A Content-First Approach to Product Onboarding

A presentation at Web Directions Summit in November 2019 in Sydney NSW, Australia by Jonathon Colman

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A CONTENT-FIRST APPROACH TO ONBOARDING

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GRAVITY

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ELECTROMAGNETISM

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WEAK NUCLEAR FORCE

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STRONG NUCLEAR FORCE

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GRAVITY ELECTROMAGNETISM WEAK NUCLEAR FORCE STRONG NUCLEAR FORCE

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Existing Solution New Solution

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Push Pull Existing Solution New Solution Anxiety Inertia

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A CONTENT-FIRST APPROACH TO ONBOARDING

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SENIOR DESIGN MANAGER—INTERCOM JON COLMAN

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SENIOR DESIGN MANAGER—INTERCOM @JCOLMAN

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GET THIS DECK GO.INTER.COM/ CONTENTFIRST

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CONTENTFIRST

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CONTENTFIRST

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CONTENTFIRST “It’s the stuff I came here for.”

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Kristina Halvorson Erika Hall Mike Monteiro CONTENTFIRST “It’s the stuff I came here for.”

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CONTENT FIRST

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CONTENT FIRST “Design from the content out, not from the canvas in.”

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Mark Boulton CONTENT FIRST “Design from the content out, not from the canvas in.”

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“Truncation is not a content strategy.”

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Karen McGrane “Truncation is not a content strategy.”

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STOP DECORATING

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START NARRATING

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THE USER’S JOURNEY Storymapping Products That People Love Donna Lichaw

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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

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The Narrative Arc How story works

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The Narrative Arc How story works

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The Narrative Arc How story works

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The Narrative Arc How story works

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The Narrative Arc How story works

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The Narrative Arc How story works

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The Narrative Arc How story works

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The Narrative Arc How story works

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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

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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

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STORY MATTERS

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BADASS Making Users Awesome Kathy Sierra

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“Upgrade your user, not your product. Don’t build better cameras — build better photographers.” Kathy Sierra

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“People don’t buy products; they buy better versions of themselves.”

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Samuel Hulick, useronboard.com “People don’t buy products; they buy better versions of themselves.”

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JOBS TO BE DONE

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Existing Solution New Solution

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Push Pull Existing Solution New Solution Anxiety Inertia

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Push Pull Existing Solution New Solution Anxiety Inertia

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Push Pull Existing Solution New Solution Anxiety Inertia

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Understand Existing Solution Strengthen New Solution Calm Overcome

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SPEAK TO FEELINGS NOT MECHANICS

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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

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FOCUS ON BENEFITS NOT FEATURES

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why Drive faster adoption for your product

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why how Onboard people, show new features

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why how what It’s easy with Product Tours! Try one now.

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why how what

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Simon Sinek “People don’t buy what you do—they buy why you do it.”

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Understand Existing Solution Strengthen New Solution Calm Overcome

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Understand the push Strengthen the pull Calm the anxiety Overcome the inertia

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Understand the push What are the pain points we can solve for?

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Strengthen the pull What are the benefits of each onboarding task?

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How do we make you and your stakeholders successful? Calm the anxiety

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What’s the best, shortest path to your success? Overcome the inertia

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Understand Existing Solution Strengthen New Solution Calm Overcome

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go.inter.com/fourforces

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THE 6 KEY MESSAGES OF ONBOARDING

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1 Welcome Acknowledge customers and help them feel seen, recognized, and valued

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2 Identity Show how the customer should consider interacting with the product

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3 Problem(s) to solve Lead with the benefits of your solution and show how they address my needs

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4 Explicit value prop(s) Set clear expectations for what your customers will get from the product

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5 Show the mechanics Walk customers through how they can get the most out of your product

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6 A call to action Don’t just explain the product, get me to start using it effectively

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go.inter.com/tellthestory

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ONBOARDING IS NOT A FEATURE

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ONBOARDING IS A PRODUCT

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ONBOARDING IS A TEAM

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ONBOARDING IS A TEAM

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A CONTENT-FIRST APPROACH TO ONBOARDING

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SENIOR DESIGN MANAGER—INTERCOM JON COLMAN

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SENIOR DESIGN MANAGER—INTERCOM @JCOLMAN

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GET THIS DECK GO.INTER.COM/ CONTENTFIRST

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THANK YOU

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THANK YOU

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THANK YOU