Driving Adoption of a Newly Launched Product: Funnel Diagnosis and Levers

You are the PM for a new product. How would you get people to adopt it? ```hint Find the weakest step Adoption runs from first hearing about a product to using it as a habit. Before picking tactics, decide which step is losing the most people for this product, since low awareness and quick drop-off after a first try call for very different fixes. ``` ### Clarifying Questions - Is the product sold to organizations, where an IT administrator or buyer must enable it before employees can use it, or do consumers sign up on their own? - Is it new to the market, or a new offering for people who already use the company's other products and could be reached through them? - What counts as adoption here: sign-ups, a first meaningful use, or regular use several weeks later? - Has it already launched with weak uptake, or are we planning the launch? ### What a Strong Answer Covers - A definition of adoption for this product: the moment a user first gets value, and the repeated behavior that shows real use - A choice of first adopters and the reasoning behind it, using whatever distribution the company already has - A diagnosis of the adoption funnel (awareness, trial, activation, habit, expansion) that finds the biggest drop before prescribing fixes - Prioritized levers for that step, across the product itself (onboarding, defaults, integrations) and go-to-market (channels, pricing, champions) - Metrics, experiments and risks, including adoption that is forced or inflated without users getting value ### Follow-up Questions - Sign-ups are strong, but four weeks later most accounts are inactive. What do you look at first, and what would you change? - The product could be bundled at no extra cost into an existing suite with a large user base. What does that gain, and what could go wrong? - How does your plan change if the buyer is an IT department rather than the people who will use the product?