user adoption. modelling, measuring and planning for success
Post on 09-Feb-2017
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User Adoption
Modelling, measuring and planning for successAlice Sowerby, ClusterHQ
Who are they?
What are they doing?
How can we track their behaviours?
Open source user
Modelling
Diffusion of innovations
Stages
Stage 1: ContactUsers have exposure to the existence of the product, they have heard of it.
Stage 2: AwarenessUsers have an idea of what the product does in a broad sense, they know something about its context in the market
Disposition Threshold
Stages
Stage 3: UnderstandingUsers know what the product can do and broadly what applications it has.
Stage 4: Positive perceptionUsers are building up the idea that this is a product that is of use to them and validating its potential place in their world.
Action Threshold
Stages
Stage 5: ExperimentationUsers validate whether the product does more or less what they think it does by trying to achieve some limited test goals with it.
Stage 6: AdoptionUsers conduct a longer trial period with a real system to evaluate it for further use.
Reversibility Threshold
Stages
Stage 7: InstitutionalisationUsers promote the product to their core stack and use it as a matter of course.
Measuring
Time to round up some data
Data touchpoints
● Contact
● Awareness
● Understanding
● Positive Perception
● Experimentation
● Adoption
● Institutionalisation
Events
Website
Docs
Paid support
Ourblog
3rd party blog
GitHub Downloads
Real data!
Planning
Mashup!
Combining the models
Each user group needs different support as they move through the User Adoption stages.
+
User groups’ adoption over time
Innovators
AKA “Techies”
● Contact - They find you
● Awareness - Values their own and peers’ judgement over marketing
● Understanding- Likes to get into technical details straight away
● Positive Perception - Learns by doing and tinkering
● Experimentation - Dive straight in with trying the product for kicks
● Adoption - Personal projects, may be the final step
● Institutionalisation - Only if the innovator is the business owner
Early Adopters
AKA “Visionaries”
● Contact - Seeking a breakthrough opportunity through new product
● Awareness - Looking for glimpses of new solutions
● Understanding- Needs to see benefits to assess a match
● Positive Perception - How can the product be used?
● Experimentation - Proof of concept, fast validation
● Adoption - High value, high risk projects
● Institutionalisation - As soon as possible to realise benefits
Early Majority
AKA “Pragmatists”
● Contact - Exist in a mainstream environment
● Awareness - Seeking safe “forever” changes
● Understanding - Needs to see their own problems solved
● Positive Perception - Product has been validated in the mainstream
● Experimentation - Assessment of risk
● Adoption - Staged, low risk first
● Institutionalisation - Full process and tooling
Late Majority
AKA “Conservatives”
● Contact - Knows mature products in a mainstream environment
● Awareness - Seeks de facto standards
● Understanding - Turn key solutions, serviced offerings
● Positive Perception - Full breadth eco-system and support
● Experimentation - May outsource this, seek consultancy
● Adoption - Managed project to introduce the organisational changes
● Institutionalisation - Full organisational change.
Laggards
AKA “Skeptics”
● Contact - prefers to stay unaware
● Awareness - accepts change as last possible option
● Understanding - Hands off attitude
● Positive Perception - Needs to experience benefit with no risk or outlay
● Experimentation - Rejects unless zero effort
● Adoption - Ideally an invisible, incremental change
● Institutionalisation - Part of the furniture
Actions
Which user group at which stages?
Innovators contact→ adoptionEarly Adopters contact→ understandingEarly Majority contact
Which user group at which stages?Innovators (contact→ adoption)
● Technical information● Blog posts● Access to engineers● Hackathons● 3rd party tech blogs
Which user group at which stages?Early Adopters (contact→ understanding)
● Tech news● Leading edge events● Product vision● Access to decision makers
Which user group at which stages?Early Majority (contact)
● Mainstream events● 3rd party specialists, resellers and integrators
Prepare for:
● Case studies● Support packages
Thanks!
Alice Sowerby
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