Successful product adoption is crucial for the long-term success of a product and the growth of a business or organization. To increase product adoption and accelerate growth, I have gathered user feedback and analyzed adoption metrics for several products and services, to help identify areas for improvement and refine adoption strategies over time.
In one - basic but exemplary - example I led a cross-functional research team to develop and implement a digital content strategy for an internal change management program, resulting in 500% increase in digital engagement within 6 weeks of re-launch.
SECTOR - Content strategy/ Website development
TEAM - Director, Content delivery manager. Project sponsored by senior leadership
MY ROLE - Content strategy development, Web design, Implementation, Stakeholder management
LEAD TIME - User research 3 weeks - Content Development, Syndication and Implementation 8 weeks
COMPLEXITY - Medium
When I arrived to the team, an existing intranet site advocating a new way of working for colleagues was targeting various internal audiences with the same content. In addition, the content was primarily targeted at senior leaders, who were not the audience primarily responsible for implementing the sought-after change within the teams.
Based on former best practices and some exploratory calls with some end users, I created the following hypotheses:
The key users for the website were a different audience than those who were prioritized on the website
The website would benefit from segmenting information targeted information by user group on the site
Condensing information by user group in a one-pager, that could easily be bookmarked, would increase relevancy of the site for all audiences.
Leadership, however, was hesitant of drastic changes to the intranet site, so I decided to prove my point with data.
3 Initial Hypotheses
Mixed-media data gathering
Quant interviews and feedback sessions
Prototype creation & testing
Miro for low-res and initial feedback
Live prototypes on site for later-stage feedback
Visualization and storytelling for decision-making
Redesign and Launch
Site re-structuring, navigation and new content development
Site metrics analysis
Continuous insight gathering
Approach & Insights
TRIANGULATE USER BEHAVIOR DATA TO CREATE HYPOTHESIS
SITE VISITORS BEHAVIORAL DATA ANALYSIS
Data showed that there was one audience/persona that used the site in majority (80%). This was also the group that would play a key role in implementing the new way of working the site advocated.
Testing revealed that the information this group was looking for on the site, was hard to find as it was delivered on multiple pages. The existing site navigation made it time-intensive to retrieve the information.
After triangulating the data and insights, leadership agreed to a new site structure and content.
The research insights guided the new site design and content development.
PROTOTYPE DEVELOPMENT AND ITERATIVE PROTOTYPE TESTING
INTERVIEWS AND ITERATIVE PROTOTYPE TESTING
DESIGN VALIDATION WITH END USERS
NEW SITE STRUCTURE PRIORITIZES NEEDS BY PERSONA AND INTERACTION TIME
A few relatively simple changes made the intranet site more relevant and usable for all audiences. Syndicating the propose changes, re-writing existing content and adding a few more pages took 2 months.
The result was a 500% increase in engagement with the site within 6 weeks of re-launch, which brought the overall project back to the attention of the core audiences and offered each audience direct access to the targeted tools they require to make the New Way of Working change project a success.
The intranet site now plays a key role in driving the change the project is after.
In general, UX plays a pivotal role in product adoption by ensuring that the product is designed and optimized to deliver a positive and satisfying user experience, thereby increasing user engagement, fostering trust, and driving wider adoption among target audiences.
In this case, it was clear that the data - Quantitative research - played a significant role in understanding and driving site engagement and motivating leaders to change the existing site structure and content.
Analyzing the data allowed us to understand the user behavior more in-depth. Our research used these insights to convince leadership to make informed decisions about the site design, which eventually dramatically increased site engagement.