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Rethinking Mobile Tutorials- Which Patterns Really Work

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Pattern libraries are a great source of inspiration and education for designers. But common practice doesn’t always equal best practice. In this post, we’ll look at why many common tutorial patterns are ineffective and how you can leverage game design principles to increase user engagement.

Published in: Design
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Rethinking Mobile Tutorials- Which Patterns Really Work

  1. 1. O’Reilly Webcast by Theresa Neil !! Rethinking Mobile Tutorials ! Which Patterns Really Work strategy + design
  2. 2. Mobile Design Pattern Gallery | First Edition 2012 strategy + design 70 patterns across 10 chapters One chapter was devoted to Invitations, or, patterns for driving deeper engagement with your application. strategy + design
  3. 3. Mobile Design Pattern Gallery | Speaking at Intuit
  4. 4. Mobile Design Pattern Gallery | Speaking at Intuit
  5. 5. Mobile Patterns | Speaking at Intuit strategy + design Pattern Failure Alissa stepped us through dialogs, tours, transparencies, and transparency tours for first time through… explaining how each one failed their users. strategy + design
  6. 6. Mobile Patterns | Speaking at Intuit strategy + design Pattern Failure Alissa stepped us through dialogs, tours, transparencies, and transparency tours for first time through… explaining how each one failed their users. strategy + design
  7. 7. Mobile Patterns | Speaking at Intuit strategy + design Pattern Failure Alissa stepped us through dialogs, tours, transparencies, and transparency tours for first time through… explaining how each one failed their users. strategy + design
  8. 8. Mobile Patterns | Speaking at Intuit strategy + design Pattern Failure Alissa stepped us through dialogs, tours, transparencies, and transparency tours for first time through… explaining how each one failed their users. strategy + design
  9. 9. Mobile Patterns | Designing at RetailMeNot strategy + design Pattern Failure Fast forward two years and we try these patterns again, this time including a video demo. But all of these just frustrate our users. strategy + design
  10. 10. Mobile Patterns | Designing at RetailMeNot strategy + design Pattern Failure Fast forward two years and we try these patterns again, this time including a video demo. But all of these just frustrate our users. strategy + design
  11. 11. Mobile Patterns | Designing at RetailMeNot strategy + design Pattern Failure Fast forward two years and we try these patterns again, this time including a video demo. But all of these just frustrate our users. strategy + design
  12. 12. Mobile Tutorials | Pattern Failure strategy + design
  13. 13. Mobile Tutorials | Pattern Failure strategy + design
  14. 14. common practice = best practice
  15. 15. Mobile Tutorials | What Does Work? ssttrraatteeggyy ++ ddeessiiggnn Let’s look at game design for best practices in designing tutorials to increase engagement. ! Extra Credits’ “Tutorials 101” gives us some basic guidelines.
  16. 16. Rule #1 | Use Less Text strategy + design Show, don’t tell Tutorials should be interactive so that users learn by doing. Boomerang just keeps going and going, eight pages of copy! strategy + design
  17. 17. Rule #1 | Use Less Text strategy + design Show, don’t tell Tutorials should be interactive so that users learn by doing. Mailbox has an interactive tutorial with words of encouragement along the way. strategy + design https://www.youtube.com/watch?v=URd0j5vEsHE
  18. 18. Rule #1 | Use Less Text strategy + design Show, don’t tell Tutorials should be interactive so that users learn by doing. Digical could learn from Fantastical’s interactive tutorial. strategy + design
  19. 19. Rule #1 | Use Less Text strategy + design Show, don’t tell Tutorials should be interactive so that users learn by doing. Like Mailbox, Fantastical requires your participation first time through. strategy + design https://www.youtube.com/watch?v=e6Q8FbuNwiQ
  20. 20. Rule #2 | No Frontloading strategy + design Overwhelmed, Under Engaged Provide information in short, easily digestible chunks. Doo has 11 pages of front loaded instructions! strategy + design
  21. 21. Rule #2 | No Frontloading strategy + design Overwhelmed, Under Engaged Provide information in short, easily digestible chunks. ToDoList just gives you tips in the context of a normal workflow. strategy + design
  22. 22. Rule #3 | Make It Fun strategy + design Make deeper engagement rewarding Handwritten font on a transparent overlay is is not actually fun. strategy + design
  23. 23. Rule #3 | Make It Fun strategy + design Make deeper engagement rewarding Flipboard (2013) had a fun playful element on their landing screen that got users used to the swipe gesture the app relies on for navigating content. strategy + design
  24. 24. Rule #3 | Make It Fun strategy + design If not fun, at least make it rewarding Provide interactivity that enables the user to actually accomplish things. Vine helps you make your first video during the tutorial. strategy + design
  25. 25. Rule #4 | Reinforce Learning strategy + design Reinforcement takes care of itself… By following the first three rules. Ex. Give new tips once an action is mastered (Polar) or try an even more structured gamification model (DuoLingo). strategy + design
  26. 26. Rule #4 | Reinforce Learning strategy + design Visual Feedback & Praise AnyDo shows the tasks marked off with a strike though, just like in the tutorial. And occasionally I get a surprise for getting all my tasks done. strategy + design
  27. 27. Rule #5 | Listen to Your Users strategy + design Where do they get stuck? Considering that you’ve been deep inside your app, building and refining it for months, who is the best person to explain how it works? Probably not you, strategy + design
  28. 28. Mobile Tutorials | What Worked for Intuit and RetailMeNot? strategy + design Contextual Tips User testing showed that providing tips at the right time drove deeper user engagement with their applications. strategy + design
  29. 29. Frequently Asked Questions
  30. 30. FAQ | Tutorials vs Onboarding strategy + design Personalizing an experience is different than… Trying to teach someone how to use your app. This example from Beats Music is a good example of Registration + Personalization (Chapter 2:Forms). strategy + design
  31. 31. FAQ | Tutorials vs Product Tours strategy + design Highlighting your value proposition is different than… Trying to teach someone how to use your app. But, make sure to test, keep the copy brief, and offer an option to skip. Behance (good), Reporter (bad). strategy + design
  32. 32. FAQ | Tutorials vs Product Tours strategy + design Highlighting your value proposition is different than… Trying to teach someone how to use your app. But, make sure to test, keep the copy brief, and offer an option to skip. Behance (good), Reporter (bad). strategy + design
  33. 33. FAQ | Tutorials vs Help strategy + design You can still offer help Some mobile apps, specifically productivity tools and BtoB apps, may require a Help System too (see Chapter 10:Help). Flava does a nice job with theirs. strategy + design
  34. 34. FAQ | Tutorials vs Guided Experience strategy + design Same thing Just different terminology, the same rules apply to both. To read a bit more on the user testing of Facebook’s Paper app, check out this article. strategy + design
  35. 35. Follow me on twitter @theresaneil Buy my new book ! 50% off eBook 40% off book ! Use code AUTHD

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