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Onboarding & Lessons in Virality Go With The Flowerin malone :: BayChi December 2010     @emalone
flow:To move or run smoothly with unbrokencontinuity, as in the manner characteristicof a fluid.To exhibit a smooth or gra...
The new user spiral               Initial               Exposure                                     Viral Spread         ...
The Usage Lifecycle                      diagram Joshua Porter                      Designing the Social Web              ...
Engaging &Onboarding
Invite Homesteaders
Private Beta
Exclusivity
Private Beta What User wants to join a site that is currently in a private beta. Use When • Use this pattern when you want...
Seeding
Potemkin Village
Instead of building a Potemkin Village,the architects of the relauncheddead.net site started with a judiciousfew groups an...
FirstAwareness
Awareness            News articles,            facebook and            twitter shares
Direct Invitation
Optimizing email invitationsGood: Uses name in From   Good: Uses full name for better recognition  Bad: From is a company,...
Optimizing email invitations                                       Good: Uses name in From                Good: Uses photo...
Receive Invitation What User receives an invitation from a friend or connection to join a site. Use When • Use when the ex...
Send Invitation What User sends an invitation to a friend or group of friends to have them join in a site experience. Use ...
Beware of spamming friends right after registration
Education“The Sell”
Homepage - try before you buy
Homepage with large call to action
Landing Page
Landing Page
Anatomy of a Landing Page    Header                                        Sign In                      Awesome           ...
Feature   X    X                          X          XAnatomy of a Landing Page        Feature              X         X   ...
Registration
Alternatives to the large form                                 Traditional reg form
Could be as simple as no sign up
Making it fun - DJ name
Keep it simple - 1. 2. 3.          1         2         3
Start the activities as part of the sign up process
Keep it simple - assign it to someone else
Sign Up / Registration What User wants to access their personalized information or an application that is stored on the ho...
Authorize What The user wants to participate on a site by bringing their data and les over from another site. Use When • U...
Onboarding
Ease in to the breadth. Offer one or two things to do
Build something as part of the sign up process
This list looks scary
The easiest activity is offered first
Suggest a list. One item is already crossed off.
Offer a tour of what to do first
2nd visit: Reflect back and offer another activity
Welcome Area What A user registers for a new service and needs to have a sense of what can be done at the site and how to ...
Re-engagement
Introduce new features
Use social peer pressure - all the cool kids are here
Re-engagement What A user of your site hasn’t visited or participated in awhile. Use When • Use this pattern when you want...
Care andFeeding of the  Passionate
Feature people & contributions prominently
Reward usage - compare stats with network
Badges, points & high reputation, reward use & quality                          Both system generated                     ...
Badges, points & high reputation, reward use & quality
Learn from games            photo by kurtxio
Named Levels What Participants in a community need some way to gauge their own personal development within that community:...
Numbered Levels What Participants in a community need some way to gauge their own personal development within that communi...
Collectible Achievements What Some participants in communities respond to opportunities to earn or win awards that can be ...
Points What In some communities, participants want a tangible measurement of their accomplishments for personal satisfacti...
Leaderboard What In highly competitive communities using a ranking system, users may want to know who are the very best pe...
Share andshare alikeWith some viral patterns totallystolen from a presentation by       Christina Wodtke
B=f(P,E) Behavior is a function of aPerson and his Environment
At hand
Tools for sharing are in prime real estate locations
Tools for sharing are in prime real estate locations
Tools for inviting are in prime real estate locations
First in list - incentives also give people a reason to share
Frictionless
The default errs on the side of the most viral option
The default errs on the side of the most viral option
Auto add - any member can add another
Respect the ethical dimensionRespect the ethical dimension
Impactful
Email this                      Network / Newsfeed               vs.                                 consumer broadcaster ...
What’s your default?Email this                       Network / Newsfeed
Share This What User wants to share an object (pointer, media, or application) with one or more people. The application wa...
Connectedness
Carefully consider your method to jumpstart connections Let users walk other peoples network to  nd people they know      ...
Connections: Find PeopleWhatThe user wants to nd people she knows to connect and interact with on asite or social web serv...
Connections: Adding FriendsWhatA user has found people she knows on a social site and wants to addthem to her circle of co...
A word about the Password Anti-Pattern   DON’T
The Password Anti-PatternJust because everyone does itdoesn’t mean it’s right
Wrapup: The new user spiral               Initial               Exposure                                     Viral Spread ...
Thankserin@emalone               available now!erin@tangible-ux.com   http://www.designingsocialinterfaces.com
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BayChi - Go With the Flow = Onboarding and Virality

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Transcript of "BayChi - Go With the Flow = Onboarding and Virality"

  1. 1. Onboarding & Lessons in Virality Go With The Flowerin malone :: BayChi December 2010 @emalone
  2. 2. flow:To move or run smoothly with unbrokencontinuity, as in the manner characteristicof a fluid.To exhibit a smooth or graceful continuity
  3. 3. The new user spiral Initial Exposure Viral Spread Onboarding Education Registration “The Sell” First Time User Experience The Passionate Initial User Exposure Second Time User Experience Education Third Time “The Sell” User ExperienceRegistration
  4. 4. The Usage Lifecycle diagram Joshua Porter Designing the Social Web bokardo.com
  5. 5. Engaging &Onboarding
  6. 6. Invite Homesteaders
  7. 7. Private Beta
  8. 8. Exclusivity
  9. 9. Private Beta What User wants to join a site that is currently in a private beta. Use When • Use this pattern when you want to allow people to sign up to join a private beta. • Use this pattern when you want to allow a small user list the opportunity to invite N new users to grow your site virally but in a controlled fashion. • Use this pattern to seed the community before it’s open for everyone • Use this pattern to allow a small user list to “kick the tires” and offer feedback post alpha but before opening to the public
  10. 10. Seeding
  11. 11. Potemkin Village
  12. 12. Instead of building a Potemkin Village,the architects of the relauncheddead.net site started with a judiciousfew groups and then let thecommunity spawn the rest.
  13. 13. FirstAwareness
  14. 14. Awareness News articles, facebook and twitter shares
  15. 15. Direct Invitation
  16. 16. Optimizing email invitationsGood: Uses name in From Good: Uses full name for better recognition Bad: From is a company, Bad: Erin who? could be ltered as SPAM
  17. 17. Optimizing email invitations Good: Uses name in From Good: Uses photos to show familiarity and that this is not from a stranger Good: Large call to action button
  18. 18. Receive Invitation What User receives an invitation from a friend or connection to join a site. Use When • Use when the experience is enhanced by having a network of connections. • Use when growth of the service is dependent on friends of friends. • Use when you want to supplement traditional user acquisition with user based referrals.
  19. 19. Send Invitation What User sends an invitation to a friend or group of friends to have them join in a site experience. Use When • Use when the user experience is enhanced by having a network of connections. • Use when growth of the service is dependent on friends of friends. • Use when you want to supplement traditional user acquisition with user based referrals. • Use when a user has participated in the site enough to have formed an opinion of the value, to then recommend it to a friend. • Don’t use right after registration when the user hasn’t actually used the site. When presenting the option to invite others, do so after enough interaction with your site that the user actually has something to recommend. •
  20. 20. Beware of spamming friends right after registration
  21. 21. Education“The Sell”
  22. 22. Homepage - try before you buy
  23. 23. Homepage with large call to action
  24. 24. Landing Page
  25. 25. Landing Page
  26. 26. Anatomy of a Landing Page Header Sign In Awesome feature highlight Call to Action could rotate or be different for different users Take a Tour Secondary cool feature Feature Grid Feature X X X X Feature X X X X Feature X X X X Feature X X X X
  27. 27. Feature X X X XAnatomy of a Landing Page Feature X X X X Feature X X X X Feature X X X X Main feature points Far far away, behind the word mountains, far from the countries Vokalia and Far far away, behind the word mountains, far from the countries Vokalia and Far far away, behind the word mountains, far from the countries Vokalia and Call to Action Footer
  28. 28. Registration
  29. 29. Alternatives to the large form Traditional reg form
  30. 30. Could be as simple as no sign up
  31. 31. Making it fun - DJ name
  32. 32. Keep it simple - 1. 2. 3. 1 2 3
  33. 33. Start the activities as part of the sign up process
  34. 34. Keep it simple - assign it to someone else
  35. 35. Sign Up / Registration What User wants to access their personalized information or an application that is stored on the host site. Use When • Use when personal data needs to be stored or when there is customization or personalization unique to the particular user. • Use when the site is a repository for user generated content and the submissions or les need to be identi ed and/or managed by the author. • Use when there are security or privacy concerns and the users data needs to be protected.
  36. 36. Authorize What The user wants to participate on a site by bringing their data and les over from another site. Use When • Use this pattern when features on your site are enhanced by accessing data and les from another site (Site A). • Use this pattern when user generated content or data on your site has the potential to enhance or enable other sites that your users may be participating in (Site B).
  37. 37. Onboarding
  38. 38. Ease in to the breadth. Offer one or two things to do
  39. 39. Build something as part of the sign up process
  40. 40. This list looks scary
  41. 41. The easiest activity is offered first
  42. 42. Suggest a list. One item is already crossed off.
  43. 43. Offer a tour of what to do first
  44. 44. 2nd visit: Reflect back and offer another activity
  45. 45. Welcome Area What A user registers for a new service and needs to have a sense of what can be done at the site and how to get started. Use When • Use this pattern when a new user rst accesses the site. • Use this pattern to acquaint the user with important or useful features.
  46. 46. Re-engagement
  47. 47. Introduce new features
  48. 48. Use social peer pressure - all the cool kids are here
  49. 49. Re-engagement What A user of your site hasn’t visited or participated in awhile. Use When • Use this pattern when you want to entice users back to your site. • Use this pattern when you want to inform users of new features.
  50. 50. Care andFeeding of the Passionate
  51. 51. Feature people & contributions prominently
  52. 52. Reward usage - compare stats with network
  53. 53. Badges, points & high reputation, reward use & quality Both system generated & community awarded
  54. 54. Badges, points & high reputation, reward use & quality
  55. 55. Learn from games photo by kurtxio
  56. 56. Named Levels What Participants in a community need some way to gauge their own personal development within that community: how far theyve progressed; how deeply theyve interacted with the community or its offerings. Use When • You want to enable consumers to discover and identify high-quality contributors. • The community is competitive, but not highly competitive. While Named Levels can have a competitive edge to them (my Wookie beats your Jawa!) they are perceived as less competitive than some other patterns (e.g., Ranking, Points, Numbered Levels) perhaps because they are less-empirical in nature. • You want to enable your users to track their individual growth in the community, and suggest ways that they may attain the next level in the hierarchy.
  57. 57. Numbered Levels What Participants in a community need some way to gauge their own personal development within that community: how far theyve progressed; how deeply theyve interacted with the community or its offerings. Additionally, these same measures can be used to compare members, to understand who has more or less experience in the community. Use When • You want to enable your users to track their individual growth in the community. • A large (or open-ended) number of levels are desirable. For example, World of Warcraft currently allows users to advance to Level 70. • You want to enable easy comparisons between users. (At a glance, Level 1 is more junior than Level 5.) • Youre trying to encourage a more-competitive community spirit.
  58. 58. Collectible Achievements What Some participants in communities respond to opportunities to earn or win awards that can be collected and displayed to other community members. Use When • You want to leverage users compulsive natures. They may seem silly or trivial, but Collectible Achievements can have an addictive quality when done right, and may compel your users to explore parts of your offering that otherwise might not appeal to them. • You want to encourage the community to try out all aspects of your offering. • There are speci c features or facets to your product offering that youd like to promote: for instance, if youd like to encourage more trades in a fantasy sports context, consider rewarding users with an achievement upon the completion of their 10th successful trade.
  59. 59. Points What In some communities, participants want a tangible measurement of their accomplishments for personal satisfaction and to make comparisons with other competitors. Use When • Use this pattern when the community is highly competitive, and the activities that users engage in are competitive in nature (e.g., player-vs-player contests, or coaching a fantasy football team). • Points are generally discouraged, except in cases where the fundamental, primary purpose of the community is competition, such as fantasy sports or games.
  60. 60. Leaderboard What In highly competitive communities using a ranking system, users may want to know who are the very best performers in a category or overall. Use When • The community is highly competitive, and the activities that users engage in are competitive in nature (e.g., player-vs-player contests, or coaching a fantasy football team.) • You want to enable player-to-player comparisons, or permit users to de nitively settle "Who is better?" arguments. • Dont use this pattern when the activities that users engage in are not competitive in nature (e.g., writing recipes, or sharing photos).
  61. 61. Share andshare alikeWith some viral patterns totallystolen from a presentation by Christina Wodtke
  62. 62. B=f(P,E) Behavior is a function of aPerson and his Environment
  63. 63. At hand
  64. 64. Tools for sharing are in prime real estate locations
  65. 65. Tools for sharing are in prime real estate locations
  66. 66. Tools for inviting are in prime real estate locations
  67. 67. First in list - incentives also give people a reason to share
  68. 68. Frictionless
  69. 69. The default errs on the side of the most viral option
  70. 70. The default errs on the side of the most viral option
  71. 71. Auto add - any member can add another
  72. 72. Respect the ethical dimensionRespect the ethical dimension
  73. 73. Impactful
  74. 74. Email this Network / Newsfeed vs. consumer broadcaster consumer consumer consumer broadcaster consumer consumer consumerOne to one consumer One to many
  75. 75. What’s your default?Email this Network / Newsfeed
  76. 76. Share This What User wants to share an object (pointer, media, or application) with one or more people. The application wants to be involved in the sharing in order to learn who is sharing what with whom, and how often. Use When • A user wants to directly send a pointer, invite someone to view something, or add a copy of or reference to something to a shared or public space they own or have access to. • Use when displaying content, resources, or applications on your site or elsewhere.
  77. 77. Connectedness
  78. 78. Carefully consider your method to jumpstart connections Let users walk other peoples network to nd people they know Make recommendations once you have a piece of data to pivot on, like work or schoolBuild on someoneelse’s social graph
  79. 79. Connections: Find PeopleWhatThe user wants to nd people she knows to connect and interact with on asite or social web service.Use When• Use when you want to help users nd people they care about who may already be using this site.• Use this pattern to expand user’s circles of connections beyond friends and family.• Use this pattern to encourage connections throughout the lifecycle of a person’s engagement.
  80. 80. Connections: Adding FriendsWhatA user has found people she knows on a social site and wants to addthem to her circle of connections.Use When• Use when user connections are a core part of the site’s experience.• Use when relationships will be con rmed providing a two-way reciprocal relationship.• Use when allowing following, where one user to follow another participant without reciprocity.• Use when ignoring a connection request is allowed.
  81. 81. A word about the Password Anti-Pattern DON’T
  82. 82. The Password Anti-PatternJust because everyone does itdoesn’t mean it’s right
  83. 83. Wrapup: The new user spiral Initial Exposure Viral Spread Onboarding Education Registration “The Sell” First Time User Experience The Passionate Initial User Exposure Second Time User Experience Education Third Time “The Sell” User ExperienceRegistration
  84. 84. Thankserin@emalone available now!erin@tangible-ux.com http://www.designingsocialinterfaces.com
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