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Evi Hui: Designing onboarding and education experiences

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Customers drop off early in the user journey as they don't know how to get started and feel unprepared. They get stuck, feel frustrated, stop using the service or product all together, and don't benefit from the promises of the product designed for them. For many product development teams conversion is extremely difficult to lift. How might we design engaging experiences that set up people for long term success? This talk will cover how to measure success, principles and best practices on on-boarding design and user education.

Published in: Design
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Evi Hui: Designing onboarding and education experiences

  1. 1. Designing Onboarding & Education Experiences Evi K. Hui | UX Researcher & Designer | Uber
  2. 2. Commonalities First time experience, anxiety, desire to succeed!
  3. 3. Designing Onboarding & Education Experiences First time experience. familiarizing a new product or service. Learning the how to’s and ongoing education.
  4. 4. “I don’t feel comfortable or know enough about driving on the app” “That moment I finished my first trip, I still wasn’t prepared, but I continued. I was nervous - I didn’t know if I did a good job and I didn’t know how to use the app well.”
  5. 5. New Driver Experience Prepare drivers = less anxiety = success!
  6. 6. 3. Moments of Learning 4. Five Principles 2. Success Metrics 1. Why it’s important
  7. 7. Make it or break it moment
  8. 8. 71%of the average app’s users drop off after just 1 day Source: apptimize.com/blog/2016/02/80-20-onboarding/
  9. 9. Lots of upfront investment (time and energy) without ROI
  10. 10. People don't benefit from the promises of the product designed for them
  11. 11. Success Metrics
  12. 12. Conversion ✅ Number of completed tasks Hours of engagement Time from sign up to use Error Churn
  13. 13. How to?
  14. 14. 1 year of, 40+ driver interviews Drive alongs Desk research on psychology Studying products and services Iterative design
  15. 15. Moments of Learning
  16. 16. Moments of learning What’s happening? About to drive for the first time. UX tip Explain high level concepts. Set the stage. Help people anticipate. Preparation
  17. 17. Moments of learning In The MomentPreparation What’s happening? Taking a first trip. UX tip Education within context and guidance.
  18. 18. Moments of learning Reflect & AdjustIn The MomentPreparation What’s happening? Just took a trip with rider. UX tip Celebrate their success! Ask them how it went. Provide support.
  19. 19. Moments of learning Reflect & AdjustIn The MomentPreparation What’s happening? Just complete a trip. Eating cupcake. UX tip Celebrate success! Ask them how it went. Provide support. What’s happening? Taking a first trip/poking myself. UX tip Contextual information and guidance. What’s happening? About to drive for the first time / inject needle. UX tip Explain concepts. Walk thru what to expect. Practice!!
  20. 20. 5 Principles
  21. 21. 5 Principles Reflect & AdjustIn TimePreparation
  22. 22. 5 Principles Reflect & AdjustIn TimePreparation Start with basics
  23. 23. 5 Principles Reflect & AdjustIn TimePreparation Start with basics Keep it focused
  24. 24. Franklin St IU'"" .,. 118 Larkin St c,o�en Gate ,..,.. Medium post Designing from the Car: Why Context Matters
  25. 25. 5 Principles Reflect & AdjustIn TimePreparation Start with basics Be inclusive Keep it focused
  26. 26. Visual Tangible Reading Lyft
  27. 27. Audio/visual Audio Written description Ted Talks
  28. 28. Audio/visual In Context Written steps Icons > UI Uber Driver
  29. 29. 5 Principles Reflect & AdjustIn TimePreparation Start with basics Be inclusive Be supportive Keep it focused
  30. 30. Offering Supportive copy BEFORE AFTER
  31. 31. 5 Principles Reflect & AdjustIn TimePreparation Start with basics Be inclusive Be supportive Keep it focused Show progress
  32. 32. Duolingo
  33. 33. Moments of Learning & 5 Principles Reflect & AdjustIn TimePreparation Start with basics Be inclusive Be supportive Keep it focused Show progress
  34. 34. 3. Moments of Learning 4. Five Principles 2. Success Metrics 1. Why it’s important
  35. 35. Try it out!
  36. 36. hello@eisforevi.com

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