Post on 22-Feb-2017
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WHY?WHAT IS FTUEWHAT HAVE WE LEARNED
STATSA/B TESTINGTHE FUTURE IS HERE - DATA DRIVEN
WHAT’S NEXT
WHY ?
START WITH A “PERSONAL STORY“THEY SAY,,,
20% In the first session
OK, BUT WHY?
20% In the first session
We’re loosing
80% In (the first) 72hrs
We’re loosingWe’re loosing
20% In the first session
AND IT DOESN’T STOP THERE
THERE IS NO “LANDING PAGE”
REALLY…
“THERE IS NO 2ND CHANCE FOR…”
WHAT IS FTUE ?FIRST TIME USER EXPERIENCE
“ONBOARDING”
FTUE
ACTIVATION
KPI’S ?
SupportEngage
“SIGN UP”
RETENTION
FRUSTRATION / CONFUSION INTRODUCE
VALUE
FTD/CC
ACTION
CONTINUITY
IT’S ALL ABOUT THE MONEY!
COST PER INSTALL
80% In (the first) 72hrs
$16.5$3.34 ( for install ) * 5
MOBILE IS NOT AGILE…
It takes ±90 days to get to 90%“Facebook”
WE’VE RESEARCHED 200+ APPS
TOP 25 Per category
> 500,000 downloads
STATS
Average # of screens
Ask for signUp
Allow to skip
Use blocking
Show paginationVideo
Wizard
% of text
Use disclaimer
Show logo
40%No sign up
19.2%Use blocking
85.4%Display company logo
34.6%Ask for data access
57.8%Provide explanation
CONTEXT
A/B
ONLY 1 OUT OF 8 TESTS
PRODUCE RESULTS
THE RISE OF…
DATA DRIVEN UX
SOURCE
IT’S A JOURNEY
1. SAW
2. CLICK
3. APP STORE
4. DECIDE
5. CLICK
6. DOWNLOAD
7. OPEN…
“SIGN UP” WITH…
SOCIAL
DO WE EVEN HAVE FACEBOOK ON THIS DEVICE?
INTERFACE
“SUPPORT”
HOW DO I?
ENVIRONMENT
USER
“BE SUBTLE”Don’t be creepy
AND SO MUCH MORE…
“INSTALLED SOFTWARE” IS BACK!
“PERSONAL DATA” IS IN!
THINK AUDIENCESYou don’t have the luxury of building “one” interface
REMEMBER…
IT’S NEVER BUSINESS! IT’S ALWAYS PERSONAL :)