Designing For Sign Up

Designing for Sign-up It’s all about motivation Web 2.0 Expo Joshua Porter

Sign-up is hard % of rst-time visitors who sign-up App 1 8.0 App 2 6.76 App 3 4.7 App 4 16.0 App 5 0.003 http://www.thinkvitamin.com/features/webapps/how-to-measure-the-success-of-your-web-app

The hurdle of sign up FRICTION Interested Signed Up

Improving ease of use of forms Reduce # of elds No support for lost username Pre-submit username check Inline help/examples Password security Re- lling in forms when error occurs Following conventions Smooth password forget functionality (e.g. sign-in on top-right of screen) Providing non-web help Clear privacy policy Diﬃcult challenge questions Copy username in con rmation email

This is not sign up.

Sign up is here. The problem is not to get people lling out a sign-up form. The problem is to change people’s minds about your software. (You need to convince them that it’s worth their time.)

“ The biggest hurdle to getting people to sign up for your software isn’t lling out a form, it’s apathy.

Instead of asking: Can people ll out our sign-up form? Ask: Are people motivated enough to care?

“If ease of use were the only requirement, we would all be riding tricycles” Douglas Engelbart, inventor of the mouse http:// ickr.com/photos/s/611720154/

The Sign-up Problem (the 9x eﬀect) People tend to overvalue Software makers tend to the software they overvalue the software currently use by about a 3x 3x they oﬀer by about a factor of 3. factor of 3. 9x Harvard Business Review, June 2006 further reading Eager Sellers, Stony Buyers by John T. Gourville

Consider what we’re asking change in behavior give up accepted practices jump into the unknown trade a known quantity for an unknown a shift from potential to kinetic energy

Usage Lifecycle

The hurdle of sign up MOTIVATION FRICTION Interested Signed Up

The hurdle of sign up product research considering an alternative moment of sign up (where the form goes, if there is one) learning about the product comparison with existing products convincing others etc... Interested Signed Up

Design for 3 visitor types 1. I know I want to sign up. (get out of their way) 2. I want to make sure this is for me. (reiterate your basic value proposition) 3. I’m skeptical. (provide levels of description)

1. Immediate engagement

Show, don’t tell. (this is my obligatory iPhone slide, no design presentation can be without one)

2.Describe the bene ts and features in increasing depth

Sign up/Learn more is the new OK/Cancel

3.Leverage Social In uence

Summary Sign-up is not about lling in forms. It’s about motivation. 1. Immediate engagement - get people started as soon as possible 2. Provide levels of description - diﬀerent people need diﬀerent levels of description depending on how much motivation they already have 3. Leverage social in uence - use the in uence of others to help convince people that this is right for them

Further Reading http://bokardo.com http://del.icio.us/bokardo Designing for the Social Web, New Riders, 2008 Contact http://twitter.com/bokardo porter@bokardo.com 508-954-1896

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Designing For Sign Up

by Joshua Porter

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