Part of last week's Boulder Open Coffee Club conversation turned to how adoption of the Internet of Things will occur in mainstream households. BOCC regular Jamie Seiffer used the universal remote control as an example of how challenging the adoption of IoT hubs will be despite a widening selection of connectable devices.
On paper the universal remote is a no-brainer - it's an affordable solution to the First World Problem of needing to juggle remotes for a home entertainment system. In my home we've got four remotes that can be replaced by a single universal one but aren't. Why? The setup process is too complicated. I've got to find model numbers for my TV, stereo, and other devices. I've got to cross reference the model numbers with codes that I've got to enter into the universal remote. It's enough of a pain that I'd rather live with four remotes instead of one.
At Simpler we face a similar problem. In our case, however, it's not so much the number of steps that we've got to worry about, it's the number of new concepts that we've got to introduce.
We've built a product that unifies the sign-on process for a wide variety of web applications that people access in their daily workflow (a single sign-on product in tech parlance). At the beginning of each day our customers sign into Simpler to access the rest of their web apps without having to sign into each of them individually. In daily use Simpler is incredibly easy but we've discovered that the setup process still stands in the way of wider adoption.
Installing the Simpler browser extension, for instance, has proven to be an important onboarding hurdle. As a result we've bundled a browser, the browser extension, and a default configuration into a single installation file. Most of our customers have never heard of a browser extension before, let alone installed one. When our customers had to install it as a separate step, for many the related dialog boxes introduced a moment of hesitation and confusion. Not a great first impression for a product that is supposed to simplify things.
Now our customers don't have to think about the browser extension at all as it's handled by our single installation file and runs in the background. We learned an important lesson - eliminating the steps required for onboarding is good; eliminating the new concepts that have to be learned is great.