First Time UX - presented at uxcampcph.org 2014

1. OOBE + FTUE = WTF
Jan Stawarczyk
@uxdcz

2. OOBE + FTUE = WTF
Out of Box Experience
First Time User Experience

3. There is a widespread belief that users read manuals. They don’t. I can show it on my own example.

4. Last Christmas I got another pair of socks. But than I found this blue box which didn’t have a shape of socks. I was excited.

5. I started unwrapping the paper in rage.

6. … and I found an Alcohol Tester! So nice… My family thought that I was an alcoholic.

7. I had a few wines during the dinner so I immediately started breathing into the device to test my alcohol level. It was 0.5 or
something like that :)

8. Well than I got an idea that I have to test it seriously. I sipped from a glass of wine to boost the numbers!

9. And gave it another try! I hoped that this time it would be at least 1.0!

10. Well it was 0.00?! What?! I tried the process all over again and it was the same…It was TIME TO READ THE MANUAL!

11. Before using the equipment, carefully read the entire manual.
…I didn’t do that.

12. Before using the equipment, carefully read the entire manual.
IMPORTANT SAFETY INSTRUCTIONS
IMPORTANT!!!
…I don not do that.
Do not use the tester at least 15 minutes after you have drunk
alcohol. Otherwise you can break the detection probe.
crap :D

13. You can imagine how I felt. I just
broke a present which should
prove that I am not an
alcoholic :D

14. RTFM or bad OOBE?
So was it just my fault or was
there a bad out of the box
experience?
I put the blame on bad OOBE!

15. Anybody remember this box?
Yes it was Kindle! The box has
great details “Once upon a
time…” And it immediately shows
you where to open it.

16. When you open the box the first
thing you see is the device itself!
No wrapping paper, manuals.
The long time expected device
which you ordered one month
ago and were checking the
mailbox every day!
It actually shows you with its
technology what to do!

17. After you unpack it and plug it to
charge it the installation process
starts.

18. OOBE = Out-Of-Box Experience
Out-of-box experience (OOBE) is the experience a
consumer (or user) has when preparing to first
use a new product. In relation to computing,
this includes the setup process of installing
and/or performing initial configuration of a
piece of hardware or software on a computer.
This generally follows the point-of-sale experience or
the interaction experience of an expert user.
Wikipedia
Kindle is perfect example of OOBE.

19. What if I don't have the box?

20. You need to somehow unpack
the product even if you have a
digital product.

21. Every product has a box!

22. After installation of Kindle the first thing you see is an actual
E-book. It tells you ‘Thank you’! You are immediately using e-
books.

23. And on second page you have a manual! How to control hardware…

24. … and software as well.

25. FTUE = First Time User Experience
First-time user experience (FTUE) is initial stages
of using product, particularly the configuration
steps (like signing up for an account, or configuring a
DVR).
This differs from out-of-box experience (OOBE) that is
specifically about packaging, information
presentation, and setup of the system out of the box.
So Kindle has also great example of FTUE.

26. OOBE = Out-Of-Box Experience
For me OOOBE is about building strong emotional impact in the first phase of product usage…

27. Halo effect
Edward Thorndike
… this guy was talking about it long time ago…
http://en.wikipedia.org/wiki/Halo_effect
If you made good positive effect in the beginning it will go with ongoing usage
of product for some time.

28. WTF(E) = What the Fuck (Experience)?!
You can also create really bad OOBE. Everybody probably knows what I am
talking about….
You will be red, angry, sweaty before you even touch the
product for the first time. It will affect your feeling towards
the company and product.

29. FTUE = First Time User Experience
For me FTUE is like when you are blind and you need
dog to help you cross the street… to accomplish your
goals.

30. Ongoing use
OOBE FTUE
Based
on
Slide
by
Susan
Burgess,
Microso4
Hardware
User
Assistance
OOBE and FTUE in the time line.

31. Mobile products are strong in FTUE.

32. Splash screens are very popular. It tells you what
you will be able to do…

33. Otázky do pranice
But sometimes the last step is…

34. Some older examples of mobile
applications. It forces you to
sign up with an account. Or at
least create an account. Netflix
was not supporting registration
at all in the older version, just
sign in.

36. But I love free samples!!

37. Designers of these apps thought about this aspect. They show you what you can do, the fun
behind registration door…

38. Free sample of content before
you buy it in Czech online
magazine…

39. Gradual Engagement
1
2
3
4
Twitter forces you to register first and then you can tailor the content and audience for you.

40. Gradual Engagement
1
2
3
4
But what if they moved registration to the
end?

41. Gradual Engagement
1
2
3
4
I think it would be much better. Give me free samples!

42. Lure users into the game
and explain during the
usage with in-place help.

43. Diablo III game is very good with showing what you
need to do exactly in the moment when you need to
do it with inplace help.
No manuals, you directly enter the game and learn
during the play.

44. Another example of great FTUE is the Fallout 3
game. Game starts with your birth!

46. Fallout 3
You learn how to move, interact from a child’s point of view.

47. Fallout 3
After you have learned the basics and grown, you can
start exploring the world…

48. This is example from my project Polarion :) We use
our technology to present Test Drive Evaluation
manual directly in our web app with all the features.
No more pdf…

49. JIRA has an interactive tutorial inside the web app as
well…

50. … the same for Basecamp.

51. QUESTIONS FOR YOU
• Why is OOBE/FTUE overlooked?
• Do you remember some strong positive / negative
experience with first time usage of a product?

52. • Design for Out-Of-Box Experience
and First Time User Experience!
Ongoing use
OOBE FTUE
• Lure Pull users into the game
• Give free samples

53. Jan Stawarczyk
@uxdcz / www.uxd.cz
http://www.linkedin.com/in/janstawarczyk
Used images / references:
http://www.flickr.com/photos/paj/sets/72157623495336203/with/4433280822/
http://dailypeptalk.files.wordpress.com/2012/03/wow-face.jpg
http://4.bp.blogspot.com/-m-ovY35lQ4o/UR14TwHXiXI/AAAAAAAAGUs/odoct8-x1vY/s1600/canopenerplastic.jpg.jpg
http://blog.patternsofdesign.co.uk/system/images/BAhbBlsHOgZmSSI3MjAxMy8wMi8wOC8xMS8xMC8xNC8yMzkvcHJvZ3Jlc3NpdmVfcmVkdWN0aW9uMi5wbmcGOgZFVA/progressive_reduction2.png
Zdroje:
http://www-01.ibm.com/software/ucd/initial/designinitial.html
http://www.hcde.washington.edu/files/moya_ppt_creating_great_first_impressions.pdf
http://www.kryshiggins.com/first-time-user-experiences-in-mobile-apps/