Understanding New Users

"Hmm," the girl deliberates, bouncing back and forth between the two kids shuffling their worn sneakers on the pavement, "I'll go with Tucker." The other boy hangs his head low as the last person picked. Again. The concept might sound cliché, but the sentiment is all too familiar for many consumers. That innate desire to belong to a group, be the first in the know, or connect with others who are just excited about the next new thing is powerful. Tapping into those cultural values generates the possibility of crafting a service that successfully responds to new users in meaningful ways.