Certainty and Variety

Intranets exist as a tool for us to use, therefore I thought it might be of interest to think about how we think and what are our expectations and needs are when we use an intranet. To help me talk about our behaviour when using intranets I'm going to refer to the Human Needs Theory as proposed by Tony Robbins. In his theory he suggests that all of us have six needs that effect our behaviour and influence the choices we make. Two components of this theory are Certainty and Variety, each of these being located at opposing ends of the same spectrum.

We will all have a comfort zone that exists somewhere between these two absolutes, some people will focus on achieving high levels of Certainty and the comfort that they will get from security and stability, others will pursue greater Variety and the excitement and challenge it will give them.

So, how can the Certainty and Variety be applied to an Intranet?

Certainty - this can be explained quite simply; when a user accesses an intranet they expect it to work, to be accessible and functioning. This is such a basic expectation it is hardly one we are aware of. Technical errors that mean we will have to 'try again', or come back later will do nothing for their confidence or enthusiasm for the intranet.

Once 'in' they would then expect to have confidence in the information they see, and to be able to trust that it is accurate and up to date. The certainty that they have will be assisted by familiarity - a consistent navigation and universal layout will make their visit easier.

Structural changes should be kept to a minimum and introduced in a way to minimise disruption. (Think about the last time one of your favourite Internet sites was redesigned, how uncomfortable did you feel on your first visit after the redesign? For a non-web comparison think about when you have visited a supermarket to find they have moved things around and knocked you out of your comfort zone!)

To a greater or lesser extent we all crave a degree of stability and security. An Intranet should think about delivering this.

Variety - It is a bit of a paradox but at the same time we desire certainty we also need enough 'uncertainty' to provide some spice and interest. The word 'enough' is key here. The key requirement of intranet content is that it should remain fresh and not stale. Therefore it will need to change. It doesn't mean that everything should change every week, but intranet content shouldn't become wallpaper. A degree of content will need to change in order to promote interest.

To a greater or lesser extent we all crave a degree of change and interest. An Intranet should think about delivering this.

So how can an Intranet achieve balance between these two requirements? An intranet can appeal to our need for Certainty by being structured in a consistent and reliable way. This structure can then be used as the framework for content, that is fresh and is presented to us in a visually appealing, but easy to understand format.

An intranet homepage can provide both Certainty and Variety. A homepage should have some consistent elements to appeal to the need for Certainty; simultaneously it should have some elements that promote Variety. This might be something as simple as the latest information (news) or a weekly blog by the Chief Exec. The wider content should have review dates, or limited publication periods, so that it 'disappears' from view before it becomes outdated.