Fun on First Click: Turning Visitors into Passionate Customers with Onboarding

fun on first click Convert Users into Passionate Customers with Onboarding Sebastian Deterding (@dingstweets)

chapter 1

Storytime

briefing “Design a smartphone

for seniors”

Your ideas?

“silver phones”

Turns out …

people hate them.

people want features.

this is not the problem.

this is.

“What’s that got to do with me?”

Punkt 1 istPunkt 2 ist

PAYING CUSTOMER (product)

AD IMPRESSION (marketing)

...

...

THEN A MIRACLE OCCURS

First impression

Orientation

Engagement

Paying customer

Invitation

Re-engagement

Purchase

onboarding

Marketing

Product

???

Registration

First impressionOrientation

Registration

Paying customer

Invitation

Re-engagementPurchase

a.k.a. conversion

funnel

Engagement

“No matter how great your product is, it is very likely that 40-60% of your free trial users never see the product a second time. Which makes that first use of the software really really freaking important.”

patrick mckenzie

Games? Games!

freemium business model …

+ thousands of free competitors …

= Fun on First Click*

*Or third. We’re not that literal.

“We believe in those first three clicks, you decide whether or not you want to check out more of it. In the uber-casual place that we all exist in now, it’s a three click deal. We either sold you or we didn’t.”

mark pincus, ceo, zynga

“Good video games ... are learning machines. If a game cannot be learned and even mastered at a certain level, it won’t get played by enough people, and the company that makes it will go broke. Good learning in games is a capitalist-driven Darwinian process of selection of the fittest.”

james paul gee

chapter 2

Journeytime

First impression

onboarding

our journey today

Engagement

First use

Tell me why

The product is awesome!

The company is awesome!

The experience is awesome!

A B C

I am awesome!D

“People don’t go round looking for products to buy. Instead, they take life as it comes and when they encounter a problem, they look for a solution – and at that point, they’ll hire a product or service. It it is the job, and not the customer or the product, that should be the fundamental unit of analysis.”

clayton christensen

This is not your offer. this is.

users have a few top tasks expressed in specific care words

“does it come with a toner?”

First impression

Engagement

our journey today

First use

Make me wow

minimize time to wow

First impression

Engagement

our journey today

First use

Teach me how

the onboarding anti-pattern

… in contemporary form.

So how to do it differently?

do: guided first run through the core loop

So what did we see here?

context of learning = context of use

“I hear and I forget; I see and I remember; I do and I understand.”

xunzi

do>show>tell

tell: walls of text

show: decontextualised screens

do: a guided first run through the ‘core loop’

one step at a time

scaffolded tasks/loops

When mechanics are introduced

How many (new) mechanics are used

guiding progress feedback

guiding progress feedback

chapter 3

Summary

Paying customer

Invitation

onboarding

onboarding bridges the gap from marketing to product

Tell me why

on that way, you need to …

This is not your offer. this is.

by showing how your product empowers me …

… doing my top tasks, phrased in the words i care about.

Make me wow

next, …

by showing me how you transform me as fast as possible.

Teach me how

finally, …

letting me learn by doing, …

one step at a time, …

slowly scaffolding tasks, …

… with progress feedback guiding my way.

sebastian@codingconduct.cc

@dingstweets

codingconduct.cc

thank you.