The document provides a detailed analysis of user onboarding for LessAccounting, highlighting strengths and weaknesses in various pages such as the home page, signup page, and billing information. Key observations include the need for clearer calls to action, more context for user actions, and better organization of information throughout the onboarding process. The analysis emphasizes the importance of visual clarity and user reassurance to enhance the overall experience.

1. User Onboarding Deep Dive
LessAccounting.com
@SamuelHulick

2. Some of these details are tiny.
Best viewed in full-screen mode!

3. Overview

4. Home Page
Signup Page
Billing Info
Add Bank Account
Contact Info
Invite Members
Personal Message
Getting Started

5. 1. Home Page

7. Nice personality!
Friendly faces
draw you in…

8. Nice personality!
Punchy, highcontrast colors!

9. Nice personality!
Kenneth from
30 Rock?!

10. Could be clearer
Explainer headlines a
bit de-emphasized

11. Could be clearer
Screenshot doesn’t
make it easy to
visualize using the
product

12. Could be clearer
Primary CTA somewhat
lost in the shuffle

14. Lots of social proof!
Those are some
hella reputable
institutions

15. Lots of social proof!
Nice testimonial more of them
would be even
better!

16. CTAs could be
stronger
Not exactly an
aspirational figure…

17. CTAs could be
stronger
Low-contrast &
not benefits-oriented

19. CTAs could be
stronger
Not a super assertive
way to close things out

20. 2. Signup Page

22. Timely & Helpful Info!
Nice to know what I’m
getting myself into

23. Timely & Helpful Info!
Great way to predict
& overcome objections

24. Timely & Helpful Info!
Very helpful - should probably
be home page material!

25. Minor Ambiguity
Where’d the header & logo
go?

26. Minor Ambiguity
It’s a FREE trial, right?

27. Minor Ambiguity
What constitutes “super happy”?
What happens if I’m not?

28. 3. Billing Info

30. Good Indicators
Nice to know which cards
I can use.

31. Good Indicators
“Secure checkout”
is a nice reassurance

32. Distracting Element
Coupon codes invite me to leave the signup flow to
look for a deal. Will I come back?
Also, why would I need a coupon for a free trial?

33. 4. Add Bank Account

35. More Good Indicators
Always nice to see those
trusty names

36. Lack of Context
Adding a bank account is a VERY BIG
request, but helper/reassurance copy
nearly nonexistent.

37. Lack of Context
Also…
Why is this part of a wizard instead of being
accomplished within the context of the app itself?
!
How will I know to add more down the line?

38. 5. Contact Info

40. Keepin’ It Fresh
Friendly picture helps break up the monotony
of this extended signup process.

41. Am I really customizing the
app? It seems like I’m just
providing contact info.
Correct Wording
& Timing?

42. Is providing this info critical
for me getting value out of
the app, or is it for their
benefit?
Correct Wording
& Timing?

43. 6. Invite Members

45. Keepin’ It Fresh, pt. II
Envelope imagery a fun &
recognizable metaphor.
That said…

46. Lack of Context
… it can also be perceived as
“oh, this is where you ask me
to spam my friends”

47. Lack of Context
Again…
Why is this part of a wizard instead of being
accomplished within the context of the app itself?
!
How will I know to add more down the line?

48. 7. Personal Message

50. Keepin’ It Fresh, pt. III
Awesome way to switch
up content types for
retaining attention

51. Attention to Detail
This is distracting & doesn’t seem to
be related. A frontend dev mistake?

52. 8. Getting Started

54. Hitting the
Ground Running
Dummy data provides a
preview of what charts
will look like once banking
info is loaded.

55. Hitting the
Ground Running
Tasks & Notifications
preloaded with “next step”
items.

56. Actually Getting
Somewhere
Demo charts are cool, but
do they really help me
towards getting actual
value out of the app?

57. Actually Getting
Somewhere
These could be WAY more
prominent during first use.

58. The End!
( Everything from here on is just free exploration. )

59. I hope you enjoyed the deep dive!
There’s lots more where that came from check out samuelhulick.com/user-onboarding for updates!