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