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.
Iâve built small and large UX teams.
Teach at Kent Stateâs UXD program.
Provide user experience research and design consulting.
5
ME
8. The process of getting people to
adopt your application or service.
8
9. When youâre
onboarding the
user, youâre
trying to get
them to like
and want your
product.
9
http://bit.ly/28MV6Ephttp://bit.ly/28T2blZ
Random cuteness
11. Itâs 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. âUsers try out a lot of apps but decide which ones they
want to stop using within the ïŹrst 3-7 days.â
âThe key to success is to get the users hooked during
that critical ïŹrst 3 - 7 day period.â
- Ankit Jain
12
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?
âThe worth of a good or service as determined by
peopleâs preferences and the tradeoffs they choose to
make given their scarce resources.â
- Investopedia.com
15http://www.investopedia.com/terms/e/economic-value.asp#ixzz4CK5qPTFt
16. âPeople don't buy
products; they buy
better versions of
themselves.â
âWhen you're
trying to win
customers, are you
listing the attributes
of the ïŹower or
describing how
awesome it is to
throw ïŹreballs?â
- Sam Hulick
16http://www.useronboard.com/features-vs-beneïŹts/
17. If people feel like
theyâre nearing
better versions of
themselves, theyâll
adopt your product.
If that better
version of
themselves
appears too far
away - or
unattainable -
theyâll abandon it.
17http://bit.ly/28QuLFS
19. Not many advantages. Itâs out of context. People donât really remember.
19
MODAL STEPPED TUTORIAL
20. Probably better than
the modal stepped
pattern.
It draws the userâs
attention to key areas
and provides concise,
clear explanations.
But how do you see it
again if you wanted?
20
FIRST-RUN CALLOUTS
24. ButâŠwhat if I want
to get back to it?
YeahâŠthey 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 theoryâŠ
often not so good in
practice.
Just look up âClippy
and âMicrosoft Bob.â
25
CONTEXTUAL ASSISTANCE
26. GamiïŹcation and social
comparison trigger
peopleâs desire to
complete a process, rack
up achievements, and earn
âkarmaâ in some form.
Both can be effective, but
also expensive to
implement.
Social comparison can
also backïŹre and cause
users to abandon.
26
GAMIFICATION & SOCIAL COMPARISON
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 whatâs newâŠor at least telling
them âhey, hereâs some new features!â
30
MAIN TAKEAWAYS FROM THESE PATTERNS
31. Let the user return to the onboarding content later.
Incent new users to learn by showing whatâs newâŠor at least telling
them âhey, hereâs some new features!â
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 whatâs newâŠor at least telling
them âhey, hereâs some new features!â
Contextual assistance is great in theory, but hard in practice.
GamiïŹcation and social comparison can increase motivation, but are
costly. And social comparison can backïŹre.
32
MAIN TAKEAWAYS FROM THESE PATTERNS
33. Let the user return to the onboarding content later.
Incent new users to learn by showing whatâs newâŠor at least telling
them âhey, hereâs some new features!â
Contextual assistance is great in theory, but hard in practice.
GamiïŹcation and social comparison can increase motivation, but are
costly. And social comparison can backïŹre.
Social facilitation requires critical mass or it suffers from the âempty
store shelfâ 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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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
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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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
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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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
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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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
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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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
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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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
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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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 couldnât ïŹnd any gamiïŹcation and social
facilitation anti-patternsâŠ
But Iâm sure theyâre out there.
Maybe Amazonâs 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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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
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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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. Donât ask for a commitment before the user is ready.
7. Leverage social comparison and gamiïŹcation. But donât 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.