All aboard

All aboard!!!

An introspection into the app’s onboarding flow

By Royi Benyossef (+royiby)

ALL ABOARD!!! by Royi Benyossef (+royiby)

Android developer since 2009.

GDG Herzliya co-founder.

Android speaker and lecturer.

Android Mentor for Google Launchpad.

Android GDE 2013, 2014, 2015.

Developer relations manager @ Stealth

Royi Benyossef

Prolog

The what & why of this


Motivation

(What do we want?!)


Get all the

people!!!


HOW?


Reduce all the

frictions!!

???

?

? ??

?


Glossary

(It’s ancient Snobbish for definitions)


Glossary

The funnel


Funnel

Glossary

Representation of user base


Funnel

Glossary

Representation of user baseWide at the top


Funnel

Glossary

Representation of user baseWide at the top Thin at the bottom

(= less users)


Glossary

Funnel Perforations


Funnel

Glossary

Representation of user baseWide at the top Thin at the bottom Each step applies friction


Funnel

Glossary

Representation of user baseWide at the top Thin at the bottom Each step applies friction

(=drop-outs)


Glossary

- The funnel

Friction?

?!?


Motivation

- The funnel

Friction?


Motivation

- The funnel

Friction? OK, but i’m watching you!


- The funnel

Friction

Motivation

Redundant effort


- The funnel

Friction

Motivation

Redundant effortCognitive overhead


Motivation

- The funnel- Friction

Importance?


Motivation


ImportanceAgenda

Trust

The dropout triangle


Prolog


Importance# of users

Trust

The dropout triangle


Prolog


Importance


Motivation


ImportanceAgenda

Trust

The dropout triangle*Completely made-up graph

Are you experienced? by Royi Benyossef (+royiby)

We should reconsider the

flow

Theory of practice

What we see and why?


Common patterns

(An introspection into misconception)


ABC

Common patterns

(Always. Be. Closing.)


ABC

Common patterns

Finishing sales pitch


ABC

Common patterns

Finishing sales pitchShowcasing features


ABC

Common patterns

Finishing sales pitchShowcasing featuresBoast coolness


- ABC

Perquisites

Common patterns

Login


- ABC

Perquisites

Common patterns

LoginInformation


- ABC- Perquisites

Tutorials

Common patterns

Feature lists


- ABC- Perquisites

Tutorials

Common patterns

Feature listsUsage examples


- ABC- Perquisites

Tutorials

Common patterns

Feature listsUsage examplesFiring all the guns


- ABC- Perquisites

Tutorials

Common patterns

Feature listsUsage examplesFiring all the guns:

> Slideshows


- ABC- Perquisites

Tutorials

Common patterns


Slideshows> Modal dialogs


- ABC- Perquisites

Tutorials

Common patterns


SlideshowsModal dialogs> Coach marks


Experience

(The user’s perception of the misconception)


ABC

Experience

Aggressive


ABC

Experience

AggressiveIneffective


ABC

Experience

AggressiveIneffectiveAnnoying


- ABC

Perquisites

Experience

Intimidating


- ABC

Perquisites

Experience

IntimidatingSuspicious


- ABC

Perquisites

Experience

IntimidatingSuspiciousAnnoying!


- ABC- Perquisites

Tutorials

Experience

Ineffectual


- ABC- Perquisites

Tutorials

Experience

IneffectualANNOYING!


Experience

ABC

Perquisites

Tutorials


Experience

Don’t worry

funnel


Experience

We’re here to help


Experience

Practical theory

What should be and why?

All aboard!!!

Walkthroughs

(Like a slideshow tutorial)


Summary

Walkthroughs

“Slideshow”


Summary

Walkthroughs

“Slideshow”Each screen has one item


Summary

Walkthroughs

“Slideshow”Each screen has one item:

> Feature


Summary

Walkthroughs

“Slideshow”Each screen has one item:

Feature> Functionality


- Summary

Ex. #1

Walkthroughs


- Summary

Ex. #1

Walkthroughs

Skip


- Summary

Ex. #1

Walkthroughs

SkipProgress indication (short)


- Summary

Ex. #1

Walkthroughs

SkipProgress indication (short)Little text (tagline + 1)


- Summary

Ex. #1

Walkthroughs

SkipProgress indication (short)Little text (tagline + 1)Playful and colorful


- Summary

Ex. #1

Walkthroughs

SkipProgress indication (short)Little text (tagline + 1)Playful and colorfulIncremental progression


Walkthroughs

- Summary

Ex. #1


Walkthroughs

- Summary- Ex. #1

Ex. #2


Walkthroughs

- Summary- Ex. #1

Ex. #2Implicit incremental (swipe)


Walkthroughs

- Summary- Ex. #1

Ex. #2Implicit incremental (swipe)Upsale innuendo


Walkthroughs

- Summary- Ex. #1

Ex. #2Implicit incremental (swipe)Upsale innuendoAdventure invitation


- Summary- Ex. #1

Ex. #2

Walkthroughs


- Summary- Ex. #1- Ex. #2

Risk

Walkthroughs

Using aggressiveness



Risk

Walkthroughs

Using aggressivenessOnly when crucial



Risk

Walkthroughs

Using aggressivenessOnly when crucialMonitor, analyze, A/B test!

All aboard!!!

Coach marks

(Not the illegal ones)


Summary

Coach marks

Pop-up message


Summary

Coach marks

Pop-up messageContextually placed


Summary

Coach marks

Pop-up messageContextually placedAll Grayed out but the subject


- Summary

Ex.#1

Coach marks

Modal (BAD!!!)


- Summary

Ex.#1

Coach marks

Modal (BAD!!!)Single line of text (good)


- Summary

Ex.#1

Coach marks

Modal (BAD!!!)Single line of text (good)Clearly highlighted subject


- Summary- Ex. #1

Ex.#2

Coach marks

Modal (justified)


- Summary- Ex. #1

Ex.#2

Coach marks

Modal (justified)Context unclear



Ex.#3

Coach marks

Non-modal (Yay!)



Ex.#3

Coach marks

Non-modal (Yay!)Contextual:

> Position



Ex.#3

Coach marks


Position> Text



Ex.#3

Coach marks


PositionText> Color



Ex.#3

Coach marks


Login

(Get what you need, don’t intimidate the user)


Login

User:pass


Login

User:pass Redundant effort - high


Login

User:pass Redundant effort - HighCognitive overhead - low


Login

User:pass Redundant effort - HighCognitive overhead - lowBenefits:

> More options


Login

User:pass Redundant effort - HighCognitive overhead - lowBenefits:

> More options(= user feels more in control)


Login

- User:pass

Social


Login

- User:pass

SocialRedundant effort - low


Login

- User:pass

SocialRedundant effort - lowCognitive overhead - max


Login

- User:pass

SocialRedundant effort - lowCognitive overhead - maxBenefits:

> Less friction


Login

- User:pass

SocialRedundant effort - lowCognitive overhead - maxBenefits:

> Less friction> More information


Login

- User:pass- Social

Multi socialRedundant effort - lowCognitive overhead - med


Login

- User:pass- Social

Multi socialRedundant effort - lowCognitive overhead - medBenefits:

> Mo’ choice, mo’ control


Login

- User:pass- Social

Multi socialRedundant effort - lowCognitive overhead - medBenefits:

Mo’ choice, mo’ control> Still getting information


Login

- Social- Multi social- User:pass

None


Login


None

Redundant effort - none


Login


None

Redundant effort - noneCognitive overhead - none


Login


None

Redundant effort - noneCognitive overhead - noneBenefits:

> Least intrusive


Login


None


Least intrusive> Quickest


Login


None


Least intrusiveQuickest> Premium upsale


Empty states

(Because first impression is only obtained once)


Summary

Empty states

When a collection is empty


Summary

Empty states

When a collection is empty:> First usage


Summary

Empty states

When a collection is empty:First usage> Loss of service


Summary

Empty states

When a collection is empty:First usageLoss of service> User action


Summary

Empty states

When a collection is emptyInform user


Summary

Empty states

When a collection is emptyInform user Suggest action(s)


Summary

Empty states

When a collection is emptyInform user Suggest action(s)Make it fun!


- Summary

Ex.#1

Empty states

Dull graphically


- Summary

Ex.#1

Empty states

Dull graphicallyInformative


- Summary

Ex.#1

Empty states

Dull graphicallyInformativeBo-ring!


- Summary

Ex.#1

Empty states

Dull graphicallyInformativeBo-ring!No clear call to action


- Summary

Ex.#1

Empty states

Dull graphicallyInformativeBo-ring!No clear call to actionNo instructions on how


- Summary- Ex. #1

Ex.#2

Empty states

Ex. #1


- Summary- Ex. #1

Ex.#2

Empty states

Ex. #1Playful text



Ex.#3

Empty states

Colorful



Ex.#3

Empty states

Colorful(-ish)



Ex.#3

Empty states

ColorfulCall to action!


- Summary- Ex. #1- Ex. #2- Ex. #3

Ex.#4

Empty states

Colorful (really)


- Summary- Ex. #1- Ex. #2- Ex. #3

Ex.#4

Empty states

Colorful (really)Playful and informative text


- Summary- Ex. #1- Ex. #2- Ex. #3

Ex.#4

Empty states

Colorful (really)Playful and informative textCall(s) to action


- Summary- Ex. #1- Ex. #2- Ex. #3

Ex.#4

Empty states

Colorful (really)Playful and informative textCall(s) to actionPerfect!


Summary

(What did we have here?)


Kiss

Summary


Kiss (keep it simple, sunshine)

Summary


- Kiss (keep it simple, sunshine)

Reevaluate needs

Summary


- Kiss (keep it simple, sunshine)- Reevaluate needs

Be informative, not aggressive

Summary


- Kiss (keep it simple, sunshine)- Reevaluate needs- Be informative, not aggressive

Be delightful, not pushy

Summary


- Kiss (keep it simple, sunshine)- Reevaluate needs- Be informative, not aggressive- Be delightful, not pushy

Measure, analyze, adapt, repeat

Summary

“We should be building great things. Things that Don’t yet exist”

I Hope You Liked It

Thank you for listening

By Royi Benyossef (+royiby)

Technology

All aboard