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When you launch new product or feature or service for adoption, it is very important to understand customer adoption market to decide your market entry point. These will help you to target people, learnability through UX design sharing and marketing.

Let’s learn from Everett M Rogers, communication scholar and sociologist, in the book Diffusion of Innovation (1962) about different types of adopters. And I will share more insights how to design and influence for each of these types.

The technology adoption lifecycle is a description of customer behaviour related to the acceptance of a new product or features:

1. Innovators

These are people who are openly excited by possibilities and new ways of doing things. Innovators are tend to be people who thinking differently and devote much on the discoveries. They can be entrepreneur, creatives, producers, and more.

They can also be risk-taker, sometimes use their own financial, physical, time resource to adopt – aware that some products might / might not deliver the advantage they are searching.

2. Early Adopters

They are usually flexible but more selective that innovators. Influential people within the market space, thought leadership. When they try, they tend to create reviews what they strongly like / dislike. 

More reasonable decision to try / not particular product. They are well-informed, they are ready based on their own thought. They can also be niche lovers, status seekers or loyal customers of the initial launch of the brand.

3. Early Majority

When your product win the market approval, the early majority are driving market share growth for a product. They are following the new market standard and want to make sure their resource are well-spend on buying and using the product.

They follow the early-adopters reviews / thought-leaders opinion to get greater adoption decision. Love for new (but trustable) experience.

4. Late Majority

Late majority are get used to familiar thing or more skeptical about something new. They don’t always have access to thought-leaders opinion, instead believe and prefer tried, tested, proven what’s available. When the product reached full-maturity, they are indication.

5. Laggards

Laggards are typically sign of product is entering decline. Be focused on “traditions”, they might not have access, an aversion to change, not like new process, not familiar to new technology, or not risk-adverse on doing things. Unlike the other types, laggards are not looking for status quo, They trust close friends and family.

When we design something, not all product are totally new / just a normal commodity, so it is very important to build market entry point, to help users and customers attracted and willing to try new product or services. 

How can YOU influence people in different type of group if they haven’t bought / known you yet? Design Strong Entry Point.

These types are helpful for deciding market adoption entry points, and not to categorise customer segmentation, primary / secondary market (that we will learn next time.). 

Targeting a very specific niche market within early majority can also beneficial to build customer base in mainstream market. Demand for some continues to grow, whilst for others demand may rise and fall.

How important your UX product adoption is? Therefore I build this Design Impact Newsletter to help you become smarter and grow even higher.

Don’t forget to Like, Comment, and Share! Hohoho… ❤️

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