All new products/features follow one of four adoption patterns.

When you release a new product/feature, users will do one of the following,

#1. Users will not use it:

You may think you have created something better than sliced bread. But the users you expected just did not show up.

This usually means one of two things,

1. The users don’t know about it
2. The users know about it but don’t want it

If it is the first, that is much easier to fix. You need to invest in creating a marketing or user acquisition plan.

If it is the second, you may have to go back to the drawing board. And validate that you are addressing a real need and have the right solution.

My 2 cents, do a quick validation (discovery) first. Before you spend any more money on marketing

#2. Users use it incorrectly:

If users use your new feature but in unexpected ways. It indicates that they see enough value in the product to put up with bad workflow.

Which means,

1. You need to improve the user experience to unlock further growth, AND
2. Double down on user research. Using the product in the “wrong” way could highlight a higher-level need.

Improving user experience is relatively simple. Create a core user experience team, identify the pain points, generate ideas, test / validate solutions, and launch new experiences. Don’t forget to begin measuring.

If, however, your user research indicates that the product is meeting other user needs. Then it may be time to pivot. Instagram started as Burbn, an app to take pictures of fine whiskey and bourbon. But users started using it as a photo-sharing app and Instagram was born.

#3. Users are using it as you expected:

This is your sweet spot.

Users are using your feature to successfully complete their goal/task. This indicates that you are on the right track and have achieved product market fit.

So, what do you do next?

1. Invest in marketing to add more users, and
2. Double down on the product/feature to see how else you can make it easier / better for the user. What new adjacent services you can offer?

Marketing will get you the biggest bang for your buck. You have the right product, now you need to get more users.

And continue to double down on the product. Since this will make sure that you retain your users and are always one step away from the competition.

#4. It’s an overnight success:

This is what most of us dream about.

Users flock to the product. It goes viral. Everyone wants a piece of it.

In this case, relax, sit back, and enjoy. Pat yourself in the back that you uncovered a huge need, got very lucky, or both.

Getting here is excellent. Unfortunately, this rarely happens.

Which adoption pattern did your last product follow?

Drop me a note and please share with me which pattern did your last release follow. And how did you find out?

Happy building!!