Product teams often assume that adoption is a design problem. If users are not using a feature, it must be because the feature is hard to find, hard to use, or hard to understand. This assumption leads to cycles of redesign, in-app guidance, and onboarding improvements that sometimes work and sometimes do not. What if the adoption problem is not in the product at all but in the organisation that builds and delivers it?
At PR_D_CT DAY 2025 in Louvain-la-Neuve, Benoit Delisse, CPTO of Actito, presented a case study that challenges the conventional approach to adoption. Actito, a Belgian marketing automation platform, discovered that their adoption challenges were rooted not in UX deficiencies but in organisational structures that created gaps between what was built, how it was communicated, and how customers were supported in using it.
For the Francophone product professionals in the audience, many of whom struggle with feature adoption metrics, Benoit's talk offered a fundamentally different diagnosis and a correspondingly different set of solutions.
Original Presentation Slides
Download the slides from this talk as presented at the gathering.