ICED Theory

The ICED framework, developed by Vivek Kumar, is a strategic framework designed to guide the growth and development of infrequent consumer products. These are products that users typically engage with less frequently than once in three months, such as tax preparation software, travel booking platforms, or home insurance services. The challenges in managing infrequent products stem from the limited opportunities for customer interaction and the difficulty in establishing recurring usage habits.

The ICED framework addresses these challenges by focusing on four key dimensions

I - Infrequency:

This dimension assesses the frequency at which users interact with the product. It influences customer recall and the monetization strategy. For instance, a product with a high degree of infrequency, like tax preparation software, might utilize a subscription-based model, while a product with a lower degree of infrequency, like a grocery delivery app, might employ a per-transaction pricing structure.

C - Control Over the User Experience:

This dimension considers the level of control the product has over the user's experience. A high degree of control allows for more personalized and engaging experiences, while a lower degree of control requires strategic partnerships and integrations to enhance the user experience. For example, a travel booking platform might have high control over the booking process, while a food delivery app might have less control over the dining experience itself.

E - Engagement Before, After, and During The Transaction:

This dimension evaluates the level of engagement opportunities throughout the customer's journey. Engagement can be fostered before the transaction through marketing and education, during the transaction through seamless and delightful interactions, and after the transaction through personalized feedback and ongoing value proposition.

D - Distinctiveness of The Product:

This dimension assesses the product's ability to stand out from competitors. Distinctiveness can be achieved through unique features, superior customer experience, or a strong brand identity. A highly distinctive product is more likely to attract and retain users, even in an infrequent usage scenario.

By analyzing these four dimensions, product managers can develop strategies to maximize user engagement, increase usage frequency, and ultimately drive growth for their infrequent products. The ICED framework provides a structured approach to understanding the unique challenges and opportunities of infrequent products, enabling product teams to make informed decisions and craft effective strategies.

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