All aboard

All aboard!!!
An introspection into the app’s onboarding flow
By Royi Benyossef (+royiby)

ALL ABOARD!!! by Royi Benyossef (+royiby)
Android developer since 2009.
GDG Herzliya co-founder.
Android speaker and lecturer.
Android Mentor for Google Launchpad.
Android GDE 2013, 2014, 2015.
Developer relations manager @ Stealth
Royi Benyossef

Motivation
(What do we want?!)

Getallthe
people!!!

HOW?

Reduceallthe
frictions!!

Glossary
(It’s ancient Snobbish for definitions)

Glossary
The funnel

Funnel
Glossary
Representation of user base

Funnel
Glossary
Wide at the top

Funnel
Glossary
Wide at the top
Thin at the bottom
(= less users)

Glossary
Funnel Perforations

Funnel
Glossary
Wide at the top
Thin at the bottom
Each step applies friction

Funnel
Glossary
Wide at the top
Thin at the bottom
Each step applies friction
(=drop-outs)

Glossary
- The funnel
Friction?
?!?

Motivation
- The funnel
Friction?

Motivation
- The funnel
Friction? OK, but i’m
watching
you!

- The funnel
Friction
Motivation
Redundant effort

- The funnel
Friction
Motivation
Redundant effort
Cognitive overhead

Motivation
- The funnel
- Friction
Importance?

Motivation
- The funnel
- Friction
Importance
Agenda
Trust
The dropout triangle

Prolog
- The funnel
- Friction
Importance
# of users
Trust
The dropout triangle

Prolog
- The funnel
- Friction
Importance

Motivation
- The funnel
- Friction
Importance
Agenda
Trust
The dropout triangle*Completely made-up graph

Are you experienced? by Royi Benyossef (+royiby)
Weshould
reconsidertheflow

Theory of practice
What we see and why?

Common patterns
(An introspection into misconception)

ABC
Common patterns
(Always. Be. Closing.)

ABC
Common patterns
Finishing sales pitch

ABC
Common patterns
Showcasing features

ABC
Common patterns
Showcasing features
Boast coolness

- ABC
Perquisites
Common patterns
Login

- ABC
Perquisites
Common patterns
Login
Information

- ABC
- Perquisites
Tutorials
Common patterns
Feature lists

- ABC
- Perquisites
Tutorials
Common patterns
Feature lists
Usage examples

- ABC
- Perquisites
Tutorials
Common patterns
Feature lists
Usage examples
Firing all the guns

- ABC
- Perquisites
Tutorials
Common patterns
Feature lists
Usage examples
Firing all the guns:
> Slideshows

- ABC
- Perquisites
Tutorials
Common patterns
Feature lists
Usage examples
Slideshows
> Modal dialogs

- ABC
- Perquisites
Tutorials
Common patterns
Feature lists
Usage examples
Slideshows
Modal dialogs
> Coach marks

Experience
(The user’s perception of the misconception)

ABC
Experience
Aggressive

ABC
Experience
Aggressive
Ineffective

ABC
Experience
Aggressive
Ineffective
Annoying

- ABC
Perquisites
Experience
Intimidating

- ABC
Perquisites
Experience
Intimidating
Suspicious

- ABC
Perquisites
Experience
Intimidating
Suspicious
Annoying!

- ABC
- Perquisites
Tutorials
Experience
Ineffectual

- ABC
- Perquisites
Tutorials
Experience
Ineffectual
ANNOYING!

Experience
ABC
Perquisites
Tutorials

Experience
Don’t
worry
funnel

Experience
We’re here
to help

Experience

Practical theory
What should be and why?

All aboard!!!
Walkthroughs
(Like a slideshow tutorial)

Summary
Walkthroughs
“Slideshow”

Summary
Walkthroughs
“Slideshow”
Each screen has one item

Summary
Walkthroughs
“Slideshow”
Each screen has one item:
> Feature

Summary
Walkthroughs
“Slideshow”
Each screen has one item:
Feature
> Functionality

- Summary
Ex. #1
Walkthroughs

- Summary
Ex. #1
Walkthroughs
Skip

- Summary
Ex. #1
Walkthroughs
Skip
Progress indication (short)

- Summary
Ex. #1
Walkthroughs
Skip
Little text (tagline + 1)

- Summary
Ex. #1
Walkthroughs
Skip
Playful and colorful

- Summary
Ex. #1
Walkthroughs
Skip
Playful and colorful
Incremental progression

Walkthroughs
- Summary
Ex. #1

Walkthroughs
- Summary
- Ex. #1
Ex. #2

Walkthroughs
- Summary
- Ex. #1
Ex. #2
Implicit incremental (swipe)

Walkthroughs
- Summary
- Ex. #1
Ex. #2
Upsale innuendo

Walkthroughs
- Summary
- Ex. #1
Ex. #2
Upsale innuendo
Adventure invitation

- Summary
- Ex. #1
Ex. #2
Walkthroughs

- Summary
- Ex. #1
- Ex. #2
Risk
Walkthroughs
Using aggressiveness

- Summary
- Ex. #1
- Ex. #2
Risk
Walkthroughs
Only when crucial

- Summary
- Ex. #1
- Ex. #2
Risk
Walkthroughs
Only when crucial
Monitor, analyze, A/B test!

All aboard!!!
Coach marks
(Not the illegal ones)

Summary
Coach marks
Pop-up message

Summary
Coach marks
Pop-up message
Contextually placed

Summary
Coach marks
Pop-up message
Contextually placed
All Grayed out but the subject

- Summary
Ex.#1
Coach marks
Modal (BAD!!!)

- Summary
Ex.#1
Coach marks
Modal (BAD!!!)
Single line of text (good)

- Summary
Ex.#1
Coach marks
Modal (BAD!!!)
Single line of text (good)
Clearly highlighted subject

- Summary
- Ex. #1
Ex.#2
Coach marks
Modal (justified)

- Summary
- Ex. #1
Ex.#2
Coach marks
Modal (justified)
Context unclear

- Summary
- Ex. #1
- Ex. #2
Ex.#3
Coach marks
Non-modal (Yay!)

- Summary
- Ex. #1
- Ex. #2
Ex.#3
Coach marks
Non-modal (Yay!)
Contextual:
> Position

- Summary
- Ex. #1
- Ex. #2
Ex.#3
Coach marks
Non-modal (Yay!)
Contextual:
Position
> Text

- Summary
- Ex. #1
- Ex. #2
Ex.#3
Coach marks
Non-modal (Yay!)
Contextual:
Position
Text
> Color

- Summary
- Ex. #1
- Ex. #2
Ex.#3
Coach marks

Login
(Get what you need, don’t intimidate the user)

Login
User:pass

Login
User:pass Redundant effort - high

Login
User:pass Redundant effort - High
Cognitive overhead - low

Login
Benefits:
> More options

Login
Benefits:
> More options
(= user feels more in control)

Login
- User:pass
Social

Login
- User:pass
Social
Redundant effort - low

Login
- User:pass
Social
Cognitive overhead - max

Login
- User:pass
Social
Benefits:
> Less friction

Login
- User:pass
Social
Benefits:
> Less friction
> More information

Login
- User:pass
- Social
Multi social
Cognitive overhead - med

Login
- User:pass
- Social
Multi social
Benefits:
> Mo’ choice, mo’ control

Login
- User:pass
- Social
Multi social
Benefits:
Mo’ choice, mo’ control
> Still getting information

Login
- Social
- Multi social
- User:pass
None

Login
- Social
- Multi social
- User:pass
None
Redundant effort - none

Login
- Social
- Multi social
- User:pass
None
Cognitive overhead - none

Login
- Social
- Multi social
- User:pass
None
Benefits:
> Least intrusive

Login
- Social
- Multi social
- User:pass
None
Benefits:
Least intrusive
> Quickest

Login
- Social
- Multi social
- User:pass
None
Benefits:
Least intrusive
Quickest
> Premium upsale

Empty states
(Because first impression is only obtained once)

Summary
Empty states
When a collection is empty

Summary
Empty states
When a collection is empty:
> First usage

Summary
Empty states
First usage
> Loss of service

Summary
Empty states
First usage
Loss of service
> User action

Summary
Empty states
Inform user

Summary
Empty states
Inform user
Suggest action(s)

Summary
Empty states
Inform user
Suggest action(s)
Make it fun!

- Summary
Ex.#1
Empty states
Dull graphically

- Summary
Ex.#1
Empty states
Dull graphically
Informative

- Summary
Ex.#1
Empty states
Dull graphically
Informative
Bo-ring!

- Summary
Ex.#1
Empty states
Dull graphically
Informative
Bo-ring!
No clear call to action

- Summary
Ex.#1
Empty states
Dull graphically
Informative
Bo-ring!
No clear call to action
No instructions on how

- Summary
- Ex. #1
Ex.#2
Empty states
Ex. #1

- Summary
- Ex. #1
Ex.#2
Empty states
Ex. #1
Playful text

- Summary
- Ex. #1
- Ex. #2
Ex.#3
Empty states
Colorful

- Summary
- Ex. #1
- Ex. #2
Ex.#3
Empty states
Colorful(-ish)

- Summary
- Ex. #1
- Ex. #2
Ex.#3
Empty states
Colorful
Call to action!

- Summary
- Ex. #1
- Ex. #2
- Ex. #3
Ex.#4
Empty states
Colorful (really)

- Summary
- Ex. #1
- Ex. #2
- Ex. #3
Ex.#4
Empty states
Colorful (really)
Playful and informative text

- Summary
- Ex. #1
- Ex. #2
- Ex. #3
Ex.#4
Empty states
Colorful (really)
Call(s) to action

- Summary
- Ex. #1
- Ex. #2
- Ex. #3
Ex.#4
Empty states
Colorful (really)
Call(s) to action
Perfect!

Summary
(What did we have here?)

Kiss
Summary

Kiss (keep it simple, sunshine)
Summary

- Kiss (keep it simple, sunshine)
Reevaluate needs
Summary

- Reevaluate needs
Be informative, not aggressive
Summary

- Reevaluate needs
- Be informative, not aggressive
Be delightful, not pushy
Summary

- Reevaluate needs
- Be informative, not aggressive
- Be delightful, not pushy
Measure, analyze, adapt, repeat
Summary

“We should be building great
things. Things that Don’t yet
exist”

I Hope You Liked It
Thank you for listening
By Royi Benyossef (+royiby)

All aboard

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