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Onboarding: “Loonies" case-study
Gili Zeevi
Team
Gili ZeeviNear PrivmanSimon Reisman Tamar Abrahams
Stix reinvents the multiplayer experience for the mobile generation.
Prior experience and skills
Gili ZeeviNear PrivmanSimon Reisman Tamar Abrahams
PO PO PO PO
UX designUX designUX design
Branding DEV
DEV
BusinessBusiness
No experience in commercial games
Virtual Stores
Game Mechanics
AdsCross Promotion ChatReplay
FB integration Push NotificationsSession ListsInvite friend Random Player
Game ServerState managementReal Time CommunicationPersistent Data StoreAnalytics
Cross Platform Client Side
Activation (Experiment 1)
Launched Completed Tutorial FB Connected Finished a turn
100%
48%
26%21%
Before After
Activation (Experiment 1)
Launched Completed Tutorial FB Connected Finished a turn
100%
48%
26%21%
Activation (Experiment 3)
Launched Completed Tutorial FB Connected Finished a turn
100%
80%75%
65%
Retention (Experiment 1)
Day 0 Day 1 Day 3 Day 7 Day 14 Day 28
100%
22%
9%3% 1% 0%
Retention (Experiment 3)
Day 0 Day 1 Day 3 Day 7 Day 14 Day 28
100%
42%
27%
11%4% 3%
Onboarding learning's
Onboarding?
• The process of increasing likelihood that new users become successful in adopting your product.
• Onboarding / First Time User Experience (FTUE) / Initial user activation
The user should experience flow.
1. The user needs to understand what's cool in the game as soon as possible.
Intro video
Intro video
Intro video
User personalization as the first step
First sessions with AI
First sessions with AI
First sessions with AI
First sessions with AI
2. The tutorial should be as playful as the game
Unlike these examples…
Unlike these examples…
3. Use a coach/mentor character
helps to guide the users,
And can create a narrative to the the onboarding experience.
4. Avoid Overwhelming the user
Divide the experience as much as possible.
Divide the experience as much as possible.
And highlight the important.
5. Learning is failing
Allow the users to safely fail.
Allow the users to safely fail.
But don’t forget to set the stage for the user success.
But don’t forget to set the stage for the user success.
Easy to reach rival
But don’t forget to set the stage for the user success.
7. Delay “requirements” as much as possible.
Delay “requirements” as much as possible.
8. Reward the user for his effort.
Reward them for putting the effort.
• Reward them for fulfilling “requirements” (connecting their FB, Approving push notifications, etc…)
• Reward them for completing the tutorial.
Users are greedy bastards
Reward them for putting the effort.
• Reward them for fulfilling “requirements” (connecting their FB, Approving push notifications, etc…)
• Reward them for completing the tutorial.
Users are greedy bastards
Reward them for putting the effort.
• Reward them for fulfilling “requirements” (connecting their FB, Approving push notifications, etc…)
• Reward them for completing the tutorial.
Users are greedy bastards
9. Keep introducing new content and features with a tutorial
The tutorial never ends.
10. Tracking and analyzing user-data is priceless.
Track as much as you can, analyze the data, and act based on insights.
Summary
1. The user needs to understand what's cool in the game as soon as possible.
2. The tutorial should be as playful as the game.3. User a coach/mentor character, it helps guide the
user and builds a narrative for the onboarding experience.
4. Avoid Overwhelming the user. Divide the teaching as much as possible, and highlight the important.
5. Allow the users to safely fail.
Summary
6. Design the experience to allow the user to succeed.
7. Delay “requirements” as much as possible.8. Reward the user for his effort.9. The tutorial never ends. Keep introducing
new content and features with a tutorial10.Track as much as you can, analyze the data,
and act based on insights.
Thanks for you time.
