User Disengagement
We are working on a B2B application right now and we're seeing 2 linked patterns we're looking to overcome:<p>-- one strong champion in the customer organisation that uses us actively, then changes jobs / goes on maternity leave / retires -> customer churns<p>-- a champion in the customer organisation does not find the time to onboard other users in their company, so the value of what we offer is smaller than it could be.<p>For us, getting more users onboarded and introduced to the value offering (we're calling it engagement) seems like a perfectly valid challenge to address — does not feel like a dark pattern at all, but is "useful and meaningful to the end users".<p>We're also tracking "engagement" with different features in the platform to help us decide on 1) onboarding gaps, 2) whether the features are any good (both, of course, then researched further with interviews). Here it also feels like our work qualifies under the author's core tenets.