Creating Kick-Ass Users: Principles for Effective Onboarding

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Onboarding is a critical phase of the user's journey, but the first-time user experience is often neglected during the design process. This presentation draws on principles from game design and …

Onboarding is a critical phase of the user's journey, but the first-time user experience is often neglected during the design process. This presentation draws on principles from game design and instructional design to explain how to make products more engaging and easier to learn.

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  • 1. Creating Kick-Ass Users AN  APPROACH  TO  ONBOARDING  AND  USER  ASSISTANCE   Stefanie Andersen stefanie.andersen@salesforce.com www.linkedin.com/in/stefandersen
  • 2. Video games are great at teaching unfamiliar controls and unfamiliar skills. In a lot of games, you start without knowing anything at all – you don’t even know what your goal is. You’re dropped into this unfamiliar world, and you have to figure out what it is you’re supposed to do and how. Josh Clark, “Buttons are a Hack: The New Rules of Designing for Touch”
  • 3. If you want to learn how to onboard new users, play more video games.
  • 4. Plants VS Zombies Onboarding •  Just-in-Time Guidance (verbal and visual) •  Feedback •  Limited Options Guaranteed Success
  • 5. How Games Teach •  Coaching •  Leveling Up •  Power Ups
  • 6. Games are linear. Products aren’t. How can we apply game dynamics to software onboarding experiences?
  • 7. Siasto Onboarding •  Consistent, clear visual guide (yellow circle) •  Compelling, encouraging language •  Emphasis on learning by doing Steps are sequenced into small chunks and structured in a logical progression Feedback is provided Reduces cognitive load by helping the user decide what to do next Makes the user feel productive right away Employs cognitive pleasures (curiosity, narrative, discovery, and accomplishment)
  • 8. The term onboardingcomes from the field of human resources and the common practice of new hire orientation. In that context, the steps in the process are often referred to as accommodate, assimilate, and accelerate—all of which apply quite nicely to how new users ought to be treated in order to bring them into the fold. Whitney Hess, “What is Onboarding, and Why is it Important?” Designing Social Interfaces Onboarding Defined
  • 9. ACCOMMODATE Give users the tools they want and need to use your app or website to their benefit.
  • 10. ASSIMILATE Help new users absorb the culture of the product and come to resemble the existing users.
  • 11. ACCELERATE Deliver on the value proposition better and faster.
  • 12. New User Spiral Image: Erin Malone, Onboarding and Virality
  • 13. TIME   ABILITY   First  Time   Years  or   Decades   Beginner  Expert   KICK-­‐ASS  THRESHOLD   SUCK  THRESHOLD   SUCK! ZONE! The Kick-Ass Curve Image: Kathy Sierra, Business of Software Conference
  • 14. New Hire Sales Rep Ninja Creating kick-ass users Image: Julie Dirksen, Design for How People Learn
  • 15. The User’s Journey Instructional Design and Game Design novice expert
  • 16. Instructional Design Appropriate Content, Appropriate Approach
  • 17. Appropriate Content What does the program do? What is the program’s scope? Where do I start? I forgot how to import. Remind me what this option does. Is there a feature that can help me with this? How do I automate this? Is there a shortcut? Can I customize this? Beginners Intermediates Experts
  • 18. •  A structured experience that has immediate, achievable goals •  Lots of guidance •  A careful introduction that doesn’t go too quickly in the beginning •  Increasing self-confidence •  A gradual progression of difficulty •  Coaching and feedback on progress •  Some practice of new concepts •  Advanced topic information •  Coaching and shaping for improvement of existing behaviors •  Much more autonomy •  Really expert coaching •  Advanced examples and information about specific challenges •  Some help with measuring progress •  Full autonomy •  The opportunity to act as a resource by teaching or coaching others Appropriate Approach Approaches: Julie Dirksen, Design for How People Learn
  • 19. •  A structured experience that has immediate, achievable goals •  Lots of guidance •  A careful introduction that doesn’t go too quickly in the beginning •  Increasing self-confidence •  A gradual progression of difficulty •  Coaching and feedback on how they’re doing What The Beginner Needs
  • 20. •  A structured experience that has immediate, achievable goals •  Lots of guidance •  A careful introduction that doesn’t go too quickly in the beginning •  Increasing self-confidence •  A gradual progression of difficulty •  Coaching and feedback on how they’re doing What Games Provide
  • 21. The  user  is     on  a  path.   The  user  is     on  a  quest.   Instructional Design Game Design
  • 22. Fun is just another word for learning. Ralph Koster, A Theory of Fun for Game Design
  • 23. Fun from games arises out of mastery. It arises out of comprehension. In other words, with games, learning is the drug. Ralph Koster, A Theory of Fun for Game Design
  • 24. THIS IS YOUR BRAIN
  • 25. OMG!   THIS  IS  YOUR  BRAIN  ON  LEARNING  
  • 26. OUR" SECRET" WEAPON? LEARNING  
  • 27. BORING FUN
  • 28. Fun is just another word for learning. under optimal conditions!
  • 29. APPS  CAN  BE  GREAT  TEACHERS  
  • 30. (ACTUAL  CLASSROOM)  
  • 31. How do we engage our users and help them learn our products?
  • 32. USER ASSISTANCE
  • 33. A Theory of User Assistance Information Design" Interaction" Design" Instructional" Design" Game" Design" USER! ASSISTANCE!
  • 34. COMPETITIVE RESEARCH Effec:ve  Onboarding  
  • 35. ONBOARDING PRINCIPLES
  • 36. #1 Be Persuasive
  • 37. How Behavior Works Behavior  =  MoGvaGon  x  Ability  x  Trigger  
  • 38. FogG Behavioral Model
  • 39. An Example Behavior = Motivation x Ability x Trigger
  • 40. Increasing Behavior Make the behavior easier Use a better trigger Align with the right motivator
  • 41. •  Discovery: User experience as exploration of new territory •  Challenge: User experience as obstacles to overcome, goals lying just beyond current skill and knowledge levels •  Narrative: User experience as story arc (user on hero's journey) and character identification •  Social framework: User experience as an opportunity for interaction/fellowship with others •  Flow: User experience as opportunity for complete concentration, extreme focus, lack of self-awareness •  Accomplishment: User experience as opportunity for productivity and success •  Learning: User experience as opportunity for growth and improvement •  Triumph: User experience as opportunity to kick ass Cognitive Pleasures
  • 42. Why Should We Care About Cognitive Pleasures? Cognitive pleasures can: •  Focus the user’s attention •  Keep users motivated •  Create pleasurable, meaningful experiences
  • 43. Focus the User’s Attention Image: Julie Dirksen, Design for How People Learn
  • 44. RIDER elephant RIDER: The brain’s controlled processes ELEPHANT: The brain’s automatic processes Keep the User Motivated Image: Julie Dirksen, Design for How People Learn Metaphor: Jonathon Haidt, Happiness Hypothesis
  • 45. Are you speaking to the rider by setting clear goals and a path to get there? Are you motivating the elephant through things that excite and inspire action? Are you shaping the path to nudge the elephant and rider along in the same direction? Image: Julie Dirksen, Design for How People Learn
  • 46. CREATE  PLEASURABLE,  MEANINGFUL  EXPERIENCES   HIERARCHY  OF  USER  NEEDS   Create Meaningful Experiences
  • 47. Tasks Experiences Hierarchy of User Assistance Needs Image: Stephen Anderson, Seductive Interaction Design
  • 48. #2 Offer Clear Goals and Guidance
  • 49. #3 Shape the Path
  • 50. Enticing users to use an application (marketing) while teaching them how to use it (onboarding) – is a process I call gradual engagement. Nathan Barry, A Lesson in Gradual Engagement
  • 51. #4 Make It Relevant and Meaningful
  • 52. Product or tool Beyond the tool
  • 53. Product or tool THE BIGGER, COOLER THING! Beyond the tool Image: Kathy Sierra, Business of Software
  • 54. #5 Inspire Users with Ideas and Examples
  • 55. #6 Use Compelling, Conversational Language
  • 56. Are you guiding the user by setting clear goals and a path to get there? Are you motivating the user through things that excite and inspire action? Are you shaping the path to nudge the user in the right direction? Evaluating Onboarding Designs
  • 57. Our Mission Should We Choose to Accept It Engage | Motivate | Educate | Make It Epic Recipe for Creating Kick-Ass Users
  • 58. Thanks.
  • 59. Sources Anderson, Stephen. Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences. New Riders Press, 2011. Clark, Josh. “Buttons are a Hack: The New Rules of Designing for Touch.” UIE Virtual Seminar. http://www.uie.com. Clark, Ruth and Richard Mayer. E-Learning and the Science of Instruction. Pfeiffer, 2011. Cooper, Alan, Robert Reinman, and David Cronin. About Face 3: The Essentials of Interaction Design. John Wiley & Sons, Inc., 2007. Csikszentmihalyi, Mihaly. Flow: The Psychology of Optimal Experience. Harper Perennial Modern Classics, 2008. Dignan, Aaron. Game Frame: Using Games as a Strategy for Success. Free Press, 2011. Dirksen, Julie. Design for How People Learn. New Riders Press, 2012. Fogg, B.J. Persuasive Technology: Using Computers to Change What We Think and Do. Morgan Kaufmann, 2002. Haidt, Jonathon. Happiness Hypothesis: Finding Modern Truth in Ancient Wisdom. Basic Books, 2006.
  • 60. Sources Heath, Chip and Dan Heath. Switch: How to Change Things When Change Is Hard. Crown Business, 2010. Johnson, Jeff. Designing with the Mind in Mind: Simple Guide to Understanding User Interface Design Rules. Morgan Kaufmann Publishers, 2010. Kapp, Karl. The Gamification of Learning and Instruction: Game-Based Methods and Strategies for Training and Education. John Wiley & Sons, 2012. Koster, Ralph. A Theory of Fun for Game Design. Paraglyph Press, 2004. Pink, Daniel. Drive: The Surprising Truth About What Motivates Us. Riverhead Trade, 2011. Porter, Joshua. “Designing for Social Traction.” Slideshare. Salen, Katie and Eric Zimmerman. Rules of Play: Fundamentals of Game Design. The MIT Press, 2003. Sierra, Kathy. “Creating Passionate Users.” Blog. Sierra, Kathy. “Creating Passionate Users.” Business of Software Conference, 2009. Video.
  • 61. Sources Walter, Aarron. Designing for Emotion. A Book Apart, 2011. Ware, Colin. Visual Thinking: for Design. Morgan Kaufmann, 2008. Weinschenk, Susan. 100 Things Every Designer Needs to Know about People. New Riders Press, 2011. Willingham, Daniel. Why Don’t Students Like School? A Cognitive Scientist Answers Question about How the Mind Works and What It Means for the Classroom. Jossey-Bass, 2009. Willis, Judy. Research-Based Strategies to Ignite Student Learning: Insights from a Neuroscientist and Classroom Teacher. ASCD, 2006.