The missing perspective – What Does Bad User Adoption Do To A Good Product?

User Adoption

A product is made for the people. It’s really a simple supply and demand situation. Yet, oftentimes, with newer domain opportunities and new-age technologies like IoT, AI, and more, the demand is created. This is done by showcasing the benefits that this product can provide. The innumerable solutions it can provide.

But when does it become a good product? When it’s applauded for its versatile feature-packed product? Or the adoption of the product with the least resistance?

A recent user adoption study showed how 74% of the people spent half their week dealing with user adoption challenges. Unless these challenges are solved soon enough, a good product has no value to the end-user.

This is especially true for Identity and Access Management. The solutions have evolved greatly over the last decade. Now, with several different products offering different parts of the solution. Be it Access Management providing single sign-on and password management, or Identity Governance and Administration providing lifecycle management solutions and governance solutions. Although critical, Identity Management has often got a reputation for having complex solutions. Fearing this, businesses often hesitate to even make the initial investment. For a solution such as this, user adoption is of utmost importance. Here are some challenges and how we think they should be addressed.

Complexity driving the users away

Often, the reason for complexity in products occurs when it is made for the features, instead of addressing the customer’s perspective. Too many workflows, features that aren’t needed for the organization, and the transitions in the product that just aren’t smooth.

In IAM, the solutions are more often than not, too complex owing to these reasons. Most organizations don’t even need the additional features and yet pay through the roof for the same. Only to realize it is overwhelming the user.

How we address it:

Our product, Compact Identity, is an all-in-one Identity Management solution. We have built the solution from the ground up only to address this very demand of the customers. It provides all the necessary IAM features for an organization to thrive. The workflows are simple and easy to follow.

Often the hesitance with complex products, is that there must be an expert for the same in the company. Considering how this domain has a handful of experts, hiring one or training one is all the more challenging. Thus, our product can be managed, even implemented by a non-technical person.

Lack of understanding of the customer’s need

As addressed previously, products become complicated when the perspective is of the features, and usability is considered later.  User need and usability must be the leading criteria while building the product itself. There can always be revisions based on feedback. But, if at the core of the product, it isn’t built for the user, then there will always be friction.

From simple needs like transitions to the most usable feature, everything is key in user adoption.

How we address it:

Ilantus has over 19 years of experience in the field, and most of our years have been spent in implementation. Implementation has given us a deep dive insight into the user’s needs, how they interact with a product, what are their pain points, and what it is that they need from IAM, which currently lacks.

Compact Identity is built by understanding the very demands of the customers and addressing their needs.

Understanding the product is a never-ending support call

Every product indeed has some buffer period before it gets accepted by the end-users. This happens when they begin to see value in the product, and it helps their daily work easier.

When the end-user begins to achieve the desired goals, the goodwill automatically is built.

Although, for all of this to happen, the user has to understand the product first. They have to know how to go about it without having to give in to support calls now and then—or having to look up the FAQ section constantly.

When this period prolongs, users are bound to experience product fatigue. And humans being creatures of habit, they will be inclined to go back to their old ways rather than adopting a newer one.

How we address it:

We know that to understand a product, the user must also feel like they can help themselves. They shouldn’t lose valuable hours talking to the support team to figure out how to switch from one workflow to the other or understand a dashboard.

This is why our product is inbuilt with contextual walk-throughs. Every step of the way, the user is prompted the next and guided on using the product. There obviously is constant support provided, but with virtual guides at all times, the user can help themselves. This enables them to understand it better and explore as they like.

The solution fails to show the value

We do live in a fast-paced world. Everything happens digitally, and the ability to produce ROI at the earliest is the need. Most solutions, take from months to years to implement and sustain. By this time, the stakeholders have already lost interest.

Next, owing to the complications and time-consuming functionalities, the value the product may provide is often lost.

How we address it:

Our solution can be implemented in weeks. This keeps the users’ and stakeholders’ interest peaked. Most importantly, its functionalities fetch users with fast results. New hire access provisioning required at the earliest? It can happen the same day the user joins. The manager, in collaboration with IT and HR, has to simply define their roles and responsibilities, and based on this data, the entitlements are provided. As for other additional accesses, there are workflows built in no time for quick decisions.

Attachment with familiarity

Whenever products are ripped and replaced with another, the users find it difficult to manage their new work software. It isn’t only about familiarity. It is also about their usual habits that are now supposed to be rewired.

How we address it:

For users that want to maintain some familiarity, we offer integration with other products as well. Phased implementations are something we support. The “low-hanging-fruit-first” approach enables the users to see value one feature at a time while retaining their familiarity.

You could define user adoption however you please, whether it is by the usage of a particular feature, number of users, time spent on the solution, and so on. But, the value that comes out of it is seen when you have high retention rates, low retention cost, and, most importantly, high customer lifetime value.

User adoption is key to the success of any product, but it must be the forethought rather than an afterthought.

Alan Cooper, a software developer, and programmer, once said, “If we want users to like our software, we should design it to behave like a likable person: respectful, generous, and helpful.”

A product is only as good as the user perspective it carries. Even if you have the fanciest technology backing it up, if a user does not benefit from it, or is unable to understand it, who then is going to use it?

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