![]() Figure 1-Getting people to start using a product has a greater business impactįigure 2-Expending too little effort on getting people to start using a product To better understand the business impact and design effort for these two stages, let’s look at the diagrams shown in Figures 1 and 2, respectively. providing an easy-to-use and engaging experience on RunKeeper for runners’ fitness-related tasks.encouraging home buyers to visit repeatedly by satisfying their needs.getting users to habitually use the Yahoo! Toolbar.encouraging shoppers to rely heavily on Groupon for shopping.Stage 2-Getting existing users to continue using a product-for example: prompting runners to start using the RunKeeper mobile app to track their progress and improve their fitness.persuading home buyers to start using to search for a new home.getting users to download and start using the Yahoo! Toolbar for Web browsers.persuading shoppers to start using Groupon to find good deals.Let’s look at a few examples to illustrate these two stages. At the second stage, the user is actually using the product, and that is when usability plays a critical role. ![]() Getting people to start using a product has greater business impact, but designers often expend too little effort at this stage to fully realize the potential business impact. If the user finds it appealing, he may start using it. At the first stage, a user has yet to use the product, but is considering whether to use it. ![]() We can break down how users interact with a product into two stages. The reason? That’s the topic of this column. In fact, when it comes to business impact, I would argue that usability is of less importance than the other three elements-even though it is the most frequently mentioned aspect of user experience. By decomposing user experience into these four elements, we can see that user experience is much more than just ease of use. In Part I of this series, I provided an overview of the four elements of user experience: usability, desirability, adoptability, and value. ![]()
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