Get Your Product Used: Adoption and Appropriation - Deepstash
Get Your Product Used: Adoption and Appropriation

Get Your Product Used: Adoption and Appropriation

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Useful,  Usable and Used have different meanings

Useful, Usable and Used have different meanings

Useful = allows a user to accomplish an objective in a certain context

Usable = useful + enablement of the user to perform an action

Used = useful + enablement + adoption. The ultimate goal of a product.

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Ease of Use

Ease of Use

Some questions to guide

  • Life goals – what does the user aspire to in their life? How might your product get them to that goal? What would motivate a user to choose your product over a competing product that achieves this objective?
  • Completion goals – what do users expect to happen at the end of using your product? What can you measure when this takes place?
  • Behavioral goals – when users undertake achieving the goal without using your product, how do they do it? How can your product mimic that process so that the product is familiar to them?

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Usability

Usability

Oftentimes, usability is mistaken with user experience, but in reality, it is just a part of it. 

Usability, on its own, is also not only ease of use, but rather a sum of multiple aspects: 

  • effectiveness - the ability to complete a task
  • efficiency - effectiveness + speed
  • engagement - looking right (typography, navigation)
  • error tolerance - preventing users to do errors
  • ease of learning - appropriate onboarding on a product or learning about new releases

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The 7 Factors of User Experience

The 7 Factors of User Experience

Imagine a product has 7 different buttons, that whenever pressed with low or high intensity, they produce different results for users: 

  • Useful - has a purpose in the user's life
  • Usable - enables the purpose of a product to be brought to reality
  • Findable - the product and its content are easy to find
  • Credible - has built trust that it can accomplish the promised purpose
  • Desirable - good brand, image, identity, aesthetics and emotional design
  • Accessible -  a product's ability to be used by as many people as possible (e.g. impaired people)
  • Valuable (its production costs don't outweigh its usefulness)

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Factors of success for new product development

Factors of success for new product development

  • Top Management Support: Getting resources from top management to test innovative ideas
  • Market Orientation: Ability to conduct user and market research to bring them closer to the need of users
  • Technology: Suitable for the market selected
  • Knowledge management: Information sharing between teams helps bring down the knowledge silos
  • Development Strategies: Teams can negotiate and bring input to the roadmap
  • Development Speed: Being fast enough to provide value ahead of competitors
  • Development Process: Clear processes for design and development
  • Product Teams: Bringing different input for the product

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Turning prospects into users

Adoption is the ultimate goal of a product. For it to happen, the Product works with the marketing teams:

  • Pre-Design Phase: Market research determines if the user base is large enough to make a product profitable; user research looks into its value & usability. 
  • Design Phase: Designers ensure the product is desirable & usable, and marketers work to release news and build anticipation for the release.
  • Launch Phase & Beyond: Involve channel partners, distributors, influencers to spread the word; press releases, social media, free trials where possible. Get meaningful metrics to measure adoption.

 

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Appropriation

Appropriation can have two meanings:

  • the usage of existing objects to create different contexts than originally thought (e.g. dressing in clothes from another culture)
  • the usage of a product in an unintended way  (e.g. using a block of cement instead of a hammer with a nail).

It is desired that companies look to integrate their products in other contexts to attract more users, but should pay attention to copyrights issues.

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Using the Product Lifecycle

Using the Product Lifecycle

There are different stages of a product and different strategies apply to each of them: 

  1. Market Introduction: High costs, low sales, little competition, customer education, marketing investment, low profitability
  2. Growth: Declining costs, higher sales volumes, profitability appears, brand awareness, competitors appear
  3. Maturity: Declining costs, sales at peak, more competitors, brand differentiation needed, profitability declines
  4. Decline: costs not optimal, sales decline, prices fall, profitability depends on efficiency of production and distribution

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Types of product adopters

Types of product adopters

There are different types of adopters at each product stage:

  1. innovators: like taking high risks and have a good discretionary income. Naturally knowledgeable in the product space. Marketing and UX teams should identify them before launch to design for mass scale
  2. early adopters: influential, thought leaders in the product space, educated in social media, with high level of education and reasonable income
  3. early majority: risk averse, like to compare products before buying, lower income than the first 2 
  4. late majority: skeptical, like to use trial and tested products
  5. laggards: don't like change

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CURATED BY

magdamihalache

User Researcher, passionate about behaviours and building the right products. I 'stash' about research, self-development and education.

Having a used product is more important than product market fit and usability

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