Product Management 101: Digital Adoption

Are your users getting as much value out of your product as possible? How well have they integrated your application into their key workflows? Are they discovering and making use of a wide variety of helpful features? Or are they missing out on the aspects of your product that are most useful to them? Digital adoption concerns itself with these and similar questions.

デジタルアダプションとは

Digital adoption refers to the state in which users are able to leverage digital tools (software products, apps, websites, etc.) to the fullest extent. It goes beyond understanding how to use these tools effectively to include the behavioral shifts often necessary to derive maximum value of a product or solution.

デジタルアダプションとデジタルトランスフォーメーションの違いは？

簡単に言うと、デジタルアダプションはデジタルトランスフォーメーションの一部で、進化する需要に適応するためにソフトウェアを使用するプロセスです。たとえば、ソフトウェアソリューションが手動プロセスに取って代わる場合、従業員がかつて手動で行っていたことを新たにデジタル化した状態に移行できて初めて、完全なデジタルアダプションが実現します。

デジタルアダプションが重要なのはなぜですか？

According to a 2018 report from analyst firm IDG, 89% of organizations plan to implement a digital-first business strategy. For companies that have already taken a digital-first approach, doing so increased revenue by 34% on average. Companies need to ensure the digital tools they procure are adopted by their users, whether those are their employees or customers. Digital adoption of internal software is typically measured by increased employee productivity, whereas customer-facing digital products are measured against various business KPIs and, for sophisticated organizations, product experience targets.

What’s the difference between digital adoption and feature adoption?

Feature adoption, or the rate of usage of specific aspects/features within your product, is simply one facet of digital adoption. One of the goals of your digital adoption strategy might be to increase feature adoption by a certain percent. And feature adoption rates may serve as an indicator of whether your digital adoption platform (see below) is working well, or if it might be time to change tools.

デジタル導入を増やすにはどうすればいいのか？

プロダクトを可能な限り直感的に操作できるようにすることに加え、企業のユーザーベース全体でデジタルアダプションを促進するのに役立つ方法があります。

オンボーディング

今日、多くの企業がこれらの手法を効果的に実装するために、デジタルアダプションプラットフォームに目を向けています。

デジタルアダプションプラットフォーム（DAP）とは？

A digital adoption platform is a software that is layered on top of another software product, app, or website to help facilitate proficiency by guiding users through key tasks and providing contextual information as users navigate the product. These tools help get new users familiarized and proficient in an application quickly, as well as provide ongoing education to drive adoption of new features and functionality.

Recommended reading

“What Is Digital Adoption And Why You Really Need To Know About It” by Lilach Bullock

This piece from Forbes gives a thorough rundown of the what and why of digital adoption, while also outlining some of its main challenges.

“Five Ways to Increase Feature Adoption Rates” by Suja Thomas

Feature adoption is a key facet of digital adoption. However, in the rush to build and ship new features, existing ones can fall by the wayside. Improve feature adoption rates of your hidden gems with these five tips.

“Product Love Podcast: Melissa Perri, CEO and Founder of Produx Labs” by Eric Boduch

In this episode of the Product Love Podcast, Melissa Perri of Produx Labs discusses how digital adoption and digital transformation can lead to real improvement in a company’s bottom line.

“Digital Adoption: What It Is and Why Big-Time Businesses Must Take Note” by Jordan French

This piece goes through some of the hurdles that enterprise companies in particular might face when it comes to implementing a digital adoption tool or strategy.