If you want more people to adopt your product, you have to make sure you know what progress looks like in your user’s life, not just on their screen. Having a stellar user adoption rate is a beautiful thing. Converting users at a higher rate drives down the cost of user acquisition, which in turn stretches your marketing resources even further. It also means people stick around longer, driving up average lifetime value, and letting you invest your product resources more strategically.
The secret to getting there? First, identify the must-have experience that keeps people coming back, and make sure new users experience it.
Ensuring new users have that experience is a responsibility put on onboarding, even though onboarding itself is rarely designed to deliver it. Rather than relentlessly focusing on progressing the user to success, onboarding workflows seem content to simply introduce the interface and call it a day. It’s a real shame, because for onboarding to answer its higher calling, it has to go beyond moving people through a product tour. The story you build your onboarding experience on shouldn’t be about your user interface, it should be about your user. And in order to build on solid ground, that story – the one beginning and ending with the user – needs to be thoroughly understood.
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