Onboarding

We used the "Ikea effect" to increase conversion by 82%. Here's why and how. The Ikea effect is a "cognitive bias in which consumers place a disproportionately high value on products they partially created". We wanted to do 2 things in our... See more

The users of your product don’t want to make choices, especially when they are in the first mile. The default options you provide, like which tab they land on and pre-populating fields with suggested selections, make all the difference in pulling new users through the first mile. I like how Dave Morin describes it, “the devil’s in the default.”

The most challenging products must EXPLAIN how something should be done (think Adobe Photoshop, where users must be find training on YouTube or elsewhere to engage — even initially—with the product). Having to explain your product is the least effective way to engage new users (and explains why products like Photoshop struggle to attract non-Pros).... See more