Onboarding users on to your app
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Apps introduce new technology, behaviour and interfaces to users. We discuss how onboarding patterns like tooltips, overlays, interactive setups and in-context plugs can help ease users into apps on Android.
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Onboarding users on to your app
- 1. O N B O A R D I N G U S E R S O N T O Y O U R A P P E LV I S D ’ S O U Z A D R O I D C O N I N D I A 2 0 1 5
- 2. First Moments • FIRST FIVE MINUTES An average user is most engaged with your app during the first few minutes of use • FIRST 7 DAYS For ‘decent’ apps, the majority of users retained for 7 days stick around much longer http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/ 77% 23% Users Lost in First 3 days of Install
- 3. Where are users lost? • Unsatisfactory first impression • New interfaces can be hard • Many apps do things differently • Users look for Instant Gratification • Mismatch in expectations
- 4. First Moments… INSTALLIDEA / SPEC DEVELOPMENT MARKETING ENGAGEMENT PROFIT
- 5. The Activated User • Activated users graduate past first-days use • They perform Key Actions • Blogging app = pick a theme, a name, write first post • Social app = Import address book, Connect to a few friends, Opt into notifications • Enterprise Collaboration app: Start up a new project, add a couple coworkers http://appcues.com/academy/intro-to-user-onboarding/ http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/
- 6. User Onboarding • Onboarding helps get the user activated • Introduces new technology, behaviour and interfaces • Focus is on Key Actions • Is continuous, not limited to first day use • Not a substitute for “good app design”
- 7. Rule No 1: Measure • Use analytics tools, track key actions, quantify. • Talk to users for qualitative feedback. • Analyse cohorts: new users, dropped off users, activated users. • What features did they like? What features did they actually use? Did they share the app with others?
- 8. EXAMPLES
- 9. Tooltips & Overlays • Best used to draw attention to few key actions in an app • Great for teaching gestures • Crowded overlays are often ignored • Use FrameLayout for overlays, relatively positioned elements for Tooltips
- 13. Tutorial • Best used to give users overview of the app • Helpful when users are not acquired through descriptive channels like Play Store • Avoid long tutorials, and provide adequate “Skip” support • Build using Fragments & (optionally) ViewPager
- 17. Interactive • Best used to channel early user attention to bootstrap important information about identity and preferences • Makes users more invested into the app, personalisation from the get-go is easier • Impatient users may bounce, “Skip” necessary
- 19. In Context • They’re embedded in the app experience, and appear in at the right time. • Great for indicating next steps, optional shortcuts • Popups may be ignored if intrusive, test this with your users
- 21. In feed prompts • Is embedded in content • May occupy prime screen space • Unobtrusive, scroll and it moves up • Tap to complete action/learn more • Easy Dismiss
- 25. Playbook • Lazy Signup, the less information you ask for, the better • Minimise the number of screens in an interactive setup/ tutorial • Use FAB, get focus on key actions. Users may not be interested in all your features • Features may be introduced lazily, over time
- 26. Playbook… • Personalize content, suggest actions, be proactive • Get the user activated as soon as possible. • Do not forget to measure!
- 29. Onboarding Existing Users • Offer a tutorial via an in-feed prompt • Leave a way for users to come back to the tutorial later • Confirm core actions and utilities • Use alternate channels: emails, social media • Use notifications, but sparingly
- 30. Runtime Permissions with Android M • Users can directly manage permissions at runtime • Individual permissions get greater visibility - win for users • Auto-update process is smoother - win for developers • checkSelfPermission() & requestPermissions() • Normal Permissions & Dangerous Permissions http://developer.android.com/training/permissions/index.html
- 33. Runtime Permissions: Best Practices • Try to avoid dangerous permissions • Prime the user - explain why you’d like the permission before asking for it • Alternatively, wait until users reject the permission till you tell them why you need it • Or a data-driven combination of these! • Do not imitate the native UI
- 35. Sensy & Onboarding • Sensy is a TV Guide & Remote App • Onboarding techniques: • Interactive setup deprecated • In-context Popups in use • In-feed messages in use
- 38. Lessons • Have as few screens as possible • One primary action/item per screen • In-feed messages & contextual suggestions are effective!
- 39. Open Challenges • Introducing Ad-breaks feature • Using the phone to onboard a physical product
- 42. M E @ E LV I S . C O . I N @ E LV I S D S G E T S E N S Y O N T H E P L AY S T O R E O N B O A R D I N G U S E R S O N T O Y O U R A P P