Mobile UX: Effective Onboarding for Apps
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● 7:30-8:30 - Presentation
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Levent Gurses
@gursesl
A person (alive, dead, undead, or fictional).
Agenda
Intro App Demos Design
Q & A
App Demos
Key Takeaways● Onboarding = Money● Know your numbers● Confirm your hypotheses with A/B tests● Onboarding requires a multidisciplinary team● Best time for onboarding design
○ Rough idea - beginning of the project○ Finished flow - end of the project
Why Are We Here?● User Experience a defining factor in apps’ success● App Onboarding a critical piece of overall user experience
Data point
By 2016, mobile projects targeting smartphones and tablets will outnumber native PC projects by a ratio of 6-to-1.
* Source: Gartner
What is Onboarding?
● Opportunity to make a great first impression
● Summary of core values
● Executive summary of an app
● Demonstration of interesting features
● Opportunity for conversions
In a single word...
Onboarding = Money
Effective Onboarding generates:
● Better user engagement● More in-app purchases● Better reviews in the app store, which leads to
○ Increased sales in the app store● Deeper social media coverage, outside the app store
○ Why is this important? ○ Because app discoverability is a big issue, so
outside coverage is always wanted
But...
● Don’t
● Take
● My
● Word
● Because
● I am
● Biased
Measure it for yourself.
Many apps begin their NUX (new user experience) with a navigation or functionality tour, which come in all sorts of formats and flavors. Figure out which format works best for your app, by measuring it.
Metrics to track:
● Near-term engagement - first 10 days● Sign-ups● Number of carousel swipes before registration and
engagement through the tour flow● Taps on “skip” buttons● Social sign-on vs. email
In summary...
Know your numbers
A/B split testing● Create three variants of your app
● First, with no onboarding - this will be your baseline
● Second version - with onboarding scenario 1
● Third version - with onboarding scenario 2
● Optimizely - mobile A/B testing platform
● Randomize onboarding scenarios and track along with user sign ups and attrition
● When you reach a statistically significant data pool, quantify the true value of onboarding
● Remember the extra benefits that can’t be easily quantified○ Good user karma○ Evangelist users○ Better app store reviews○ Increased sales because of better reviews○ Better social media coverage (mentions, blog posts)○ Increased sales due to user-generated content
A/B split testing
Said in another way...
Confirm your assumptions
Onboarding showcase
Onboarding patterns● Show me the future - SigFig● Interactive, feature-driven onboarding - Noted● Benefits-based onboarding - Spring● Screenshots vs. stock images - Airbnb● Demonstrating features - Clear, Mailbox● Beginning vs. inside the app - Spring● Animations, engagement - Flickr, Carousel● Voice and video - Facebook Paper
How to design an Onboarding scenario
● Mobile analytics● Focus groups● Industry trends● Where’s the dropout?● At what rate?
● When do users take the desired action (goal)○ After a notification?○ After a particular screen?○ After a data event?
1 RESEARCH
● Product Management● UX● Engineering
● Design● Marketing● Advertising
2 ASSEMBLE THE RIGHT TEAM
● Wireframes - Balsamiq, Cacoo● Mockups - Sketch, Affinity Designer● Prototype - Framer, AppGyver Composer, Ionic Creator, Polymer
Designer
3 BUILD A WORKING PROTOTYPE
CACOO
POLYMER DESIGNER
FRAMER
IONIC CREATOR
● Hypothesis● Test data● Metrics and methodology
4 CREATE VARIATIONS
● Internal testers - company resources● External testers - www.usertesting.com
5 TEST WORKING PROTOTYPE
● Randomized sequence of scenarios● Analyze real-time data● Metrics and analytics
6 PERFORM A/B TESTS
● Sign-up rates● Engagement● Scenario abandonment
7 MONITOR USER BEHAVIOR
● Repeat usage● App store reviews● External data links
(social media, blogs)
Best time to think about onboarding
● Onboarding is the executive summary of a mobile app
● At the beginning of the project?
● At the end of the project?
In closing...
● Onboarding = Money
● Know Your Numbers
● Each App is Different
● Experiment Until You Find A Formula That Works For Your App
Thank you
@gursesl
Resources● http://www.movel.co● http://uxarchive.com/tasks/onboarding● http://www.mobile-patterns.com/sign-up-flows● http://www.mobile-patterns.com/walkthroughs● https://www.pinterest.com/search/pins/?q=mobile%20onboarding● http://www.usertesting.com● https://polymer-designer.appspot.com● http://ionicframework.com/creator● http://www.appgyver.com/composer● http://framerjs.com● http://www.movel.co/events/mobile-prototyping-ux● http://www.movel.co/events/effective-onboarding-design-for-mobile-apps
