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New Users Matter Too: The design of mobile first time user experiences

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This presentation was given in August 2014 at UX Australia. Here is the summary from the talk description:
"We know that first impressions count. A good first time experience for a new user establishes a foundation for future engagement, while a bad one can mean product abandonment. This window of opportunity is especially critical on mobile, given the short amount of time users spend per session. But because the first time user experience is often thought of as a small part of an app’s offering, it’s often difficult to get teams to focus a lot of energy on this moment in time.

What kind of first impression is your app giving?"

Published in: Design

New Users Matter Too: The design of mobile first time user experiences

  1. 1. New users matter too! The design of mobile first time user experiences KRYSTAL HIGGINS @kryshiggins
  2. 2. @kryshiggins #firsttimeux
  3. 3. New users have traversed a path by the time they open an app. @kryshiggins #firsttimeux
  4. 4. @kryshiggins #firsttimeux
  5. 5. @kryshiggins #firsttimeux
  6. 6. We fight to get new users @kryshiggins #firsttimeux
  7. 7. Yet, 1 in 5 apps are only opened once Source: Localytics, June 2014 We fight to get new users @kryshiggins #firsttimeux
  8. 8. We have a limited opportunity to educate & engage. @kryshiggins #firsttimeux
  9. 9. Let’s not waste it! @kryshiggins #firsttimeux
  10. 10. ENGAGE USERS EARLY WITH: 1 Guided interaction 2 Free samples 3 Personal focus @kryshiggins #firsttimeux
  11. 11. ENGAGE USERS EARLY WITH: 1 Guided interaction 2 Free samples 3 Personal focus @kryshiggins #firsttimeux
  12. 12. Too restrictive Just right Too helpless @kryshiggins #firsttimeux
  13. 13. Guidance in scaffolded instruction Not sure where to start... I’m starting to get it! Whee I’m “coasting”! @kryshiggins #firsttimeux
  14. 14. Good guidance: Facilitates exploration in a safe, authentic space Sets achievable goals Provides prompt feedback @kryshiggins #firsttimeux
  15. 15. Pattern: Playthrough An authentic space where beginners can safely explore & learn core skills FULL PLAYTHROUGH PRODUCT @kryshiggins #firsttimeux
  16. 16. Plants vs. Zombies @kryshiggins #firsttimeux
  17. 17. Android Wear @kryshiggins #firsttimeux
  18. 18. Mailbox @kryshiggins #firsttimeux
  19. 19. Pattern: User-guided tutorial “Just-in-time” guidance is triggered as the user explores HINT HINT HINT FULL PRODUCT @kryshiggins #firsttimeux
  20. 20. Facebook Paper @kryshiggins #firsttimeux
  21. 21. Pattern: Inline cues Hints are blended with content for a more seamless experience $0/5&/5 $0/5&/5 $0/5&/5 )*/5 )*/5 @kryshiggins #firsttimeux
  22. 22. Google Keep @kryshiggins #firsttimeux
  23. 23. Good guidance: Facilitates exploration in a safe, authentic space Sets achievable goals Provides prompt feedback Won’t overdo it @kryshiggins #firsttimeux
  24. 24. Avoid the obvious DID YOU KNOW? Tap “share” to share! Avoid modals I’m in the way. OK Avoid repetition Allow escape SKIP @kryshiggins #firsttimeux
  25. 25. What’s your coaching cadence? @kryshiggins #firsttimeux
  26. 26. Info (ie, “Welcome”) Info Info Action Action Action @kryshiggins #firsttimeux
  27. 27. Info (ie, “Welcome”) Info Info Action Action Action @kryshiggins #firsttimeux
  28. 28. Product overweighted User overweighted Over-coaching Good balance* *Your mileage may vary @kryshiggins #firsttimeux
  29. 29. @kryshiggins #firsttimeux
  30. 30. ENGAGE USERS EARLY WITH: 1 Guided interaction 2 Free samples 3 Personal focus @kryshiggins #firsttimeux
  31. 31. ENGAGE USERS EARLY WITH: 1 Guided interaction 2 Free samples 3 Personal focus @kryshiggins #firsttimeux
  32. 32. Antipattern: Sign-up walls Forcing sign-up may cause 88% to leave, 86% to lie Source: Janrain, January 2012 @kryshiggins #firsttimeux
  33. 33. Free samples establish trust & set a positive tone @kryshiggins #firsttimeux
  34. 34. Pattern: Free sample A limited set of features that are accessible without an account SAMPLE FULL FEATURE @kryshiggins #firsttimeux
  35. 35. Paper by 53 @kryshiggins #firsttimeux
  36. 36. eBay Motors @kryshiggins #firsttimeux
  37. 37. So many options! Limited content Limited time trial Limited capacity Drafts Guest checkout @kryshiggins #firsttimeux
  38. 38. Prompt for conversion after delivering on value @kryshiggins #firsttimeux
  39. 39. ENGAGE USERS EARLY WITH: 1 Guided interaction 2 Free samples 3 Personal focus @kryshiggins #firsttimeux
  40. 40. ENGAGE USERS EARLY WITH: 1 Guided interaction 2 Free samples 3 Personal focus @kryshiggins #firsttimeux
  41. 41. “A wealth of information creates a poverty of attention” - Herbert Simon Blah blah blah blah blah blah @kryshiggins #firsttimeux
  42. 42. Relevancy can help us drive attention Blah blah STEPHEN @kryshiggins #firsttimeux
  43. 43. StubHub! Music! @kryshiggins #firsttimeux
  44. 44. Duolingo @kryshiggins #firsttimeux
  45. 45. You can later re-leverage that personal focus. Duolingo recognizes lapsed users @kryshiggins #firsttimeux
  46. 46. Now you’ve built a platform for continued education Thanks for popping back in to help! @kryshiggins #firsttimeux
  47. 47. ENGAGE USERS EARLY WITH: 1 Guided interaction 2 Free samples 3 Personal focus @kryshiggins #firsttimeux
  48. 48. Things you can do next: Map out your coaching cadence Brainstorm 5 ideas for free samples Determine 1 thing you can learn about your user @kryshiggins #firsttimeux
  49. 49. Show Interact, don’t tell @kryshiggins #firsttimeux
  50. 50. THANKS! Show Interact, don’t tell www.kryshiggins.com/first-time-uxworksheet @kryshiggins #firsttimeux
  51. 51. Some further reading: First Time UX collection Using Scaffolded Instruction to Optimize Learning Sign up forms must die (gradual engagement) Give And Take: How The Rule Of Reciprocation Binds Us (free samples) @kryshiggins #firsttimeux

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