1. Usability &
adoption
gn-up
Si
Denis Gillet & Adrian Holzer

2. pter 4
Cha
Design for
Sign-up

3. The Usage Lifecycle
Emotional
Attachment
Return Visit
Sign-Up
Awareness
First use
Interested
Unaware
Regular
use
Passionate
use

4. Unaware
Awareness
unaware
Interested
Unaware
of your
software
aware of
their
frustration
Tell an authentic story
Address their pains

5. Interested
Sign-Up
First use
Interested
People
are
ready
to
hear m
o re
They have
questions
If you tell them what they want to hear
they’ll sign up

6. First use
Return Visit
Users assess
First use
Regular
use
your software
If users don’t see the value of it
they will never come back

7. Regular use
Emotional
Attachment
People use it
regularly
Regular
use
Passionate
use
they star
t telling
about it t
o others
and to yo
u
Learn from them!

8. Passionate use
usually happens
when the
Passionate
use
software is
already popular
I love this
software
It is the
bomb!
Passionate users are key to driving new
users to your site by evangelizing

9. Design for
Sign-up

10. Problem: time is scarce
~ 8 seconds to make a connection

11. What people think?
OMG
Quick sign me up
It’s perfect, I love it
I’ll invite all my friends
In your dreams

12. What people think?
OMG
Quick sign me up
It’s perfect, I love it
I’ll invite all my friends
In your dreams
Huh?
What is this?
Does anyone use this?
Is it worth switching?
More realistically

13. Convincing to sign
up is crucial

14. First lasting impression

15. Critical choice

16. Different strokes for different folks
Ready to go
Interested but unsure
Fact-finders
Skeptical

17. Your sign-up
framework
may contain

18. A pitch

19. Video Screencast

20. How tos

21. In-depth tour of features

22. Evidence of successful use

23. Get started ASAP
GO

24. Journalistic-style questions as
guide
What ?
Why ?
Who ?
Where ?
How ?
When ?

25. What is it ?
✘
✔

26. How does it work?
✔
✔

27. How does it work?
✔
✔

28. Why using it ?
✔

29. Who do you target ?
- Well, anyone, really....
✘
- People who do this
specific activity...
✔

30. Who uses it ?
✘
✔

31. Who uses it ?
Let people find friends
✔

32. Who uses it ?
Provide
testimonials
✔

33. Who uses it ?
✔
Lots can be good

34. Who uses it ?
“I use this software”
Appeal to
authority
✔

35. How many people use it ?
✔
Give numbers when they are
big

36. When can I use it ?
NOW !

37. When can I use it ?
✔
Offer a free demo or access

38. Where can I use it ?
✔

39. Reduce sign-up
friction
Optional account
Progressive engagement

40. Optional account

41. WSJ required to fill
out a 4-page sign
up just to view one
article
✘
Progressive engagement

42. Get to the First Use in
SpeakUp

43. SpeakUp
Landing page
Get started now
Let the audience anonymously share and rate
each other's thoughts, answer the best ones
f
Watch
How does it work
What is it
Who uses it
What
With no login, SpeakUp allows you to create a chatroom. People around you will
see it and will be able to enter. Once inside, you can write anonymous messages
and people inside the room can view it and rate it.
Teachers
Bruno teaches a Marketing course
to a large classroom of over 300
students in Lausanne. He uses
SpeakUp both to encourage
student participation during Q&A
sessions and also to get live
feedback so that he can improve
his lectures along the way.
Speakers
Amy speaks frequently speaks for
large audiences of 1000 people
around the world. As it is difficult to
address all questions in such a
context, she uses SpeakUp to
allow people to post and rate each
other's questions so she can
addresses the most popular ones.

44. Get to the First Use in
Chachachat

51. SignUp before

52. SignUp before

53. SignUp after

54. Conclusion
Sign up is crucial
Simple Who, When, What
can be used as guide
Reduce sign up friction

55. The copyrights of images belong to their authors. I will remove them on demand. Contact me at adrian.holzer@epfl.ch