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The Psyche of User Adoption

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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.

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The Psyche of User Adoption

  1. 1. Back to business basics The psyche of user adoption Guillaume Cohen - Veodia, Inc. @zegig
  2. 2. About Veodia <ul><li>Video platform & solutions for businesses </li></ul><ul><li>3 Services </li></ul><ul><ul><li>Veodia: http://www.veodia.com/ </li></ul></ul><ul><ul><li>Screenjelly: http://www.screenjelly.com </li></ul></ul><ul><ul><li>ScreenToaster: http://www.screentoaster.com </li></ul></ul>
  3. 3. Key to successful product <ul><li>Going from technology to successful product </li></ul>Buildable
  4. 4. Key to successful product <ul><li>Going from technology to successful product </li></ul>Buildable Desirable
  5. 5. Key to successful product <ul><li>Going from technology to successful product </li></ul>Buildable Desirable Viable
  6. 6. Key to successful product <ul><li>Going from technology to successful product </li></ul>Buildable Desirable Viable Common Mistake
  7. 7. Key to successful product <ul><li>Market-driven product </li></ul>Buildable Desirable Viable
  8. 8. Adoption decision Analytic Intuitive & Emotional Roger Sperry, Nobel Laureate 1960’s
  9. 9. Adoption decision Analytic Intuitive & Emotional Roger Sperry, Nobel Laureate 1960’s
  10. 10. Adoption decision Psyche of adoption Rational decision: Emotional decision:
  11. 11. Adoption decision Psyche of adoption Rational decision: <ul><li>Saves me time? </li></ul><ul><li>Makes my life easier? </li></ul><ul><li>Makes me happier? </li></ul><ul><li>Helps me make money? </li></ul>Benefits Emotional decision:
  12. 12. Adoption decision Psyche of adoption Rational decision: <ul><li>Saves me time? </li></ul><ul><li>Makes my life easier? </li></ul><ul><li>Makes me happier? </li></ul><ul><li>Helps me make money? </li></ul>Benefits <ul><li>How much money does it cost me? </li></ul><ul><li>How much time does it cost me? </li></ul>Investment Emotional decision:
  13. 13. Adoption decision Psyche of adoption Rational decision: <ul><li>Saves me time? </li></ul><ul><li>Makes my life easier? </li></ul><ul><li>Makes me happier? </li></ul><ul><li>Helps me make money? </li></ul>Benefits <ul><li>How much money does it cost me? </li></ul><ul><li>How much time does it cost me? </li></ul>Investment Δ > 0? Is it worth it? Emotional decision:
  14. 14. Adoption decision Psyche of adoption Rational decision: <ul><li>Saves me time? </li></ul><ul><li>Makes my life easier? </li></ul><ul><li>Makes me happier? </li></ul><ul><li>Helps me make money? </li></ul>Benefits <ul><li>How much money does it cost me? </li></ul><ul><li>How much time does it cost me? </li></ul>Investment Δ > 0? Is it worth it? Emotional decision: <ul><li>I identify with the brand </li></ul><ul><li>It looks cool and beautiful </li></ul><ul><li>Everyone else has one </li></ul><ul><li>I just want it, I can’t resist! </li></ul>
  15. 15. How does a company influence it? Rational decision: Desire Emotional decision: Benefits Investment
  16. 16. How does a company influence it? Rational decision: Desire Emotional decision: Benefits Investment Δ > 0? Is it worth it? <ul><li>Identify target user </li></ul><ul><li>Build intrinsically valuable product </li></ul><ul><li>Clearly articulate value proposition </li></ul>
  17. 17. How does a company influence it? Rational decision: Desire Emotional decision: Benefits Investment <ul><li>Invest in brand & buzz </li></ul><ul><li>Capture Market /1 st mover </li></ul><ul><li>-> peer pressure </li></ul>Δ > 0? Is it worth it? <ul><li>Identify target user </li></ul><ul><li>Build intrinsically valuable product </li></ul><ul><li>Clearly articulate value proposition </li></ul>
  18. 18. How does a company influence it? Gartner Hype Cycle
  19. 19. How does a company influence it? Brand & buzz Gartner Hype Cycle
  20. 20. How does a company influence it? Intrinsically valuable product Brand & buzz Gartner Hype Cycle
  21. 21. Example 1 Rational decision: Comparing Microsoft Zune to Apple iPod Desire Emotional decision: Benefits Investment
  22. 22. Example 2 Rational decision: Desire Emotional decision: Benefits Investment ? ?
  23. 23. Thank you @zegig

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