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Growing
Your Userbase with Better
Onboarding
@SamuelHulick
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
NO!0 0
0 Visits Bad data 0 Visits
0 Goals 0 Visits 0 Visits
Visits Visits
The only thing I’
The only thing I’
The only thing I’
Get in here
somehowAim this
way! ( up )
Important!
Do not scrape!
Tail
Start your designing where
your users start their using
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
Loss Aversion:
People dislike losing things
more than they like getting things
Activation
Not Losing New Users
Not Losing Active Users
Retention
Activation
Not Losing New Users
Not Losing Active Users
Retention
Churn
Activation
Not Losing New Users
Not Losing Active Users
Retention
Churn
Activation
Not Losing New Users
Not Losing Active Users
Retention
Churn
Activation
Not Losing New Users
Not Losing Active Users
Retention
Churn
Not Losing Active Users
Retention
Conversion
95% (/mo)
Not Losing Active Users
Retention
Conversion
Activation
Retention
Not Losing New Users
Not Losing Active Users
Activation
Not Losing New UsersSignup
Conversion
Activation
15%
Signup
Conversion
Not Losing New Users
Activation
15%
50% never log back in
Signup
Conversion
Not Losing New Users
Activation
15%
95%
Signup
Conversion
50% never log back in
Not Losing New Users
Activation
15%
Signup
Conversion
50% never log back in
Not Losing New Users
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
Activation
Not Losing New Users
Activation
Not Losing New Users
Driving Force
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
The only thing I’
Product Experience
Onboarding
The only thing I’
Life Experience
Product
People don’t buy products.
They buy better versions
of themselves.
Activation
Not Losing New Users
Driving Force
Activation
Not Losing New Users
Driving Force
The only thing I’
The only thing I’
1 2 3 4 5 6 7 8
Phil’s Car Wash
1 2 3 4 5 6 7 8 9 10
Phil’s Car Wash
Endowed
Progress Effect
The only thing I’
The only thing I’
The only thing I’
• Start where your users start
• Be P.O.ed about losing new ones
• Guide them to a better life
@UserOnboard@SamuelHulick
Samuel Hulick -  ProductTank Amsterdam
Samuel Hulick -  ProductTank Amsterdam
Samuel Hulick -  ProductTank Amsterdam
Samuel Hulick -  ProductTank Amsterdam
Samuel Hulick -  ProductTank Amsterdam
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Samuel Hulick - ProductTank Amsterdam

Talk by Samuel Hulick at ProductTank Amsterdam, about user onboarding. May 23 2016

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Samuel Hulick - ProductTank Amsterdam

  1. 1. Growing Your Userbase with Better Onboarding @SamuelHulick
  2. 2. The only thing I’
  3. 3. The only thing I’
  4. 4. The only thing I’
  5. 5. The only thing I’
  6. 6. The only thing I’
  7. 7. The only thing I’
  8. 8. The only thing I’ NO!0 0 0 Visits Bad data 0 Visits 0 Goals 0 Visits 0 Visits Visits Visits
  9. 9. The only thing I’
  10. 10. The only thing I’
  11. 11. The only thing I’ Get in here somehowAim this way! ( up ) Important! Do not scrape! Tail
  12. 12. Start your designing where your users start their using
  13. 13. The only thing I’
  14. 14. The only thing I’
  15. 15. The only thing I’
  16. 16. The only thing I’
  17. 17. The only thing I’
  18. 18. The only thing I’
  19. 19. The only thing I’
  20. 20. Loss Aversion: People dislike losing things more than they like getting things
  21. 21. Activation Not Losing New Users Not Losing Active Users Retention
  22. 22. Activation Not Losing New Users Not Losing Active Users Retention Churn
  23. 23. Activation Not Losing New Users Not Losing Active Users Retention Churn
  24. 24. Activation Not Losing New Users Not Losing Active Users Retention Churn
  25. 25. Activation Not Losing New Users Not Losing Active Users Retention Churn
  26. 26. Not Losing Active Users Retention Conversion
  27. 27. 95% (/mo) Not Losing Active Users Retention Conversion
  28. 28. Activation Retention Not Losing New Users Not Losing Active Users
  29. 29. Activation Not Losing New UsersSignup Conversion
  30. 30. Activation 15% Signup Conversion Not Losing New Users
  31. 31. Activation 15% 50% never log back in Signup Conversion Not Losing New Users
  32. 32. Activation 15% 95% Signup Conversion 50% never log back in Not Losing New Users
  33. 33. Activation 15% Signup Conversion 50% never log back in Not Losing New Users
  34. 34. The only thing I’
  35. 35. The only thing I’
  36. 36. The only thing I’
  37. 37. The only thing I’
  38. 38. The only thing I’
  39. 39. The only thing I’
  40. 40. The only thing I’
  41. 41. The only thing I’
  42. 42. The only thing I’
  43. 43. The only thing I’
  44. 44. The only thing I’
  45. 45. The only thing I’
  46. 46. Activation Not Losing New Users
  47. 47. Activation Not Losing New Users Driving Force
  48. 48. The only thing I’
  49. 49. The only thing I’
  50. 50. The only thing I’
  51. 51. The only thing I’
  52. 52. The only thing I’
  53. 53. The only thing I’
  54. 54. The only thing I’ Product Experience Onboarding
  55. 55. The only thing I’ Life Experience Product
  56. 56. People don’t buy products. They buy better versions of themselves.
  57. 57. Activation Not Losing New Users Driving Force
  58. 58. Activation Not Losing New Users Driving Force
  59. 59. The only thing I’
  60. 60. The only thing I’ 1 2 3 4 5 6 7 8 Phil’s Car Wash 1 2 3 4 5 6 7 8 9 10 Phil’s Car Wash Endowed Progress Effect
  61. 61. The only thing I’
  62. 62. The only thing I’
  63. 63. The only thing I’
  64. 64. • Start where your users start • Be P.O.ed about losing new ones • Guide them to a better life @UserOnboard@SamuelHulick

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