We tend to make a big deal about leads in the marketing space, and not without good reason. Everything starts with leads.
However, for tech companies, the real goal is Product Adoption. We need people actively and consistently using the product. Regardless of the business model, success occurs when users experience that “aha” moment that takes the product from an experiment to a core part of their day-to-day work.
How to give the “aha” Moment?
By Keeping three things in mind Useful, Usable and Used.
1. Useful
A product which is useful is one that allows a user to accomplish a task or objective. While in many contexts these tasks or objectives are explicit and measurable in other contexts they may not be.
2. Usable
Usable refers to the usability of a product. It is more than “useful” it examines the way that the product will be used and whether it enables the user to do so in a pleasurable, simple and effective manner.
3. Used
A product may be both useful and usable and still fail to be used. The ultimate aim of a design is not to be useful or usable but for users to use that design. Without users a product is a failure and it doesn’t matter how great the design was — it’s still a failure.
A product must be useful if it is to be used. If it achieves no purpose it has no point and that means it is never going to be successful. A product should be usable to increase the chances of use — the more usable a product is, the more enjoyable it will be and the easier it will be to persuade others to use it.
What can impact a user to adopt the product?
Advertising research shows that emotion content is 3 times more likely to influence a purchasing decision than content is in television advertising and twice as likely to influence purchasing decisions rather than content in print advertising (it seems likely that this will also correlate to internet advertising)
The Advertising Research Foundation’s research demonstrate that the “likability” of a brand is the best prediction of sales for that brand
Positive emotions invoked by a brand are better indicators of customer loyalty than trust in that brand or other evaluations based on information/facts
“Emotions push human being to take actions”
An emotional brand response is more likely to create adoption of products. If a user cares about the emotional story that is projected to them — they are going to want to investigate that story further.
For an example: And the latest one: The entire nation in the COVID-19 situtation is getting nostalgic with telecast of Ramayana and Mahabharata on DD National ( Indian Television channel) anot notjust that they have started telecasting old 90s add of Amul, Pepsi, Coca Cola, feviquick etc.and people are loving it, why? Because it has a emotional impact on them.
“Me being a 90s kid feel nostalgic too. As a user it trips me down to a memory lane.” Same way..”
Human beings are emotional creatures and much of our actions are a response to our emotions rather than to a reasonable process. Research shows a clear link between emotional connection with a product and sales and longevity. Cooperation between design and marketing can create emotional stories that make products easier to be adopted and then appropriated.
This article is originally published by Aishwarya Singh in Designerrs publication on Medium. Thanks Aishwarya for sharing your insights about how different parameters affect the adoption of a product, we would love to hear more from you.