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Myth 1:

Consumers behave the same in all markets

The problem: The whole process of creating and introducing a new technology product is littered with guesswork that leaves the product designers in a revolutionary frame of mind—even after the product starts shipping and the information starts to flow. Designers believe that consumers will flock to their new technology product, service, or web site because it provides a similar value or copies a concept provided in an established market. In the end, consumers don’t understand the offering and don’t use it.

Consumer Adoption S-Curve

The reality:

Consumers behave differently in new markets than in established markets.

The Consumer Adoption S-Curve demonstrates how consumers change their behavior as they progress through a product’s growth phases. It shows why new products in Phase I require a different focus than a similar product that has already progressed to Phase III.

The solution: New products are more successful when designers analyze usage patterns earlier to determine the product’s key success factors. Once identified, these key success factors should be optimized and streamlined to create a consumer-grade experience that will attract mass consumer success.

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