User adoption, or how to make users fall in love with your product

So, you say you have developed a new cutting-edge app, and now you want it to rock the tech world? Don’t want to dash your hopes, but it takes more than that to succeed. Let’s take a closer look at one of the TechCom trends–user adoption. Once you finish this article, you will understand what user adoption is, why it is so important, and how it can boost your production.

By nature, human beings are reluctant to any major changes. Most of people would rather be stuck in their routine rather than take a risk and leave the comfort zone. So, how is it possible to get people buy into that change, especially when it comes to new technologies?

Recently, the TechCom world created a big fuss around the idea of user adoption. This trend suggests that to make users successfully adopt a technology, its value should prevail over the energy needed for its adoption.


User adoption is the process when users get familiar with a new product and decide if they want to keep using it.


The notion of user adoption stems from the Technology Acceptance Model (TAM) suggested by F. Davis in his A technology acceptance model (1985). Later, V. Venkatesh (2000) advanced the initial model and its final extended version looked as following:

TAM Extended

According to the model, users decide whether to keep using a new technology or stick to the old one by analyzing its perceived usefulness and ease of use. The latter also includes different variables like computer self-efficacy, computer anxiety, perceived enjoyment, and so on that influence perceived ease of use.

But let’s put it simple:

formula-2

If the product’s value outweighs the energy users commit to adopt the new technology, they are likely to integrate this change into their daily routine. Otherwise, no high hopes for a successful adoption. No one will transit to a new environment if they struggle and do not see any benefits of it.

scales value effort 1

Thus, the solution is clear, yet a little more complicated, on second thoughts:

To improve user adoption, we need to increase the value, decrease the effort, or, at best, do both.

Here comes the question – how?

So, first, let’s think about some strategies of how to increase the value:

  1. Raise the awareness

It should be in your interest to educate users about the advantages of a new technology. Show them what makes the product unique, and how using it would ease their work process. Play your ace! It’s win or lose, so you have to be convincing with your reasoning.

  1. Give them bread and circuses

Win all of the users’ attention by creating a big event out of adoption. Encourage your employees to be a part of it. I hope Steve Jobs would not mind if we borrowed his strategy. Just look how successful every Apple presentation is. It gets millions of viewers glued to their screens. So serve your app hot and top it with video presentations, newsletters, or any other visual aids.

  1. Make users follow the trend

Company leaders may push their employees into changes, but getting recommendations from fellow co-workers can be a way more powerful stimulus. Be the one to launch a chain reaction and watch your employees do the job for you.

No less important are the ways of decreasing users’ efforts in the adoption process. So here are the steps:

  1. Do not underestimate the job of an Information Developer

The biggest trick is not to make an application simple, on the contrary, the complexity lies in it being comprehensive but still possible to understand and use. And it is where InfoDevs should make their best: take complex technologies and explain how to use them in simple words.

  1. Provide trainings

Onboarding videos, elearnings, and walkthroughs can surely help users to get acquainted with an app. Well begun is half done, so ensure the first user experience is as smooth as possible. If your app already has an elearning, but somehow your users don’t really benefit from it, consider evaluating its effectiveness.

  1. Gather the feedback

Keep in contact with your users and let them help you in spotting gaps in the app or documentation. Read more about the process and sources of feedback in one of our previous articles.

To sum up, the rule not to forget–KNOW YOUR AUDIENCE. Always keep in mind that the key to a successful user adoption is to help users reach their goal. So, to make users satisfied with the new technology, raise its value in their eyes and reduce the efforts they need to make to adopt it.

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