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USER ONBOARDING
Patterns and Anti-Patterns Explored
Paul Sherman
UXPA Cleveland
June 23, 2016
2
Ever start a new app and see
something like this?
You just got onboarded.
In this case, poorly.
3
What is this
onboarding thing?
Why is it so
important?
A model for adoption-
abandonment.
Onboarding principles,
patterns, and some
anti-patterns.
OBJECTIVES
http://bit.ly/28LWXFs 4
Trained as an aviation human factors researcher.
I’ve built small and large UX teams.
Teach at Kent State’s UXD program.
Provide user experience research and design consulting.
5
ME
6
I’m also a Pixar plot device.
Onboarding
7
The process of getting people to
adopt your application or service.
8
When you’re
onboarding the
user, you’re
trying to get
them to like
and want your
product.
9
http://bit.ly/28MV6Ephttp://bit.ly/28T2blZ
Random cuteness
You know onboarding is
important.
How important is it?
10
It’s quite literally
a matter of
survival.
The average
app loses 95%
of its user base
within a few
months.
11Andrew Chen & Ankit Jain, http://bit.ly/1Hq53AR
Percentageofusersstillactive
Days since app install
“Users try out a lot of apps but decide which ones they
want to stop using within the first 3-7 days.”
“The key to success is to get the users hooked during
that critical first 3 - 7 day period.”
- Ankit Jain
12
A model for adoption vs.
abandonment
13
Users are
constantly -
and somewhat
consciously -
assessing a
product on two
dimensions.
14
High
Time investment
None
Perceivedvalue
Abandonment
zone
Adoption
zone
MY HYPOTHESIS
What is value?
“The worth of a good or service as determined by
people’s preferences and the tradeoffs they choose to
make given their scarce resources.”
- Investopedia.com
15http://www.investopedia.com/terms/e/economic-value.asp#ixzz4CK5qPTFt
“People don't buy
products; they buy
better versions of
themselves.”
“When you're
trying to win
customers, are you
listing the attributes
of the flower or
describing how
awesome it is to
throw fireballs?”
- Sam Hulick
16http://www.useronboard.com/features-vs-benefits/
If people feel like
they’re nearing
better versions of
themselves, they’ll
adopt your product.
If that better
version of
themselves
appears too far
away - or
unattainable -
they’ll abandon it.
17http://bit.ly/28QuLFS
Some Common Onboarding
Patterns
18
Not many advantages. It’s out of context. People don’t really remember.
19
MODAL STEPPED TUTORIAL
Probably better than
the modal stepped
pattern.
It draws the user’s
attention to key areas
and provides concise,
clear explanations.
But how do you see it
again if you wanted?
20
FIRST-RUN CALLOUTS
Another
first-run
callout
example.
21
It also draws the
user’s attention to
key areas.
But what if you
wanted to check it
out later?
22
NEW FEATURE CALLOUTS
Provides video
and voice.
But…what if I
want to get back
to it?
23
VIDEO TUTORIAL
But…what if I want
to get back to it?
Yeah…they got that
covered.
And they have a link
to new features, as
well as a new
feature count badge.
24
VIDEO TUTORIAL
Good in theory…
often not so good in
practice.
Just look up “Clippy
and “Microsoft Bob.”
25
CONTEXTUAL ASSISTANCE
Gamification and social
comparison trigger
people’s desire to
complete a process, rack
up achievements, and earn
“karma” in some form.
Both can be effective, but
also expensive to
implement.
Social comparison can
also backfire and cause
users to abandon.
26
GAMIFICATION & SOCIAL COMPARISON
27
I earned a badge!
I win the Internet!
Showing frequently
asked questions and
answers.
Providing easy
access to user
forums and expert
help.
28
SOCIAL FACILITATION
Let the user return to the onboarding content later.
29
MAIN TAKEAWAYS FROM THESE PATTERNS
Let the user return to the onboarding content later.
Incent new users to learn by showing what’s new…or at least telling
them “hey, here’s some new features!”
30
MAIN TAKEAWAYS FROM THESE PATTERNS
Let the user return to the onboarding content later.
Incent new users to learn by showing what’s new…or at least telling
them “hey, here’s some new features!”
Contextual assistance is great in theory, but hard in practice.
31
MAIN TAKEAWAYS FROM THESE PATTERNS
Let the user return to the onboarding content later.
Incent new users to learn by showing what’s new…or at least telling
them “hey, here’s some new features!”
Contextual assistance is great in theory, but hard in practice.
Gamification and social comparison can increase motivation, but are
costly. And social comparison can backfire.
32
MAIN TAKEAWAYS FROM THESE PATTERNS
Let the user return to the onboarding content later.
Incent new users to learn by showing what’s new…or at least telling
them “hey, here’s some new features!”
Contextual assistance is great in theory, but hard in practice.
Gamification and social comparison can increase motivation, but are
costly. And social comparison can backfire.
Social facilitation requires critical mass or it suffers from the “empty
store shelf” problem.
33
MAIN TAKEAWAYS FROM THESE PATTERNS
Going Deeper:
Onboarding Principles
34
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
35
10 ONBOARDING PRINCIPLES
Partially adapted from Lisa Battle, First Impressions Matter: Onboarding for First Time Users. UXPA 2016.
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
36
10 ONBOARDING PRINCIPLES
Office Lens
Clear value
proposition
37Video
Medium
Clear value
proposition
38
Amazon Silk
Unclear value
proposition.
I’d like another
browser please!
39
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
40
10 ONBOARDING PRINCIPLES
41
Aspirational appeal - “my best self”
42
Moqups
It’s all about
them.
Not me and my
better self.
Video
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
43
10 ONBOARDING PRINCIPLES
Fast News
Not really doing, but
close.
44Video
Canva
Nailed it!
45Video
WordPress
Showing and telling
and warp speed.
I’m not going to
remember any of
this.
46Video
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
47
10 ONBOARDING PRINCIPLES
Moqups again
No signup!
Get in there and
play!
48Live demo
Medium again
Did I really have to
go through the
standard, sucky
flow?
49
50
51
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
52
10 ONBOARDING PRINCIPLES
InVision
It’s a content
creation app,
but they gave
me nice
samples to
play with.
53
Flipboard
Takes you right
to the content.
The callout
also supports
learning.
54Video
Pocket
Big empty.
But at least they
gave me some calls
to action.
55Video
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
56
10 ONBOARDING PRINCIPLES
Moqups again
No commitment until
I’m good and ready!
Also a generous free
plan.
57Live demo
Google News
Gives me a good
reason for tracking
my location.
58
Google News again
Same flow!
Why would you send
me alerts?
Denied.
59
Facebook
Um, no.
60
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
61
10 ONBOARDING PRINCIPLES
Stack
Exchange
Badging
and
reputation
are rewards.
62
I couldn’t find any gamification and social
facilitation anti-patterns…
But I’m sure they’re out there.
Maybe Amazon’s reviewer system?
Wikipedia?
63
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
64
10 ONBOARDING PRINCIPLES
Gmail
I started
selecting
multiple items.
It recognized
this and offered
information.
65
Me
I did it
wrong!
66
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
67
10 ONBOARDING PRINCIPLES
InVision
Lower the
perceived cost
of adoption.
68
Proto.io
Lower the
perceived cost
of adoption.
69
Proto.io
Tips and tricks
and content.
70
1. Present a clear value proposition.
2. Engage emotional and aspirational motivations.
3. Doing is better than showing or telling.
4. Minimize friction and barriers.
5. Stock the shelves. Avoid the empty store.
6. Don’t ask for a commitment before the user is ready.
7. Leverage social comparison and gamification. But don’t be cheesy.
8. Support learning and mastery at the point of need.
9. Share content via different channels to encourage engagement.
10. Measure and test!
71
10 ONBOARDING PRINCIPLES
Partially adapted from Lisa Battle, First Impressions Matter: Onboarding for First Time Users. UXPA 2016.
Question and discussion time.
72
Paul Sherman
paul@shermanux.com
@pjsherman
Get this presentation:
www.slideshare.net/PaulSherman
73

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User Onboarding: Patterns and Anti-Patterns Explored

  • 1. USER ONBOARDING Patterns and Anti-Patterns Explored Paul Sherman UXPA Cleveland June 23, 2016
  • 2. 2 Ever start a new app and see something like this?
  • 3. You just got onboarded. In this case, poorly. 3
  • 4. What is this onboarding thing? Why is it so important? A model for adoption- abandonment. Onboarding principles, patterns, and some anti-patterns. OBJECTIVES http://bit.ly/28LWXFs 4
  • 5. Trained as an aviation human factors researcher. I’ve built small and large UX teams. Teach at Kent State’s UXD program. Provide user experience research and design consulting. 5 ME
  • 6. 6 I’m also a Pixar plot device.
  • 8. The process of getting people to adopt your application or service. 8
  • 9. When you’re onboarding the user, you’re trying to get them to like and want your product. 9 http://bit.ly/28MV6Ephttp://bit.ly/28T2blZ Random cuteness
  • 10. You know onboarding is important. How important is it? 10
  • 11. It’s quite literally a matter of survival. The average app loses 95% of its user base within a few months. 11Andrew Chen & Ankit Jain, http://bit.ly/1Hq53AR Percentageofusersstillactive Days since app install
  • 12. “Users try out a lot of apps but decide which ones they want to stop using within the first 3-7 days.” “The key to success is to get the users hooked during that critical first 3 - 7 day period.” - Ankit Jain 12
  • 13. A model for adoption vs. abandonment 13
  • 14. Users are constantly - and somewhat consciously - assessing a product on two dimensions. 14 High Time investment None Perceivedvalue Abandonment zone Adoption zone MY HYPOTHESIS
  • 15. What is value? “The worth of a good or service as determined by people’s preferences and the tradeoffs they choose to make given their scarce resources.” - Investopedia.com 15http://www.investopedia.com/terms/e/economic-value.asp#ixzz4CK5qPTFt
  • 16. “People don't buy products; they buy better versions of themselves.” “When you're trying to win customers, are you listing the attributes of the flower or describing how awesome it is to throw fireballs?” - Sam Hulick 16http://www.useronboard.com/features-vs-benefits/
  • 17. If people feel like they’re nearing better versions of themselves, they’ll adopt your product. If that better version of themselves appears too far away - or unattainable - they’ll abandon it. 17http://bit.ly/28QuLFS
  • 19. Not many advantages. It’s out of context. People don’t really remember. 19 MODAL STEPPED TUTORIAL
  • 20. Probably better than the modal stepped pattern. It draws the user’s attention to key areas and provides concise, clear explanations. But how do you see it again if you wanted? 20 FIRST-RUN CALLOUTS
  • 22. It also draws the user’s attention to key areas. But what if you wanted to check it out later? 22 NEW FEATURE CALLOUTS
  • 23. Provides video and voice. But…what if I want to get back to it? 23 VIDEO TUTORIAL
  • 24. But…what if I want to get back to it? Yeah…they got that covered. And they have a link to new features, as well as a new feature count badge. 24 VIDEO TUTORIAL
  • 25. Good in theory… often not so good in practice. Just look up “Clippy and “Microsoft Bob.” 25 CONTEXTUAL ASSISTANCE
  • 26. Gamification and social comparison trigger people’s desire to complete a process, rack up achievements, and earn “karma” in some form. Both can be effective, but also expensive to implement. Social comparison can also backfire and cause users to abandon. 26 GAMIFICATION & SOCIAL COMPARISON
  • 27. 27 I earned a badge! I win the Internet!
  • 28. Showing frequently asked questions and answers. Providing easy access to user forums and expert help. 28 SOCIAL FACILITATION
  • 29. Let the user return to the onboarding content later. 29 MAIN TAKEAWAYS FROM THESE PATTERNS
  • 30. Let the user return to the onboarding content later. Incent new users to learn by showing what’s new…or at least telling them “hey, here’s some new features!” 30 MAIN TAKEAWAYS FROM THESE PATTERNS
  • 31. Let the user return to the onboarding content later. Incent new users to learn by showing what’s new…or at least telling them “hey, here’s some new features!” Contextual assistance is great in theory, but hard in practice. 31 MAIN TAKEAWAYS FROM THESE PATTERNS
  • 32. Let the user return to the onboarding content later. Incent new users to learn by showing what’s new…or at least telling them “hey, here’s some new features!” Contextual assistance is great in theory, but hard in practice. Gamification and social comparison can increase motivation, but are costly. And social comparison can backfire. 32 MAIN TAKEAWAYS FROM THESE PATTERNS
  • 33. Let the user return to the onboarding content later. Incent new users to learn by showing what’s new…or at least telling them “hey, here’s some new features!” Contextual assistance is great in theory, but hard in practice. Gamification and social comparison can increase motivation, but are costly. And social comparison can backfire. Social facilitation requires critical mass or it suffers from the “empty store shelf” problem. 33 MAIN TAKEAWAYS FROM THESE PATTERNS
  • 35. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 35 10 ONBOARDING PRINCIPLES Partially adapted from Lisa Battle, First Impressions Matter: Onboarding for First Time Users. UXPA 2016.
  • 36. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 36 10 ONBOARDING PRINCIPLES
  • 39. Amazon Silk Unclear value proposition. I’d like another browser please! 39
  • 40. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 40 10 ONBOARDING PRINCIPLES
  • 41. 41 Aspirational appeal - “my best self”
  • 42. 42 Moqups It’s all about them. Not me and my better self. Video
  • 43. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 43 10 ONBOARDING PRINCIPLES
  • 44. Fast News Not really doing, but close. 44Video
  • 46. WordPress Showing and telling and warp speed. I’m not going to remember any of this. 46Video
  • 47. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 47 10 ONBOARDING PRINCIPLES
  • 48. Moqups again No signup! Get in there and play! 48Live demo
  • 49. Medium again Did I really have to go through the standard, sucky flow? 49
  • 50. 50
  • 51. 51
  • 52. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 52 10 ONBOARDING PRINCIPLES
  • 53. InVision It’s a content creation app, but they gave me nice samples to play with. 53
  • 54. Flipboard Takes you right to the content. The callout also supports learning. 54Video
  • 55. Pocket Big empty. But at least they gave me some calls to action. 55Video
  • 56. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 56 10 ONBOARDING PRINCIPLES
  • 57. Moqups again No commitment until I’m good and ready! Also a generous free plan. 57Live demo
  • 58. Google News Gives me a good reason for tracking my location. 58
  • 59. Google News again Same flow! Why would you send me alerts? Denied. 59
  • 61. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 61 10 ONBOARDING PRINCIPLES
  • 63. I couldn’t find any gamification and social facilitation anti-patterns… But I’m sure they’re out there. Maybe Amazon’s reviewer system? Wikipedia? 63
  • 64. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 64 10 ONBOARDING PRINCIPLES
  • 65. Gmail I started selecting multiple items. It recognized this and offered information. 65
  • 67. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 67 10 ONBOARDING PRINCIPLES
  • 71. 1. Present a clear value proposition. 2. Engage emotional and aspirational motivations. 3. Doing is better than showing or telling. 4. Minimize friction and barriers. 5. Stock the shelves. Avoid the empty store. 6. Don’t ask for a commitment before the user is ready. 7. Leverage social comparison and gamification. But don’t be cheesy. 8. Support learning and mastery at the point of need. 9. Share content via different channels to encourage engagement. 10. Measure and test! 71 10 ONBOARDING PRINCIPLES Partially adapted from Lisa Battle, First Impressions Matter: Onboarding for First Time Users. UXPA 2016.
  • 73. Paul Sherman paul@shermanux.com @pjsherman Get this presentation: www.slideshare.net/PaulSherman 73