But unless you keep revisiting this flow over and over again, it’s easy to lose touch not just with your customers’ experience, but also with the teams who create it.
Does your onboarding look like an office directory?
For example, we recently asked a number of teams at Intercom to reacquaint themselves with the experience of setting up a product. After all, even for those who have worked at Intercom for a while, it wasn’t a flow they were likely to remember a lot about. Viewing the onboarding experience with fresh eyes, I noticed how the transitions between certain parts were jarring, and in some cases, plain wrong. For one of our products, Acquire, customers were placed in the wrong part of Intercom once it was fully configured. When a customer installed a single Intercom product, the onboarding UI still referred to all Intercom products, even presenting install options that didn’t apply. If I could see these inaccuracies, it’s likely hundreds of customers had found them too. What struck me was that most of these mistakes were not down to design and engineering oversights. Instead, they exposed how different parts of the onboarding were handed off between our marketing, growth, and product teams. It was like reading an office directory – you could literally see the organizational structure of Intercom in our onboarding.
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