A presentation at Web Directions Summit in in Sydney NSW, Australia by Jonathon Colman
A CONTENT-FIRST APPROACH TO ONBOARDING
GRAVITY
ELECTROMAGNETISM
WEAK NUCLEAR FORCE
STRONG NUCLEAR FORCE
GRAVITY ELECTROMAGNETISM WEAK NUCLEAR FORCE STRONG NUCLEAR FORCE
Existing Solution New Solution
Push Pull Existing Solution New Solution Anxiety Inertia
A CONTENT-FIRST APPROACH TO ONBOARDING
SENIOR DESIGN MANAGER—INTERCOM JON COLMAN
SENIOR DESIGN MANAGER—INTERCOM @JCOLMAN
GET THIS DECK GO.INTER.COM/ CONTENTFIRST
CONTENTFIRST
CONTENTFIRST
CONTENTFIRST “It’s the stuff I came here for.”
Kristina Halvorson Erika Hall Mike Monteiro CONTENTFIRST “It’s the stuff I came here for.”
CONTENT FIRST
CONTENT FIRST “Design from the content out, not from the canvas in.”
Mark Boulton CONTENT FIRST “Design from the content out, not from the canvas in.”
“Truncation is not a content strategy.”
Karen McGrane “Truncation is not a content strategy.”
STOP DECORATING
START NARRATING
THE USER’S JOURNEY Storymapping Products That People Love Donna Lichaw
THE USER’S JOURNEY Storymapping Products That People Love Not 🔥 😎 🤩 s i k o o b s ’ a n n o D k n i h t t s u j I ! t n e m e s r o d n e a paid Donna Lichaw
The Narrative Arc How story works
The Narrative Arc How story works
The Narrative Arc How story works
The Narrative Arc How story works
The Narrative Arc How story works
The Narrative Arc How story works
The Narrative Arc How story works
The Narrative Arc How story works
Narrative Arc story works APPING WORKSHOP The Narrative Arc The Narrative Arc How story works donnalichaw.com STORYMAPPING WORKSHOP How story works The Narrative Arc How story works The Narrative Arc donnalichaw.com STORYMAPPING WORKSHOP How story works The Narrative Arc How story works donnalichaw.com STORYMAPPING WORKSHOP How story works The Narrative Arc How story works donnalichaw.com STORYMAPPING WORKSHOP How story works donnalichaw.com STORYMAPPING WORKSHOP The Narrative Arc How story works The Narrative Arc STORYMAPPING WORKSHOP donnalichaw.com STORYMAPPING WORKSHOP donnalichaw.com donnalichaw.com STORYMAPPING WORKSHOP The Narrative Arc The Narrative Arc How story works STORYMAPPING WORKSHOP donnalichaw.com donnalichaw.com STORYMAPPING WORKSHOP The Narrative Arc How story works STORYMAPPING WORKSHOP donnalichaw.com How st donnalic The Narrative Arc How story works STORYMAPPING WORKSHOP donnalichaw.com
l o o t g n i p p a m y r o t s s ’ a n n o D e e S t i k l o o t / m o c . w a h c i l a kit: donn
STORY MATTERS
BADASS Making Users Awesome Kathy Sierra
“Upgrade your user, not your product. Don’t build better cameras — build better photographers.” Kathy Sierra
“People don’t buy products; they buy better versions of themselves.”
Samuel Hulick, useronboard.com “People don’t buy products; they buy better versions of themselves.”
JOBS TO BE DONE
Existing Solution New Solution
Push Pull Existing Solution New Solution Anxiety Inertia
Push Pull Existing Solution New Solution Anxiety Inertia
Push Pull Existing Solution New Solution Anxiety Inertia
Understand Existing Solution Strengthen New Solution Calm Overcome
SPEAK TO FEELINGS NOT MECHANICS
t n e t n o c h t i w m e l b o r p t c u d o r p a e v l o s t ’ n a c u o Y : Pro-Tip
FOCUS ON BENEFITS NOT FEATURES
why Drive faster adoption for your product
why how Onboard people, show new features
why how what It’s easy with Product Tours! Try one now.
why how what
Simon Sinek “People don’t buy what you do—they buy why you do it.”
Understand Existing Solution Strengthen New Solution Calm Overcome
Understand the push Strengthen the pull Calm the anxiety Overcome the inertia
Understand the push What are the pain points we can solve for?
Strengthen the pull What are the benefits of each onboarding task?
How do we make you and your stakeholders successful? Calm the anxiety
What’s the best, shortest path to your success? Overcome the inertia
Understand Existing Solution Strengthen New Solution Calm Overcome
go.inter.com/fourforces
THE 6 KEY MESSAGES OF ONBOARDING
1 Welcome Acknowledge customers and help them feel seen, recognized, and valued
2 Identity Show how the customer should consider interacting with the product
3 Problem(s) to solve Lead with the benefits of your solution and show how they address my needs
4 Explicit value prop(s) Set clear expectations for what your customers will get from the product
5 Show the mechanics Walk customers through how they can get the most out of your product
6 A call to action Don’t just explain the product, get me to start using it effectively
go.inter.com/tellthestory
ONBOARDING IS NOT A FEATURE
ONBOARDING IS A PRODUCT
ONBOARDING IS A TEAM
ONBOARDING IS A TEAM
A CONTENT-FIRST APPROACH TO ONBOARDING
SENIOR DESIGN MANAGER—INTERCOM JON COLMAN
SENIOR DESIGN MANAGER—INTERCOM @JCOLMAN
GET THIS DECK GO.INTER.COM/ CONTENTFIRST
THANK YOU
THANK YOU
THANK YOU
At some point you need to write the content of your onboarding: words, sentences, value props, the works. Ultimately, it’s the content that helps your users achieve their goals.
That’s a lot of heavy lifting for just a few bits of text. As it turns out, writing your onboarding is a real job, and it’s often harder than you might think. The hardest part of all is figuring out where to start.
Here’s an approach and a few tools that make it easier to create a great onboarding experience.
See more details at https://www.webdirections.org/wds/speakers/jonathon-colman.php
The following resources were mentioned during the presentation or are useful additional information.
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