4. Tips for Designing Onboarding
In this final lesson of the customer journey series, we’ll focus on practical tips for designing an effective onboarding process. Onboarding is crucial for guiding users toward their first success and setting the stage for long-term engagement. These tips will help you create a smooth onboarding experience and accelerate your customer's journey.
1. Remove Friction to Reduce Time to First Value
The key to a successful onboarding process is to remove unnecessary friction that slows down the user’s ability to reach their first value. A great example is Duolingo. Duolingo allows users to complete their first language lesson without requiring them to create an account. Only after they finish the lesson does Duolingo ask them to sign up to save their progress. This approach minimizes friction and lets users experience the product’s value before committing to it.
In some cases, the onboarding process may not need to start after the account is created; think creatively about how to deliver value first and guide users through the rest of the journey afterward.
2. Provide Context for the Customer
When users interact with your product, especially for the first time, make sure to give them context for every action you ask them to take. For instance, apps like Waze provide an explanation before requesting permissions such as access to GPS or push notifications. Waze explains that GPS is necessary to give the best driving route, and push notifications help deliver important traffic alerts. This step ensures users understand why their permission is needed, increasing their likelihood of granting access.
3. Make the Next Step Clear
Always make sure the user knows what the next step is during onboarding. Additionally, provide an overview of all the steps involved. For example, if the onboarding process includes multiple stages, show a visual progress bar (e.g., "Step 1 of 3") to manage the user’s expectations. This approach ensures that users are aware of how far along they are, how much more they need to do, and whether they have time to complete the process in one sitting.
Common Onboarding Mistakes to Avoid
1. Ego-Centered Tasks
Avoid tasks that serve your company’s interests but don’t benefit the user. For example, if Duolingo forced users to connect their social media accounts before they’ve completed their first lesson, it would be an unnecessary step that adds friction. Instead, focus on delivering value first, then, once the user has experienced success, you can ask them to share or create an account.
2. Asking Without Explaining Why
Never ask for permissions or information without explaining why it's needed. For example, if your app requests access to the user’s photos or contacts without providing context, users are more likely to deny the request or distrust the app. Always give users a clear reason for the request, like enhanced security, improved functionality, or personalized features.
3. Leaving the User Alone
Do not leave users to figure out your product on their own. A product without onboarding can leave users confused and frustrated, staring at a blank screen with no idea of what to do next. Even if your product seems intuitive, provide some form of guidance—such as tooltips, checklists, or tutorials—to help users understand what actions to take.
4. Empty Screens Without Context
Ensure your product never displays a blank, empty screen without explanation. For example, when Dropbox first loads, it already contains a PDF tutorial in the user’s folder. Even if the user doesn’t read the tutorial, it visually reinforces that the folder is meant to store files. Avoid showing users empty states without offering guidance or a pre-populated example that shows the product in action.
Data-Driven Design
While these tips are based on best practices, every product is unique. Without access to your specific data, these tips are opinions based on experience. Your success will come from experimenting with your own onboarding process and analyzing the results. Use qualitative and quantitative data to refine your onboarding design over time. It’s not about getting it perfect on the first try, but about evolving your design through iteration and continuous improvement.
Key Takeaways
- Customer journey is a balance between maturity and engagement (or lock-in), as customers evolve in their relationship with your product.
- Use a combination of qualitative insights, conceptual models, and quantitative data to refine the customer journey and onboarding experience.
- Define your first value, and work to reduce the time it takes for customers to achieve this first success.
- Always aim to be the best host you can be for your customers, guiding them smoothly through their initial experience with your product.
By following these practical tips and avoiding common onboarding mistakes, you can design a strong onboarding experience that enhances customer satisfaction, engagement, and retention. Remember, the onboarding process will evolve as you gather more data, so keep iterating until it meets your business objectives.