Onboarding and virality involve moving new users through an initial exposure, onboarding process of education and registration, and turning them into passionate long-term users who spread the product or service virally. The key stages in the new user spiral are initial exposure through awareness campaigns, an onboarding process to educate and sell users on the value, and turning initial and repeat users into passionate advocates who spread the service through their own networks. Various techniques like private betas, invitations, simplified signups, tours and onboarding areas, badges and gamification elements can be used to move users through this process and engage both new and returning users over time.
Apidays New York 2024 - Accelerating FinTech Innovation by Vasa Krishnan, Fin...
Ā
BayChi - Go With the Flow = Onboarding and Virality
1. Onboarding & Lessons in Virality
Go With
The Flow
erin malone :: BayChi December 2010 @emalone
2. flow:
To move or run smoothly with unbroken
continuity, as in the manner characteristic
of a fluid.
To exhibit a smooth or graceful continuity
3. The new user spiral
Initial
Exposure Viral Spread
Onboarding
Education Registration
āThe Sellā
First Time
User Experience The Passionate
Initial User
Exposure
Second Time
User Experience
Education
Third Time āThe Sellā
User Experience
Registration
4. The Usage Lifecycle
diagram Joshua Porter
Designing the Social Web
bokardo.com
9. Private Beta
What
User wants to join a site that is currently in a private beta.
Use When
ā¢ Use this pattern when you want to allow people to sign up to join a private
beta.
ā¢ 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.
ā¢ Use this pattern to seed the community before itās open for everyone
ā¢ Use this pattern to allow a small user list to ākick the tiresā and offer
feedback post alpha but before opening to the public
12. Instead of building a Potemkin Village,
the architects of the relaunched
dead.net site started with a judicious
few groups and then let the
community spawn the rest.
16. Optimizing email invitations
Good: 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. 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. Receive Invitation
What
User receives an invitation from a friend or connection to join a site.
Use When
ā¢ Use when the experience is enhanced by having a network of
connections.
ā¢ Use when growth of the service is dependent on friends of friends.
ā¢ Use when you want to supplement traditional user acquisition with
user based referrals.
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
ā¢ Use when the user experience is enhanced by having a network of
connections.
ā¢ Use when growth of the service is dependent on friends of friends.
ā¢ Use when you want to supplement traditional user acquisition with user based
referrals.
ā¢ 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.
ā¢ Donāt use right after registration when the user hasnāt 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.
ā¢
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. Feature X X X X
Anatomy 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
35. Sign Up / Registration
What
User wants to access their personalized information or an application
that is stored on the host site.
Use When
ā¢ Use when personal data needs to be stored or when there is
customization or personalization unique to the particular user.
ā¢ 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.
ā¢ Use when there are security or privacy concerns and the user's data
needs to be protected.
36. Authorize
What
The user wants to participate on a site by bringing their data and les
over from another site.
Use When
ā¢ Use this pattern when features on your site are enhanced by
accessing data and les from another site (Site A).
ā¢ 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).
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
ā¢ Use this pattern when a new user rst accesses the site.
ā¢ Use this pattern to acquaint the user with important or useful
features.
49. Re-engagement
What
A user of your site hasnāt visited or participated in awhile.
Use When
ā¢ Use this pattern when you want to entice users back to your site.
ā¢ Use this pattern when you want to inform users of new features.
56. Named Levels
What
Participants in a community need some way to gauge their own personal
development within that community: how far they've progressed; how deeply
they've interacted with the community or its offerings.
Use When
ā¢ You want to enable consumers to discover and identify high-quality contributors.
ā¢ 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.
ā¢ 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. Numbered Levels
What
Participants in a community need some way to gauge their own personal
development within that community: how far they've progressed; how deeply
they've 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
ā¢ You want to enable your users to track their individual growth in the community.
ā¢ A large (or open-ended) number of levels are desirable. For example, World of
Warcraft currently allows users to advance to Level 70.
ā¢ You want to enable easy comparisons between users. (At a glance, 'Level 1' is
more junior than 'Level 5'.)
ā¢ You're trying to encourage a more-competitive community spirit.
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
ā¢ 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.
ā¢ You want to encourage the community to try out all aspects of your offering.
ā¢ There are speci c features or facets to your product offering that you'd like to
promote: for instance, if you'd 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. 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
ā¢ 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).
ā¢ Points are generally discouraged, except in cases where the fundamental,
primary purpose of the community is competition, such as fantasy sports or
games.
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
ā¢ 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.)
ā¢ You want to enable player-to-player comparisons, or permit users to
de nitively settle "Who is better?" arguments.
ā¢ Don't use this pattern when the activities that users engage in are not
competitive in nature (e.g., writing recipes, or sharing photos).
74. Email this Network / Newsfeed
vs. consumer
broadcaster consumer
consumer
consumer broadcaster
consumer
consumer consumer
One to one consumer
One to many
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
ā¢ 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.
ā¢ Use when displaying content, resources, or applications on your site or
elsewhere.
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 school
Build on someone
elseās social graph
79. Connections: Find People
What
The user wants to nd people she knows to connect and interact with on a
site or social web service.
Use When
ā¢ Use when you want to help users nd people they care about who may
already be using this site.
ā¢ Use this pattern to expand userās circles of connections beyond friends and
family.
ā¢ Use this pattern to encourage connections throughout the lifecycle of a
personās engagement.
80. Connections: Adding Friends
What
A user has found people she knows on a social site and wants to add
them to her circle of connections.
Use When
ā¢ Use when user connections are a core part of the siteās experience.
ā¢ Use when relationships will be con rmed providing a two-way
reciprocal relationship.
ā¢ Use when allowing following, where one user to follow another
participant without reciprocity.
ā¢ Use when ignoring a connection request is allowed.
83. Wrapup: The new user spiral
Initial
Exposure Viral Spread
Onboarding
Education Registration
āThe Sellā
First Time
User Experience The Passionate
Initial User
Exposure
Second Time
User Experience
Education
Third Time āThe Sellā
User Experience
Registration
84. Thanks
erin
@emalone available now!
erin@tangible-ux.com http://www.designingsocialinterfaces.com