The Art of Onboarding: Creating Memorable User Experiences

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Hatched by Glasp

Sep 23, 2023

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The Art of Onboarding: Creating Memorable User Experiences

Introduction:

When it comes to building a startup, the age-old debate between product and distribution has always been a point of contention. However, both elements are crucial for success. In this article, we will explore the importance of onboarding and how it can contribute to the growth and success of a product. By analyzing the onboarding experiences of popular apps like Reflectly, Duolingo, Twitter, and Shazam, we can uncover valuable insights and actionable advice that can be applied to any product or service.

Product vs. Distribution:

The Apple way has always been to prioritize product excellence over everything else. By creating something so remarkable that it becomes irresistible, Apple has managed to build a loyal following of customers who are willing to go to great lengths to acquire their products. On the other hand, there are examples like Instagram, where the emphasis was placed on building an audience first. By attracting influencers and capturing the attention of a large user base, Instagram was able to embed distribution into the very fabric of their product.

Symbiotic Growth:

The concept of symbiotic growth emphasizes the interconnectedness of a product's value proposition and its distribution channel. These two elements are not independent but rather conjoined twins that rely on each other for survival. An excellent example of this is Ecosia, the search engine that plants trees. As users championed the environmental cause, they inadvertently championed Ecosia as well. Awareness of Ecosia spread not through traditional ads but through user advocacy.

Actionable Advice:

  • 1. Align your product growth with a noble cause to generate word-of-mouth. By giving users a reason to champion your product, you can tap into the power of user advocacy.
  • 2. Make your product goal to turn users into advertisers. Create a product experience that is so remarkable that users can't help but talk about it and share it with others.
  • 3. Embed your signature in user creations. By allowing users to showcase their creations publicly, you can attract admirers and encourage them to join your product ecosystem.

Distribution Strategies:

Distribution by Demonstration is a simple but often overlooked strategy. Your product should be visible and easily discoverable during normal use. This can create organic growth as users become intrigued by the product and want to try it for themselves. Additionally, a decentralized sales team comprised of satisfied users can be incredibly powerful. When users are so satisfied with your product that they are willing to convince others to join, you have built a strong distribution network.

Actionable Advice:

  • 1. Ensure your product is visible and discoverable during normal use. This can create organic growth as users become intrigued and want to try it for themselves.
  • 2. Cultivate a community of satisfied users who are willing to advocate for your product. By turning users into brand ambassadors, you can leverage their influence to attract new users.
  • 3. Allow your user base to dictate the evolution of your product. By incorporating feedback loops, open forums, and beta testing, you can create a product that aligns with the needs and desires of your users.

Conclusion:

In conclusion, onboarding plays a vital role in the success of a product. By analyzing successful onboarding experiences from various apps, we can glean valuable insights and actionable advice that can be applied to any product or service. By aligning product growth with a noble cause, turning users into advertisers, and embedding your signature in user creations, you can create a powerful network effect that drives growth and success. Furthermore, by prioritizing distribution strategies such as distribution by demonstration, a decentralized sales team, and community-evolved products, you can create a strong and loyal user base that propels your product forward. The art of onboarding is not just about attracting users, but about creating an experience that compels them to bring others along for the journey.

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