User onboarding is the process of increasing the likelihood that new users become successful when adopting your product, by providing them with the right tools to understand how a product works and what benefits it provides. The number of apps we daily manage on our mobile devices increases day by day, thus requiring a hard work by designers to create the best user onboarding experience ever. Since it represents the first interactive, direct experience that every user has of an app, every aspect of the funnel represents a significant opportunity for activation and retention of customers in the short- and long-term. In the wide landscape of mobile apps, brain training apps need to have an additional closer look at the onboarding experience they provide. For this type of apps, onboarding does not only encompass more common activities such as user registration and free trial activation, but also the possibility to develop an accurately personalized game experience, tailored to the user’s current cognitive skills and training objectives. Elevate is a successful brain training app available on iOS and Android devices. Recent monitoring of users’ retention and churn rates have shown a huge loss of customers during the onboarding process, thus generating the need to investigate on how to restructure the flow in a way that could help keeping more customers in the loop. The analysis of quantitative and qualitative data with respect to Elevate’s key success metrics has led to a redesign of the welcome pitch, the user registration process, and the post-registration up-sell screen. It has also brought changes to the immediate post-onboarding experience of the first training session, and to the re-onboarding of churned users. A/B tests have been carried out to analyze the behavior of different variants and choose the optimal new onboarding flow. First results show expansion of the onboarding funnel, strengthening of the benefit appeal, and acceleration in user motivation, all factors leading to a higher customer activation and retention.
L’onboarding degli utenti è il processo usato per aumentare la probabilità che i nuovi utenti abbiano successo quando adottano il tuo prodotto, fornendo loro gli strumenti giusti per capire come funziona un prodotto e quali vantaggi offre. Il numero di app che gestiamo quotidianamente sui nostri dispositivi mobili aumenta di giorno in giorno, richiedendo quindi un duro lavoro da parte dei designers per creare la migliore esperienza di onboarding degli utenti di sempre. Poiché questa rappresenta la prima esperienza interattiva e diretta che ogni utente ha di un’app, ogni aspetto del flusso rappresenta una significativa opportunità di attivazione e fidelizzazione dei clienti a breve e lungo termine. Nell’ampio panorama delle app mobile, le app per il brain training devono prestare una ancor maggiore attenzione all’esperienza di onboarding che forniscono. Per questo tipo di app, l’onboarding non comprende solo attività più comuni come la registrazione dell’utente e l’attivazione di una prova gratuita, ma anche la possibilità di sviluppare un’esperienza di gioco accuratamente personalizzata, adattata alle attuali capacità cognitive e agli obiettivi formativi dell’utente. Elevate è un’app di brain training di successo disponibile su dispositivi iOS e Android. Il recente monitoraggio della fidelizzazione degli utenti e dei tassi di abbandono ha mostrato un’enorme perdita di utenti durante il processo di onboarding, generando così la necessità di indagare su come ristrutturare il flusso in un modo che potrebbe aiutare a mantenere più utenti attivi. L’analisi dei dati quantitativi e qualitativi rispetto alle principali metriche di successo di Elevate ha portato a una riprogettazione della presentazione di benvenuto, del processo di registrazione dell’utente e della schermata di up-sell post-registrazione. Inoltre, sono state apportate modifiche all’esperienza immediata post-onboarding della prima sessione di allenamento e al re-onboarding di ex-utenti. Sono stati effettuati A/B test per analizzare il comportamento di diverse varianti e scegliere il nuovo flusso ottimale di onboarding. I primi risultati mostrano espansione del flusso di onboarding, rafforzamento dell’attrattività dei vantaggi e accelerazione della motivazione degli utenti, tutti fattori che portano a una maggiore attivazione e fidelizzazione degli utenti.
Designing effective user onboarding experiences for mobile applications
CHIAPPETTA, ANTONIO
2019/2020
Abstract
User onboarding is the process of increasing the likelihood that new users become successful when adopting your product, by providing them with the right tools to understand how a product works and what benefits it provides. The number of apps we daily manage on our mobile devices increases day by day, thus requiring a hard work by designers to create the best user onboarding experience ever. Since it represents the first interactive, direct experience that every user has of an app, every aspect of the funnel represents a significant opportunity for activation and retention of customers in the short- and long-term. In the wide landscape of mobile apps, brain training apps need to have an additional closer look at the onboarding experience they provide. For this type of apps, onboarding does not only encompass more common activities such as user registration and free trial activation, but also the possibility to develop an accurately personalized game experience, tailored to the user’s current cognitive skills and training objectives. Elevate is a successful brain training app available on iOS and Android devices. Recent monitoring of users’ retention and churn rates have shown a huge loss of customers during the onboarding process, thus generating the need to investigate on how to restructure the flow in a way that could help keeping more customers in the loop. The analysis of quantitative and qualitative data with respect to Elevate’s key success metrics has led to a redesign of the welcome pitch, the user registration process, and the post-registration up-sell screen. It has also brought changes to the immediate post-onboarding experience of the first training session, and to the re-onboarding of churned users. A/B tests have been carried out to analyze the behavior of different variants and choose the optimal new onboarding flow. First results show expansion of the onboarding funnel, strengthening of the benefit appeal, and acceleration in user motivation, all factors leading to a higher customer activation and retention.| File | Dimensione | Formato | |
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Descrizione: Designing Effective User Onboarding Experiences for Mobile Applications
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https://hdl.handle.net/10589/175204