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Build World Class User Onboarding

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Build World Class User Onboarding

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Time to unlock the growth of your product and boost your User Onboarding!

Learn how to capture your users hearts and minds, optimize their signups, and align your in-app touch points to increase their retention from day one.

➡️ Credit @mxbraud for the design of the slides!

Time to unlock the growth of your product and boost your User Onboarding!

Learn how to capture your users hearts and minds, optimize their signups, and align your in-app touch points to increase their retention from day one.

➡️ Credit @mxbraud for the design of the slides!

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Build World Class User Onboarding

  1. 1. BUILD WORLD CLASS USER ONBOARDING Methods, Tools and Hacks @0zne
  2. 2. Let’s start at There’s a person that loves you the end
  3. 3. How did she/he gets from:
  4. 4. completely unfamiliar to intrigued to exploring to investing ultimately satisfaction
  5. 5. That, in a nutshell, is what user onboarding is about :)
  6. 6. If your company exists to change the world
  7. 7. Crappy onboarding means it’s changing a lot less...
  8. 8. In that way, And as a business, humanity is poorer your company is literally poorer
  9. 9. “ Excellent onboarding is absolutely critical to customer retention ” Sean Ellis - GrowthHackers.com
  10. 10. +100%+10% +106%+100% +252% KajabiHubspotAppsumoCustomer.ioGroove User onboarding impact Trial to paid conversion rate increase
  11. 11. To solve poor onboarding Let’s turn the clock all the way back before a user sign up
  12. 12. and follow the steps ;)
  13. 13. 1. Capture users hearts 2. Capture users minds 3. Path the way in signup 4. Align in-app touchpoints
  14. 14. 1. Capture users hearts 2. Capture users minds 3. Path the way in signup 4. Align in-app touchpoints Pre-signup Signup Post-signup
  15. 15. Capture Users hearts 1
  16. 16. Value Prop We are going to nail 4 things Context Aha! moment People
  17. 17. Start with an extremely clear value proposition Mailchimp is doing it right Value - Context - People - Aha!
  18. 18. Place it directly within the context of a familiar activity Value - Context - People - Aha! app’s place inside the context of real-world workflows.
  19. 19. Value - Context - People - Aha! Focus on making better people This isn’t what you sell This is Potential customer Your product Awesome person doing rad shit
  20. 20. Value - Context - People - Aha! A B Which one do you think is most irresistible?
  21. 21. Value - Context - People - Aha! B Which one do you think is most irresistible? Because it focuses on making better people, not on a list of features
  22. 22. make people better at iterating on designs Value - Context - People - Aha! Know what you are making people better at make people better at remembering things make people better at communicating
  23. 23. Value - Context - People - Aha! Find your “aha! moment” “oh! I can throw fireballs by eating flowers?”
  24. 24. 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?” Value - Context - People - Aha!
  25. 25. “If your “aha moment” comes deep inside your product, you’ve already lost.” - Samuel Hulick - User onboarding expert
  26. 26. ● 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
  27. 27. Sandwich Video is killing this game Robinhood video generated 1 million signups before launch! click to watch video
  28. 28. But
  29. 29. 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.
  30. 30. 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.
  31. 31. We’re ready to stop talking about the user and start talking about ourselves
  32. 32. Now we just need to get sign-off from the mind. We’ve already captured their heart
  33. 33. Capture users minds 2
  34. 34. 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
  35. 35. Communicate qualities in 4 ways Testimonials Approvals Success Numbers
  36. 36. Testimonials are effective at establishing trust and credibility Logo Face TitleName intercom.com
  37. 37. Transparency, confidence, and generosity can go a long way. If you were featured, let people know!
  38. 38. If you have the power of numbers, let prospective users know Where there’s smoke, there’s fire.lydia.com
  39. 39. Including with social media counters
  40. 40. HTML hit counters Btw, this is not new ;)
  41. 41. 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.
  42. 42. Make your user base more successful Kind of person Slack helps people become Very specific and relevant vitality real-world indicators. Impressive! slack.com
  43. 43. All that’s left to do is pave that path so nobody loses their way in your signup! We’re well on our way
  44. 44. Path the way in signup 3
  45. 45. Remove frictions that slow people down We are going to focus on 2 things Don’t let users drift away
  46. 46. Remove frictions that slow people down Screw CAPTCHAs unless you’re absolutely dying from spam. Study about CAPTCHAs by
  47. 47. Do you absolutely HAVE to: ● Get their phone number at signup? ● Have them confirm email before using the app?
  48. 48. If many information needed, consider breaking down into consumable steps N26 signup is composed of 15+ steps easy to take.
  49. 49. 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.
  50. 50. Requiring email address to be confirmed is a big-time drifter Allow provisional access until email is confirmed to keep user in
  51. 51. 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.
  52. 52. Align in-app touch points 4
  53. 53. First impression - One seat - Cut steps - Tour 4 rules to follow
  54. 54. Make sure this first impression ends with a cherry on top First impression - One seat - Cut steps - Tour
  55. 55. To do so provide users a taste of success Buffer first experience aligns with product essence: scheduling social updates. First impression - One seat - Cut steps - Tour
  56. 56. Vimeo first experience does not expect people to wait while their first upload takes 40 minutes to process First impression - One seat - Cut steps - Tour Make first win achievable from one seat
  57. 57. Let’s see how Google Doc shrunk a chain of dependencies down from 5 to 2. First impression - One seat - Cut steps - Tour 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
  58. 58. Does your Google Doc absolutely HAVE to have a name? Google just default edit to “Untitled document”. 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it First impression - One seat - Cut steps - Tour
  59. 59. Do you absolutely need to save it? There’s nothing happening here that an autosave couldn’t 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it First impression - One seat - Cut steps - Tour
  60. 60. Do you absolutely need to copy the link manually? In Google Doc the link is automatically selected and copied 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it First impression - One seat - Cut steps - Tour
  61. 61. 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it2. Google shrunk the chain and sacrificed very little power to create a doc First impression - One seat - Cut steps - Tour
  62. 62. First impression - One seat - Cut steps - Tour PRODUCT TOUR
  63. 63. There’s a slim chance a tour will clear up some confusion There’s a greater chance it will just provide an annoying delay First impression - One seat - Cut steps - Tour
  64. 64. When to build a tour? First impression - One seat - Cut steps - Tour
  65. 65. 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 First impression - One seat - Cut steps - Tour
  66. 66. How to build a tour? First impression - One seat - Cut steps - Tour
  67. 67. Actively guide the new user through performing the activity Rather than describing, Optimizely gets the user to actively engage with it First impression - One seat - Cut steps - Tour
  68. 68. Or setup quests First impression - One seat - Cut steps - Tour Setup quests are the opposite of product tour as they encourage exploration
  69. 69. Use smart interface You can see in the background the cool place you get to land as soon as you finish First impression - One seat - Cut steps - Tour
  70. 70. Or make it publicly accessible Show what other customer are seing once they use the product First impression - One seat - Cut steps - Tour
  71. 71. Ultimately
  72. 72. First impression - One sit - Cut steps - Tour Align it with your activation Activation
  73. 73. 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
  74. 74. First impression - One sit - Cut steps - Tour Align it with your activation Follow ~ 30 people
  75. 75. Use these tools to measure each steps of your onboarding satisfaction Temper.io Gotcha.io Medallia.com Now measure
  76. 76. Find Onboarding next pain point
  77. 77. Build the fix
  78. 78. Roll-out improvements
  79. 79. Repeat.
  80. 80. Congratulations! Your product made great step toward great user onboarding!
  81. 81. 1. Capture users hearts 2. Capture users minds 3. Path the way in signup 4. Align in-app touchpoints Remember the process
  82. 82. Great books I used to write these slides ;)
  83. 83. ...and blogs!
  84. 84. thanks to this guy for the design inspiration @mxbraud
  85. 85. You can also visit my blog .com
  86. 86. THANK YOU! Enzo Avigo @0zne enzoavigo@gmail.com Let’s talk about building great products

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