Build better onboarding for complex software products using the jobs-to-be-done methodology

1. If you can’t do, show
Build better onboarding with
Jobs to Be Done
New customer onboarding for complex products
Robbie Allan
27 September 2018

3. AIDA
@robbiedigi

4. AIDA
@robbiedigi

5. AIDA
AIAD
@robbiedigi

6. Scott Belsky
Crafting the First Mile of Product
All users are lazy, vain, and selfish
in their first 15 seconds

7. Shortest path to value!
@robbiedigi

8. For complex products, the
shortest path to value isn’t short
@robbiedigi

9. Great onboarding
proves to users
that your product
does the job
they are hiring it for
@robbiedigi

10. Focus on the
job to be done
@robbiedigi
Great onboarding
proves to users
that your product
does the job
they are hiring it for

11. SITUATION MOTIVATION EXPECTED
OUTCOME
When ______ I want to ______ So I can ______

13. Focus to jobs,
not features
@robbiedigi

14. What do you care about most?
Help us customize your free trial onboarding experience
Secure Internal and External SharingFile, Sync, and Share Advanced Admin Controls and
Security
Recommended for customizing collaboration and
security settings guidance.
Recommended for general storage and
collaboration guidance
Recommended for further protecting highly
confidential content in regulated industries
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16. Reassure in anxious
moments
@robbiedigi

19. Guide through
non-product tasks
@robbiedigi

22. All customers, not
just the buyer
Great onboarding
proves to users
that your product
does the job
they are hiring it for
@robbiedigi

23. Onboard everybody
@robbiedigi

25. Sales leaderMarketing leader Sales rep
Empower me to grow my
pipeline and make my team
more productive
Generate more leads
in an on-brand way

26. Demonstrate
results, don’t point
out features
Great onboarding
proves to users
that your product
does the job
they are hiring it for
@robbiedigi

28. If you can’t do, show
@robbiedigi

30. Great onboarding
proves to users
that your product
does the job
they are hiring it for
@robbiedigi

31. 1. Focus to jobs, not features
2. Reassure in anxious moments
3. Guide through non-product tasks
4. Onboard everyone
5. If you can’t do, show
@robbiedigi

32. robbie@intercom.io
@robbiedigi