Decoding Onboarding and Engagement
This week, we will be breaking down onboarding and engagement into fundamental components to crack down on the user psyche and design a successful onboarding flow.
Onboarding
Any onboarding experience must :
Earn a user's trust
Establish its value
capture a user's need
The user must feel rewarded after the first/each interaction with the app only then would we etch a space in their mind to drive her internal motivation to use this app again(retention)
Components of the Onboarding process
Feature(Value) demonstration: Here we showcase the value that we will be delivering to our users
Customization: Customising the product as per user's needs, setting up a profile, selecting relevant categories
Instruction : This component helps with important instructions for using the product, how can they change profile pictures, edit their interests, etc.
Once a user starts getting acquainted with the app, OB is done, but this is just the first battle in the war of engagement
Engagement
Engagement evolves over user lifecycle journey, solving for engagement basically means boosting habitual product usage at every turn/interaction
Active and engaged users are the foundation of every successful product
Important levers to help solve for engagement are :
Delivering the AHA moment in the first few interactions
Committing Users to set goals(Completion bias)
Effective usage of UX Writing(User speak) - each microcopy/CTA helps the user make decisions
Behavioural Activation Comms - Strike while the iron is hot Stellar welcome email
Feature tutorial mails/in-apps journeys
feedback survey emails/in-apps
Success Measures
Free DAU, WAU, MAU
Dn Retention, churn rate per new acquisition cohort level
How long does it take a user to make their 1st engagement with the product
What is taking time in OB flow, drop off point
Time to complete each OB task
Total time from OB to start product usage