Build World Class User Onboarding

BUILD WORLD CLASS
USER ONBOARDING
Methods, Tools and Hacks @0zne

Let’s start at
There’s a person that
loves you
the end

completely unfamiliar
to intrigued
to exploring
to investing
ultimately satisfaction

That, in a nutshell,
is what user onboarding is
about :)

If your company exists
to change the world

Crappy onboarding means it’s
changing a lot less...

In that way,
And as a business,
humanity is poorer
your company is
literally poorer

“ Excellent onboarding is
absolutely critical to customer
retention ”
Sean Ellis - GrowthHackers.com

+100%+10% +106%+100% +252%
KajabiHubspotAppsumoCustomer.ioGroove
User onboarding impact
Trial to paid conversion rate increase

To solve poor onboarding
Let’s turn the clock all the way back
before a user sign up

1. Capture users hearts
2. Capture users minds
3. Path the way in signup
4. Align in-app touchpoints

Pre-signup
Signup
Post-signup

Value Prop
We are going to nail 4 things
Context
Aha! moment
People

Start with an extremely clear
value proposition
Mailchimp is
doing it right
Value - Context - People - Aha!

Place it directly within the context of a
familiar activity
app’s place inside the
context of real-world
workflows.

Focus on making better people
This isn’t what you sell
This is
Potential customer Your product Awesome person
doing rad shit

A B
Which one do you think is most irresistible?

B
Which one do you think is most irresistible?
Because it
focuses on
making better
people, not on a
list of features

make people
better at iterating
on designs
Know what you are making people better at
make people better
at remembering
things
make people
better at
communicating

Find your “aha! moment”
“oh! I can throw
fireballs by eating
flowers?”

Unlock your aha! moment as fast as possible
“Wait, I can rent
movies without going
to the video store?”
“Hold on, I just drag my
files into this one folder
and they’re automatically
on all my devices?”
“Whoa, I can have super
strong passwords
without having to
remember any of
them?”

“If your “aha moment” comes
deep inside your product,
you’ve already lost.”
- Samuel Hulick -
User onboarding expert

● 1-3 minute video
● Explain your product value
● Narrative-driven by nature
Alternatively, do an “explainer video”
PROs: You control the story, it goes
through user's ears :)
CONs: Less easy to adapt, expensive

Sandwich Video is killing this game
Robinhood video
generated 1
million signups
before launch!
click to watch video

If you can’t sell people on using
your product in person, replacing
yourself with a video isn’t going to
suddenly make things click.

Ultimately don’t blindly follow the lead of the
Twitters, Facebooks, and LinkedIns.
They have the enviable position of
presuming everyone knows what they offer.

We’re ready to stop
talking about the user
and start talking about ourselves

Now we just need to
get sign-off from the
mind.
We’ve already
captured their heart

Think beyond features
Specific ways your
product exceeds all the
other options
How your product is just
as good as all the other
List your product qualities
Quality #1
Quality #2
Quality #3
Security
Speed

Communicate qualities in 4 ways
Testimonials
Approvals Success
Numbers

Testimonials are effective at
establishing trust and credibility
Logo
Face
TitleName
intercom.com

Transparency, confidence, and
generosity can go a long way.
If you were featured, let people know!

If you have the power of numbers, let
prospective users know
Where there’s smoke, there’s fire.lydia.com

Including with social media counters

HTML hit counters
Btw, this is not new ;)

It’s for this same reason that restaurants seat
people at street-facing windows first:
restaurants that appear crowded are probably
crowded for good reason.

Make your user base more successful
Kind of person Slack helps
people become
Very specific and relevant vitality
real-world indicators. Impressive!
slack.com

All that’s left to do is pave that path
so nobody loses their way in your
signup!
We’re well on our way

Remove frictions that
slow people down
We are going to focus on 2 things
Don’t let users drift away

Remove frictions
that slow
people down
Screw CAPTCHAs unless
you’re absolutely dying from
spam.
Study about CAPTCHAs by

Do you absolutely HAVE to:
● Get their phone number at signup?
● Have them confirm email before using the
app?

If many information needed, consider
breaking down into consumable steps
N26 signup is composed of 15+ steps easy to take.

Don’t let users
drift away
Ever seen a field for a coupon code and opened a
new tab to do a search? That’s your flow being
allowed to drift, and it’s dangerous.

Requiring email address to be
confirmed is a big-time drifter
Allow provisional access until email is
confirmed to keep user in

By now your users should have
taken the first step by signing up.
Let’s align in-app touch points to
set them for success at every turn.

First impression - One seat - Cut steps - Tour
4 rules to follow

Make sure this first impression ends with a
cherry on top

To do so provide users a taste of success
Buffer first
experience aligns
with product
essence:
scheduling social
updates.

Vimeo first experience does not expect people to wait
while their first upload takes 40 minutes to process
Make first win achievable from one seat

Let’s see how Google
Doc shrunk a chain of
dependencies down
from 5 to 2.
Cut as many steps as possible
1. Click create new doc
2. Name the doc
3. Save the doc
4. Copy the embed code
5. Paste it

Does your Google Doc
absolutely HAVE to have
a name?
Google just default edit
to “Untitled document”.
2. Name the doc
3. Save the doc
5. Paste it

Do you absolutely need
to save it?
There’s nothing
happening here that an
autosave couldn’t
2. Name the doc
3. Save the doc
5. Paste it

Do you absolutely need to
copy the link manually?
In Google Doc the link is
automatically selected
and copied
2. Name the doc
3. Save the doc
5. Paste it

2. Name the doc
3. Save the doc
5. Paste it
2. Name the doc
3. Save the doc
5. Paste it2.
Google shrunk the chain and sacrificed
very little power to create a doc

PRODUCT TOUR

There’s a slim chance a tour will
clear up some confusion
There’s a greater chance it will just
provide an annoying delay

When to build a tour?

Whenever YOU need information that’s
critical and isn’t likely to be changed often
Netflix focus mode”
draws focus away
from the single task
at hand

How to build a tour?

Actively guide the new user through
performing the activity
Rather than describing,
Optimizely gets the
user to actively engage
with it

Or setup quests
Setup quests are the opposite of product tour
as they encourage exploration

Use smart interface
You can see in the
background the cool
place you get to land
as soon as you finish

Or make it publicly accessible
Show what other
customer are seing
once they use the
product

First impression - One sit - Cut steps - Tour
Align it with your activation
Activation

Twitter saw a massive spike
in signup retention once
started encouraging people
to follow instead of search or
tweet.
Everybody knew people they
were interested in ;)
Twitter activation = ~ 30 followers

First impression - One sit - Cut steps - Tour
Align it with your activation
Follow ~ 30 people

Use these tools to measure each steps of
your onboarding satisfaction
Temper.io Gotcha.io Medallia.com
Now measure

Find Onboarding
next pain point

Congratulations!
Your product made great step toward
great user onboarding!

Remember the process

Great books I used
to write these slides ;)

thanks to this guy for the design
inspiration
@mxbraud

You can also visit my blog
.com

THANK YOU!
Enzo Avigo
@0zne
enzoavigo@gmail.com
Let’s talk about building great products

Build World Class User Onboarding

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