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UXIlive2016 - Mobile Onboarding / Shai Wolkomir

A talk i gave at the annual UX Israeli annual conference

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UXIlive2016 - Mobile Onboarding / Shai Wolkomir

  1. 1. TEXT
  2. 2. WHY? WHAT IS FTUE WHAT HAVE WE LEARNED STATS A/B TESTING THE FUTURE IS HERE - DATA DRIVEN WHAT’S NEXT
  3. 3. WHY ?
  4. 4. START WITH A “PERSONAL STORY“ THEY SAY,,,
  5. 5. 20% In the first session
  6. 6. OK, BUT WHY?
  7. 7. 20% In the first session We’re loosing
  8. 8. 80%In (the first) 72hrs We’re loosingWe’re loosing 20% In the first session
  9. 9. AND IT DOESN’T STOP THERE
  10. 10. THERE IS NO “LANDING PAGE” REALLY…
  11. 11. “THERE IS NO 2ND CHANCE FOR…”
  12. 12. WHAT IS FTUE ?FIRST TIME USER EXPERIENCE
  13. 13. “ONBOARDING” FTUE ACTIVATION
  14. 14. KPI’S ?
  15. 15. SupportEngage
  16. 16. “SIGN UP” RETENTION FRUSTRATION / CONFUSION INTRODUCE VALUE FTD/CC ACTION CONTINUITY
  17. 17. IT’S ALL ABOUT THE MONEY!
  18. 18. COST PER INSTALL
  19. 19. 80%In (the first) 72hrs
  20. 20. $16.5$3.34 ( for install ) * 5
  21. 21. MOBILE IS NOT AGILE… It takes ±90 days to get to 90% “Facebook”
  22. 22. WE’VE RESEARCHED 200+ APPS
  23. 23. TOP 25Per category > 500,000 downloads
  24. 24. STATS
  25. 25. Average # of screens Ask for signUp Allow to skip Use blocking Show pagination Video Wizard % of text Use disclaimer Show logo
  26. 26. 40%No sign up
  27. 27. 19.2%Use blocking
  28. 28. 85.4%Display company logo
  29. 29. 34.6%Ask for data access
  30. 30. 57.8%Provide explanation
  31. 31. CONTEXT
  32. 32. A/B
  33. 33. ONLY 1 OUT OF 8 TESTS PRODUCE RESULTS
  34. 34. THE RISE OF… DATA DRIVEN UX
  35. 35. SOURCE
  36. 36. IT’S A JOURNEY 1. SAW 2. CLICK 3. APP STORE 4. DECIDE 5. CLICK 6. DOWNLOAD 7. OPEN…
  37. 37. “SIGN UP” WITH…
  38. 38. SOCIAL DO WE EVEN HAVE FACEBOOK ON THIS DEVICE?
  39. 39. INTERFACE
  40. 40. “SUPPORT”
  41. 41. HOW DO I?
  42. 42. ENVIRONMENT
  43. 43. USER
  44. 44. “BE SUBTLE” Don’t be creepy
  45. 45. AND SO MUCH MORE…
  46. 46. “INSTALLED SOFTWARE” IS BACK!
  47. 47. “PERSONAL DATA” IS IN!
  48. 48. THINK AUDIENCES You don’t have the luxury of building “one” interface
  49. 49. REMEMBER…
  50. 50. IT’S NEVER BUSINESS! IT’S ALWAYS PERSONAL :)

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