Mobile UX: Effective Onboarding for Mobile Apps

Mobile UX: Effective Onboarding for Apps

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● 7:30-8:30 - Presentation

● 8:30-9:00 - Q&A

● 9:00-10:00 - Drinks @ The Post Bar

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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