evi hui: designing onboarding and education experiences
TRANSCRIPT
Designing Onboarding &
Education Experiences
Evi K. Hui | UX Researcher & Designer | Uber
CommonalitiesFirst time experience, anxiety, desire to succeed!
Designing Onboarding &
Education Experiences
First time experience. familiarizing a new product or service.
Learning the how to’s and ongoing education.
“I don’t feel comfortable or know
enough about driving on the app”
“That moment I finished my first
trip, I still wasn’t prepared, but I
continued. I was nervous - I didn’t
know if I did a good job and I
didn’t know how to use the app
well.”
New Driver Experience Prepare drivers = less anxiety = success!
3. Moments of Learning
4. Five Principles
2. Success Metrics
1. Why it’s important
Make it or break it moment
71% of the average app’s users drop off after just 1 day
Source: apptimize.com/blog/2016/02/80-20-onboarding/
Lots of upfront investment (time and energy) without ROI
People don't benefit from the promises of the product designed for them
Success Metrics
Conversion
✅ Number of completed tasks
Hours of engagement
Time from sign up to use
Error
� Churn
How to?
1 year of,
40+ driver interviews
Drive alongs
Desk research on psychology
Studying products and services
Iterative design
Moments of Learning
Moments of learning
What’s happening?About to drive for the first time.
UX tipExplain high level concepts.Set the stage.Help people anticipate.
Preparation
Moments of learning
In The Moment Preparation
What’s happening?Taking a first trip.
UX tipEducation within context and guidance.
Moments of learning
Reflect & Adjust In The Moment Preparation
What’s happening?Just took a trip with rider.
UX tipCelebrate their success!Ask them how it went.Provide support.
Moments of learning
Reflect & Adjust In The Moment Preparation
What’s happening?Just complete a trip.Eating cupcake.
UX tipCelebrate success!Ask them how it went.Provide support.
What’s happening?Taking a first trip/poking myself.
UX tipContextual information and guidance.
What’s happening?About to drive for the first time / inject needle.
UX tipExplain concepts.Walk thru what to expect.Practice!!
5 Principles
5 Principles
Reflect & Adjust In Time Preparation
5 Principles
Reflect & Adjust In Time Preparation
Start with basics
5 Principles
Reflect & Adjust In Time Preparation
Start with basics
Keep it focused
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Medium postDesigning from the Car: Why Context Matters
5 Principles
Reflect & Adjust In Time Preparation
Start with basics
Be inclusive
Keep it focused
VisualTangibleReading
Lyft
Audio/visual
Audio
Written description
Ted Talks
Audio/visualIn Context
Written stepsIcons > UI
Uber Driver
5 Principles
Reflect & Adjust In Time Preparation
Start with basics
Be inclusive
Be supportive
Keep it focused
Offering
Supportive copy
BEFORE AFTER
5 Principles
Reflect & Adjust In Time Preparation
Start with basics
Be inclusive
Be supportive
Keep it focused
Show progress
Duolingo
Moments of Learning & 5 Principles
Reflect & Adjust In Time Preparation
Start with basics
Be inclusive
Be supportive
Keep it focused
Show progress
3. Moments of Learning
4. Five Principles
2. Success Metrics
1. Why it’s important
Try it out!
