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Digital Ocean:
New User Onboarding
Digital Ocean has one of the fastest and visually appealing signups in the
industry, lead by consistent design and UX best practices. They know their
customer, and they make the appropriate sacrifices to make it simple
Other than a single (but very disruptive) cul-de-sac in the User Flow, this is
a great experience.
Homepage.
!
Signup Form
!
Initial Portal Experience
Succinct messaging,
strong promise.
Speaking specifically to a
part of a the market. No
identity crisis here.But you havent told me
anything yet, why would I
sign up now? Only catering
to the pre-sold customer.
On-brand icons that reinforce the
messaging. Bonus animations on
hover, which help slow you down
and pay attention.
Succinct messaging,
strong promise.
Speaking specifically to a
part of a the market. No
identity crisis here.
Nice use of social proof. If it’s good
enough for 140k developers, it’s
awesome and you want it.
But you havent told me
anything yet, why would I
sign up now? Only catering
to the pre-sold customer.
On-brand icons that reinforce the
messaging. Bonus animations on
hover, which help slow you down
and pay attention.
But this one has a Terms
of Service to agree to. I’m
going back to the
homepage signup so I
can stay Above the Law.
Alternate sign-up form is just as
simple. All roads lead to a low-
friction signup.
Speaking of Terms of Service, there have been many attempts
at simplifying the dreaded TOS, but this is stellar. Voice & tone
keeps the interpreted legalese readable and skimmable.
!
As an end-user, I hope every company on the planet steals this
approach.
Speaking of Terms of Service, there have been many attempts
at simplifying the dreaded TOS, but this is stellar. Voice & tone
keeps the interpreted legalese readable and skimmable.
!
As an end-user, I hope every company on the planet steals this
approach.
Great use of color for
focus. Clear call to action
on first step…
Excellent, a reward already. By calling out “Logged
in!”, it (1) Reinforces that you are now in your
account, and (2) illustrates the area where status &
alert messages will be shown.
…and clean layout illustrating following
steps for a successful onboarding. I
know What I have to do, and it feels
quick and easy.
Missed opportunity to continue
the DO Voice/tone in a short
welcome message.
Wait, my wallet is open.
Why didn't you tell me
earlier?
Long links look official.
Great, I’m confirmed,
now what?
After some clicking around, went
back to the welcome screen, but no
acknowledgment that email address
confirmed.
Im going to click it again and hope
the same action has a different
outcome this time.
Recommendation: If confirming the
email is a necessary step, proactively
represent it in the interface - either as
part of the steps, or in the status bar
area (“Email address still not
confirmed. Resend confirmation”)
Now we’re back in
business.
Very nice color emphasis
on the form & call to
action. I know exactly
what I should be doing
and which DO prefers
(compared to Paypal
below).
Instant on-click color &
in-line messaging
change on button to
confirm something is
happening.
Excellent; feeling some
momentum.
Updated messaging
confirming success. Nice
use of color matching to
reinforce the next step.
In-line helper text can be
great, but only if it’s more
helpful than the field
label.
!
Unsure what problem is
being solved with this
callout.
In-line form validation
and feedback, like it
should be.
Pre-population of
selected state (blue).
Hrm, what’s the
difference between grey
and white backgrounds?
The helper text has found
it’s true calling. That’s
much, much better.
Progressive disclosure to
avoid overloading the
interface with distros you
dont care about.
Flags introduce a nice
visual element in a
previously text-heavy
screen. Showing
available and unavailable
options nicely reinforce
Digital Ocean’s
infrastructure footprint. While this city list will
break with the addition of
cities, it should easily
transitioned to the Image
selection style below and
scale very nicely.
Interesting choice to offer
price-impacting
upgrades, in a checkbox
at the end of the page,
without summarizing final
cost.
!
Not necessarily a bad
thing, but a curious
choice in an otherwise
transparent pricing..
Cant miss this big green
button. Screams, “Let’s
do this!”
By reminding the user that it will only take 60s (wait, you
promised 55s earlier!), better chance they will remain focused
on immediately configuring the droplet and putting it to use.
!
The animation, though inaccurate, keep the user engaged.
While they wait, this is a great spot to get them to input
additional account information.
• Should anyone else have access to this account?
• [ enter email ] Invite
• What is your
!
Or even a place to extend the DO Voice & Tone.
• Settle an office debate: “Who would win in a battle: A
horse sized duck or 100 duck sized horses?”
!
• Downside: If install fails , nobody will be laughing.
At just under 60s, initial promise
delivered!
I kind of miss my green status bar
friend, which should be confirming
successful installation and
deployment. Where’d he go?
• 4m 50s from home page to first deployed droplet.
• Visually appealing: Contemporary. Simple. Focused.
• Interface feels great, responsive. No interaction drags.
• In-interface, user is
• Not aimed at the comparative shopper. You’re buying the DO platform & experience, not a particular
offering.
• Interface decisions that best represent the small product line - not trying to be something they are not.
• One small but disruptive flow (setup) in an otherwise seamless setup.
• Voice & tone in marketing copy is fun and playful, but not taken too far. Functional messages were not
overdressed. (Serious face)
• “Due to high demand and capacity restrictions, we have temporarily disabled droplet creations in
this region”
• Things Digital Ocean doesn't do:
• Ask for the main company contact information. Name/address/zip/phone/contacts.
• Assumes your billing address is your main address.
• No fraud checking
• Focus on the product & experience being awesome; the admin paperwork will get handle
eventually.

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Capacity - DO

  • 1. Digital Ocean: New User Onboarding Digital Ocean has one of the fastest and visually appealing signups in the industry, lead by consistent design and UX best practices. They know their customer, and they make the appropriate sacrifices to make it simple Other than a single (but very disruptive) cul-de-sac in the User Flow, this is a great experience.
  • 3. Succinct messaging, strong promise. Speaking specifically to a part of a the market. No identity crisis here.But you havent told me anything yet, why would I sign up now? Only catering to the pre-sold customer. On-brand icons that reinforce the messaging. Bonus animations on hover, which help slow you down and pay attention.
  • 4. Succinct messaging, strong promise. Speaking specifically to a part of a the market. No identity crisis here. Nice use of social proof. If it’s good enough for 140k developers, it’s awesome and you want it. But you havent told me anything yet, why would I sign up now? Only catering to the pre-sold customer. On-brand icons that reinforce the messaging. Bonus animations on hover, which help slow you down and pay attention.
  • 5. But this one has a Terms of Service to agree to. I’m going back to the homepage signup so I can stay Above the Law. Alternate sign-up form is just as simple. All roads lead to a low- friction signup.
  • 6. Speaking of Terms of Service, there have been many attempts at simplifying the dreaded TOS, but this is stellar. Voice & tone keeps the interpreted legalese readable and skimmable. ! As an end-user, I hope every company on the planet steals this approach.
  • 7. Speaking of Terms of Service, there have been many attempts at simplifying the dreaded TOS, but this is stellar. Voice & tone keeps the interpreted legalese readable and skimmable. ! As an end-user, I hope every company on the planet steals this approach.
  • 8. Great use of color for focus. Clear call to action on first step… Excellent, a reward already. By calling out “Logged in!”, it (1) Reinforces that you are now in your account, and (2) illustrates the area where status & alert messages will be shown. …and clean layout illustrating following steps for a successful onboarding. I know What I have to do, and it feels quick and easy. Missed opportunity to continue the DO Voice/tone in a short welcome message.
  • 9. Wait, my wallet is open. Why didn't you tell me earlier?
  • 10. Long links look official.
  • 12. After some clicking around, went back to the welcome screen, but no acknowledgment that email address confirmed. Im going to click it again and hope the same action has a different outcome this time. Recommendation: If confirming the email is a necessary step, proactively represent it in the interface - either as part of the steps, or in the status bar area (“Email address still not confirmed. Resend confirmation”)
  • 13. Now we’re back in business. Very nice color emphasis on the form & call to action. I know exactly what I should be doing and which DO prefers (compared to Paypal below).
  • 14. Instant on-click color & in-line messaging change on button to confirm something is happening.
  • 15. Excellent; feeling some momentum. Updated messaging confirming success. Nice use of color matching to reinforce the next step.
  • 16. In-line helper text can be great, but only if it’s more helpful than the field label. ! Unsure what problem is being solved with this callout.
  • 17. In-line form validation and feedback, like it should be. Pre-population of selected state (blue). Hrm, what’s the difference between grey and white backgrounds?
  • 18. The helper text has found it’s true calling. That’s much, much better.
  • 19. Progressive disclosure to avoid overloading the interface with distros you dont care about. Flags introduce a nice visual element in a previously text-heavy screen. Showing available and unavailable options nicely reinforce Digital Ocean’s infrastructure footprint. While this city list will break with the addition of cities, it should easily transitioned to the Image selection style below and scale very nicely. Interesting choice to offer price-impacting upgrades, in a checkbox at the end of the page, without summarizing final cost. ! Not necessarily a bad thing, but a curious choice in an otherwise transparent pricing.. Cant miss this big green button. Screams, “Let’s do this!”
  • 20. By reminding the user that it will only take 60s (wait, you promised 55s earlier!), better chance they will remain focused on immediately configuring the droplet and putting it to use. ! The animation, though inaccurate, keep the user engaged. While they wait, this is a great spot to get them to input additional account information. • Should anyone else have access to this account? • [ enter email ] Invite • What is your ! Or even a place to extend the DO Voice & Tone. • Settle an office debate: “Who would win in a battle: A horse sized duck or 100 duck sized horses?” ! • Downside: If install fails , nobody will be laughing.
  • 21. At just under 60s, initial promise delivered! I kind of miss my green status bar friend, which should be confirming successful installation and deployment. Where’d he go?
  • 22. • 4m 50s from home page to first deployed droplet. • Visually appealing: Contemporary. Simple. Focused. • Interface feels great, responsive. No interaction drags. • In-interface, user is • Not aimed at the comparative shopper. You’re buying the DO platform & experience, not a particular offering. • Interface decisions that best represent the small product line - not trying to be something they are not. • One small but disruptive flow (setup) in an otherwise seamless setup. • Voice & tone in marketing copy is fun and playful, but not taken too far. Functional messages were not overdressed. (Serious face) • “Due to high demand and capacity restrictions, we have temporarily disabled droplet creations in this region” • Things Digital Ocean doesn't do: • Ask for the main company contact information. Name/address/zip/phone/contacts. • Assumes your billing address is your main address. • No fraud checking • Focus on the product & experience being awesome; the admin paperwork will get handle eventually.