Product adoption by users

17 Mar 2010 - 7:18am
4 years ago
1 reply
617 reads
Dimiter Simov
2006

Hello, I am looking for opinions and data on measuring, stimulating, and tracking user adoption.

I have this project, where we want to better measure and track the adoption of a product by its users. We do surveys and talk to clients. We want to build an adoption report that can help us predict that a client is losing interest. Currently, when we understand that, it is kind of late.

The product is a web based CRM application. It has an inbuilt mechanism that tracks the actions of all users with the app: who logs in, when, what actions users perform, and so on. We will use the collected data to build a usage report that shows number of logins, number of actions per period of time, and several other indicators.

I want to make the report as useful and easy to use as possible. I am thinking of including a "health index" for each client: a single value calculated from the available data for the client.

  • When the number of visits and actions for a client grows from period to period, this means the client is in an upgoing adoption trend. we are happy. The index value for such a client will be high and green.
  • When the number remains relatively stable, this means the client has reached a balanced adoption level. We are happy too. Our sales people can start thinking of what else to offer. The index value for such a client will be around the middle and neutral gray, or maybe yellow.
  • When the number is going down, it means that either everyone is on vacation, or, more likely, the client is not using our product as much as they used to do. We want to know what is going on. The index value for such a client will be low and bright red.

I know that ease of use can be a predictor of adoption rates, and that satisfaction survey results can be used as adoption indicators. What else?

I will appreciate any thoughts, ideas, suggestions, and refrences to information related to measuring, monitoring, and increasing user adoption.

Comments

17 Mar 2010 - 11:57am
nixkuroi
2010

Dimiter,

I think it's important that when you're creating your metrics, you make sure to weight it based on its intended re-use.  For example, a part of the site that is used heavily at first and then less frequently as time goes on in a NATURAL way is the help section.  Users go there a lot at the beginning, and slowly ramp down over time.  This kind of activity trend looks bad for almost all other parts of the site, but for training/help, it's the mark of a well executed section.  On the other hand, if help is used constantly, there may be a problem with your help not being helpful enough.  

For that reason, when you create your metrics, try and consider what the desired use is for a given part of the application.  That said, one thing I've seen as a trend in usability studies lately is the heat map, some of which actually track mouse movements around the page.  You can see where people go first, or hover, or click.  It's not as good as eye tracking, but it's a good step down from it.

Here's a screenshot:

http://smellypunks.files.wordpress.com/2009/09/google-serp-heat-map.jpg

 

 

Syndicate content Get the feed