Usability & adoption p u - n g i S Denis Gillet & - PowerPoint PPT Presentation

Usability & adoption p u - n g i S Denis Gillet & Adrian Holzer

4 r e t p a h C Design for Sign-up

The Usage Lifecycle Emotional Attachment Return Visit Sign-Up Awareness Passionate use Regular use First use Interested Unaware

Unaware Awareness unaware of your aware of software their Interested frustration Unaware Tell an authentic story Address their pains

Interested Sign-Up People are ready to e a v hear more h y e h T First use s n i o t e s u q Interested If you tell them what they want to hear they’ll sign up

First use Return Visit Users assess your software Regular use First use If users don’t see the value of it they will never come back

Regular use Emotional Attachment People use it regularly t h e y s t a r t t e l l i n g Passionate a b o u t i t t o o t h e r s use a n d Regular t o y o u use Learn from them!

Passionate use I love this s n e p p a h y l a l u s u software h e t n e h w i s r e a w f t o s Passionate I t i s t h e use r a u l p o p y d e a r l a b o m b ! Passionate users are key to driving new users to your site by evangelizing

Design for Sign-up

Problem: time is scarce ~ 8 seconds to make a connection

What people think? OMG Quick sign me up It’s perfect, I love it I’ll invite all my friends In your dreams

What people think? Huh? OMG What is this? Quick sign me up Does anyone use this? It’s perfect, I love it Is it worth switching? I’ll invite all my friends In your dreams More realistically

Convincing to sign up is crucial

First lasting impression

Critical choice

Different strokes for different folks Ready to go Interested but unsure Fact-finders Skeptical

Your sign-up framework may contain

A pitch

Video Screencast

How tos

In-depth tour of features

Evidence of successful use

Get started ASAP GO

Journalistic-style questions as guide What ? Why ? Who ? Where ? How ? When ?

What is it ? ✘ ✔

How does it work? ✔ ✔

How does it work? ✔ ✔

Why using it ? ✔

Who do you target ? ✘ - Well, anyone, really.... - People who do this ✔ specific activity...

Who uses it ? ✘ ✔

Who uses it ? ✔ Let people find friends

Who uses it ? Provide testimonials ✔

Who uses it ? ✔ Lots can be good

Who uses it ? “I use this software” Appeal to authority ✔

How many people use it ? ✔ Give numbers when they are big

When can I use it ? NOW !

When can I use it ? ✔ Offer a free demo or access

Where can I use it ? ✔

Reduce sign-up friction Optional account Progressive engagement

Optional account

WSJ required to fill out a 4-page sign up just to view one article ✘ Progressive engagement

Conclusion Sign up is crucial Simple Who, When, What can be used as guide Reduce sign up friction