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Emotional User Adoption

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This presentation I put together summarizes thoughts from Marty Cagan's book Inspired and an interview with Jeff Bonforte. It touches on subjects on user adoption based on emotional grouping.

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Emotional User Adoption

  1. 1. User AdoptionA Primer in Emotionsby Bora Celik
  2. 2. Technology Adoption Lifecycle
  3. 3. Summarizing the thoughts ofMarty Cagan, Geoffrey Moore and Jeff Bonforte
  4. 4. "The adoption or acceptance of a newproduct or innovation, according to thedemographic and psychologicalcharacteristics of defined adopter groups"
  5. 5. Diffusion of Innovation
  6. 6. User GroupsInnovators * Early Adopters * Early MajorityLate Majority * Laggards
  7. 7. InnovatorsLarger capital, more educated, moreprosperous and more risk-oriented
  8. 8. Early AdoptersYounger, more educated, tend to becommunity leaders
  9. 9. Early MajorityConservative but open to new ideas, activein community and influence to neighbors
  10. 10. Late MajorityOlder, less educated, fairly conservative andless socially active
  11. 11. LaggardsVery conservative, small capital, oldest andleast educated
  12. 12. The Most Difficult StepTransition between visionaries (earlyadopters) and pragmatists (early majority)
  13. 13. This transition gap is calledThe Chasm
  14. 14. A Layer of Analysis on Topby Jeff Bonforte / Yahoo
  15. 15. The Emotional AdoptionLovers * Irrationals * Efficients * LaughersComfortables
  16. 16. LoversInnovators
  17. 17. Techies who buy because technology is cool
  18. 18. Solving technical problems = fun
  19. 19. But...Different needs than larger population
  20. 20. Hence...Dangerous to us!
  21. 21. IrrationalsEarly Adopters
  22. 22. Feel same emotions as general population
  23. 23. Butwith more intensity
  24. 24. They buy to address their emotional needs
  25. 25. Good news...
  26. 26. Ordinary people who feel the subduedversions of the same emotionswill be motivated to buy
  27. 27. EfficientsEarly Majority
  28. 28. Will adopt when tech becomes practical
  29. 29. More pragmaticabout benefits vs costs
  30. 30. LaughersLate Majority
  31. 31. Same emotionsbut muted
  32. 32. Won’t deal with any grief to get benefits
  33. 33. ComfortablesLaggards
  34. 34. The 15% that want the benefits
  35. 35. ButIt has to be dead simple and convenient
  36. 36. So they can make the move
  37. 37. Tremendous power inIrrationals
  38. 38. Lovers and Irrationalsmay come in at the same time
  39. 39. ButLovers are the worst possible people for us
  40. 40. Why?Because they mislead us 100% of the way
  41. 41. Prius
  42. 42. Lovers buy itbecause they like the battery technology
  43. 43. Irrationals buy itbecause they care about the environment
  44. 44. People that obsess over your productbecause they like the battery technologydont buy your product for the same reasonsanyone else does...but Irrationals do
  45. 45. Irrationals exaggeratethe value they get from our product
  46. 46. Irrationals can teach usthe value of our product all the way
  47. 47. Lovers are unconcernedwith the core solution
  48. 48. theyre more concerned with the technology
  49. 49. We shouldn’t look atage groups
  50. 50. We should look atemotional groups
  51. 51. We should look foranger, exasperation, frustration, loneliness,insecurity, fear, anger
  52. 52. We need the Irrationalsto slingshot our business into Efficients andthe Laughers
  53. 53. Focusing on AngerAngry people dictate the future of tech
  54. 54. Removing angerfrom one’s life = Delight
  55. 55. We should solveThe most miserable things people deal withevery day
  56. 56. We should focus not ontechnology
  57. 57. But instead onPeoples core needs and emotions

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