Elements of a Successful First Run [UXcamp Europe 2012]

UXcamp Europe 2012Elements of a successfulUser Experience Design First RunReview and Recommendations

http://theﬁrstrun.tumblr.com/

First Run

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First Run

First Run from the user’s POV• Understand the app’s concept, taste, values, reasons for adoption, ways of using it• Decide whether to continue using it.• Start loving it, telling people about it.

Message User’s state of mind KPICover, tutorial Something private Familarity, curiosity Understand “world(sample of a you use daily, with a view”timeline) small group of friends and familyCreate identity Create a path from a Elegant, fun, easy Account creation(account), quality photofollow friendsView your Your friends are here Want to use it! Views/scrolls timelinetimelineExpress Share tidbits from Let’s try it out Content creationyourself your daily life in a stress-free way

Designing the First Run

1. First, set KPIs.

BUSINESS WHAT A HAPPY USERGROWTH ACTIONS? EXPERIENCE KPI

Approach• Set KPIs/Actions that have small, medium and large efforts and payoffs. • The small should be the simplest action the user can take that will teach them something of the value of the app, and give them a little happiness.

2. Prioritize KPIs

Approachs• Can you break up big steps into smaller ones?• Can you postpone parts of a step? • Example: data entry while creating an account • Example: Let the user play/share the content before signing up.

Approach• Sometimes the smallest action is still pretty big • This can be ok if the user’s motivation and knowledge is proportionally big (probably).

3. Start from the mostfrequent entry point.

Facebook,Tweet Home v あ Category Indiv. content

Approach• What does the user know, what are they expecting at this stage?

4. Design the ﬂow fromscreen to screen.• Start from the entry point

4. Design the ﬂow• Place the minimum elements needed to achieve the action/KPI assigned to each step.

4. Design the ﬂow• Once one action is complete, connect it immediately to the next. • If a user has just accomplished something, they are in a moment of greater self-conﬁdence and love for the app.

Interface Elements• Sometimes you need a bit of copy to let the user know what action to take next and what the payoff will be. • Use as few words as possible. • Keep text close to the respective action.

5. Usability testing• Use the fastest, cheapest method that will get you the feedback you need (paper, Keynote, etc.)

When the user gets lost:• Are there too many choices?• Is it clear what they’re supposed to do next?• Is it clear what will happen if they take that step?• After they’ve acted, did the result match what they expected?

Pitfalls of a (bad) First Run※ Too many new UI manipulation methods/concepts, or too many new words.※ Poor balance of effort and payoff.※ Poorly communicated differentiation from existing services

Share your experience aboutdesigning the First Run• What did you want the user to accomplish?• How did you design the ﬂow?• Where did they drop off / painpoints?• What improvements did you make in the ﬂow or UI?

ありがとうございました！ Thank You! Paul Tomomi @aka_me @tzs

rapid user experience design consulting aqworks.com/lift

Elements of a Successful First Run [UXcamp Europe 2012]

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