Designing for Technology Adoption:
Applying Adoption Theory to Increase the Success of New Product Offers
November 5, 1pm EST
Alonzo Canada, Directing Associate, Jump Associates
It’s no secret that in most product categories, the majority of new innovations fail. Yet, there are products like the Toyota Prius, the Apple iPod and even Thomas Edison’s electric light that defy these odds and become entrenched into the fabric of society. What makes these revolutionary products succeed while so many others fail – including technologically superior competitors?
Their success can be attributed to much more than design. These products marry design with technology in very specific ways so that their features, functions, design language and messaging align to the technology’s progress through the adoption curve. What their success means is that managers, designers, and marketers can use insights from adoption theory to create new offers that best resonate with the different needs of people that arise as a technology becomes more mainstream.
This insight leads a deeper understanding of how the design of the original Toyota Prius connected with early adopters’ need to feel “cutting-edge” but also responsible with their investments, or how Thomas Edison’s deliberate choice to limit the wattage of his first electric lights actually made a radically new technology feel more familiar.
What you will learn
This presentation will decode strategies to be applied to the design of products according to where they fall along the adoption curve. By understanding how to best design for technology adoption, business leaders, marketers, and product designers for startup technology firms and even established Fortune 100 companies can learn how to create new product offers that thrive in the marketplace.
Alonzo Canada
Alonzo Canada is a directing associate of Jump Associates, a consulting firm that helps companies create new ways to grow. He has particular expertise in integrating the directives of brand positioning, competitive strategy, and consumer insights to create compelling experiences for ordinary people in markets around the globe. At Jump, he has been instrumental in helping the leaders of Hewlett-Packard’s design organization to dramatically increase their influence, impact and capacity inside the company. Alonzo has also worked closely as an advisor and strategic counselor with leaders from Frito-Lay, Procter & Gamble, Chrysler, and Motorola.
Alonzo is the former creative director of RoundArch, a CRM solutions firm spun off from Deloitte Consulting. Alonzo built and led the firm’s information design practice, helping Fortune 500 clients to translate their brand strategy into an online presence. Alonzo teaches in the Product Design Program at Stanford University and has lectured in the New Product Development course at the University of California, Berkeley. Alonzo studied Japanese for four years and spent two years teaching in Osaka. He holds two Master's degrees, one in Design from Stanford University and one in Fine Art from Mills College, where his work involved a conceptual exploration of the liminal space between reality and fantasy. Alonzo hails from Tulsa, which is widely considered to be the Paris of Oklahoma.
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