From User-Centered to Adoption-Centered Design

As we increasingly strive for scientific rigor and generalizability in HCI research, should we entertain any hope that by doing good science, our discoveries will eventually be more transferrable to industry? We present an in-depth case study of how an HCI research innovation goes through the process of transitioning from a university project to a revenue-generating startup financed by venture capital. The innovation is a novel contextual help system for the Web, and we reflect on the different methods used to evaluate it and how research insights endure attempted dissemination as a commercial product. Although the extent to which any innovation succeeds commercially depends on a number of factors like market forces, we found that our HCI innovation with user-centered origins was in a unique position to gain traction with customers and garner buy-in from investors. However, since end users were not the buyers of our product, a strong user-centered focus obfuscated other critical needs of the startup and pushed out perspectives of non-user-centered stakeholders. To make the research-to-product transition, we had to focus on adoption-centered design, the process of understanding and designing for adopters and stakeholders of the product. Our case study raises questions about how we evaluate the novelty and research contributions of HCI innovations with respect to their potential for commercial impact.