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Onboarding & Lessons in Virality


 Go With
 The Flow
erin malone :: BayChi December 2010     @emalone
flow:
To move or run smoothly with unbroken
continuity, as in the manner characteristic
of a fluid.

To exhibit a smooth or graceful continuity
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 Experience
Registration
The Usage Lifecycle

                      diagram Joshua Porter
                      Designing the Social Web
                      bokardo.com
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 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
Seeding
Potemkin Village
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.
First
Awareness
Awareness




            News articles,
            facebook and
            twitter shares
Direct Invitation
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
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
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.
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.
 •
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 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
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
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 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 user's data
   needs to be protected.
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).
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 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.
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 to entice users back to your site.
 • Use this pattern when you want to inform users of new features.
Care and
Feeding of the
  Passionate
Feature people & contributions prominently
Reward usage - compare stats with network
Badges, points & high reputation, reward use & quality

                          Both system generated
                          & community awarded
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: how far they've progressed; how deeply
 they've 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.
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
 • 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'.)
 • You're trying to encourage a more-competitive community spirit.
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 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.
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.
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.
 • Don't use this pattern when the activities that users engage in are not
   competitive in nature (e.g., writing recipes, or sharing photos).
Share and
share alike
With some viral patterns totally
stolen from a presentation by
       Christina Wodtke
B=f(P,E)
 Behavior is a function of a
Person 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 dimension
Respect the ethical dimension
Impactful
Email this                      Network / Newsfeed

               vs.                                 consumer
 broadcaster                    consumer



                                                               consumer
                     consumer              broadcaster
 consumer



                          consumer                            consumer
One to one                                 consumer



                                      One to many
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 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.
Connectedness
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
else’s social graph
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
• 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.
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
• 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.
A word about the Password Anti-Pattern




   DON’T
The Password Anti-Pattern




Just because everyone does it
doesn’t mean it’s right
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 Experience
Registration
Thanks

erin
@emalone               available now!
erin@tangible-ux.com   http://www.designingsocialinterfaces.com

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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 “The Sell” First Time User Experience The Passionate Initial User Exposure Second Time User Experience Education Third Time “The Sell” 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 • 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
  • 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.
  • 14. Awareness News articles, facebook and twitter shares
  • 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 • 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. 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. Beware of spamming friends right after registration
  • 22. Homepage - try before you buy
  • 23. Homepage with large call to action
  • 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
  • 29. Alternatives to the large form Traditional reg form
  • 30. Could be as simple as no sign up
  • 31. Making it fun - DJ name
  • 32. Keep it simple - 1. 2. 3. 1 2 3
  • 33. Start the activities as part of the sign up process
  • 34. Keep it simple - assign it to someone else
  • 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 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 • 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).
  • 38. Ease in to the breadth. Offer one or two things to do
  • 39. Build something as part of the sign up process
  • 41. The easiest activity is offered first
  • 42. Suggest a list. One item is already crossed off.
  • 43. Offer a tour of what to do first
  • 44. 2nd visit: Reflect back and offer another activity
  • 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.
  • 48. Use social peer pressure - all the cool kids are here
  • 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. Care and Feeding of the Passionate
  • 51. Feature people & contributions prominently
  • 52. Reward usage - compare stats with network
  • 53. Badges, points & high reputation, reward use & quality Both system generated & community awarded
  • 54. Badges, points & high reputation, reward use & quality
  • 55. Learn from games photo by kurtxio
  • 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 • 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. 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 • 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'.) • 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 • 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 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 • 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. 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. • Don't use this pattern when the activities that users engage in are not competitive in nature (e.g., writing recipes, or sharing photos).
  • 61. Share and share alike With some viral patterns totally stolen from a presentation by Christina Wodtke
  • 62. B=f(P,E) Behavior is a function of a Person and his Environment
  • 64. Tools for sharing are in prime real estate locations
  • 65. Tools for sharing are in prime real estate locations
  • 66. Tools for inviting are in prime real estate locations
  • 67. First in list - incentives also give people a reason to share
  • 69. The default errs on the side of the most viral option
  • 70. The default errs on the side of the most viral option
  • 71. Auto add - any member can add another
  • 72. Respect the ethical dimension Respect the ethical dimension
  • 74. Email this Network / Newsfeed vs. consumer broadcaster consumer consumer consumer broadcaster consumer consumer consumer One to one consumer One to many
  • 75. What’s your default? Email this Network / Newsfeed
  • 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.
  • 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 else’s 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 • 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. 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 • 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. A word about the Password Anti-Pattern DON’T
  • 82. The Password Anti-Pattern Just because everyone does it doesn’t mean it’s right
  • 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 Experience Registration
  • 84. Thanks erin @emalone available now! erin@tangible-ux.com http://www.designingsocialinterfaces.com