“First Time User Expereince” (Because There is no 2nd Chance) / Shai Wolkomir (UX Salon 2016)

As the mobile industry grows, we learn that downloads are not the ultimate goal, but merely part of the process. Instead, building strong relationships with users should be the focus. App publishers are painfully aware of the statistics showing that approximately 80% of users abandon newly downloaded apps within the first three days, simply for failing to understand the product’s value and functionality. Along this talk we would discuss how user experience, personalization, technology and flexibility mix and match into a unique environment where publishers gain back the control, which they lost along the way.

Transcript

1. THERE IS NO 2ND CHANCE! SHAI WOLKOMIR, ELASTICODE
2. HI, I’M SHAI YES, WITH AN ‘I’, NOT ‘Y’
4. “ONBOARDING” FTUE ACTIVATION
5. WHY?
6. 20% In the first session
7. 80% In (the first) 72hrs
8. AND IT DOESN’T STOP THERE
9. WHAT IS FTUE ? FIRST TIME USER EXPERIENCE
11. VERY FIRST TIME FIRST TIME AFTER A LONG TIME? FIRST TIME SINCE THE LAST UPDATE? FIRST TIME SINCE THE LAST “MACRO” EVENT? FIRST EXPERIENCE AFTER SOMETHING “DROVE ME IN” FIRST TIME TODAY FIRST TIME HERE (LOCATION)
12. 2016 IS THE YEAR OF ACQUISITION RE - ENGAGEMENT
13. KPI’S ?
14. READY? SET? GO! “SIGN UP” DATA / RETENTION / COMMITMENT RETENTION FRUSTRATION / CONFUSION “WHAT DO YOU DO?” INTRODUCE WHAT’S NEW [FOR YOU] EMAIL / PUSH VALUE WHAT’S IN IT FOR ME? FTD/CC SHOW ME THE MONEY! ACTION DO ‘X’, PLEASE JUST DO ‘X’… CONTINUITY WHERE HE LEFT OFF…
15. IT’S ALL ABOUT THE ____
16. REMEMBER CPM… CPC… CPA…. chief… Marketing… RESPONSIBILITY SHIFTS
17. COST PER INSTALL
18. 80% In (the first) 72hrs
19. $16.5 $3.34 ( for install ) * 5
20. THERE IS NO “LANDING PAGE” REALLY…
21. “THERE IS NO 2ND CHANCE FOR…” NO… REALLY…
22. OK, NOW WHAT?
23. LET’S JUST ALL MAKE A WONDERFUL, AMAZING, AWESOME, PERSONALIZE, RELEVANT …. Mr. Obvious WHAT SEEMS TO BE THE PROBLEM? ONBOARDING!
24. MMMMM…… IT’S “OFF” PRODUCT IT’S TIME CONSUMING
25. MOBILE IS NOT AGILE… It usually takes 80-140 days for 90% of people to upgrade to the latest version of an app.
26. REMEMBER THIS?
28. FLOW / VISUAL
34. A/B
36. A WORD TO THE WISE…. LET’S DIG DEEPER… DATA DRIVEN UX
37. SOURCE
38. IT’S A JOURNEY 1. SAW 2. CLICK 3. APP STORE 4. DECIDE 5. CLICK 6. DOWNLOAD 7. OPEN…
44. “SIGN UP” WITH…
46. SOCIAL DO WE EVEN HAVE FACEBOOK ON THIS DEVICE?
49. INTERFACE
53. ENVIRONMENT
56. USER
65. BUT THE TRICK IS “BE SUBTLE” Don’t be too personal
67. YOU’VE ACTUALLY SEEN IT BEFORE…
69. AND SO MUCH MORE…
73. “INSTALLED SOFTWARE” IS BACK!
74. DATA DRIVEN UX It’s not “Possible” It is inevitable!
75. REMEMBER…
76. IT’S NEVER BUSINESS! IT’S ALWAYS PERSONAL :)
77. THANKS! ( FOR STAYING AWAKE )