On the adoption of “Zoom”
Every designer wants their products to be adopted by users. And every company want their product to be used by the customer.
Until recently, you might only have heard of the video conferencing tool Zoom if you worked in the tech industry.
But since the spread of the coronavirus caused so much of the world to adopt work from home policies, Zoom has become almost synonymous with its function. Just like Google and Uber are now verbs, so is Zoom.
Though the spread of COVID-19 made Zoom’s service as essential to working as internet access, the company had already laid the foundation for its current success with consistently strong growth.
What did it do, and what can you learn?
In design and market
In the starting phase of a product we tend to do user research and the marketing team does customer research. User research and market research are often separate activities within an organization. User research is focused on working out what users need from a product and testing products to see if they meet those needs. Market research is about determining customer bases and how to reach those customers. Yet, for many organizations the terms “user” and “customer” are nearly interchangeable in the majority of instances.
Combining market research and user research will offer the best insight into how to manage that path.
Zoom’s customer is a person or the organisation who is downloading the application or buying and they are likewise the user.
For many organizations the terms “user” and “customer” are nearly interchangeable in the majority of instances. And the best effort is to build products which are not just useful or usable but which are aimed at being adopted by an audience is more likely to bring about the objective of adoption
The Key Strategy of Zoom
Ease of Use: We need to know what the user’s objectives are and what they think is reasonable to reach those objectives to define ease of use.
Zoom has clearly leveled up as they seem to know the key that is when we onboard users, we are trying to ‘offboard’ them from someone else’s product. Having said that, we all are aware of many video conferencing tools which we are probably using from a long time.
*Effectiveness
As you can see, users can complete their goals with a high degree of accuracy. Much of the effectiveness of a product coming from the support provided to users when they are working with the product.
Secondly, the language used in the product — it's clear and simple, more likely the information will have the right impact on the user.
*Efficiency
The number of steps to achieve the objective is upfront. This will help develop efficient processes. Clearly labeled navigation buttons with obvious uses will also help.
*Engagement
Engagement is not only about looking nice; it’s also about looking right.
Proper layouts, legible typography and ease of navigation all come together to deliver the right interaction for the user and make it engaging. Looking nice isn’t everything, as the Zoom Page has clear typography, the smooth Navigation and Reactions and pools keep the user engaged.
Credible
It is nearly impossible to deliver a user experience if the user thinks the product creator is a lying clown with bad intentions, there are plenty of options for companies and universities to choose from.
Well, Zoom offers different pricing plans, a free version, a pro version and specific plans for businesses and enterprises.
Secondly, For effective daily communication and organization, companies also rely on many other software applications, such as CRMs, calendars, content sharing applications, and marketing automation tools.
Desirable
Desirability is conveyed in design through branding, image, identity, aesthetic and emotional design. The more desirable a product is — the more likely it is that the user who has it will brag about it and create desire in other users.
So from a marketing perspective, Zoom hasn’t been focused on aggressively chasing down prospects. Instead, they’ve been focused on getting the Zoom brand out in front of as many eyeballs as possible. And they started by targeting one key group:
Early adopters.
Early Adopters are the most influential early user, active on social media, checking the reviews, statuses, creating review and liking and disliking the products and sharing their thought socially.
Final thoughts
As Zoom — a company that went from $0 to billions in less than a decade — it’s easy to look back and think:
“Wow, they must have had the pedal to the metal the entire time!”
But here’s the thing.
Throughout Zoom’s impressive growth, Eric’s foot was always there to tap the brakes. As he explained to SaaStr, keeping their existing customers happy has always come first — even if that means slowing down occasionally.
That grounded approach will be more important than ever now, given that Zoom is helping keep so much of the world connected during one of the biggest global challenges of all time.
P.S: This is not for zoom marketing, its completely based research, observing and by using the product during pandemic. 🙂
