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Usability & adoption
S i g n
- u
p
Denis Gillet & Adrian Holzer
Design for Sign-up
C h a p t e r 4
Usability & adoption p u - n g i S Denis Gillet & - - PowerPoint PPT Presentation
Usability & adoption p u - n g i S Denis Gillet & - - PowerPoint PPT Presentation
Usability & adoption p u - n g i S Denis Gillet & Adrian Holzer 4 r e t p a h C Design for Sign-up The Usage Lifecycle Emotional Attachment Return Visit Sign-Up Awareness Passionate use Regular use First use
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The Usage Lifecycle
Awareness Return Visit Sign-Up Emotional Attachment
Unaware Interested First use Regular use Passionate use
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Awareness
Unaware Interested
aware of their frustration
Address their pains Tell an authentic story
Unaware
unaware
- f your
software
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Sign-Up
Interested First use
People are ready to hear more T h e y h a v e q u e s t i
- n
s
If you tell them what they want to hear they’ll sign up
Interested
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Return Visit
First use Regular use
First use
Users assess your software
If users don’t see the value of it they will never come back
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Regular use
Emotional Attachment
Regular use Passionate use
Learn from them!
People use it regularly
t h e y s t a r t t e l l i n g a b
- u
t i t t
- t
h e r s a n d t
- y
- u
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Passionate use
Passionate use
u s u a l l y h a p p e n s w h e n t h e s
- f
t w a r e i s a l r e a d y p
- p
u l a r
Passionate users are key to driving new users to your site by evangelizing
I love this software I t i s t h e b
- m
b !
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Design for Sign-up
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Problem: time is scarce
~ 8 seconds to make a connection
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What people think?
It’s perfect, I love it Quick sign me up I’ll invite all my friends In your dreams OMG
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What people think?
It’s perfect, I love it Quick sign me up I’ll invite all my friends In your dreams More realistically OMG Huh? What is this? Does anyone use this? Is it worth switching?
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Convincing to sign up is crucial
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First lasting impression
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Critical choice
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Different strokes for different folks
Ready to go Interested but unsure Fact-finders Skeptical
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Your sign-up framework
may contain
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A pitch
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Video Screencast
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How tos
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In-depth tour of features
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Evidence of successful use
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Get started ASAP
GO
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Journalistic-style questions as guide
Who ?
What ?
When ?
Where ?
Why ?
How ?
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What is it ?
✔ ✘
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How does it work?
✔ ✔
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✔ ✔
How does it work?
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Why using it ?
✔
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✔ ✘
- Well, anyone, really....
- People who do this
specific activity...
Who do you target ?
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Who uses it ?
✔ ✘
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Who uses it ?
✔
Let people find friends
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Who uses it ?
Provide testimonials
✔
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✔
Lots can be good
Who uses it ?
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Who uses it ?
✔
“I use this software”
Appeal to authority
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Give numbers when they are big
✔
How many people use it ?
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When can I use it ?
NOW !
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Offer a free demo or access
✔
When can I use it ?
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Where can I use it ?
✔
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Reduce sign-up friction
Optional account Progressive engagement
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Optional account
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Progressive engagement
✘
WSJ required to fill
- ut a 4-page sign
up just to view one article
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Conclusion
Sign up is crucial
Simple Who, When, What can be used as guide
Reduce sign up friction
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