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Follow Your Users to See Where They Go

It’s universally acknowledged in product design circles that changing user behavior is the hardest thing in the world ...


It’s universally acknowledged in product design circles that changing user behavior is the hardest thing in the world to do, and should generally be avoided at all costs.

But even before ever interacting with your product, users first need to be aware it even exists. We’ve found that the best way to do this is by simply talking to your potential users - find out how they normally learn about things, both in and out of the office and take note of these mediums (aka - “deployment channels”). For example, if people tell you that they really only read the weekly emails from their boss, your messaging that convinces them to interact with your product should be embedded in that email for maximum effect.

While finding the correct mediums for your message is critical, it’s almost equally as important to ask you users what types of content they actually take action on. If they are only scanning emails for things that pertain to them, ask what types of things pertain to them. Try to find out some real examples of things that caused them to immediately take some sort of action.

Key lesson: People can tell you what they care about and how to get them to care about your product, you just have to ask.

Once you uncover one deployment channel, don’t stop there - gather as many as possible. This way, if your first attempt at marketing doesn’t reach a segment of your audience, you’ll still have other channels to leverage. As a best practice, we like to have at least three marking channels identified prior to launching a new campaign.

 

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