever normal looks like!). As companies start to gradually have employees return to work, initiatives must also support this by creating a sense of excitement and positivity. Think of approaches such as:
Uplifting speeches by leaders
Gift objects such as cupcakes and drinks as a part of the celebration theme
Online events promoting positive discussions and sharing
Social events fostering activity and excitement
2. Highlight new ideas and approaches to the initiative. To demonstrate that things are no longer just ‘ho-hum’ as was the case during Covid, adopt new engagement and communication approaches to liven up the initiative. Even better, ask impacted stakeholders to come up with bright ideas of how to generate a renewed sense of optimism
3. Leverage the power of communication to impart excitement and positivity. Incorporate bright and colourful images, quotes and graphic themes to instil positive energy.
4. Display consistent behaviour. There is nothing worse than having positive themes throughout, only to have initiative leads speak with monotone voice supplemented by lethargic behaviour. We are social animals. We can ‘smell’ low energy. You may need to proactive coach your leaders to ensure that they are displaying the right behaviours across all modalities …. The tone of voice, gestures, responses, reactions, etc. All aspects of behaviour can impart mood. And your job is to design and shape them to be one that is more positive.
Adopting a behavioural science approach to managing behaviour change means leveraging scientific research about human behaviours and using this to better manage employee behaviour and change. A lot of the common practices in change management are not always based on scientific research. What is assumed as common change approaches may in fact not be substantiated by research and data.
A behavioural science approach to managing change recognizes that successful change initiatives require more than just new processes or training programs—they hinge on shifting employee behaviour and embedding new behaviours across the organization. By drawing on evidence-based insights, such as the transtheoretical model, change practitioners can better understand how individuals move through stages of personal growth and adopt new ways of working. This approach underscores the crucial role of leadership, with the executive team and direct reports acting as role models who demonstrate and reinforce desired behaviors. Engaging small groups and the wider workforce in the process ensures that behavioural change is not only top-down but also authentic and sustainable, addressing the way people perceive and respond to organizational change over the long term.
Moreover, involving employees in both the design and reporting of change efforts fosters ownership and helps weave multiple changes into the fabric of the organization. Performance reviews and ongoing reinforcement are essential for sustaining new behaviors and achieving better outcomes. By prioritizing human-centric design and leveraging the power of relationships—such as the nature of leadership relationships and the influence of peer networks—organizations can create an environment where behavioural change is not just a one-off initiative but a continuous process aimed at long-term success.
How to create a behavioral and cultural shift?
To create a behavioural and cultural shift, engage stakeholders through open communication, set clear objectives, and model desired behaviours. Encourage feedback and recognize progress to reinforce the change. Additionally, provide training and resources to support individuals as they adapt, ensuring a cohesive transition towards the new culture.
We talk to an industry veteran of behavioural science, Tony Salvador. Tony has 30+ years of research background behind him and a long-time ex-Inteller and Senior Fellow. At Intel, Tony travelled around the globe researching human factors and how people behave with technology.
There are many valuable takeaways for the change practitioner.
Some of these include:
Engineering psychology and human centric design
Analogy of pickaxe and the change approach
Principle of aversion to loss
People involvement and transactional change
Determining the nature of leadership relationship with employees
Story telling and insight into change culture
Example of Brazilian translator and people’s stories
Power of observation and listening
The nature of relationships and how they determine change
Change rationale in weaving in multiple changes
Involving people in reporting to achieve authenticity
Building the case and involving employees to derive case for change
Research on aversion to loss can explain why people don’t want to change. I spoke with Senior Fellow, anthropologist and ex-Inteller Tony Salvador.
It sounds completely illogical but true ….
This plays out in various facets of how people make decisions about choices … including in a change transformations context.
This is just one of the many things I spoke with Tony Salvador about.
Change aversion is a powerful psychological concept rooted in loss aversion, where individuals tend to fear losing what they have more than they value gaining something of equal magnitude. This phenomenon plays a significant role in why many people resist new changes, whether in their personal lives or within organizations, and particularly affects how product managers, leaders, and customer-facing teams approach change initiatives. It impacts their decision-making processes heavily, especially when they perceive potential losses that could overshadow a gain of equal magnitude.
At the individual level, the degree of change aversion varies depending on personal circumstances and perceptions. Original research grounded in Prospect Theory explains that people evaluate potential changes not just by the prospective benefits but by the risks of losing familiar routines, status, or comfort. For example, individuals are often more concerned about losing $2 than they are motivated by the prospect of gaining $5, because the psychological impact of loss outweighs that of an equivalent gain. This loss aversion creates an emotional barrier that can prevent even well-intentioned changes from being embraced.
The effects of change aversion can be observed in many contexts, including business transformations and customer satisfaction. For product managers, understanding this aversion is crucial when introducing new features or product updates. Despite best intentions customers might resist changes that disrupt their habitual usage or create uncertainty – even when these changes offer clear improvements or potential benefits. This reluctance can negatively impact customer feedback and satisfaction because the change is perceived as a threat rather than an opportunity, despite significant change efforts.
One helpful point of reference for managing change aversion is recognizing that the degree of aversion is not uniform. Organizational change studies show that people feel more averse to changes imposed upon them (such as being assigned new tasks) than to changes they self-initiate (like managing their own time differently). This highlights the importance of agency in the change process. When employees or customers feel involved or have some control, their resistance diminishes.
The potential benefits of understanding and addressing change aversion are profound. Company leaders who communicate transparently about what changes mean, acknowledge possible losses, and provide support and resources can create an environment where people feel safer to engage with change. This approach can be extended to personal lives, for example, in maintaining new year’s resolutions where individuals face their own internal resistance rooted in loss aversion to giving up old habits or comforts.
Moreover, energetic speeches or inspirational messaging via emails can sometimes fail to overcome change aversion if they neglect the underlying psychological resistance. Instead, effective change management embraces empathy and addresses the emotional loss individuals perceive. This understanding is particularly vital for product managers relying on customer feedback to refine changes, as they must balance the introduction of innovation with the human tendency to resist disruption.
In summary, loss aversion explains why change feels threatening and why resistance often arises despite good intentions and clear advantages of the new change. By acknowledging the psychological concept of change aversion and its individual variability, organizations and individuals can better design, communicate, and implement changes that minimize resistance and maximize acceptance and satisfaction.
This nuanced understanding provides a valuable toolkit for navigating change in both organizational settings and personal lives, helping transform resistance into openness and enabling progress despite the natural human tendency toward aversion to loss.
Lots of golden nuggets of wisdom takeaways for change practitioners from the man who spent 30+ years working for Intel researching about people behaviour and how they operate in social and technological environments.
Stay tuned for the full recording.
Why do people oppose change?
People often oppose change due to change aversion, a psychological tendency where individuals fear losing what they already possess. This resistance is rooted in the discomfort of uncertainty and potential negative outcomes. Understanding this can help leaders implement strategies to ease transitions and foster acceptance within teams.
When organisations roll out a new system or digital tool, the default playbook tends to look something like this: schedule a training session, send a few announcement emails, hold a town hall or go-live event, and then declare the project complete. It is a familiar pattern, and it is one that consistently fails to produce the outcomes that organisations need. Completion rates for training modules say little about whether people are actually using the new system in their day-to-day work. Attendance at a launch event does not translate into changed behaviour at the desk. The gap between “we trained everyone” and “everyone is using the system effectively” can be enormous, and it is precisely this gap that derails the return on investment for so many technology and transformation programmes.
The root cause of this gap is a fundamental misunderstanding of what user onboarding actually requires. Onboarding is not a moment in time. It is not a box to tick. It is a multi-stage process that unfolds over weeks and months, requiring deliberate effort across a range of levers that together determine whether adoption becomes embedded in the organisation or quietly fades after the initial excitement. Research from Prosci consistently shows that projects with excellent change management are six times more likely to meet their objectives than those with poor change management – yet most organisations still treat onboarding as a communications and training exercise rather than a full change management process.
Full adoption – the kind where people are confident, willing, and consistently using a new system in ways that deliver business value – requires addressing at least eight distinct levers: user capability, user motivation, user capacity, senior manager buy-in, line manager buy-in, communication and awareness, measurement and reinforcement, and strategic alignment. Miss any one of these, and adoption will remain partial at best. This article explores each lever in depth and offers a practical framework for designing an onboarding journey that achieves sustainable, organisation-wide change.
The event-based model of onboarding has its roots in a reasonable intuition: people need information before they can use something new, so give them that information in a structured setting and they will be ready to go. The problem is that adult learning and behaviour change are far more complex than this model assumes. A single training session, however well designed, provides exposure – but exposure is not the same as competence, and competence is not the same as adoption. People need repeated practice, contextualised support, and the confidence that comes from doing something real, not just simulated, before new behaviours become habitual.
Gartner research on digital workplace adoption has highlighted that most technology investments underperform because organisations focus almost entirely on the technical deployment and the go-live moment, while underinvesting in the sustained behaviour change work that happens afterwards. The post-go-live period – typically the first 90 days – is where adoption is either won or lost, yet it is precisely this period that receives the least structured attention in most programme plans. Change management activity drops off just as employees are encountering real-world friction, forming habits, and deciding whether the new way of working is genuinely worth the effort.
Thinking of onboarding as a journey rather than an event reframes the entire challenge. It shifts the question from “did we deliver training?” to “are people using the system confidently and consistently?” It moves the success metric from outputs (training completion, attendance) to outcomes (usage rates, error rates, productivity metrics, user satisfaction). And it creates the organisational mandate to sustain change management activity well beyond go-live, which is where real adoption is ultimately built.
The eight levers of full user adoption
Achieving full adoption requires organisations to work across eight interconnected levers simultaneously. These are not sequential steps but parallel dimensions of the onboarding journey, each of which must receive deliberate design and ongoing attention throughout the adoption lifecycle.
User capability is the most obvious lever – people need to know how to use the system. But capability goes beyond knowing where to click. It encompasses conceptual understanding of why the system works the way it does, procedural fluency in completing tasks efficiently, and the confidence to troubleshoot when things do not go as expected. User motivation is equally foundational. Even highly capable users will revert to old ways of working if they do not see a compelling reason to change. Motivation is shaped by how clearly the benefits of adoption are communicated in terms that are personally relevant to each user group, not just in terms of organisational efficiency.
User capacity is a lever that is frequently overlooked. Employees may be capable and motivated to use a new system, yet lack the time and mental bandwidth to develop proficiency during a busy period. If adoption is competing with peak workloads or concurrent change initiatives, it will consistently lose. Senior manager buy-in and line manager buy-in are the two sponsorship levers, and they operate quite differently. Senior leaders shape the strategic narrative and signal organisational priority; line managers shape the day-to-day environment in which people actually change their behaviour. Communication and awareness, measurement and reinforcement, and strategic alignment round out the framework, ensuring that adoption is visible, tracked, and connected to the organisation’s broader direction of travel.
Building user capability and confidence
Effective capability building starts well before go-live and continues long after it. The pre-launch phase should focus on building awareness and foundational understanding – what is changing, why it matters, and what it will mean for each role. This is distinct from system training, which is most effective when delivered as close to the point of first real use as possible. Training delivered weeks before go-live is largely forgotten by the time it is needed, a finding that is well-established in learning science and confirmed repeatedly in enterprise technology deployments.
Learning design for onboarding should be role-specific, scenario-based, and layered. Generic system overviews are far less effective than task-focused modules that walk users through the exact workflows they will use in their specific jobs. Scenario-based learning – where participants practise in realistic simulations before working with live data – builds procedural fluency in a low-stakes environment. Layered learning, where foundational skills are covered at go-live and more advanced capabilities are introduced over the following weeks, respects the cognitive reality that people can only absorb so much at once.
Confidence is the bridge between capability and consistent use. Many users who have completed training still hesitate to use a new system in real situations because they are not confident they will get it right. Support mechanisms in the post-go-live period – floor walkers, super-users embedded in teams, easily accessible help resources, and a psychologically safe environment where asking questions is normalised – are as important as the training itself. A McKinsey study on large-scale transformation programmes found that organisations that invested heavily in on-the-job support during the first 90 days post-launch achieved adoption rates that were significantly higher than those that relied on classroom training alone.
The critical role of manager buy-in
Of all the levers in the onboarding framework, manager buy-in at both the senior and line manager levels may be the most powerful and the most underdeveloped in practice. Prosci’s research on change management best practices consistently identifies active and visible sponsorship as the single most important contributor to successful change outcomes – yet sponsorship is often confused with endorsement. A senior leader who approves a project and appears at the launch event has provided endorsement. What they need to provide is active, ongoing, visible engagement: talking about the change in team meetings, asking questions about adoption progress, removing barriers when they arise, and role-modelling the new behaviours themselves.
Line managers are the proximate influence on employee behaviour. Employees take their cues from their direct manager about what is genuinely important, what will be rewarded, and what can safely be deprioritised. When line managers actively support adoption – checking in on how team members are finding the new system, making time for practice and questions, celebrating progress – adoption accelerates. When line managers are neutral or disengaged – perhaps because they were not adequately prepared for their role in the change – adoption stalls even when users have received excellent training.
Preparing managers for their adoption role requires specific attention. Many managers have deep expertise in their functional domain but have not been equipped with change leadership skills. An effective onboarding programme includes a specific workstream for managers: helping them understand the adoption journey their teams will experience, giving them language and tools to have productive conversations about the change, and keeping them informed of adoption data so they can act on it. When line managers become active agents of adoption rather than passive recipients of communications, the impact on outcomes is substantial and sustained.
Measurement and reinforcement as adoption drivers
What gets measured gets managed – and in the context of user adoption, this principle is not merely a cliche but a practical necessity. Organisations that track adoption metrics systematically are able to identify where the journey is breaking down, intervene before disengagement becomes entrenched, and demonstrate the value of their change management investment to senior stakeholders. Organisations that rely on training completion rates as their primary adoption metric are flying blind, because completion tells you nothing about whether the learning transferred into changed behaviour.
A robust adoption measurement framework tracks leading and lagging indicators across the adoption journey. Leading indicators – the precursors to adoption – include training completion, awareness levels (measured through pulse surveys), manager engagement scores, and the volume and nature of support requests. Lagging indicators – the actual adoption outcomes – include system usage rates by role and team, error rates, productivity metrics, and user satisfaction scores. Together, these data points paint a picture of where adoption is strong and where it needs additional support.
Reinforcement is the sustained activity that converts early adoption into embedded habit. According to research published in the Harvard Business Review, behaviours that are reinforced through recognition, feedback, and accountability are far more likely to stick than those that are simply trained and left to self-sustain. Reinforcement mechanisms in an onboarding journey include celebrating adoption milestones publicly, incorporating system use into performance conversations, updating processes and job aids so that the new way of working is embedded in documented procedures, and periodically refreshing skills as the system evolves. Reinforcement is not a one-time activity but an ongoing practice that spans the full adoption lifecycle.
Designing an onboarding journey for your organisation
Designing an effective onboarding journey begins with understanding the adoption landscape for the specific change. Not all systems affect all users in the same way, and not all user groups will face the same adoption challenges. A thorough impact assessment – identifying which roles are affected, how significantly their work will change, what capability gaps exist, and what motivational barriers may arise – is the foundation of a well-targeted onboarding plan. Without this analysis, organisations tend to apply a generic approach that works reasonably well for the easiest-to-adopt groups and fails the groups that most need support.
The onboarding journey should be mapped as a timeline with clear phases: awareness and readiness (pre-go-live), active adoption (the first 30-60 days post-go-live), and embedding and reinforcement (60-180 days and beyond). Each phase has different objectives and requires different interventions. The awareness phase focuses on building a compelling case for change and preparing the organisation to receive and use it. The active adoption phase delivers training, floor support, and manager engagement at the moment of real use. The embedding phase shifts focus to reinforcement, measurement, and continuous improvement.
Strategic alignment – the eighth lever – means ensuring that the onboarding journey is designed in the context of the organisation’s broader change portfolio and strategic priorities. If the new system is one of five significant changes landing on the same population in the same quarter, user capacity will be stretched and motivation will be harder to sustain. Understanding the change landscape and sequencing or pacing adoption activity accordingly is a strategic decision that sits above the programme level and requires executive attention. Organisations that manage their change portfolios deliberately are consistently more successful at achieving individual adoption outcomes because they protect the cognitive and emotional capacity their people need to change.
How The Change Compass supports the full onboarding journey
The Change Compass is a purpose-built platform designed to help organisations manage the complexity of change at scale, and this directly supports the full user onboarding journey described in this article. At its core, The Change Compass gives change leaders and senior managers a clear, data-driven view of the change landscape across the organisation – who is being affected by what, when, and at what intensity. This portfolio-level visibility is the foundation for making strategic decisions about sequencing, pacing, and resourcing adoption activity for individual systems and tools.
For onboarding programmes specifically, The Change Compass helps organisations track adoption levers systematically, identify at-risk populations before disengagement becomes entrenched, and provide managers with the information they need to fulfil their sponsorship role effectively. The platform’s change impact data makes it possible to have evidence-based conversations with senior leaders about where adoption support is most needed, making the case for sustained investment in the embedding phase rather than allowing change management activity to drop off after go-live.
By connecting the onboarding journey to the broader change portfolio, The Change Compass also helps organisations protect user capacity – ensuring that adoption of a new system is not sabotaged by competing demands from other concurrent changes. This is a dimension of adoption planning that is almost impossible to manage without the kind of cross-programme visibility that a dedicated platform provides. The result is an onboarding experience that is not only better planned but better sustained, delivering the full adoption outcomes that justify the investment in new systems and tools.
Frequently asked questions
How long should a user onboarding journey last?
The duration of an onboarding journey depends on the complexity of the system, the extent of the behaviour change required, and the size and diversity of the user population. As a general guide, the active adoption phase spans the first 60 days post-go-live, and the embedding phase extends to at least 180 days. For highly complex systems or large-scale deployments, structured adoption support may continue for 12 months or more. The key signal that the embedding phase can be scaled back is sustained, consistent usage rates across user groups – not the passage of a fixed amount of time.
What is the difference between user adoption and user engagement?
User adoption refers to the extent to which people are using a new system or tool in place of previous ways of working – it is fundamentally about behaviour change. User engagement refers to the quality and depth of that use – whether people are using the system confidently, efficiently, and in ways that realise its full capability. Both matter. High adoption with low engagement (everyone logs in but few use advanced features) leaves value on the table. A well-designed onboarding journey addresses both, building adoption first and deepening engagement over time through progressive capability development and reinforcement.
How do you measure whether onboarding has been successful?
Success in onboarding is measured against the adoption outcomes defined at the outset of the programme, not against activity metrics like training completion or event attendance. Meaningful measures of onboarding success include system usage rates by role and team (compared against targets), error rates and support ticket volumes (trending down over time), user confidence and satisfaction scores (measured through pulse surveys), and ultimately the business outcomes that the system was intended to deliver – whether that is processing efficiency, data quality, customer experience, or another value driver. Establishing baseline measures before go-live and tracking them through the adoption journey is essential to demonstrating value and identifying where intervention is needed.
What is the most common reason user adoption fails?
The single most common reason user adoption fails is the premature withdrawal of change management support after go-live. Organisations invest heavily in the lead-up to launch and then assume that adoption will sustain itself once the system is live and users have been trained. In reality, the post-go-live period is where the hardest adoption work happens – where users encounter real-world friction, form habits, and decide whether the new way of working is worth sustaining. Without structured support, reinforcement, and active manager engagement during this period, many users revert to workarounds or old systems. Sustained investment in the embedding phase is the most reliable way to protect the gains made in the active adoption phase.
Gartner. (2022). How to Drive Digital Adoption in the Workplace. Gartner Research. https://www.gartner.com/en/information-technology/insights/digital-workplace
As a first step in understand the change, change management practitioners usually classify different change impacts into people, process, technology, and customer. There is a great effort and focus placed on describing exactly what the impact of change is from a project or program perspective as a part of the change management plan. The impact analysis can include the processes changes, critical behaviours, as well as how different the new technology and new process is going to be compared to the current process.
However, adopting a user-centric view of change impact (versus a project team’s view) is critical in driving successful change.
Often what is seen as impact as felt by various job roles can be very very different from what is experienced by the end-user as a part of the current state. In order to drive towards the benefits of the change, we need to take into consideration any negative thoughts, support system, employee morale, mindset, and performance review processes for those stakeholders impacted by the change. Let’s take a few examples.
When a project is ‘rolled out’. There are can be a lot of different impacted audience factors to consider. These can include:
Location
Role
Gender
Digital fluency
Age
Length of service
Team size
Availability of support staff
Availability of effective 2-way communication platforms
Effective learning and development processes in place
Functional skill sets
So depending on how these organizational change factors determine the impact of the change initiative on groups of individuals, identified specific impacts can be different. In the change impact assessment process, these should be carefully teased out and identified explicitly. Even how we express the names of the impacts should consider how the changes are perceived.
For example, is an impact ‘Team Leader briefing team members about the new process’ or ‘Weekly team meeting to discuss new process changes’? The initial wording is more focused on the new process, whereas the latter one illustrates that there can be various changes discussed in the meeting. So as a result, practitioners need to be open to the environment in which their messages will be delivered and through this better position and clarify the meaning of the change from the team’s perspective. E.g. can this change be delivered as a bundle with other process changes?
In a recent example, a person is understood by the organisation to be undergoing 6 separate initiatives each with their various impacts. Each initiative has fleshed out the various project impacts and these are listed and planned explicitly. However, this is from the organisation’s perspective. In fact, what the individual is undergoing is quite different.
There are changes that the team or division is undergoing that are not always taken into consideration such as people or team changes. On top of this there are also seasonal workload impacts from the likes of end of financial year, audits or pre-holiday season workload. On top of this, there are also various Covid considerations to take into account – the mother of all changes at the moment. Lockdown and social distancing have profound impacts on individuals leading to physical and psychological health impacts.
