baychi - go with the flow = onboarding and virality
DESCRIPTION
TRANSCRIPT
Go With The Flow
Onboarding & Lessons in Virality
erin malone :: BayChi December 2010 @emalone
flow: To move or run smoothly with unbroken continuity, as in the manner characteristic of a fluid.
To exhibit a smooth or graceful continuity
The new user spiral
Initial Exposure
Education“The Sell”
Registration
Onboarding
First TimeUser Experience
Second TimeUser Experience
Third TimeUser Experience
The PassionateUser
Viral SpreadInitial Exposure
Registration
Education“The Sell”
The Usage Lifecycle
diagram Joshua PorterDesigning the Social Web bokardo.com
Engaging & Onboarding
Invite Homesteaders
Private Beta
Exclusivity
Private Beta
WhatUser wants to join a site that is currently in a private beta.
Use When• Use this pattern when you want to allow people to sign up to join a private
beta.• Use this pattern when you want to allow a small user list the opportunity to
invite N new users to grow your site virally but in a controlled fashion.• Use this pattern to seed the community before it’s open for everyone• Use this pattern to allow a small user list to “kick the tires” and offer
feedback post alpha but before opening to the public
Seeding
Potemkin Village
Instead of building a Potemkin Village, the architects of the relaunched dead.net site started with a judicious few groups and then let the community spawn the rest.
First Awareness
Awareness
News articles,facebook and twitter shares
Direct Invitation
Optimizing email invitations
Good: Uses full name for better recognition
Bad: Erin who?
Good: Uses name in From
Bad: From is a company,could be !ltered as SPAM
Optimizing email invitations
Good: Uses name in From
Good: Uses photos to show familiarity and that this is not from a stranger
Good: Large call to action button
Receive Invitation
WhatUser receives an invitation from a friend or connection to join a site.
Use When• Use when the experience is enhanced by having a network of
connections.• Use when growth of the service is dependent on friends of friends.• Use when you want to supplement traditional user acquisition with
user based referrals.
Send Invitation
WhatUser sends an invitation to a friend or group of friends to have them join in a site experience.
Use When• Use when the user experience is enhanced by having a network of
connections.• Use when growth of the service is dependent on friends of friends.• Use when you want to supplement traditional user acquisition with user based
referrals.• Use when a user has participated in the site enough to have formed an
opinion of the value, to then recommend it to a friend.• Don’t use right after registration when the user hasn’t actually used the site.
When presenting the option to invite others, do so after enough interaction with your site that the user actually has something to recommend.
•
Beware of spamming friends right after registration
Education“The Sell”
Homepage - try before you buy
Homepage with large call to action
Landing Page
Landing Page
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Registration
Alternatives to the large form
Traditional reg form
Could be as simple as no sign up
Making it fun - DJ name
Keep it simple - 1. 2. 3.
123
Start the activities as part of the sign up process
Keep it simple - assign it to someone else
Sign Up / Registration
WhatUser wants to access their personalized information or an application that is stored on the host site.
Use When• Use when personal data needs to be stored or when there is
customization or personalization unique to the particular user.• Use when the site is a repository for user generated content and the
submissions or !les need to be identi!ed and/or managed by the author.
• Use when there are security or privacy concerns and the user's data needs to be protected.
Authorize
WhatThe user wants to participate on a site by bringing their data and !les over from another site.
Use When• Use this pattern when features on your site are enhanced by
accessing data and !les from another site (Site A).• Use this pattern when user generated content or data on your site
has the potential to enhance or enable other sites that your users may be participating in (Site B).
Onboarding
Ease in to the breadth. Offer one or two things to do
Build something as part of the sign up process
This list looks scary
The easiest activity is offered first
Suggest a list. One item is already crossed off.
Offer a tour of what to do first
2nd visit: Reflect back and offer another activity
Welcome Area
WhatA user registers for a new service and needs to have a sense of what can be done at the site and how to get started.
Use When• Use this pattern when a new user !rst accesses the site.• Use this pattern to acquaint the user with important or useful
features.
Re-engagement
Introduce new features
Use social peer pressure - all the cool kids are here
Re-engagement
WhatA user of your site hasn’t visited or participated in awhile.
Use When• Use this pattern when you want to entice users back to your site.• Use this pattern when you want to inform users of new features.
Care and Feeding of the
Passionate
Feature people & contributions prominently
Reward usage - compare stats with network
Badges, points & high reputation, reward use & quality
Both system generated & community awarded
Badges, points & high reputation, reward use & quality
Learn from gamesphoto by kurtxio
Named Levels
WhatParticipants in a community need some way to gauge their own personal development within that community: how far they've progressed; how deeply they've interacted with the community or its offerings.
Use When• You want to enable consumers to discover and identify high-quality contributors.• The community is competitive, but not highly competitive. While Named Levels
can have a competitive edge to them (my Wookie beats your Jawa!) they are perceived as less competitive than some other patterns (e.g., Ranking, Points, Numbered Levels) perhaps because they are less-empirical in nature.
• You want to enable your users to track their individual growth in the community, and suggest ways that they may attain the next level in the hierarchy.
Numbered Levels
WhatParticipants in a community need some way to gauge their own personal development within that community: how far they've progressed; how deeply they've interacted with the community or its offerings. Additionally, these same measures can be used to compare members, to understand who has more or less experience in the community.
Use When• You want to enable your users to track their individual growth in the community.• A large (or open-ended) number of levels are desirable. For example, World of
Warcraft currently allows users to advance to Level 70.• You want to enable easy comparisons between users. (At a glance, 'Level 1' is
more junior than 'Level 5'.)• You're trying to encourage a more-competitive community spirit.
Collectible Achievements
WhatSome participants in communities respond to opportunities to earn or win awards that can be collected and displayed to other community members.
Use When• You want to leverage users' compulsive natures. They may seem silly or trivial,
but Collectible Achievements can have an addictive quality when done right, and may compel your users to explore parts of your offering that otherwise might not appeal to them.
• You want to encourage the community to try out all aspects of your offering.• There are speci!c features or facets to your product offering that you'd like to
promote: for instance, if you'd like to encourage more trades in a fantasy sports context, consider rewarding users with an achievement upon the completion of their 10th successful trade.
Points
WhatIn some communities, participants want a tangible measurement of their accomplishments for personal satisfaction and to make comparisons with other competitors.
Use When• Use this pattern when the community is highly competitive, and the activities
that users engage in are competitive in nature (e.g., player-vs-player contests, or coaching a fantasy football team).
• Points are generally discouraged, except in cases where the fundamental, primary purpose of the community is competition, such as fantasy sports or games.
Leaderboard
WhatIn highly competitive communities using a ranking system, users may want to know who are the very best performers in a category or overall.
Use When• The community is highly competitive, and the activities that users engage in
are competitive in nature (e.g., player-vs-player contests, or coaching a fantasy football team.)
• You want to enable player-to-player comparisons, or permit users to de!nitively settle "Who is better?" arguments.
• Don't use this pattern when the activities that users engage in are not competitive in nature (e.g., writing recipes, or sharing photos).
Share and share alike
With some viral patterns totally stolen from a presentation by
Christina Wodtke
B=f(P,E)Behavior is a function of a
Person and his Environment
At hand
Tools for sharing are in prime real estate locations
Tools for sharing are in prime real estate locations
Tools for inviting are in prime real estate locations
First in list - incentives also give people a reason to share
Frictionless
The default errs on the side of the most viral option
The default errs on the side of the most viral option
Auto add - any member can add another
Respect the ethical dimensionRespect the ethical dimension
Impactful
broadcaster
consumer
Email this Network / Newsfeed
consumer
consumer
consumer
consumerconsumer
consumer
consumer
broadcaster
vs.
One to one
One to many
What’s your default?
Email this
Network / Newsfeed
Share This
WhatUser wants to share an object (pointer, media, or application) with one or more people. The application wants to be involved in the sharing in order to learn who is sharing what with whom, and how often.
Use When• A user wants to directly send a pointer, invite someone to view something, or add a copy of or reference to something to a shared or public space they own or have access to.
• Use when displaying content, resources, or applications on your site or elsewhere.
Connectedness
Carefully consider your method to jumpstart connections
Let users walk otherpeoples network to !nd people they know
Build on someoneelse’s social graph
Make recommendations once you have a piece of data to pivot on, like work or school
Connections: Find People
WhatThe user wants to !nd people she knows to connect and interact with on a site or social web service.
Use When• Use when you want to help users !nd people they care about who may already be using this site.
• Use this pattern to expand user’s circles of connections beyond friends and family.
• Use this pattern to encourage connections throughout the lifecycle of a person’s engagement.
Connections: Adding Friends
WhatA user has found people she knows on a social site and wants to add them to her circle of connections.
Use When• Use when user connections are a core part of the site’s experience.• Use when relationships will be con!rmed providing a two-way reciprocal relationship.
• Use when allowing following, where one user to follow another participant without reciprocity.
• Use when ignoring a connection request is allowed.
A word about the Password Anti-Pattern
DON’T
The Password Anti-Pattern
Just because everyone does itdoesn’t mean it’s right
Wrapup: The new user spiral
Initial Exposure
Education“The Sell”
Registration
Onboarding
First TimeUser Experience
Second TimeUser Experience
Third TimeUser Experience
The PassionateUser
Viral SpreadInitial Exposure
Registration
Education“The Sell”
