Diffusion of Innovation

Your constantly-updated definition of Diffusion of Innovation and collection of videos and articles

What is Diffusion of Innovation?

Diffusion refers to the pattern of adoption of a new product. The diffusion of innovation incorporates a 5-part process for adoption which includes knowledge, persuasion, decision making, implementation and finally confirmation. The process can be used to evaluate the efficiency of an adoption strategy and thus examine how that strategy can be amended to improve adoption.

Diffusion of innovation explains how target audiences react to new products, whether the new products are adopted or rejected.

Sometimes, an awful product is accepted enthusiastically by the customer base. Other times, a well-designed, superior product is outrightly rejected.

In 1962, Everett Rogers proposed a 5-stage model to outline the diffusion of innovation process. His framework is based on analyzing 500 studies across various disciplines.

The diffusion of innovation boils down to these 5 steps:

1. Knowledge

2. Persuasion

3. Decision

4. Implementation

5. Confirmation

These 5 steps describe how the target audience perceives and interacts with the product up to the point whether they make a decision to accept or reject it.

Sometimes a product fails not because of an inner flaw, but because the community is unable to support it appropriately at the time it enters the market.

Literature on Diffusion of Innovation

Here’s the entire UX literature on Diffusion of Innovation by the Interaction Design Foundation, collated in one place:

Learn more about Diffusion of Innovation

Take a deep dive into Diffusion of Innovation with our course Emotional Design — How to Make Products People Will Love .

What separates great products from good ones? Attractive designs? User testing? Genius designers? Well, these might be contributory factors, but the true distinction lies in how they make users feel. Every experience has an emotional component, and using products is no different. Incorporating emotion should therefore be a key consideration when designing products or websites. This course will provide you with an understanding of emotional responses and how to create designs that encourage them.

An understanding of emotional design—how users feel and what affects these feelings—is essential if you want to provide great user experiences. There are probably things near you right now that are not necessarily the best, and they might not even be particularly attractive, but you are nonetheless still using them. Take a seashell from your favorite beach, or your very first tennis racket, for example; they are meaningful to you, and you consequently feel a connection to them. These connections are powerful; they subconsciously affect you and have the capacity to turn inanimate objects into evocative extensions of you as an individual.

In this course, we will provide you with the information necessary to elicit such positive emotional experiences through your designs. Human-computer interaction (HCI) specialist Alan Dix provides video content for each of the lessons, helping to crystallize the information covered throughout the course. By the end of it, you will have a better understanding of the relationship between people and the things they use in their everyday lives and, more importantly, how to design new products and websites which elicit certain emotional responses.

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