They know about it. Why don’t they use it?
An announcement creates awareness. Adoption only happens when the feature shows up at the moment someone needs it.
Aware
They know it exists.
TRIED
They used it once.
REPEATED
They came back.
HABIT
It's part of how they work.
Not relevant to them
Announced to everyone, useful to a few.
Hard to find
Buried three menus deep.
Value isn't clear
They don't see what's in it for them.
The first try disappointed
One bad experience, and they don't come back.
Announced isn’t adopted.