Launching products that require changes in customer behaviour by Anila Arthanari
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Launching products that require changes in customer behaviour can face barriers to adoption. The biggest barrier is that users are not impressed within the first few minutes of using new products and may not want to change their existing habits. For products to be adopted, they need to provide motivation, ability and triggers for customers to form new habits. Companies should ship products early to get insights, iterate quickly to learn, and remember past lessons to overcome stumbling blocks when launching products that change how customers behave.
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Launching products that require changes in customer behaviour by Anila Arthanari
- 1. Launching products that require changes in customer behaviour
- 3. MEASURE ENGAGEMENT Public Relations Management Software What is IrisPR? INFLUENCE THE INFLUENCERS PROVE IMPACT (SaaS Product)
- 4. o Feb 2014 – MVP in Private Beta o Feb 2015 – Acquired Initial Funding o Nov 2015 – Product Launch o Dec 2015 – Started Learning Story so far …
- 5. Build product Make it easy to use Make it hard to leave Get bug spray Product Launch Readiness
- 7. #1 Barrier to adoption = users
- 8. Before After
- 9. #2 Stumbling blocks everywhere
- 11. #3 Users were not impressed within the first few minutes
- 13. Adopting new products require changes in customer behavior #2 Stumbling blocks everywhere
- 14. B = MAT #2 Stumbling blocks everywhere • Motivation • Ability • Trigger
- 15. #Motivation
- 17. #Ability
- 20. #Triggers
- 22. o Breaking old habits is hard. o Creating new habits require consistent o Motivation o Ability o Triggers What we’ve learnt so far …
- 23. o You don’t get product insights unless you ship product first. o Learn fast by iterating fast. o Don’t forget what you’ve learnt. What we’ve learnt so far …
- 24. @anila_art
Editor's Notes
- We got some things right and many things wrong.. Here’s aquick synopsis of things we do to mitigate the wrong…So sit back, relax.Here’s where you can sit and hear how we fucked up and what we are doing to change it.
- Iris is all about Public Relations. We help Pr teams around the world manage the flow of information between brands and their target audience by helping them manage their relationship with the media. Companies spend an average 8M in communication and PR and its interesting when asked how this budget /spend is invested, its hard to track the spend. At Iris, we help demystify the PR space and help quantify and measure PR strategy and campaigns and help brands connect more effectively through PR and media to their target audience. Condense it what we do, we collect input, apply algorithms and spit insights.
- How many months of beta? It was highly successful.. All customers except for one, came back saying that not only did they find it useful, they cant live without it. Opened up their wallet and wanted to pay for it everything month. SaaS.
- Accessible to general population. Create easy product that doesn’t require much handholding.
- Great! Lets talk about what we learnt right quickly after we learnt so far. Excel spreadsheets, intrinsic motivation… reaching demand, aspiring demand. OR Launch Surprises - Customers did not GET our product. Small stumble blocks were big boulders to our users Had to be convinced of the value in the fist few minutes or we lost their interest Motivation, Ability, Trigger Parlay to the Hooked model. Where all three were needed to change behavior.
- Coming from a world of spreadsheets, walking into a product that they did not understand. Our users got in the way of adoption OR Launch Surprises - Customers did not GET our product. Small stumble blocks were big boulders to our users Had to be convinced of the value in the fist few minutes or we lost their interest Motivation, Ability, Trigger Parlay to the Hooked model. Where all three were needed to change behavior.
- - Customers did not GET our product. Our users favorite tool so far was the excel spreadsheet. They’d signup and walk into the product and fall into the dashboard page. It was beautiful, but it made no sense to them. What was success rate? How did that matter to them and where did what I do, correlate to what was on the screen? It was confusing.. And with our analytics tools, we’d see them hover and stick around there for a bit trying to figure this out. We moved on to swallow our pride and the beautiful dashboard and land them to a page that would lead them through the product. Analogy here:
- Coming from a world of spreadsheets, walking into a product that they did not understand. Our users got in the way of adoption OR Launch Surprises - Customers did not GET our product. Small stumble blocks were big boulders to our users Had to be convinced of the value in the fist few minutes or we lost their interest Motivation, Ability, Trigger Parlay to the Hooked model. Where all three were needed to change behavior.
- We were not able to grab their attention within the first few minutes.
- Excel spreadsheets, intrinsic motivation… reaching demand, aspiring demand. OR Launch Surprises - Customers did not GET our product. Small stumble blocks were big boulders to our users Had to be convinced of the value in the fist few minutes or we lost their interest Motivation, Ability, Trigger Parlay to the Hooked model. Where all three were needed to change behavior.
- Mapping of existing vs new behavior
- Mapping of existing vs new behavior
- Excel spreadsheets, intrinsic motivation… reaching demand, aspiring demand. OR Launch Surprises - Customers did not GET our product. Rip bandaid Small stumble blocks were big boulders to our users Had to be convinced of the value in the fist few minutes or we lost their interest Motivation, Ability, Trigger Parlay to the Hooked model. Where all three were needed to change behavior.
- Connect users problem with your soluciton with enough frequency to form habit..
- Excel spreadsheets, intrinsic motivation… reaching demand, aspiring demand. OR Launch Surprises - Customers did not GET our product. Rip bandaid Small stumble blocks were big boulders to our users Had to be convinced of the value in the fist few minutes or we lost their interest Motivation, Ability, Trigger Parlay to the Hooked model. Where all three were needed to change behavior.
- Use the product to simplify or automate existing behavior Eg. Excel spreadsheet, Capture emails into Iris Amplify value and return of investment in the product Hours to create excel spreadsheet – insights and analysis on data used. Personal touch amplified in the product
- Use the product to simplify or automate existing behavior Eg. Excel spreadsheet,
- Excel spreadsheets, intrinsic motivation… reaching demand, aspiring demand. OR Launch Surprises - Customers did not GET our product. Rip bandaid Small stumble blocks were big boulders to our users Had to be convinced of the value in the fist few minutes or we lost their interest Motivation, Ability, Trigger Parlay to the Hooked model. Where all three were needed to change behavior.
- Use the product to simplify or automate existing behavior Eg. Excel spreadsheet, Capture emails into Iris Amplify value and return of investment in the product Hours to create excel spreadsheet – insights and analysis on data used. Personal touch amplified in the product
- Im sleepy…
- Im sleepy…