UX Leadership: Helping Teams Design Onboarding Experience Using 3 Frameworks No matter what you call it -- user on-boarding, first-time use, the out-of-box experience -- a user's first experience with your product is critical. Designers need to ensure that people get up and running quickly and understand the benefits the product delivers. But what's the best way to do that? Come join a network of design leaders for a discussion of the fundamentals and best practices of delivering a memorable, engaging first-use experience. Stephen Gay Global Director, Intuit & Kylie Tuosto Experience Design Manager, Intuit

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Three Frameworks for Designing Onboarding Experiences
Kylie Tuosto Stephen Gay
#focusonfirstuse @uxstrat @kylietuosto@stephengay

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Meet & greet, hopes & fears
Our Story
Framework 1: Mapping the Journey
Framework 2: Measuring the Benefit
Break
Framework 3: Investing in Change
Wrap Up
Today’s Agenda

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Hello!
Kylie Tuosto
@kylietuosto
Group Manager First Time Use
Stephen Gay
@stephengay
Global Design Director

4. Our Story

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Introduce Our Products

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Introduce Our Products
QuickBooks
Self-Employed
QuickBooks
Accountants
QuickBooks
Payroll
QuickBooks
Payments

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How does your organization focus on delivering great
products?

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How we design

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DELIVER THE
CUSTOMER
BENEFIT
DELIVER WITH
EASE
DELIVER
POSITIVE EMOTION
THIS IS
AWESOME
How we measure design
INTUITAPEX PYRAMID
LIKE MASLOW’S NEEDS, WE NEED TO DELIVER ALL THREE TO SUCCEEED.

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Benefit
Ease
Emotion
DELIGHT
NPS
COMPANY
GROWTH
Why we deliver

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How we organize our teams
VP Design
Director
Small Business
Director
Self Employed
Director
Accountants
Director
Developers
Accounting
Team
Payroll
Team
Payments
Team
Inventory
Team
FTU
Team

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Our QuickBooks First Use Journey
Dec2015
LAUNCHED TEST FOCUSED ON
INCREASING ENGAGEMENT
WITH TASKS
LAUNCHED TEST FOCUSED ON
INCREASING ENGAGEMENT
WITH KEY JOBS
DEVELOPED AND TESTED A
SERIES OF FIRST USE
PATTERNS TO IMPROVE THE
CUSTOMER EXPERIENCE
Jan2016 Mar2016Jun2015
TASKED WITH IMPROVING THE
QUICKBOOKS ECOSYSTEM
FIRST TIME USE EXPERIENCE
Jul2015
CRAFTED A VISION OF A
COMPLETELY REIMAGINED
PERSONALIZED QUICKBOOKS

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Where We Started

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Searching our directory of 12,345
photographers like you…
Customizing QuickBooks
navigation just for you…Customizing setup tasks…
How we presented the vision

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Task-Focused Experiment

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Accounting Borrow Money Pay Bills Track Time
Pay Employees Manage Inventory Expense Tracking Sell Products
Job-Focused Email Experiment

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Definitions
BENEFIT
EXAMPLE: PAYROLL IS DONE
What the user achieves when they complete one or more jobs
A market-ready solution for one or more jobs
OFFERING
EXAMPLE: PAYING EMPLOYEES + PAYROLL TAXES = PAYROLL OFFERING
JOB
A core function the user wants to complete, made up of several tasks
EXAMPLE: PAYING EMPLOYEES
TASK
One of several steps a user needs to take to accomplish a job
EXAMPLE: ADDING A NEW PAY TYPE

18. People don’t want a
quarter-inch drill, they
want a quarter-inch hole.
– Theodore Levitt
Economist & Harvard Business School Professor

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People buy products and services to get
jobs done. Products come and go, but
underlying jobs do not go away. Our goal is
to solve the job well.

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Apps we love solve jobs that matter to us
Focus on Jobs

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Accounting Connect your bank
Download transactions
Categorize transactions
Add memos
Add receipt photos
Add vendor
Add customer
Tag transactions for insights
Reconcile monthly
Run reports
Breaking Jobs Into Tasks
THEJOB THETASKS

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First Use Patterns

23. Jobs Hierarchy
Benefit
Job 1
Job 2
Job 3
Task 1 Task 2
SETUP
ACHIEVE BENEFIT
DISCOVER
UNDERSTAND
SEALTHEDEAL
Task 1 Task 2
Task 1 Task 2
Task 1 Task 2
Task 1 Task 2
PATTERNS
_ Zero state page
_ Guidance tip
_ Before task modal
_ Learn page
_ Help topics
_ Video pattern
_ Step-flow
_ Zero state page
_ Dashboard cards
_ Guided flow
_ Task list
_ Confirmation
_ Help-me-choose tool
_ Plan comparison
_ Competitor comparison
PHASES

24. Three Frameworks

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Onboarding
Journey
Shift your organization’s
mindset around first use.
Focus on the
Benefit
Change how you measure
results.
Learning
Framework
Invest in the most
impactful change.

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How does your organization currently think about first
use?

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Framework 1
Onboarding Journey
Shift your organization’s mindset
around first use. It’s a journey, not a
one-time thing.
Exercise 3
Delivering
Delight

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Shifting the mindset
It’s a mindset.
It’s integral.
It evolves over time.
Solving for simplicity.
20+ patterns across onboarding journey.
It’s a team.
It’s additive.
It happens just once.
Solving only for speed.
One pattern for guidance.
From narrowly defined. To end-to-end and holistic.

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Onboarding Journey
DISCOVER
Exposing the user to a tailored, recommended
solution based on what we know about them.
SETUP
Guiding the user through entering data, configuring
settings, or customizing a feature.
ACHIEVE BENEFIT
Ensuring the user feels the value of the benefit
by experiencing it for the first time.
SEALTHE DEAL
Helping the user choose a plan based
on what we know about them.
UNDERSTAND
Helping the user understand what’s at stake, why
it’s relevant, and what the benefits are.

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Onboarding Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
BEHAVIOR MECHANICS
_ Social Proof
_ Curiosity
_ Exclusivity
_Loss Aversion
USER DATA
_ Profile demographics
_ Usage data
_ Status
VISUALIZE THE VALUE
_ Sneak peek of features
CONSIDER
_ What’s at stake?
_ Design for the “aha!”
_ What’s the unique value
proposition?
_ How much will it cost?
CONSIDER
_ Not asking for info you
don’t need
_ Teaching through the
process of doing
_ Ask simple questions
_ Demonstrate progress
_ Establish trust
_ Eliminate steps
CONSIDER
_ Make it an own-able
moment
_Celebrate success
_ Clarify next steps
_Encourage repeat use
and habit forming
CONSIDER
_ Will the solution benefit
me?
_ Allowing the user to try
before buying
_ Clear pricing
communication
_ Price should feel better
than the competition

31. JOB Get a rideBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
Arrive at destination
TASKS TASKS TASKS TASKS TASKS
Hear about it from a friend
Search for it in app store
Download the app
Open the app
Create an account
Enable Geo-location
Add credit card
Open the app
Enter destination
Select type of ride
Wait for driver
Get stuff loaded into car
Take the ride
Get out of the car
Money leaves bank
Rate the driver
Learn about what it does
Who are the drivers?
How much does a ride
cost?
How long does it take?
Guarantees?
How do I get a ride?

32. JOB Pay employeesBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
Accounting is done
TASKS TASKS TASKS TASKS TASKS
Get recommendation in
QuickBooks
Learn about what it does
How does this compare to
ADP?
How much does it cost?
How do taxes work?
Which plan is right for me?
Add business info
Set up bank account
Create employee profile
Employee submits I-9, W-
4
File new hire paperwork
Log in to time tracker
Review and approve hours
Enter employee time
Submit payroll
Understand the cost
Add employee pay info Wait for bank transfer
Get confirmation that they
were paid
Calculate per employee
fees
Select service level
Select add-on services
Enter credit card info
Receive bill
What about worker’s
comp? Labor laws?
What pay types are
available? Deductions?

33. JOBBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
TASKS TASKS TASKS TASKS TASKS

34. Onboarding
Journey
Shift your organization’s
mindset around first use.
• Align on terminology for each phase of your users’ journey
• Understand the purpose of each phase and what you’re trying
to solve for
• Outline the user tasks involved in accomplishing each phase

35. Onboarding
Journey
Shift your organization’s
mindset around first use.
• Align on terminology for each
phase of your users’ journey
• Understand the purpose of
each phase and what you’re
trying to solve for
• Outline the user tasks involved
in accomplishing each phase
Focus on the
Benefit
Change how you measure
results.
Learning
Framework
Invest in the most
impactful change.

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How do we measure our teams’ success?

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Framework 2
Measuring the benefit
Ensure the team is working on and
measuring the most important tasks for
the customer.
Exercise 3
Delivering
Delight

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Job: Online Shopping
Customer Benefit: Best selection, fast & affordable
Measure: % lowest priced products, delivery time
Job: Managing Notes
Customer Benefit: Always accessible
Measure: Uptime
Job: Driving
Customer Benefit: Lowest price & most convenient
Measure: % rides at lowest price, lowest wait time
Job: Pay Employees
Customer Benefit: Confidence & efficiency
Measure: % paycheck errors, time to run payroll
Measuring the benefit

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“That was easy.”
“It took me half the
time it normally
takes!”
“The app connected
directly to my time
tracking tool.”
“I know my
paychecks are
accurate.”
“Everyone got paid
on time.”
Efficiency Confidence
Measuring the payroll benefit
“I know I got my
payroll taxes right.”

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From measuring business results (conversion)
Measuring the benefit
Define the best way to
measure the benefit.
Time to complete & time spent waiting
How are we performing today?
What is the mid-term and long term goal?
TARGET
TASK ACTUAL
To measuring customer results (efficiency & confidence)
CYCLE PAIN
Degree of pain

41. PHASE SetupJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
Get a ride
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
Login/create account
Enable geo-location
Add credit card info
60 sec
10 sec
2 min
0 sec
0 sec
3 min
0 sec
0 sec
1 min
H
L
L

42. PHASE SetupJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
Pay employees
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
Employer adds business info
Employer sets up bank account
Employer creates employee profile
Employee submits I-9, W-4 paperwork
Employer adds employee pay info
30 sec
30 sec
2 min
0 sec
1 min
0 sec
3 min
0 sec
1-5 days
0 sec
30 sec
30 sec
1 min
1 min
0 sec

43. STAGEJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H

44. • Align cross-functionally on the biggest problems to solve
• Set target metrics that measure the customer benefit (not the
business outcome)
• Focus maniacally on providing that benefit
Focus on the
Benefit
Change how you measure
results.

45. Onboarding
Journey
Shift your organization’s
mindset around first use.
• Align on terminology for each
phase of your users’ journey
• Understand the purpose of
each phase and what you’re
trying to solve for
• Outline the user tasks involved
in accomplishing each phase
Focus on the
Benefit
Change how you measure
results.
• Align cross-functionally on the
biggest problems to solve
• Set target metrics that
measure the customer benefit
(not the business outcome)
• Focus maniacally on providing
that benefit
Learning
Framework
Invest in the most
impactful change.

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How do we determine where to invest?

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Framework 3
Learning Framework
Invest in the most impactful change.
Exercise 3
Delivering
Delight

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How do people learn?
90% of usability is habit.
It’s easy to learn if I already know how.
In order to learn, we need to fail.
So make it easy for users to recover.
Learning by doing triggers memory.
That’s what makes concepts stick.
Learning preferences.
Give options, but don’t overwhelm.
BEFORE
AFTER

49. 49 Intuit Confidential and Proprietary
How do people learn?
90% of usability is habit.
It’s easy to learn if I already know how.
In order to learn, we need to fail.
So make it easy for users to recover.
Learning by doing triggers memory.
That’s what makes concepts stick.
Learning preferences.
Give options, but don’t overwhelm.
MISTAKE DETECTION

50. 50 Intuit Confidential and Proprietary
How do people learn?
90% of usability is habit.
It’s easy to learn if I already know how.
In order to learn, we need to fail.
So make it easy for users to recover.
Learning by doing triggers memory.
That’s what makes concepts stick.
Learning preferences.
Give options, but don’t overwhelm.
GUIDED TRANSACTION CATEGORIZATION

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How do people learn?
90% of usability is habit.
It’s easy to learn if I already know how.
In order to learn, we need to fail.
So make it easy for users to recover.
Learning by doing triggers memory.
That’s what makes concepts stick.
Learning preferences.
Give options, but don’t overwhelm.
VIDEO CONTENT IN CONTEXT WITH JOBS (UNTIL TOURS ARE BUILT)

52. 52 Intuit Confidential and Proprietary
Onboarding Patterns
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
_ Zero state page
_ Guidance tip
_ In-page tip
_ Dashboard card
_ Before task modal
_ After task modal
_ What’s new
_ Task list
_ Email
_ Learn page
_ Help topics
_ Video pattern
_ Step-flow
_ Zero state page
_ Dashboard cards
_ Task list
_ Guided flow
_ Task list
_ Confirmation
_ Smart card
_ After task modal
_ Help-me-choose tool
_ Plan comparison
_ Competitor comparison
Patterns designed to facilitate learning along the way.

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Pattern Map
Show how patterns work together to guide new users.

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Empty State

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Empty State

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Categorize Experience
GUIDEDWORKFLOWONGOING USE GUIDEDTOUR
Designed for speed and efficiency
Relies on existing knowledge
Progress demonstrated through numbers
decreasing
Users were lost at first glance
No development cost
Designed for learning a new interface
Relies on reading & illustration
Progress demonstrated through animated
illustrations
10% more transactions categorized
2 mo. development costs
Designed for learning a new concept
Guides user through the workflow
Progress demonstrated through numbers
decreasing & data visualization filling
Results TBD
4 mo. development costs

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Learning Framework
HARD
EASY
DISCOVER
REPEAT
USE
Learnanewconcept&interface
Learnanewinterface
UNDERSTAND SETUP ACHIEVE BENEFIT SEALTHEDEAL
Learnanewconcept

58. 58 Intuit Confidential and Proprietary
Determine Investment
HIGH
LOW
DISCOVER REPEAT USEUNDERSTAND SETUP ACHIEVE BENEFIT SEALTHEDEAL
JOB
+25
+25
+25
+2525
50
75
100 +25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25

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Determine Investment
HIGH
LOW
DISCOVER REPEAT USEUNDERSTAND SETUP ACHIEVE BENEFIT SEALTHEDEAL
JOB
+25
+25
+25
+2525
50
75
100 +25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25
+25

60. • Design and organize your onboarding patterns
• Choose the job and phase that’s causing the most user pain
• Determine how to invest in the right onboarding solution
across your priorities.
Learning
Framework
Invest in the most
impactful change.

61. Onboarding
Journey
Shift your organization’s
mindset around first use.
• Align on terminology for each
phase of your users’ journey
• Understand the purpose of
each phase and what you’re
trying to solve for
• Outline the user tasks involved
in accomplishing each phase
Focus on the
Benefit
Change how you measure
results.
• Align cross-functionally on the
biggest problems to solve
• Set target metrics that
measure the customer benefit
(not the business outcome)
• Focus maniacally on providing
that benefit
Learning
Framework
Invest in the most
impactful change.
• Design and organize your
onboarding patterns
• Choose the job and phase
that’s causing the most user
pain
• Determine how to invest in the
right onboarding solution
across your priorities.

62. 62 Intuit Confidential and Proprietary
Join our LinkedIn Group to get all of the
resources from today’s workshop and
more!
https://www.linkedin.com/groups/7059078
What you’ll find:
● PDF of this workshop
● PDF of each worksheet
● UX Articles on onboarding
● Great discussion!
Resources & Tools