【 Are your features killing your product? 】
Product adoption success is determined by how easily your customers can experience value. Improving adoption is about designing an experience to help customers better realize that value. Here are three things a founder should know when it comes to designing product adoption:
- Match your customer’s expectation
A customer’s journey towards your product starts before they leave their current provider. Expectations are carried through from their current provider when searching for a new solution, they expect a similar controls/interface/workflow when solving a similar problem. Even if your unique features can bring immense value, if it doesn’t match their expectations, they’ll likely abandon your product due to feeling lost, alienated and confused.
- The timing of your Aha moment
This is when your value proposition that brought in the customer is fulfilled. Is the first Uber that rolls up to the curb with the exact number plate showing on your phone, or the first match one receives on Tinder. You need to identify the Aha moment and make sure your customer experience this as soon as possible. The sooner your customer experience this the more likely they are to convert and retain. This is why Twitter/Pinterest/Quora/Facebook all insist new accounts follow multiple people as soon as it is created.
- Let users discover features naturally
Onboarding is good but keep it to the basics and leave some room for customers to breath and experience the product themselves. Instead of shoving everything down their throats and leaving them confused and lost, by providing hints or bread crumb like features one at a time, can lead to a better experience overall and it’s much easier for your customers to digest and realize value.
Having great features but poor product adoption design is another common mistake I’ve seen many founders make. Once you have built your awesome features, it’s important to understand how your customers experience your product and very important to optimize this engagement.
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Jack An
-Analyst, AppWorks
