UX Leadership: Helping Teams Design Onboarding Experience Using 3 Frameworks

UX Leadership: Helping Teams Design Onboarding Experience Using 3 Frameworks
1 Intuit Confidential and Proprietary Three Frameworks for Designing Onboarding Experiences Kylie Tuosto Stephen Gay #focusonfirstuse @uxstrat @kylietuosto@stephengay
2 Intuit Confidential and Proprietary Meet & greet, hopes & fears Our Story Framework 1: Mapping the Journey Framework 2: Measuring the Benefit Break Framework 3: Investing in Change Wrap Up Today’s Agenda
3 Intuit Confidential and Proprietary Hello! Kylie Tuosto @kylietuosto Group Manager First Time Use Stephen Gay @stephengay Global Design Director
Our Story
5 Intuit Confidential and Proprietary Introduce Our Products
6 Intuit Confidential and Proprietary Introduce Our Products QuickBooks Self-Employed QuickBooks Accountants QuickBooks Payroll QuickBooks Payments
7 Intuit Confidential and Proprietary How does your organization focus on delivering great products?
8 Intuit Confidential and Proprietary How we design
9 Intuit Confidential and Proprietary DELIVER THE CUSTOMER BENEFIT DELIVER WITH EASE DELIVER POSITIVE EMOTION THIS IS AWESOME How we measure design INTUITAPEX PYRAMID LIKE MASLOW’S NEEDS, WE NEED TO DELIVER ALL THREE TO SUCCEEED.
10 Intuit Confidential and Proprietary Benefit Ease Emotion DELIGHT NPS COMPANY GROWTH Why we deliver
11 Intuit Confidential and Proprietary 11 How we organize our teams VP Design Director Small Business Director Self Employed Director Accountants Director Developers Accounting Team Payroll Team Payments Team Inventory Team FTU Team
12 Intuit Confidential and Proprietary Our QuickBooks First Use Journey Dec2015 LAUNCHED TEST FOCUSED ON INCREASING ENGAGEMENT WITH TASKS LAUNCHED TEST FOCUSED ON INCREASING ENGAGEMENT WITH KEY JOBS DEVELOPED AND TESTED A SERIES OF FIRST USE PATTERNS TO IMPROVE THE CUSTOMER EXPERIENCE Jan2016 Mar2016Jun2015 TASKED WITH IMPROVING THE QUICKBOOKS ECOSYSTEM FIRST TIME USE EXPERIENCE Jul2015 CRAFTED A VISION OF A COMPLETELY REIMAGINED PERSONALIZED QUICKBOOKS
13 Intuit Confidential and Proprietary Where We Started
14 Intuit Confidential and Proprietary Searching our directory of 12,345 photographers like you… Customizing QuickBooks navigation just for you…Customizing setup tasks… How we presented the vision
15 Intuit Confidential and Proprietary Task-Focused Experiment
16 Intuit Confidential and Proprietary Accounting Borrow Money Pay Bills Track Time Pay Employees Manage Inventory Expense Tracking Sell Products Job-Focused Email Experiment
17 Intuit Confidential and Proprietary Definitions BENEFIT EXAMPLE: PAYROLL IS DONE What the user achieves when they complete one or more jobs A market-ready solution for one or more jobs OFFERING EXAMPLE: PAYING EMPLOYEES + PAYROLL TAXES = PAYROLL OFFERING JOB A core function the user wants to complete, made up of several tasks EXAMPLE: PAYING EMPLOYEES TASK One of several steps a user needs to take to accomplish a job EXAMPLE: ADDING A NEW PAY TYPE
People don’t want a quarter-inch drill, they want a quarter-inch hole. – Theodore Levitt Economist & Harvard Business School Professor
19 Intuit Confidential and Proprietary People buy products and services to get jobs done. Products come and go, but underlying jobs do not go away. Our goal is to solve the job well.
20 Intuit Confidential and Proprietary Apps we love solve jobs that matter to us Focus on Jobs
21 Intuit Confidential and Proprietary Accounting Connect your bank Download transactions Categorize transactions Add memos Add receipt photos Add vendor Add customer Tag transactions for insights Reconcile monthly Run reports Breaking Jobs Into Tasks THEJOB THETASKS
22 Intuit Confidential and Proprietary First Use Patterns
Jobs Hierarchy Benefit Job 1 Job 2 Job 3 Task 1 Task 2 SETUP ACHIEVE BENEFIT DISCOVER UNDERSTAND SEALTHEDEAL Task 1 Task 2 Task 1 Task 2 Task 1 Task 2 Task 1 Task 2 PATTERNS _ Zero state page _ Guidance tip _ Before task modal _ Learn page _ Help topics _ Video pattern _ Step-flow _ Zero state page _ Dashboard cards _ Guided flow _ Task list _ Confirmation _ Help-me-choose tool _ Plan comparison _ Competitor comparison PHASES
Three Frameworks
25 Intuit Confidential and Proprietary Onboarding Journey Shift your organization’s mindset around first use. Focus on the Benefit Change how you measure results. Learning Framework Invest in the most impactful change.
26 Intuit Confidential and Proprietary How does your organization currently think about first use?
27 Intuit Confidential and Proprietary Framework 1 Onboarding Journey Shift your organization’s mindset around first use. It’s a journey, not a one-time thing. Exercise 3 Delivering Delight
28 Intuit Confidential and Proprietary Shifting the mindset It’s a mindset. It’s integral. It evolves over time. Solving for simplicity. 20+ patterns across onboarding journey. It’s a team. It’s additive. It happens just once. Solving only for speed. One pattern for guidance. From narrowly defined. To end-to-end and holistic.
29 Intuit Confidential and Proprietary Onboarding Journey DISCOVER Exposing the user to a tailored, recommended solution based on what we know about them. SETUP Guiding the user through entering data, configuring settings, or customizing a feature. ACHIEVE BENEFIT Ensuring the user feels the value of the benefit by experiencing it for the first time. SEALTHE DEAL Helping the user choose a plan based on what we know about them. UNDERSTAND Helping the user understand what’s at stake, why it’s relevant, and what the benefits are.
30 Intuit Confidential and Proprietary Onboarding Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL BEHAVIOR MECHANICS _ Social Proof _ Curiosity _ Exclusivity _Loss Aversion USER DATA _ Profile demographics _ Usage data _ Status VISUALIZE THE VALUE _ Sneak peek of features CONSIDER _ What’s at stake? _ Design for the “aha!” _ What’s the unique value proposition? _ How much will it cost? CONSIDER _ Not asking for info you don’t need _ Teaching through the process of doing _ Ask simple questions _ Demonstrate progress _ Establish trust _ Eliminate steps CONSIDER _ Make it an own-able moment _Celebrate success _ Clarify next steps _Encourage repeat use and habit forming CONSIDER _ Will the solution benefit me? _ Allowing the user to try before buying _ Clear pricing communication _ Price should feel better than the competition
JOB Get a rideBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL Arrive at destination TASKS TASKS TASKS TASKS TASKS Hear about it from a friend Search for it in app store Download the app Open the app Create an account Enable Geo-location Add credit card Open the app Enter destination Select type of ride Wait for driver Get stuff loaded into car Take the ride Get out of the car Money leaves bank Rate the driver Learn about what it does Who are the drivers? How much does a ride cost? How long does it take? Guarantees? How do I get a ride?
JOB Pay employeesBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL Accounting is done TASKS TASKS TASKS TASKS TASKS Get recommendation in QuickBooks Learn about what it does How does this compare to ADP? How much does it cost? How do taxes work? Which plan is right for me? Add business info Set up bank account Create employee profile Employee submits I-9, W- 4 File new hire paperwork Log in to time tracker Review and approve hours Enter employee time Submit payroll Understand the cost Add employee pay info Wait for bank transfer Get confirmation that they were paid Calculate per employee fees Select service level Select add-on services Enter credit card info Receive bill What about worker’s comp? Labor laws? What pay types are available? Deductions?
JOBBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL TASKS TASKS TASKS TASKS TASKS
Onboarding Journey Shift your organization’s mindset around first use. • Align on terminology for each phase of your users’ journey • Understand the purpose of each phase and what you’re trying to solve for • Outline the user tasks involved in accomplishing each phase
Onboarding Journey Shift your organization’s mindset around first use. • Align on terminology for each phase of your users’ journey • Understand the purpose of each phase and what you’re trying to solve for • Outline the user tasks involved in accomplishing each phase Focus on the Benefit Change how you measure results. Learning Framework Invest in the most impactful change.
36 Intuit Confidential and Proprietary How do we measure our teams’ success?
37 Intuit Confidential and Proprietary Framework 2 Measuring the benefit Ensure the team is working on and measuring the most important tasks for the customer. Exercise 3 Delivering Delight
38 Intuit Confidential and Proprietary Job: Online Shopping Customer Benefit: Best selection, fast & affordable Measure: % lowest priced products, delivery time Job: Managing Notes Customer Benefit: Always accessible Measure: Uptime Job: Driving Customer Benefit: Lowest price & most convenient Measure: % rides at lowest price, lowest wait time Job: Pay Employees Customer Benefit: Confidence & efficiency Measure: % paycheck errors, time to run payroll Measuring the benefit
39 Intuit Confidential and Proprietary “That was easy.” “It took me half the time it normally takes!” “The app connected directly to my time tracking tool.” “I know my paychecks are accurate.” “Everyone got paid on time.” Efficiency Confidence Measuring the payroll benefit “I know I got my payroll taxes right.”
40 Intuit Confidential and Proprietary From measuring business results (conversion) Measuring the benefit Define the best way to measure the benefit. Time to complete & time spent waiting How are we performing today? What is the mid-term and long term goal? TARGET TASK ACTUAL To measuring customer results (efficiency & confidence) CYCLE PAIN Degree of pain
PHASE SetupJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN Get a ride LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H Login/create account Enable geo-location Add credit card info 60 sec 10 sec 2 min 0 sec 0 sec 3 min 0 sec 0 sec 1 min H L L
PHASE SetupJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN Pay employees LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H Employer adds business info Employer sets up bank account Employer creates employee profile Employee submits I-9, W-4 paperwork Employer adds employee pay info 30 sec 30 sec 2 min 0 sec 1 min 0 sec 3 min 0 sec 1-5 days 0 sec 30 sec 30 sec 1 min 1 min 0 sec
STAGEJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H
• Align cross-functionally on the biggest problems to solve • Set target metrics that measure the customer benefit (not the business outcome) • Focus maniacally on providing that benefit Focus on the Benefit Change how you measure results.
Onboarding Journey Shift your organization’s mindset around first use. • Align on terminology for each phase of your users’ journey • Understand the purpose of each phase and what you’re trying to solve for • Outline the user tasks involved in accomplishing each phase Focus on the Benefit Change how you measure results. • Align cross-functionally on the biggest problems to solve • Set target metrics that measure the customer benefit (not the business outcome) • Focus maniacally on providing that benefit Learning Framework Invest in the most impactful change.
46 Intuit Confidential and Proprietary How do we determine where to invest?
47 Intuit Confidential and Proprietary Framework 3 Learning Framework Invest in the most impactful change. Exercise 3 Delivering Delight
48 Intuit Confidential and Proprietary How do people learn? 90% of usability is habit. It’s easy to learn if I already know how. In order to learn, we need to fail. So make it easy for users to recover. Learning by doing triggers memory. That’s what makes concepts stick. Learning preferences. Give options, but don’t overwhelm. BEFORE AFTER
49 Intuit Confidential and Proprietary How do people learn? 90% of usability is habit. It’s easy to learn if I already know how. In order to learn, we need to fail. So make it easy for users to recover. Learning by doing triggers memory. That’s what makes concepts stick. Learning preferences. Give options, but don’t overwhelm. MISTAKE DETECTION
50 Intuit Confidential and Proprietary How do people learn? 90% of usability is habit. It’s easy to learn if I already know how. In order to learn, we need to fail. So make it easy for users to recover. Learning by doing triggers memory. That’s what makes concepts stick. Learning preferences. Give options, but don’t overwhelm. GUIDED TRANSACTION CATEGORIZATION
51 Intuit Confidential and Proprietary How do people learn? 90% of usability is habit. It’s easy to learn if I already know how. In order to learn, we need to fail. So make it easy for users to recover. Learning by doing triggers memory. That’s what makes concepts stick. Learning preferences. Give options, but don’t overwhelm. VIDEO CONTENT IN CONTEXT WITH JOBS (UNTIL TOURS ARE BUILT)
52 Intuit Confidential and Proprietary Onboarding Patterns SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL _ Zero state page _ Guidance tip _ In-page tip _ Dashboard card _ Before task modal _ After task modal _ What’s new _ Task list _ Email _ Learn page _ Help topics _ Video pattern _ Step-flow _ Zero state page _ Dashboard cards _ Task list _ Guided flow _ Task list _ Confirmation _ Smart card _ After task modal _ Help-me-choose tool _ Plan comparison _ Competitor comparison Patterns designed to facilitate learning along the way.
53 Intuit Confidential and Proprietary Pattern Map Show how patterns work together to guide new users.
54 Intuit Confidential and Proprietary Empty State
55 Intuit Confidential and Proprietary Empty State
56 Intuit Confidential and Proprietary Categorize Experience GUIDEDWORKFLOWONGOING USE GUIDEDTOUR Designed for speed and efficiency Relies on existing knowledge Progress demonstrated through numbers decreasing Users were lost at first glance No development cost Designed for learning a new interface Relies on reading & illustration Progress demonstrated through animated illustrations 10% more transactions categorized 2 mo. development costs Designed for learning a new concept Guides user through the workflow Progress demonstrated through numbers decreasing & data visualization filling Results TBD 4 mo. development costs
57 Intuit Confidential and Proprietary Learning Framework HARD EASY DISCOVER REPEAT USE Learnanewconcept&interface Learnanewinterface UNDERSTAND SETUP ACHIEVE BENEFIT SEALTHEDEAL Learnanewconcept
58 Intuit Confidential and Proprietary Determine Investment HIGH LOW DISCOVER REPEAT USEUNDERSTAND SETUP ACHIEVE BENEFIT SEALTHEDEAL JOB +25 +25 +25 +2525 50 75 100 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25
59 Intuit Confidential and Proprietary Determine Investment HIGH LOW DISCOVER REPEAT USEUNDERSTAND SETUP ACHIEVE BENEFIT SEALTHEDEAL JOB +25 +25 +25 +2525 50 75 100 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25 +25
• Design and organize your onboarding patterns • Choose the job and phase that’s causing the most user pain • Determine how to invest in the right onboarding solution across your priorities. Learning Framework Invest in the most impactful change.
Onboarding Journey Shift your organization’s mindset around first use. • Align on terminology for each phase of your users’ journey • Understand the purpose of each phase and what you’re trying to solve for • Outline the user tasks involved in accomplishing each phase Focus on the Benefit Change how you measure results. • Align cross-functionally on the biggest problems to solve • Set target metrics that measure the customer benefit (not the business outcome) • Focus maniacally on providing that benefit Learning Framework Invest in the most impactful change. • Design and organize your onboarding patterns • Choose the job and phase that’s causing the most user pain • Determine how to invest in the right onboarding solution across your priorities.
62 Intuit Confidential and Proprietary Join our LinkedIn Group to get all of the resources from today’s workshop and more! https://www.linkedin.com/groups/7059078 What you’ll find: ● PDF of this workshop ● PDF of each worksheet ● UX Articles on onboarding ● Great discussion! Resources & Tools

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