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Mobile UX: Effective Onboarding for Mobile Apps

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This session is for UX experts, Product Managers, Designers and CXOs.

There’s never a second chance for a first impression. The goal of onboarding in mobile apps is to have users quickly understand the core features of an app or provide personal information during sign up.

Achieve this by clearly communicating the value of app features on the onboarding screens, or better yet, have users interact with a subset of features that makes them feel invested in your offering.

Topics

• Onboarding = Money
• Know your numbers
• Confirm your hypotheses with A/B tests
• Onboarding requires a multidisciplinary team
• Best time for onboarding design
• Rough idea - beginning of the project
• Finished flow - end of the project

Event Sponsors
At General Assembly, we are creating a global community of individuals empowered to pursue work they love, by offering full-time immersive programs, long-form courses, and classes and workshops on the most relevant skills of the 21st century – from web development and user experience design, to business fundamentals, to data science, to product management and digital marketing.

Established in early 2011 as an innovative community in New York City for entrepreneurs and startup companies, General Assembly is an educational institution that transforms thinkers into creators through education in technology, business and design at fourteen campuses across four continents.

Pivotal Labs provides expertise in three competencies equally crucial to delivering the best product: design, development and product management. Integrating these roles is a key part of our agile process. This cross-functional collaboration between designers, developers and product managers brings out the best features, design and product.

Movel (http://www.movel.co) is a new-generation development company dedicated to delivering uncompromising quality and innovation in enterprise mobility, mobile app development and user experience.

About the speaker

Levent Gurses
Levent is a mobile developer, hacker, speaker, community organizer and entrepreneur, fonder of www.movel.co, an enterprise mobile development company in VA. Levent is actively engaged in several communities on mobile and full-stack development across the Washington DC metro area and speaks at conferences, meetup groups, user communities, government and non-profit associations on topics concerning mobile strategy and enterprise execution.

Agenda
* 7:00-7:30 - Networking
* 7:30-7:45 - Introductions
* 7:45-8:45 - Presentation
* 8:45-9:00 - Discussion
* 9:00-10:00 - Drinks across the street

Published in: Mobile, Technology
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Mobile UX: Effective Onboarding for Mobile Apps

  1. 1. Mobile UX: Effective Onboarding for Apps Mobile DC Full Stack DC Startup Central
  2. 2. Giveaways!!!! Follow @mobile_district JetBrains IDE Licenses IntelliJ, WebStorm, RubyMine Tweet hashtag: #mobiledc
  3. 3. Agenda ● 7:00-7:30 - Networking ● 7:30-8:30 - Presentation ● 8:30-9:00 - Q&A ● 9:00-10:00 - Drinks @ The Post Bar
  4. 4. Our Sponsors
  5. 5. General Assembly transforms thinkers into creators through education and opportunities in technology, business, and design.
  6. 6. Pivotal Labs provides expertise in three competencies equally crucial to delivering the best product: design, development and product management. Integrating these roles is a key part of our agile process. This cross-functional collaboration between designers, developers and product managers brings out the best features, design and product.
  7. 7. Movel offers enterprise mobile solutions for financial services, healthcare, non- profit and government clients, delivering top app performance, user experience and ironclad cybersecurity.
  8. 8. ● Job seekers ● Recruiters ● Meetup organizers ● Upcoming hackathons Community Announcements
  9. 9. Upcoming Events Mobile Security Jun 25, 2015 OpenGovHub, Washington, DC Startup Pitch Night Jun 22, 2015 OpenGovHub, Washington, DC
  10. 10. Coming Up Soon Building Xamarin Apps for Apple Watch
  11. 11. We Need You! Mobile DC is looking for speakers, authors, and tutorial makers to present next time. @mobile_district
  12. 12. Levent Gurses @gursesl A person (alive, dead, undead, or fictional).
  13. 13. Agenda Intro App Demos Design Q & A
  14. 14. App Demos
  15. 15. Key Takeaways ● Onboarding = Money ● Know your numbers ● Confirm your hypotheses with A/B tests ● Onboarding requires a multidisciplinary team ● Best time for onboarding design ○ Rough idea - beginning of the project ○ Finished flow - end of the project
  16. 16. Why Are We Here? ● User Experience a defining factor in apps’ success ● App Onboarding a critical piece of overall user experience
  17. 17. Data point By 2016, mobile projects targeting smartphones and tablets will outnumber native PC projects by a ratio of 6-to-1. * Source: Gartner
  18. 18. What is Onboarding? ● Opportunity to make a great first impression ● Summary of core values ● Executive summary of an app ● Demonstration of interesting features ● Opportunity for conversions
  19. 19. In a single word... Onboarding = Money
  20. 20. Effective Onboarding generates: ● Better user engagement ● More in-app purchases ● Better reviews in the app store, which leads to ○ Increased sales in the app store ● Deeper social media coverage, outside the app store ○ Why is this important? ○ Because app discoverability is a big issue, so outside coverage is always wanted
  21. 21. But... ● Don’t ● Take ● My ● Word ● Because ● I am ● Biased
  22. 22. Measure it for yourself.
  23. 23. Many apps begin their NUX (new user experience) with a navigation or functionality tour, which come in all sorts of formats and flavors. Figure out which format works best for your app, by measuring it.
  24. 24. Metrics to track: ● Near-term engagement - first 10 days ● Sign-ups ● Number of carousel swipes before registration and engagement through the tour flow ● Taps on “skip” buttons ● Social sign-on vs. email
  25. 25. In summary... Know your numbers
  26. 26. A/B split testing ● Create three variants of your app ● First, with no onboarding - this will be your baseline ● Second version - with onboarding scenario 1 ● Third version - with onboarding scenario 2 ● Optimizely - mobile A/B testing platform
  27. 27. ● Randomize onboarding scenarios and track along with user sign ups and attrition ● When you reach a statistically significant data pool, quantify the true value of onboarding ● Remember the extra benefits that can’t be easily quantified ○ Good user karma ○ Evangelist users ○ Better app store reviews ○ Increased sales because of better reviews ○ Better social media coverage (mentions, blog posts) ○ Increased sales due to user-generated content A/B split testing
  28. 28. Said in another way... Confirm your assumptions
  29. 29. Onboarding showcase
  30. 30. Onboarding patterns ● Show me the future - SigFig ● Interactive, feature-driven onboarding - Noted ● Benefits-based onboarding - Spring ● Screenshots vs. stock images - Airbnb ● Demonstrating features - Clear, Mailbox ● Beginning vs. inside the app - Spring ● Animations, engagement - Flickr, Carousel ● Voice and video - Facebook Paper
  31. 31. How to design an Onboarding scenario
  32. 32. ● Mobile analytics ● Focus groups ● Industry trends ● Where’s the dropout? ● At what rate? ● When do users take the desired action (goal) ○ After a notification? ○ After a particular screen? ○ After a data event? 1 RESEARCH
  33. 33. ● Product Management ● UX ● Engineering ● Design ● Marketing ● Advertising 2 ASSEMBLE THE RIGHT TEAM
  34. 34. ● Wireframes - Balsamiq, Cacoo ● Mockups - Sketch, Affinity Designer ● Prototype - Framer, AppGyver Composer, Ionic Creator, Polymer Designer 3 BUILD A WORKING PROTOTYPE
  35. 35. CACOO
  36. 36. POLYMER DESIGNER
  37. 37. FRAMER
  38. 38. IONIC CREATOR
  39. 39. ● Hypothesis ● Test data ● Metrics and methodology 4 CREATE VARIATIONS
  40. 40. ● Internal testers - company resources ● External testers - www.usertesting.com 5 TEST WORKING PROTOTYPE
  41. 41. ● Randomized sequence of scenarios ● Analyze real-time data ● Metrics and analytics 6 PERFORM A/B TESTS
  42. 42. ● Sign-up rates ● Engagement ● Scenario abandonment 7 MONITOR USER BEHAVIOR ● Repeat usage ● App store reviews ● External data links (social media, blogs)
  43. 43. Best time to think about onboarding ● Onboarding is the executive summary of a mobile app ● At the beginning of the project? ● At the end of the project?
  44. 44. In closing... ● Onboarding = Money ● Know Your Numbers ● Each App is Different ● Experiment Until You Find A Formula That Works For Your App
  45. 45. Thank you @gursesl
  46. 46. Resources ● http://www.movel.co ● http://uxarchive.com/tasks/onboarding ● http://www.mobile-patterns.com/sign-up-flows ● http://www.mobile-patterns.com/walkthroughs ● https://www.pinterest.com/search/pins/?q=mobile%20onboarding ● http://www.usertesting.com ● https://polymer-designer.appspot.com ● http://ionicframework.com/creator ● http://www.appgyver.com/composer ● http://framerjs.com ● http://www.movel.co/events/mobile-prototyping-ux ● http://www.movel.co/events/effective-onboarding-design-for-mobile-apps

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