ON USER ONBOARDING — STEP 5: USER ENGAGEMENT

The Essentials of User Engagement During Onboarding

Achieving Seamless Onboarding Through the Harmony of Ability, Motivation, and Prompts

The 7 steps approach to user onboarding

Step 0: From First Moments to Lasting Engagement

Step 1: Building the team

Step 2: Understanding the users

Step 3: Defining success and its milestones

Step 4: Streamlining the process

Step 5: User engagement

Step 6: Iterative learning

Step 7: (B2B) Integrating “sales-coaches”

Photo by Luis Villasmil on Unsplash

User engagement during the onboarding phase: A dance of Ability, Motivation, and Prompts

User onboarding isn’t a mere checklist; it’s an artful choreography. It’s a delicate balance between educating users, explaining your product’s value, and inspiring them to embrace it seamlessly. Picture it as a dance, where each step matters, and harmony is the key.

Balancing user onboarding: Educate, Explain, Inspire

User onboarding is more than just a checklist of tasks. It’s a delicate dance between educating users about your product, explaining its value proposition, and inspiring them to integrate it into their lives or workflows seamlessly.

To begin, let’s emphasize the need for a balanced approach to user onboarding. While education is essential, bombarding users with information can be overwhelming. Similarly, explanations should be clear and concise to prevent boredom. Striking this balance ensures that users are neither overwhelmed nor disengaged during the onboarding process.

• Education: Education, provides users with the knowledge they need to navigate your product. However, it must be carefully curated, presenting essential information without overwhelming users. It’s about offering a structured introduction rather than an exhaustive encyclopedia.
• Explanation: Explanation should convey the ‘what’ and ‘why’ of your product’s value proposition. Keep it concise and engaging, ensuring users grasp the essence without getting lost in the details. Think of it as the memorable tune that lingers in one’s mind.
• Inspiration: Inspiration is about showcasing how your product can transform lives or workflows, inspiring users to embrace it wholeheartedly. Weave in stories, testimonials, or scenarios that resonate emotionally. This is the moment when your product transcends functionality to become a meaningful part of a user’s journey.

Achieving balance within user onboarding is not a mere aesthetic choice; it profoundly influences user perception and behavior:

• Users who receive a well-balanced onboarding experience are more likely to engage, explore, and ultimately adopt your product.
• They won’t be overwhelmed by the learning curve or disengaged by tedious explanations.
• Instead, they’ll become your product’s advocates, sharing their positive experiences and fueling word-of-mouth growth.

The BJ Fogg Behavior Model

Enter the BJ Fogg Behavior Model, a powerful framework designed by Dr. BJ Fogg, a distinguished behavioral scientist. This model is the key to unlocking behavior change and product adoption among new users. It operates on three fundamental elements: i) Motivation (M), ii) Ability (A), and iii) Prompt (P).

• Motivation (M) — the spark of desire: Imagine Motivation as the initial spark, the engine that propels the behavior change locomotive. In the context of user onboarding, it represents the user’s desire or willingness to engage in the new behavior — in this case, effective onboarding. It’s the “why” behind their actions. Without motivation, even the most well-crafted onboarding process can fall flat. Motivation can take various forms. It could be the promise of solving a specific problem, the allure of gaining new skills, or the prospect of tapping into a community of like-minded individuals. As a product manager, understanding and kindling this motivation is your first task. You must tailor your onboarding journey to align with users’ motivations, ensuring they see your product as the solution they’ve been seeking.
• Ability (A) — clearing the path: While motivation sets the stage, Ability is the path users tread to reach their destination. It refers to the ease with which users can perform the new behavior — in this case, navigate your product’s onboarding process. If motivation is the engine, Ability is the track, and you must ensure it’s free of obstacles. Ability encompasses factors like simplicity, intuitiveness, and accessibility. Your onboarding process should be a smooth, frictionless ride. If users encounter barriers, confusion, or complexities, their motivation might wither away, leaving them stranded. Thus, as a product manager, your role is to streamline this path, making it as easy as possible for users to embrace your product.
• Prompt (P) — sounding the call: In the grand orchestration of behavior change, Prompt is the conductor’s baton, guiding users when and where to act. It signifies the cue or trigger that initiates the new behavior. Picture it as the spotlight that illuminates the stage when a character is about to make a pivotal decision. For user onboarding, prompts can take myriad forms. They could be in-app notifications, emails, or even a friendly nudge from a colleague. The key is to time them effectively and ensure they align with the user’s motivation and ability. A prompt that arrives too early or too late, or is out of context, can lead to missed opportunities.

Behavior Model

The synchrony of M, A, and P

Now, here’s where the magic happens. Imagine plotting Motivation and Ability on a graph — you’ll witness the birth of the Action Line (below in green). This line is the threshold that separates behaviors that become habits from those that languish as mere intentions.

Fogg Behavior Model by BJ Fogg

• Behaviors that ultimately transform into habits reliably fall above the Action Line. To illustrate, consider a scenario where you’re aiming to establish a habit of waking up early for a morning run. If, on day one, you set an unrealistic goal of running a 10-mile marathon with no prior experience, your motivation might plummet, and you’d likely fall below the Action Line.
• However, if you set a more achievable goal, like running a modest two miles, while enhancing your motivation (by having your running shoes ready and a delicious post-run smoothie planned), you’ll find yourself above the Action Line. Here, your motivation and ability are in sync, propelling you toward success.

Putting the BJ Fogg Behavior Model to work

So, how does all this translate to user onboarding? Essentially, you’re not just onboarding users to a product; you’re onboarding them to a new way of accomplishing something, a fresh approach to their routine. It’s a behavioral switch, and the BJ Fogg Behavior Model provides the framework to boost those numbers.

When users seem to be falling off during the onboarding journey, this model offers a lens to evaluate and improve:

• Is the new behavior as easy to do as it can be?
• Are users genuinely motivated to perform the behavior?
• Are there well-timed prompts, both inside and outside the product, to guide users through the desired behavior and complete the onboarding process?

In essence, the BJ Fogg Behavior Model equips you with the tools to finely calibrate your onboarding process, ensuring that motivation, ability, and prompts work in harmony, ushering users seamlessly into the world of your product.

In the world of user onboarding, where success hinges on transforming users from novices to enthusiasts, the BJ Fogg Behavior Model can guide product managers to navigate the intricate realm of behavior change and product adoption. Understanding the relationship between motivation, ability, and prompts is the key to orchestrating a successful onboarding symphony.

The Role of bumpers in user onboarding: Navigating the onboarding journey

User onboarding is akin to embarking on a voyage, and like any great journey, it requires some guidance and safeguards. Enter the concept of “Bumpers” — strategic interventions strategically placed along the onboarding pathway to ensure users stay engaged and smoothly navigate through the process. In essence, these bumpers serve as the safety rails in the bowling alley of user onboarding, preventing users from veering off course and guiding them toward their destination.

Bumpers can take various forms in the onboarding process. They could be contextual tooltips that offer timely guidance, progress trackers that show users how far they’ve come, or even interactive quizzes that reinforce learning. The key is that these interventions are thoughtfully designed to align with the user’s journey and the desired behavior changes.

The BJ Fogg behavior model and bumpers: A perfect alignment

The BJ Fogg Behavior Model, as we’ve explored, provides the fundamental principles of behavior change — Motivation, Ability, and Prompt. On the other hand, the Bumpers will serve as creating a structured pathway for users to progress smoothly through the onboarding journey.

By integrating the Behavior Model with Bumpers, you’re essentially creating a powerhouse approach to user onboarding. Here’s how it works:

• Motivation Amplification: The Behavior Model tells you to ensure users are genuinely motivated. Bumpers in the form of motivational messages, success stories, or rewards can be strategically placed along the user journey. When users encounter these motivators at the right time, their motivation is stoked, driving them to continue.
• Simplifying the path: Ability, as per the Behavior Model, focuses on making the new behavior easy to perform. Bumpers can simplify the path by providing tooltips, step-by-step tutorials, or interactive elements that enhance user understanding and, consequently, their ability to navigate the onboarding process.
• Well-Timed Prompts: As the Behavior Model underscores, prompts are essential to guide users in performing the desired behavior. Bumpers in the form of notifications, reminders, or contextual cues serve as these prompts, gently nudging users forward when they might otherwise falter.

A holistic approach

The amalgamation of the BJ Fogg Behavior Model and Bumpers creates a holistic approach to user onboarding that’s both strategic and user-centric. It’s like providing users with a compass, a map, and a supportive guide for their journey, ensuring they reach their destination — becoming satisfied and engaged customers.

Bumpers in user onboarding are the safety nets that keep users on course, enhancing their experience and increasing the likelihood of successful onboarding. When harmonized with the BJ Fogg Behavior Model and the Bowling Alley Framework, they become a formidable trio, setting the stage for a well-orchestrated user onboarding symphony where every note is in tune, and every user feels empowered and guided.

Ability (A) — Making it easy: A deep dive into cognitive load management

User onboarding is like the overture to a grand symphony, setting the tone for what’s to come in the user-product relationship. It’s not just a welcoming gesture; it’s a carefully choreographed relationship where you, the product manager, aim to educate, elucidate, and elicit excitement from your users. At the heart of this intricate performance lies a critical concern — cognitive load management.

Effective user onboarding is all about finding the balance between educating users and ensuring a smooth onboarding process. By managing cognitive load, providing visual cues, incorporating valuable product bumpers, highlighting helpful empty states, and offering templates and resources, you can create an exceptional user experience that converts newcomers into loyal customers. Mastering these strategies will undoubtedly enhance your product management skills and improve user onboarding outcomes.

Understanding Cognitive Load

The concept of Cognitive Load encompasses the mental processing power required for users to fathom and engage with your product. When a torrent of information inundates a user’s cognitive capacity, it leads to a phenomenon known as cognitive overload. The repercussions are dire — users may, in frustration, abandon your application, perhaps never to return.

The perils of information overload

In user onboarding, the noble quest to educate often unwittingly transforms into information overload. Unsuccessful onboarding processes tend to overwhelm new users with a deluge of tasks. These can include daunting signup fields, extensive product tours, intrusive pop-ups, incessant in-app messages, meticulous checklists, and pesky tooltips. While these endeavors stem from good intentions — to provide comprehensive guidance — excessive indulgence in such practices can have unintended consequences. Users, like overloaded circuits, tend to short-circuit, becoming inundated to the point of paralysis.

Managing Cognitive Load is crucial because it directly influences user behavior during onboarding. An overwhelmed user is less likely to complete the onboarding process or, even worse, abandon your product altogether. This delicate balance between providing sufficient information and avoiding cognitive overload is a cornerstone of successful user onboarding.

‘Straight-Line’ user onboarding

Streamlining the onboarding process entails preventing users from drowning in a sea of information. To achieve this:

• Remove the unnecessary steps: By carefully scrutinizing your onboarding flow, you can pinpoint any steps that do not directly contribute to the user’s first significant interaction with your product. These extraneous elements, although well-intentioned, serve as cognitive distractions, potentially pushing users closer to the edge of cognitive overload. Thus, they must be shed to ensure a smoother, more efficient onboarding experience.
• Reorganize steps: By reorganizing the onboarding process, you guide users through a logical progression. They start with the basics, building confidence and familiarity with your product. As they ascend the staircase, they tackle increasingly complex tasks, all the while feeling supported and empowered. This strategic reordering ensures that users stay on solid ground, preventing them from stumbling into cognitive overload territory.
• Simplify complexity: To avoid overwhelming users from the very beginning, we must break down these complexities into smaller, manageable chunks. By simplifying complexity, you make the onboarding journey less intimidating, allowing users to navigate it with confidence.

The goal is to provide users with a lifeline, a structured path that leads them away from the dangers of cognitive overload. By removing unnecessary steps, reorganizing the onboarding process, and simplifying complexity, we ensure that users stay afloat and embark on a successful onboarding voyage toward product adoption and satisfaction.

Enhancing the user experience: Navigating with visual cues and product bumpers

Human beings are inherently visual creatures. We often rely on visual cues to make sense of the world around us, especially when navigating new and unfamiliar environments. When it comes to user onboarding, integrating visual elements such as images, icons, or even friendly characters can be an effective way to guide users through the process with clarity and ease.

Think of visual cues as road signs on a journey. They offer hints, provide direction, and ensure users never lose their way

Regarding product bumpers, there are three critical types:

• Product tours: These tours serve as educational journeys, unveiling the product’s potential step by step. They are instrumental in helping users understand the product’s features and functionalities, ensuring that nothing crucial is missed during the onboarding process.

How to create effective product tours that users will love‍ | Appcues Blog

• Tooltips: When used judiciously, tooltips enable users to perform actions efficiently. They break down complex tasks into manageable chunks, alleviating the cognitive burden and ensuring that users progress smoothly without feeling overwhelmed.

https://userguiding.com/blog/tooltip-examples-best-practices/

• Hotspots: These strategic cues provide contextual assistance at precisely the right moment, acting as timely reminders or prompts. Often accompanied by eye-catching animations, hotspots subtly nudge users to activate specific product elements or explore particular features. Hotspots have a unique ability to draw attention without being intrusive. Their well-timed appearances guide users toward actions that align with their onboarding journey, ultimately enhancing their understanding and engagement with the product.

8 Tips For Tagging Products With Hotspots - Publitas

In the mission of optimizing user onboarding, enhancing the user experience through visual cues and product bumpers is a pivotal strategy. By harnessing the power of visuals and deploying strategic bumpers like product tours, tooltips, and hotspots, we create an onboarding journey that is not only informative but also enjoyable, ensuring that users navigate the path to product proficiency with confidence and ease.

Nurturing effective product bumpers

When it comes to product bumpers, less can often be more. Rather than overwhelming users with a barrage of tooltips, consider the effectiveness of product tours. Tours encourage users to take action rather than rely on memorization. Canva’s adept use of tours guides users through the steps of downloading their first design, showcasing the power of strategic guidance.

Product bumpers should never serve as a quick fix for a poor user experience. Their primary purpose should be to explain why certain features are crucial for users to achieve their desired outcomes. It’s about fostering understanding, not just describing button functions.

Embracing a holistic approach
Adding product tours or bumpers shouldn’t be viewed as a magic bullet. It’s crucial to ensure that these elements align with a well-thought-out strategy and contribute cohesively to the overall user experience. A unified approach is key.

The power of empty states in user onboarding

Empty states represent the blank canvas upon which users first interact with your product. They are pages or sections devoid of data or activity, typically encountered when users are just starting.

Empty states are often underestimated or even neglected. This oversight arises because interfaces are primarily designed with data in place, creating a visually pleasing and organized look. However, these blank canvases hold immense potential for user guidance.

Empty states can serve as your canvas to paint a vivid picture of the user’s future experience. Instead of leaving users in a data desert, empty states should highlight the benefits of taking action. Guide users toward meaningful interactions, showing them the value of engaging with your product.

https://medium.com/@aitareydesign/what-is-an-empty-state-7c1bbbc4707d

The dummy data dilemma

A common temptation when dealing with empty states is to populate them with dummy data, creating visually appealing, data-rich environments. However, this can backfire, overwhelming users and confusing. They may question whether they should interact with the data or if it’s merely for display.

In some cases, dummy data can be a valuable tool when used with intent. Instead of merely filling space, it should actively instruct users.

Equipping users with templates and resources

Content, in the form of templates, cheat sheets, and educational articles, can be likened to cheat codes for user onboarding. These often-underestimated resources streamline onboarding by allowing users to start without creating everything from scratch. Templates, for instance, significantly reduce the effort required to fill empty states. Users can start with a framework in place, saving them from the daunting task of creating content from scratch.

Motivation (M) — The role of motivation in building habits

In the digital age, user onboarding is a pivotal process for any product or service aiming to engage and retain customers effectively. One of the fundamental aspects of successful user onboarding is motivation. It’s not just about introducing users to your product; it’s about inspiring them to engage with it, make it a habit, and keep coming back.

Motivation as a force for behavioral change

Motivation is a complex psychological phenomenon that serves as the driving force behind our actions and decisions. It is the internal energy that propels individuals to take action and plays a pivotal role in shaping our behaviors. Motivation entails a multifaceted nature and has a profound impact on influencing how we adopt new habits and behaviors, including:

• The catalyst for action: At its core, motivation is the catalyst for change. It ignites the spark within us, compelling us to step out of our comfort zones and embark on new journeys. It’s that internal voice that says, “I can do this,” or “I want to achieve that.” Motivation is what transforms aspirations into action plans.
• Influence on habit formation: Habits are the building blocks of our daily lives. From the routines we follow when we wake up in the morning to the rituals we engage in before bedtime, habits are deeply ingrained in our existence. Motivation plays a pivotal role in initiating and sustaining these habits. When we are motivated to make a change, whether it’s adopting a healthier lifestyle, learning a new skill, or incorporating a new product into our daily routine, motivation acts as the driving force behind our commitment to change. It provides the initial push that propels us forward and the sustaining energy that keeps us going, especially when faced with challenges.
• Overcoming inertia: Human beings are inherently creatures of habit. We often find comfort in the familiar, and change can be met with resistance. Motivation is what helps us overcome this inertia. It provides us with the mental and emotional strength to break free from old patterns and embrace new ones.
• Setting goals and objectives: Motivation is closely tied to goal-setting. When we set meaningful goals and objectives, we create a roadmap for our actions. Motivation fuels our desire to reach these goals, acting as a powerful incentive to stay committed and persevere, even when obstacles arise.
• Internal vs. external motivation: It’s important to note that motivation can come from both internal and external sources. Internal motivation, often referred to as intrinsic motivation, arises from within ourselves. It’s driven by personal values, interests, and a genuine desire to achieve a specific outcome. Intrinsic motivation is particularly powerful because it stems from our convictions and passions. Conversely, external motivation, or extrinsic motivation, arises from external factors such as rewards, recognition, or praise. While external rewards can be effective in the short term, they may not sustain behavior change over the long term. Excessive reliance on external rewards can sometimes undermine intrinsic motivation, as individuals may become solely focused on obtaining rewards rather than the inherent value of the task or behavior.

In essence, motivation is the spark that sets the wheels of change in motion. It’s the internal compass that guides us toward our goals and encourages us to adopt new habits and behaviors. Understanding the profound role that motivation plays in our lives enables us to harness its power effectively, whether in personal development, professional growth, or product adoption. By recognizing the sources of motivation and how they influence our behaviors, we can cultivate lasting changes and pursue our aspirations

The significance of motivation in influencing user behavior

When it comes to user onboarding, understanding the profound significance of motivation is akin to holding the master key to unlocking the full potential of your product or service. User motivation is the linchpin that can transform curious bystanders into dedicated and loyal customers.

• From casual users to loyal customers: Motivated users, driven by a sense of purpose or desire, are far more likely to venture deeper into your product’s offering. They’re not content with mere observation; they want to explore, interact, and make the most of what you offer. In essence, motivation is the catalyst that propels users from the periphery into the heart of your product.
• Driving exploration, engagement, and feedback: Motivation is not a passive state; it’s a dynamic force that compels users to take action. When users are motivated, they’re more inclined to explore your product’s features, functions, and capabilities. They want to understand how your offering can address their needs, solve their problems, or enhance their lives in some way. Furthermore, motivated users are also more likely to provide valuable feedback. They see the potential for improvement, and their engagement isn’t limited to passive consumption. They actively participate, sharing insights, reporting issues, and suggesting enhancements. This user-generated feedback is a goldmine for product refinement and evolution.
• The long-term engagement factor: User retention is a holy grail in the world of product management. It’s not just about attracting users; it’s about keeping them engaged over the long term. Here, motivation plays a pivotal role. Motivated users are not fleeting visitors; they’re invested participants. They keep coming back, not out of obligation, but because they genuinely want to. This sustained engagement is the bedrock of a thriving user base and, ultimately, customer loyalty. Motivated users form an emotional connection with your product, making it an integral part of their daily lives.
• Motivation — The key to conversion and advocacy: Beyond fostering engagement, motivation is instrumental in the conversion process. Motivated users are more likely to progress through the user onboarding journey, completing critical steps and becoming active users or customers. They understand the value your product offers and are eager to experience it firsthand. Motivated users can also evolve into advocates for your product. They are enthusiastic about their positive experiences, which often translates into word-of-mouth recommendations, social media endorsements, and even user-generated content. These advocates become powerful allies in attracting new users, creating a virtuous cycle of motivation and growth.

The potential of motivation to affect Critical users

Motivation during user onboarding holds the power to sway not just the enthusiastic early adopters but also those skeptical, critical users who often resist change. This revelation underscores the versatility and universality of motivation as a tool for driving user engagement and conversion.

• Cracking the code of skepticism: Critical users are a unique challenge. They are often well-versed in existing solutions or products, possess a discerning eye for flaws, and are not easily impressed. Convincing them to switch to your product or service requires more than just a flashy feature list; it demands a profound understanding of what truly motivates them. Motivation, in this context, can be viewed as the key that unlocks the door to their resistance. By identifying and harnessing their intrinsic desires and needs, you can make your onboarding process immensely appealing to even the most skeptical individuals.
• Tailoring your onboarding process: Armed with insights into the motivations of critical users, you can craft an onboarding process that speaks directly to their core desires. Here are some strategies to consider: 1) Highlighting unique benefits: Rather than bombarding critical users with features, focus on how your product can uniquely address their pain points or offer solutions that their current tools lack. Showcase the tangible benefits they’ll experience by making the switch. 2) Appealing to personal growth: If your product promotes personal or professional growth, emphasize this aspect. Critical users who are driven by self-improvement are more likely to be motivated by the opportunity to develop new skills or achieve greater efficiency. 3) Offering a seamless transition: Ease the transition for skeptical users by providing a smooth onboarding experience. Address their concerns and anxieties upfront, and make it clear that your product offers a hassle-free migration process. 4) Leveraging social proof: Showcasing success stories, testimonials, or case studies from users similar to your critical audience can be a powerful motivator. It demonstrates that others like them have benefited from your product. 5) Incorporating intrinsic rewards: While external rewards can be problematic, consider incorporating intrinsic rewards into your onboarding process. Celebrate milestones, achievements, or successful usage in a way that appeals to users’ sense of accomplishment.
• A diverse audience, a tailored approach: One of the remarkable aspects of motivation is its adaptability. It’s a versatile tool that can be molded to resonate with various user profiles, including critical ones. By recognizing that even the most skeptical users can be swayed by the right motivators, and by delving into the psychology of motivation (i.e., intrinsic vs. extrinsic), you can refine your onboarding process to cater to a diverse audience. In doing so, you not only convert critical users but also build a more robust and loyal customer base.

Challenges of external rewards: Navigating the pitfalls of superficial motivation

External rewards can initially appear as irresistible incentives to drive user engagement. However, that’s not always the case as extrinsic motivators pose their challenges. These challenges can significantly impact the effectiveness of your user onboarding process and, ultimately, the long-term success of your product.

• The potential drawbacks of external rewards: External rewards, which can take the form of money, fame, praise, or material incentives, often come with a set of unintended consequences. One of the primary drawbacks is that they can inadvertently create a transactional relationship between users and your product. In this scenario, users engage with your platform or service solely to obtain the rewards, turning their interaction with your product into a mere exchange, devoid of genuine interest or commitment. Consider a scenario where users sign up for a product solely because of a cashback offer. Their motivation to use the product is primarily tied to the immediate financial gain they’ll receive, rather than a genuine interest in the product itself. This transactional mindset can undermine the long-term relationship you aim to establish with users, as they may remain indifferent to your product’s core value proposition.
• The risk of users becoming solely interested in rewards: One of the gravest concerns surrounding external rewards is the risk of users becoming exclusively fixated on these incentives. When users are motivated solely by the prospect of external rewards, they are less likely to engage with your product out of intrinsic interest or curiosity. This can lead to a high churn rate, where users abandon your product as soon as the rewards that initially lured them in are no longer available. Imagine a scenario where a mobile app offers users loyalty points for each purchase made. Users flock to the app, driven by the promise of accumulating points that can be redeemed for prizes. However, as soon as the app discontinues this rewards program, a significant portion of these users lose interest and stop engaging with the platform, demonstrating a stark lack of intrinsic motivation.
• Balancing external rewards and intrinsic value: While external rewards can be potent motivators when used judiciously, they must be carefully balanced with a focus on your product’s intrinsic value. The goal is to transition users from an initial attraction to external rewards to a genuine appreciation of what your product offers. This transformation hinges on your ability to create an engaging and valuable user experience that extends beyond the allure of immediate incentives. One effective approach is to use external rewards as an entry point, a way to capture users’ attention and entice them to explore your product. Once they are on board, shift your emphasis to showcasing the intrinsic benefits and value your product provides. Highlight how your product can genuinely enhance their lives, solve their problems, or fulfill their needs. By doing so, you encourage users to develop a deeper connection with your product that extends beyond the pursuit of external rewards.

Understanding the potential drawbacks and risks associated with external rewards is vital for product managers seeking to build long-lasting relationships with their users. Balancing external rewards with the intrinsic value of your product, and strategically transitioning users from one to the other, can help you harness the motivational power of rewards while ensuring sustained user engagement and loyalty.

A balanced approach to motivation: Cultivating sustainable habits

The path to successful habit formation is not paved solely with external rewards. Instead, it requires a nuanced and sophisticated understanding of the multifaceted nature of motivation, one that dives deep into the realms of intrinsic desires and needs.

• Shifting focus from external rewards to intrinsic desires: Imagine you’ve developed a fitness app, and your initial strategy involves offering users a monetary reward for every mile they run. While this may get people moving, it’s crucial to recognize that their motivation is primarily rooted in external rewards — the cash they’ll earn. However, as any seasoned fitness enthusiast knows, relying solely on external rewards is a shaky foundation for building long-lasting habits. The real transformation happens when users begin to enjoy the act of running itself. They discover the intrinsic pleasure in pushing their limits, feeling healthier, and experiencing a sense of accomplishment. This shift from chasing external rewards to embracing the intrinsic value of an activity is where genuine habit formation occurs.
• Nurturing intrinsic motivation: Consider the example of a language-learning app. Rather than dangling external rewards like gift cards or discounts, the app could focus on fostering a love for languages. It can emphasize the joy of connecting with people from different cultures, the satisfaction of expressing oneself fluently, or the thrill of unlocking new opportunities through multilingualism.
• Strategies for tapping into intrinsic desires and needs: To employ a more nuanced approach to motivation, product managers must consider strategies that resonate with users on a deeper level. Here are some effective techniques: 1) Emphasize personal growth: Highlight how using your product can lead to personal development and growth. Whether it’s acquiring new skills, gaining knowledge, or improving oneself, personal growth is a potent intrinsic motivator. 2) Connect with user values: Identify the values your target audience holds dear and align your product with those values. When users see that your product reflects their principles, they are more likely to engage with it intrinsically. 3) Foster a sense of autonomy: Allow users to make choices and decisions within your product. Autonomy is a fundamental human need, and when users feel in control, they are more motivated to stay engaged. 4) Create a sense of mastery: Design your product to provide opportunities for users to master new skills or overcome challenges. The satisfaction of mastery is a profound intrinsic motivator. 5) Fulfill basic psychological needs: According to Self-Determination Theory, humans have three basic psychological needs — autonomy, competence, and relatedness. Design your product and user onboarding experience to address these needs.

Strategies for fostering intrinsic motivation in user onboarding

Below are some strategies that can be used as building blocks of a user-centric onboarding experience that resonates with individuals on a deeper intrinsic level, making them not just users but devoted advocates of your product.

• The use of conversational bumpers: Product bumpers, such as product tours and tooltips, serve as your users’ virtual tour guides. They do more than merely point out features; they guide users through critical workflows and highlight key functionalities. Product tours, for example, can simulate a personalized journey, showcasing how your product can solve real-world problems. Conversational bumpers, on the other hand, are like having a friendly helper at your side. They offer contextual help, providing gentle nudges that steer users toward activating specific product elements. These can take the form of chatbots, in-app messages, or even interactive tutorials that respond to user actions.
• Speaking to users’ desires: User onboarding is not just about showcasing your product; it’s about showing users how your product can enhance their lives. In a world inundated with products and services, highlighting the tangible benefits users will experience sets you apart. Shift the emphasis from listing product features to narrating how those features translate into real-life advantages. Speak to users’ pain points, addressing their anxieties and addressing how they can overcome existing habits with your solution. Effective storytelling can transform the mundane into the extraordinary, making your product the hero of their journey.
• Showing progress: Humans are inherently wired to set goals and relish the feeling of accomplishment when those goals are met. Enter progress indicators. These unobtrusive elements inform users about their completion status during the onboarding journey. Whether it’s a percentage bar, a checklist, or a series of achievement badges, progress indicators serve as a visual reminder of how far users have come and how close they are to completing the onboarding process. By providing a clear sense of progress, you tap into the psychology of goal-setting. Users are motivated to advance, driven by the allure of reaching the finish line. It’s a subtle yet powerful way to keep users engaged and motivated, making the journey feel more achievable.
• The Zeigarnik Effect and its impact on user behavior: The Zeigarnik Effect is a psychological phenomenon that compels individuals to complete tasks they’ve started. It’s that nagging feeling you get when you leave something undone. This cognitive dissonance drives users to return to your onboarding process until it’s completed. Understanding the Zeigarnik Effect allows you to strategically design your onboarding journey with cliffhangers — small, intriguing gaps that pique users’ curiosity and keep them coming back. Use it sparingly but effectively to create a sense of continuity and a desire for closure.
• Welcoming new users: Imagine walking into a party, and no one acknowledges your presence. It doesn’t make for a pleasant experience. The same principle applies to user onboarding. Welcoming new users is not just polite; it’s strategic. A warm welcome creates a sense of belonging. It tells users they are part of a larger community, embarking on a shared mission. Personalization is the key here. Videos, messages, or even personalized emails build connections and make users feel valued from the moment they step through your virtual door.
• Celebrating their wins: Acknowledging users’ achievements reinforces their connection to your product. When users reach meaningful milestones in the onboarding journey, seize the opportunity to celebrate with them. In-app messages, emails, or even a virtual pat on the back can go a long way in making users feel accomplished and appreciated. The celebration not only boosts their motivation but also establishes a positive association with your product. Users begin to link their successes with your platform, making it an integral part of their journey.
• Utilizing social proof: Humans are social creatures, and we often look to others for cues on how to behave. This phenomenon, known as social proof, plays a significant role in user onboarding. Leverage social proof to establish trust and motivate users. Incorporate case studies, reviews, endorsements, and testimonials into your onboarding materials. Showcase the experiences of happy customers who have found value in your product. When new users see others benefiting, they are more likely to feel confident about their decision to engage with your product.

Fostering intrinsic motivation is the art of user onboarding. It’s not just about introducing features; it’s about crafting an experience that speaks to users’ needs, desires, and psychology. By strategically using product and conversational bumpers, addressing desires, showing progress, capitalizing on the Zeigarnik Effect, welcoming users, celebrating their wins, and utilizing social proof, you create a holistic onboarding experience that guides, inspires, and transforms users into loyal advocates of your product. In this balance between technology and psychology, you pave the way for long-term engagement and success.

Prompt (P) — Unlocking user engagement using behavior-based prompts

In today’s digital landscape, user onboarding is akin to a welcoming handshake in the virtual world. It’s the crucial first impression your product makes on users. And what guides users through this introduction? Behavior-based prompts are the subtle yet powerful catalysts of user action.

Picture this:

Your alarm goes off, beckoning you to start another day
Your phone vibrates, prompting you to check for messages
The rumble in your stomach prompts you to head for lunch

These everyday prompts influence our routines, and it’s no different in the realm of user onboarding

The role of prompts in user onboarding

When it comes to user onboarding, prompts are instrumental in two pivotal moments:

• Helping users achieve desired outcomes: They serve as guiding lights, ushering users toward realizing your product’s value shortly after signing up.
• Supporting ongoing product adoption: These prompts assist users in seamlessly integrating your product into their daily lives and workflows.

Prompts can manifest within your product through various forms, such as product tours, checklists, tooltips, and other interactive features. They can also extend beyond the product, reaching users through emails, SMS, phone notifications, or even traditional direct mail.

The real magic happens when these prompts create an engaging environment for new users, helping them grasp your product’s essence and decide if it aligns with their needs

However, there’s a catch.

When onboarding becomes an afterthought, prompts may merely serve as crutches to mask a lackluster user experience

To harness the full potential of prompts, we need to delve into the BJ Fogg Behavior Model, which emphasizes that prompts work effectively when users possess both the motivation and ability to take action.

Essential qualities of effective onboarding prompts

• An omnichannel approach: Effective prompts embrace an omnichannel strategy. They’re delivered across various touchpoints, carefully considering where users stand in their onboarding journey. Among these channels, email stands tall due to its accessibility, expectation, and widespread use. Well-crafted onboarding emails offer gentle nudges, inspire action, and keep users on track.
• Personalization and timeliness: Avoid falling into the trap of generic, time-based email flows. Instead, tailor your prompts to users’ actions within your product. Customize emails to cater to users’ specific needs, anxieties, and challenges, ensuring that your communication remains both relevant and timely.
• Value reinforcement: Remember, the value of your product isn’t something you define; it’s a perception crafted by users based on their unique context. To keep users engaged, prompts should consistently echo this value. Segment your email flows based on your product’s Customer Job, addressing users’ distinct friction points. Start simple and refine your approach over time.

A three-step guide to behavior-based onboarding communication

1. Identify key milestones in streamlined onboarding: To construct effective behavior-based prompts, you must first identify key milestones in your streamlined onboarding process: 1) Right after users sign up. 2) At any critical onboarding steps that enable users to experience your product’s value. 3) The moment users achieve their first significant action. 4) Before, during, and after the free trial period ends. For instance, imagine users signing up for a graphic design tool like Canva. The key milestones might include signing up, selecting a template, editing a template, adding personal photos, downloading their design, starting a Canva Pro trial, and the Canva Pro trial ending.
2. Add behavior-based prompts based on user actions: Your next move is to add behavior-based prompts tailored to users’ actions within the product. Recognize that users embark on unique journeys. Some might get distracted, while others dive into core features. Leverage behavior-triggered emails to provide valuable content, steer users back to unfinished actions, and offer resources to boost their capabilities.
3. Fill in the details: As you create your prompts, adhere to these best practices: 1) Set a primary Call-to-Action (CTA): Each onboarding email should revolve around a single primary CTA. Keep it straightforward since each email corresponds to a key milestone in your streamlined onboarding process. Craft compelling CTAs that guide users toward completing the step they’ve left undone. 2) Make it personal: Whether you’re targeting individual users or enterprise clients, inject a human touch into your communication. Avoid robotic language and opt for engaging copy that resonates with your audience. 3) Keep it simple: While onboarding emails needn’t be extremely brief, they should be easy to digest. Use concise copy and include eye-catching visuals or GIFs to lead readers through the email. 4) Optimize for mobile: In today’s mobile-driven world, ensure your emails look great on mobile devices. Consider factors like subject line length, button size, CTA placement, and preview text to enhance the mobile user experience. 5) Segment your emails: User journeys vary greatly. Some users may find you through social media, while others discover your app on the store. Some dive in right after download, while others forget to open it. Segment new users and tailor your welcome messages to their experiences. This can lead to significantly higher click-through rates and increased revenue.

Behavior-based prompts are the secret sauce to creating a user-centric onboarding experience that drives engagement and encourages long-term product adoption. By understanding the nuances of user behavior and following this comprehensive guide, you’ll be well-equipped to lead your users down the path to success with your product.

Hope you found this article useful!

If so, then:

• Follow me on Medium
• Become a Medium Member
• Subscribe to hear more
• Let’s connect on LinkedIn

Join Medium with my referral link — Nima Torabi

Product bumpers and user onboarding

Product bumpers are essential for helping users experience meaningful value in a product. They serve as signposts, guiding users through the initial stages of their journey, and helping them discover the true potential of your offering.

While conversational bumpers, such as chat support and FAQs, are valuable, they serve a different purpose — assisting users when they encounter problems or have questions during their journey. In contrast, product bumpers are more critical when it comes to setting the stage for users to discover and embrace your product’s value proposition.

Six (6) common types of product bumpers

1. Welcome Messages: Welcome messages are an opportunity to greet new users and make them feel invited. Picture this scenario: You visit a friend’s house, and instead of a warm welcome, you’re left to wander. That doesn’t feel right, does it? Similarly, in the digital realm, users signing up for your product should receive a warm welcome. This welcome message is your chance to roll out the virtual red carpet. It’s your opportunity to restate your product’s value proposition, reminding users why they’re here and building excitement about what’s to come. Moreover, it sets the stage by outlining what users can expect from their journey with your product.
2. Product Tours: Product tours eliminate distractions and guide users through essential steps. Think of them as the GPS of your product. When users step into a new environment, they may feel overwhelmed or lost. Product tours serve as navigational aids, ensuring they stay on the right path. The key to effective product tours lies in simplicity. Limit them to three to five steps to avoid overwhelming users. For complex products or multi-product businesses, these tours become indispensable, channeling users toward areas that align with their interests and needs.
3. Progress Bars: Progress bars show users how far they’ve come and how far they need to go. They tap into a fundamental human trait — our love for progress. Just as runners find motivation in seeing mile markers during a marathon, users appreciate knowing how much ground they’ve covered and how much remains. To maximize the impact of progress bars, make goals seem achievable by breaking them down into smaller, manageable tasks. A critical point to remember: Effective progress bars should start with a substantial percentage already filled. This not only motivates users but reassures them that the journey won’t be long.
4. Onboarding Checklists: Checklists break down complex tasks into manageable steps. They provide users with a clear roadmap, ensuring that nothing is missed along the way. Consider them as your product’s to-do list, guiding users through the setup process. One remarkable psychological phenomenon at play here is the “endowed progress effect.” When users see a checklist with some items already completed, they’re more likely to engage and complete the remaining tasks. Keeping checklists concise, with three to five items, is the golden rule.
5. Onboarding Tooltips: Tooltips help users learn how to use the product. They are your digital guides, offering insights, tips, and nudges at the right moments. However, a word of caution: don’t bombard users with a barrage of tooltips. Less is often more. Effective tooltips should serve multiple purposes: assisting first-time users in understanding the product, offering helpful tips, and even revealing hidden features to experienced users, increasing their retention.
6. Empty States: Empty states guide users through the initial setup of their account. Imagine users logging in for the first time and finding a barren landscape. Empty states step in to fill this void, providing direction and motivation. For maximum impact, empty states should immediately present users with what needs to be done. They act as a friendly hand guiding users through their first steps, aligning them with your product’s value proposition.

The choice of product bumpers should be contextual, and tailored to your product’s complexity and your user’s journey

When applied thoughtfully, these bumpers can transform the onboarding experience, turning casual sign-ups into enthusiastic, engaged users who truly appreciate the value your product brings to their lives.

Enhancing user onboarding with conversational bumpers

To guide users seamlessly from sign-up to successful product usage, businesses employ various strategies, and one that stands out is the use of conversational bumpers. These versatile interactions, spanning multiple communication channels like email, push notifications, videos, and even SMS, serve as indispensable tools for product-led growth strategies.

Why conversational bumpers matter

• Educating users: Conversational bumpers act as a medium for educating users about your product. In the noisy digital landscape, where users are bombarded with information, these interactions provide valuable insights that help users understand your product’s features and benefits. By offering concise, user-friendly content, you can ensure that users grasp the essence of your product, making them more likely to engage with it effectively.
• Setting expectations: A critical aspect of user onboarding is setting clear expectations. Users need to know what they can expect as they continue to engage with your product. Conversational bumpers excel in this regard by delivering well-timed and relevant information. When users have a crystal-clear understanding of what lies ahead, they are more likely to stay engaged and avoid potential frustrations or misunderstandings.
• Re-engaging users: One common challenge in user onboarding is keeping users engaged after their initial interaction with your product. Conversational bumpers come to the rescue by acting as gentle reminders. They nudge users back into your application or platform, reigniting their interest and encouraging them to explore further. This re-engagement is vital for fostering long-term user relationships.
• Increasing motivation: Motivation is the driving force behind user actions. Conversational bumpers play a pivotal role in boosting user motivation. They not only motivate users to continue using your product but also plant the seed of consideration for upgrading to premium or paid versions. By showcasing the value your product brings to their lives, you can stoke their desire to dive deeper into what you offer.

Types of conversational bumpers

Now that we understand the importance of conversational bumpers, let’s explore the different types and how they can be strategically employed:

• Welcome emails: Welcome emails are the first point of contact with new users, triggered immediately after they sign up for an account. What makes them special is their remarkably high open rates. Welcome emails serve a dual purpose: training users to open your emails and setting expectations about your product’s benefits. They provide a warm introduction to your product and can significantly impact a user’s initial perception.
• Usage-tip emails: Usage-tip emails are like friendly guides within your product. They offer helpful guidance to users, nudging them to take specific actions that lead to success. However, the key here is to focus on actions that provide meaningful value. By assisting users in achieving quick wins, you solidify their connection with your product.
• Sales-touch emails: Sales-touch emails, while automated, require careful timing. Sending them too early or too late can be counterproductive. These emails should aim to help users get more value from your product rather than being overtly “salesy.” By framing them as opportunities for success and value enhancement, you can create a positive user experience.
• Case-study emails: Case-study emails are powerful storytelling tools. They showcase real-life success stories of your customers using your product. What makes them invaluable is their ability to address common objections potential customers may have, such as price concerns. These stories humanize your product, making it relatable and trustworthy.
• Better-life emails: Better-life emails communicate the benefits of your product comprehensively. They focus not only on functional outcomes but also on emotional and social benefits. By showing users how your product can improve their lives, you create a compelling case for its continued use or upgrade.
• Expiry-warning emails: Expiry-warning emails are crucial for reminding users about the end of their free trial or subscription period. They help set clear expectations, making it easy for users to make decisions about upgrading or canceling. Effective communication in these emails can prevent misunderstandings and even customer frustrations.
• Customer-welcome emails: Customer-welcome emails are sent immediately after a user upgrades or becomes a paying customer. These emails serve to reassure users, remind them of what they can do with your platform, and set expectations for their next steps. They are a critical touchpoint in the user journey, ensuring customers feel confident and informed.
• Post-trial survey emails: Not all users will convert after their trial period, and that’s where post-trial survey emails come into play. These emails aim to gather feedback on why users didn’t convert and offer tailored solutions to address their concerns. By understanding the obstacles users face, you can refine your onboarding process and enhance conversion rates.

Different types of bumpers serve specific purposes in the user onboarding journey, and their timing and content are essential for effectiveness