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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.
