User onboarding is the crucial first experience every new user has with your product. In the world of product development, especially for mobile apps, getting this right is paramount.

The Art of User Onboarding: Avoiding 4 Common Pitfalls

As Samuel Hulick, author of “The Elements of User Onboarding,” puts it, “User onboarding is the process of increasing the likelihood that new users become successful when adopting your product.”

The Importance of First Impressions

Retention, retention, retention! It’s the mantra of successful product teams, and for good reason. The key to retention often lies in that very first user experience, also known as the First-Time User Experience (FTUE). While this article focuses primarily on mobile apps, the principles can be applied to any product with a little imagination.

The 4 Cardinal Sins of User Onboarding

Many app developers and UX designers fall into common traps when designing their onboarding process. Let’s explore these pitfalls and understand why they’re problematic:

1. The Walk-Through Tutorial Guide Tour

Why it’s wrong: If you need an extensive tutorial to explain your product, you’ve already lost the battle. As Don Norman argues in “The Design of Everyday Things,” good design should be intuitive and self-explanatory.

There are exceptions, of course. Complex products like the DJI Go app, which accompanies a $1500 drone, might require some guidance. However, for simpler apps, your design should be intuitive enough that even a drunk user^[3] could navigate it and remember how it works the next day.

2. Selling Your Unique Value Proposition (UVP)

Why it’s wrong: While it’s not entirely incorrect to remind users of your product’s benefits, dedicating an entire screen to explain your UVP during onboarding is a missed opportunity. Instead, focus on letting users experience your value proposition firsthand.

This aligns with the Jobs-to-be-Done (JTBD) theory, popularized by Clayton Christensen. Understanding why users “hire” your product can help you deliver value more effectively during onboarding.

3. Asking New Users to Pay for Access

This one’s pretty straightforward. In the age of freemium models, asking for payment before delivering value is a surefire way to lose potential users. Give before you ask.

4. Requesting Account Setup Immediately

Why it’s wrong: Personal information is precious, and users are increasingly wary of giving it away. Asking for too much too soon can lead to user drop-off.

While it’s important to gather user information, onboarding may not be the right time for it. Remember the golden rule: give value before asking for anything in return. This approach aligns with the concept of Progressive Disclosure, where information is revealed gradually to avoid overwhelming users.

The Path to Effective User Onboarding

So, what does good user onboarding look like? While there’s no one-size-fits-all solution, here are some key principles:

Deliver Your UVP ASAP

The best onboarding experiences deliver the app’s added value as quickly as possible. Sometimes, this might mean no formal onboarding at all. Kathy Sierra, in her book “Badass: Making Users Awesome,” emphasizes the importance of helping users become successful quickly.

Identify Your True UVP

Your actual Unique Value Proposition might differ from what you’ve written in your Lean Canvas model ^[5]. Look at your analytics to see what drives active users back to your product. If you don’t have enough data, don’t hesitate to ask your active users directly.

This approach aligns with the concepts discussed in Nir Eyal’s book “Hooked,” which emphasizes the importance of understanding and leveraging user behaviors. You might also consider using Google’s HEART framework (Happiness, Engagement, Adoption, Retention, and Task success) to measure the success of your onboarding process.

Embrace Positivity and Personalization

People crave feeling special and loved. Take a cue from successful platforms like Instagram, Facebook, and Tinder – they tap into users’ desire for positive reinforcement and connection.

Make your new users feel appreciated for trying your app. Keep your messaging short and positive, and try to personalize the experience without being intrusive. Aarron Walter’s “Designing for Emotion” provides valuable insights on creating these emotional connections with users.

The Bottom Line

To sum it up: “A good user onboarding doesn’t ask for too much involvement from the user, a better user onboarding always delivers the UVP of your product, and the best user onboarding doesn’t feel like onboarding at all – it makes people feel special.”

Remember, the goal of user onboarding isn’t just to introduce your product – it’s to create an emotional connection that keeps users coming back for more. As BJ Fogg’s Behavior Model suggests, successful onboarding should increase both the motivation and ability for users to engage with your product.

For inspiration, consider studying successful onboarding processes. Websites like UserOnboard.com offer detailed teardowns of popular apps’ onboarding flows, providing practical examples of these principles in action.

By avoiding these common mistakes and focusing on delivering immediate value, you can create an onboarding experience that not only introduces your product effectively but also sets the stage for long-term user engagement and success.

References

1. Hulick, S. (2018). The Elements of User Onboarding. https://www.useronboard.com/training/ ↩
2. Norman, D. (2013). The Design of Everyday Things: Revised and Expanded Edition. Basic Books. https://www.basicbooks.com/titles/don-norman/the-design-of-everyday-things/9780465050659/ ↩
3. The User is Drunk. http://theuserisdrunk.com/ ↩
4. Christensen, C. M., Hall, T., Dillon, K., & Duncan, D. S. (2016). Competing Against Luck: The Story of Innovation and Customer Choice. Harper Business. https://www.harpercollins.com/products/competing-against-luck-clayton-m-christensenkaren-dillontaddy-halldavid-s-duncan ↩
5. Canvanizer - Lean Canvas. https://canvanizer.com/new/lean-canvas ↩
6. Sierra, K. (2015). Badass: Making Users Awesome. O’Reilly Media. https://www.oreilly.com/library/view/badass-making-users/9781491919057/ ↩
7. Eyal, N. (2014). Hooked: How to Build Habit-Forming Products. Portfolio. https://www.nirandfar.com/hooked/ ↩
8. Google HEART Framework. https://library.gv.com/how-to-choose-the-right-ux-metrics-for-your-product-5f46359ab5be ↩
9. Walter, A. (2011). Designing for Emotion. A Book Apart. https://abookapart.com/products/designing-for-emotion ↩
10. Fogg, B.J. Fogg Behavior Model. https://behaviormodel.org/ ↩
11. UserOnboard.com. https://www.useronboard.com/ ↩