Welcome to the Party! A guide to User Onboarding

An approach to onboarding wherein I examine the baseline components, the big questions about product-user relationships that need to be in front of any onboarding decisions, and how both metrics and meaning should drive how you sequence the process. Presented at Interact London, 2014. Slides only.

Transcript

1. Welcome to the Party A GUIDE TO USER ONBOARDING @grandin
2. Party time! Excellent! A METAPHOR IS A DEAD HORSE 1
7. Greeting Orienting Serving ONBOARDING
8. PRESENTATION TOURS REGISTRATION PROFILING & PERSONALISATION OPT-INS USER ASSISTANCE
9. Onboarding orders enabling
11. What is onboarding? DEFINITION AND PRINCIPLES 2
12. Between arriving and staying
13. Acquisition to Activation
14. Good onboarding = retention
15. The Four A’s
16. ACQUIRE ACCOMMODATE ASSIMILATE ACCLERATE
17. Why it’s important now
18. Why now? • Market: Ever more competition • Market: Complex, novel services • Touch: No hover, no inline tooltips • Touch: Gestures instead of interactors
19. Why it should be taken seriously
20. Why so serious? • Client side: Retention, Engagement • Company side: Clear relations between KPIs and KSPs
21. Onboarding principles?
22. UX Principles vs Onboarding Principles
23. Theory
24. Onboarding Principles 1. Be persuasive 2. Offer clear goals and guidance 3. Shape the path 4. Make it relevant and meaningful 5. Inspire users with ideas and examples 6. Use compelling, conversational language - Stefanie Andersen, “Creating Kick-Ass Users”
25. Practice: Doing it yourself
26. Door, Foyer, Hall & Parlor COMPONENTS OF ONBOARDING EXPERIENCES 3
27. PRESENTATION TOURS REGISTRATION PROFILING & PERSONALISATION OPT-INS USER ASSISTANCE
28. Presentation
29. Presentation Homepage - Clear
30. Presentation Homepage - Tinder
31. Presentation Appstore- Clear
32. Presentation App Splash Pages
33. Tours & Tutorials
34. Tours & Tutorial Yummly - Product Tour
35. Tours & Tutorial Soundcloud - Product Tour
36. Registration
37. Trad FontYou
38. Conversational Huffduffer
39. Social Pinterest
40. SMS Square Cash
41. Progressive registration Pandora
42. Profiling and Personalisation
43. Profile completion Progressive profiling - LinkedIn
44. Content profiling Forced profiling - Quora
45. Content profiling Forced profiling - Beats
46. Find, follow, invite Forced follow - Twitter
47. Functional Opt-ins
48. Device permissions Heydey - Location opt-in with priming
49. Ecosystem integration Jukely - Service Connection
50. Upgrading and payment Premium upgrade - Evernote
51. User assistance
52. Tooltips/Coachmarks Art.sy - Desktop Tooltip
53. Mobile tooltips Various
54. Interactive walkthrough Vine
55. Sandbox Basecamp - Sample Project
56. Party planning PRODUCT & USER RELATIONSHIPS 4
57. “It’s that kind of party”
58. What kind of product is it?
59. What frequency and intensity of interaction?
60. Is it digital native, or digital touchpoint?
61. Service extension, or new service?
62. “A certain crowd”
63. What is the user’s relationship with your brand or product?
64. “Do I know you?”
65. “You on the list?”
66. Are you selling to them, or selling them?
67. Do they use it for business or pleasure?
68. Partyhopping?
69. The house across the street
70. “We’re just saying goodbye over here”
71. RELATIONSHIPS FRAME AND DRIVE ONBOARDING
72. The arc of the night SEQUENCING, STRATEGY & STORYTELLING 5
73. Sequencing as strategy
74. Metrics = Strategy
75. One man’s trash is another man’s engagement
76. HITS
77. What KPI makes it “click”?
78. WORK BACKWARDS!
79. What tracks with retention?
80. What tracks with frequency?
81. What tracks with conversion?
82. Predictors, cause, effect
83. Sequencing and storytelling
84. THE PAIN!
85. Comfort: A safe party is a fun party
86. Comfort • Establish Voice and tone • Remove obstacles • Reassure • Prime
87. Clarify: This is an all-nighter
88. Clarify • Keep it light • Keep it sparse • CTAs that mean something • Be transparent
89. Convince: Stay all night
90. Convince • Meaningful pitch • Understandable benefits • Social proof • The first win • The free sample
91. Tough choices
92. Ease and value on balance
93. Churn for the better users
94. Friction can be your friend
95. FRICTION QUALIFICATION VALUE ENGAGEMENT
96. THE PLEASURE!
98. Get them to the dancefloor
99. drop the mic
100. MERCI
101. DigitasLBi France @grandin