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

UX Salon
April 17, 2016

“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.

UX Salon

April 17, 2016
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Transcript

  1. THERE IS NO 2ND CHANCE!
    SHAI WOLKOMIR, ELASTICODE

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  2. HI, I’M SHAI
    YES, WITH AN ‘I’, NOT ‘Y’

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  3. “ONBOARDING”
    FTUE
    ACTIVATION

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  4. 20%
    In the
    first
    session

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  5. 80%
    In (the first) 72hrs

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  6. AND IT DOESN’T STOP THERE

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  7. WHAT IS FTUE ?
    FIRST TIME USER EXPERIENCE

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  8. 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)

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  9. 2016 IS THE YEAR OF
    ACQUISITION
    RE - ENGAGEMENT

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  10. 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…

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  11. IT’S ALL ABOUT
    THE ____

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  12. REMEMBER CPM… CPC…
    CPA….
    chief… Marketing…
    RESPONSIBILITY SHIFTS

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  13. COST PER INSTALL

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  14. 80%
    In (the first) 72hrs

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  15. $16.5
    $3.34 ( for install ) * 5

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  16. THERE IS NO
    “LANDING PAGE”
    REALLY…

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  17. “THERE IS NO 2ND
    CHANCE FOR…”
    NO… REALLY…

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  18. OK, NOW WHAT?

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  19. LET’S JUST ALL MAKE A
    WONDERFUL, AMAZING, AWESOME, PERSONALIZE,
    RELEVANT ….
    Mr. Obvious
    WHAT SEEMS TO BE THE PROBLEM?
    ONBOARDING!

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  20. MMMMM……
    IT’S
    “OFF”
    PRODUCT
    IT’S
    TIME
    CONSUMING

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  21. MOBILE
    IS NOT AGILE…
    It usually takes 80-140 days for 90% of
    people to upgrade to the latest version of an app.

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  22. REMEMBER THIS?

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  23. FLOW / VISUAL

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  24. A WORD TO THE WISE….
    LET’S DIG DEEPER…
    DATA DRIVEN UX

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  25. IT’S A JOURNEY
    1. SAW
    2. CLICK
    3. APP STORE
    4. DECIDE
    5. CLICK
    6. DOWNLOAD
    7. OPEN…

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  26. “SIGN UP” WITH…

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  27. SOCIAL
    DO WE EVEN HAVE FACEBOOK ON THIS DEVICE?

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  28. BUT THE TRICK IS
    “BE SUBTLE”
    Don’t be too personal

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  29. YOU’VE ACTUALLY
    SEEN IT BEFORE…

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  30. AND SO MUCH
    MORE…

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  31. “INSTALLED SOFTWARE”
    IS BACK!

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  32. DATA DRIVEN UX
    It’s not “Possible”
    It is inevitable!

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  33. IT’S NEVER BUSINESS!
    IT’S ALWAYS PERSONAL :)

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  34. THANKS! ( FOR STAYING AWAKE )

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