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

Optimize For The First 15 Seconds Of Laziness, Vanity, & Selfishness

Every product needs a solid activation experience. Done well, they can mean hugely successful conversion from discovery to sign-up for your app. Here's a breakdown of Duolingo's legendarily strong activation experience. Complete activation experience breakdown in... See more

Your objective should always be to eliminate instructions entirely by making everything self-explanatory, or as close to it as possible. When instructions are absolutely necessary, cut them back to a bare minimum.