Cognitive Psychology in Onboarding UX — Learn UX patterns to make users engaged

Have you ever felt overwhelmed when trying a new tool? As digital products become more advanced, it’s important to create a smooth and efficient introduction for new users, known as onboarding.

In this post, we’ll explore how understanding the way our brains work can help create better onboarding experiences in digital tools.

What is onboarding?

Onboarding in the UX context introduces new users to a digital product, helping them understand its features. This could be tutorials, tooltips, or other interactive elements designed to encourage user adoption.

Why it’s crucial for product growth

Effective onboarding is critical for several reasons:

• User retention: A positive first impression increases the likelihood that users will continue using the product, leading to higher retention rates.
• User activation: Onboarding helps users quickly understand and experience the benefits of a product, increasing satisfaction and engagement.

UX pattern examples and cognitive psychology explanations

Let’s examine some onboarding UX patterns. For this analysis, I’ve chosen Monday, a popular project management tool. I’ll also explain the cognitive psychology principles that contribute to their effectiveness.

Faster activation & Goal-gradient effect

What are the important first steps for a project management tool? Users find the tool helpful when they can easily work together on projects and manage tasks well.

Encourages users to invite team members during the onboarding process

Help users create their first project during the onboarding process

I already got my project and task

Monday helps users by encouraging them to take key actions early in the onboarding process, like inviting team members or creating their first project.

By guiding users through these important steps, Monday lets them quickly experience the value of the product, making them more engaged.

This also triggers the goal-gradient effect, which implies that people are more motivated to complete tasks when they are closer to achieving a goal. Once you’ve set up your project, you’ll likely continue exploring other essential features.

Progressive disclosure

Monday introduces just a few key features during the initial stages of the onboarding process, allowing users to focus on the core functions first. As users become more familiar, advanced features are gradually introduced. This approach eases cognitive load, making users feel less overwhelmed.

Include only a few key features in the early stages of the onboarding process

The way they introduce features is also impressive. They effectively convey information by presenting one thing at a time, instead of overwhelming users with all the functionalities at once.

Consider this image below: If the onboarding design was cluttered, which version would demand more mental effort from us? Our brain naturally seeks to minimize mental effort when completing tasks. Maintaining simplicity for new users during the onboarding process is crucial.

Tooltip design version that I made up

Original version

Customization and the Endowment effect

During the onboarding process, Monday allows users to make small customizations to their layout. This personalization not only helps users feel more comfortable with the platform but also plays a psychological role in driving user engagement and satisfaction.

You can choose what layout to use during the onboarding process

The Endowment Effect, a cognitive bias, states that people tend to place a higher value on things they own or have customized compared to similar items they don’t possess. By giving users the option to customize their layout during the onboarding session, Monday leverages the Endowment Effect, making users feel more attached to their personalized workspace.

As a result, users are more likely to enjoy using the platform and keep using it. The easy act of customization creates a feeling of ownership, which makes users think the product is more valuable and helps them stay committed to it.

The Power of Incomplete Tasks: Zeigarnik effect

After finishing the initial setup and creating your tasks, you’ll see this screen. The notification grabs your attention. Let’s tap on it.

My inbox

Notifications in the mailbox often remind you of things you haven’t done yet, like unread messages or upcoming meetings. These reminders tap into our natural tendency to remember unfinished tasks better than finished ones, which can be referred to as the Zeigarnik effect.

Monday also gives you a checklist, nudging you to complete a series of tasks that help you discover the platform’s features. This creates a feeling of accomplishment and encourages you to keep using the product. Since unfinished tasks tend to stick in your mind, you’ll be more likely to come back and finish them.

Conclusion

By understanding the principles of cognitive psychology, UX designers can create more effective onboarding experiences that drive user satisfaction, engagement, and product growth. As demonstrated by tools like Monday, incorporating cognitive psychology into UX design can lead to more intuitive and enjoyable digital products.

Resources

You can discover more detailed information in these articles.

https://thedecisionlab.com/biases/endowment-effect
https://www.nngroup.com/articles/progressive-disclosure/