uxilive2016 - mobile onboarding / shai wolkomir

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Page 1: UXIlive2016 - Mobile Onboarding / Shai Wolkomir

TEXT

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WHY?WHAT IS FTUEWHAT HAVE WE LEARNED

STATSA/B TESTINGTHE FUTURE IS HERE - DATA DRIVEN

WHAT’S NEXT

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WHY ?

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

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20% In the first session

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OK, BUT WHY?

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20% In the first session

We’re loosing

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80% In (the first) 72hrs

We’re loosingWe’re loosing

20% In the first session

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AND IT DOESN’T STOP THERE

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THERE IS NO “LANDING PAGE”

REALLY…

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“THERE IS NO 2ND CHANCE FOR…”

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WHAT IS FTUE ?FIRST TIME USER EXPERIENCE

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“ONBOARDING”

FTUE

ACTIVATION

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KPI’S ?

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SupportEngage

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“SIGN UP”

RETENTION

FRUSTRATION / CONFUSION INTRODUCE

VALUE

FTD/CC

ACTION

CONTINUITY

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IT’S ALL ABOUT THE MONEY!

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COST PER INSTALL

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80% In (the first) 72hrs

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$16.5$3.34 ( for install ) * 5

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MOBILE IS NOT AGILE…

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

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WE’VE RESEARCHED 200+ APPS

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TOP 25 Per category

> 500,000 downloads

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STATS

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Average # of screens

Ask for signUp

Allow to skip

Use blocking

Show paginationVideo

Wizard

% of text

Use disclaimer

Show logo

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40%No sign up

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19.2%Use blocking

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85.4%Display company logo

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34.6%Ask for data access

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57.8%Provide explanation

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CONTEXT

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A/B

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ONLY 1 OUT OF 8 TESTS

PRODUCE RESULTS

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THE RISE OF…

DATA DRIVEN UX

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SOURCE

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IT’S A JOURNEY

1. SAW

2. CLICK

3. APP STORE

4. DECIDE

5. CLICK

6. DOWNLOAD

7. OPEN…

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“SIGN UP” WITH…

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SOCIAL

DO WE EVEN HAVE FACEBOOK ON THIS DEVICE?

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INTERFACE

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“SUPPORT”

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HOW DO I?

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ENVIRONMENT

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USER

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“BE SUBTLE”Don’t be creepy

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AND SO MUCH MORE…

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“INSTALLED SOFTWARE” IS BACK!

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“PERSONAL DATA” IS IN!

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

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REMEMBER…

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