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The Psyche of User Adoption

•
•
Z
zegig

It takes more than technology to make a successful product. It is key to understand what goes on in a user's mind when making a decision to adopt a product. I gave this presentation at Defrag 2009 and to a class at NYU.

BusinessTechnology
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Back to business basics The psyche of user adoption Guillaume Cohen - Veodia, Inc. @zegig
About Veodia ,[object Object],[object Object],[object Object],[object Object],[object Object]
Key to successful product ,[object Object],Buildable
Key to successful product ,[object Object],Buildable Desirable
Key to successful product ,[object Object],Buildable Desirable Viable
Key to successful product ,[object Object],Buildable Desirable Viable Common Mistake
Key to successful product ,[object Object],Buildable Desirable Viable
Adoption decision Analytic Intuitive & Emotional Roger Sperry, Nobel Laureate 1960’s
Adoption decision Analytic Intuitive & Emotional Roger Sperry, Nobel Laureate 1960’s
Adoption decision Psyche of adoption Rational decision: Emotional decision:
Adoption decision Psyche of adoption Rational decision: ,[object Object],[object Object],[object Object],[object Object],Benefits Emotional decision:
Adoption decision Psyche of adoption Rational decision: ,[object Object],[object Object],[object Object],[object Object],Benefits ,[object Object],[object Object],Investment Emotional decision:
Adoption decision Psyche of adoption Rational decision: ,[object Object],[object Object],[object Object],[object Object],Benefits ,[object Object],[object Object],Investment Δ > 0? Is it worth it? Emotional decision:
Adoption decision Psyche of adoption Rational decision: ,[object Object],[object Object],[object Object],[object Object],Benefits ,[object Object],[object Object],Investment Δ > 0? Is it worth it? Emotional decision: ,[object Object],[object Object],[object Object],[object Object]
How does a company influence it? Rational decision: Desire Emotional decision: Benefits Investment
How does a company influence it? Rational decision: Desire Emotional decision: Benefits Investment Δ > 0? Is it worth it? ,[object Object],[object Object],[object Object]
How does a company influence it? Rational decision: Desire Emotional decision: Benefits Investment ,[object Object],[object Object],[object Object],Δ > 0? Is it worth it? ,[object Object],[object Object],[object Object]
How does a company influence it? Gartner Hype Cycle
How does a company influence it? Brand & buzz Gartner Hype Cycle
How does a company influence it? Intrinsically valuable product Brand & buzz Gartner Hype Cycle
Example 1 Rational decision: Comparing Microsoft Zune to Apple iPod Desire Emotional decision: Benefits Investment
Example 2 Rational decision: Desire Emotional decision: Benefits Investment ? ?
Thank you @zegig

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