uxilive2016 - mobile onboarding / shai wolkomir

TEXT

WHY?WHAT IS FTUEWHAT HAVE WE LEARNED

STATSA/B TESTINGTHE FUTURE IS HERE - DATA DRIVEN

WHAT’S NEXT

WHY ?

START WITH A “PERSONAL STORY“THEY SAY,,,

20% In the first session

OK, BUT WHY?

20% In the first session

We’re loosing

80% In (the first) 72hrs

We’re loosingWe’re loosing

20% In the first session

AND IT DOESN’T STOP THERE

THERE IS NO “LANDING PAGE”

REALLY…

“THERE IS NO 2ND CHANCE FOR…”

WHAT IS FTUE ?FIRST TIME USER EXPERIENCE

“ONBOARDING”

FTUE

ACTIVATION

KPI’S ?

SupportEngage

“SIGN UP”

RETENTION

FRUSTRATION / CONFUSION INTRODUCE

VALUE

FTD/CC

ACTION

CONTINUITY

IT’S ALL ABOUT THE MONEY!

COST PER INSTALL

80% In (the first) 72hrs

$16.5$3.34 ( for install ) * 5

MOBILE IS NOT AGILE…

It takes ±90 days to get to 90%“Facebook”

WE’VE RESEARCHED 200+ APPS

TOP 25 Per category

> 500,000 downloads

STATS

Average # of screens

Ask for signUp

Allow to skip

Use blocking

Show paginationVideo

Wizard

% of text

Use disclaimer

Show logo

40%No sign up

19.2%Use blocking

85.4%Display company logo

34.6%Ask for data access

57.8%Provide explanation

CONTEXT

A/B

ONLY 1 OUT OF 8 TESTS

PRODUCE RESULTS

THE RISE OF…

DATA DRIVEN UX

SOURCE

IT’S A JOURNEY

1. SAW

2. CLICK

3. APP STORE

4. DECIDE

5. CLICK

6. DOWNLOAD

7. OPEN…

“SIGN UP” WITH…

SOCIAL

DO WE EVEN HAVE FACEBOOK ON THIS DEVICE?

INTERFACE

“SUPPORT”

HOW DO I?

ENVIRONMENT

USER

“BE SUBTLE”Don’t be creepy

AND SO MUCH MORE…

“INSTALLED SOFTWARE” IS BACK!

“PERSONAL DATA” IS IN!

THINK AUDIENCESYou don’t have the luxury of building “one” interface

REMEMBER…

IT’S NEVER BUSINESS! IT’S ALWAYS PERSONAL :)