{"id":21045,"date":"2020-12-01T18:00:23","date_gmt":"2020-12-01T18:00:23","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=21045"},"modified":"2024-11-15T16:13:11","modified_gmt":"2024-11-15T16:13:11","slug":"four-forces-user-onboarding","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/four-forces-user-onboarding\/","title":{"rendered":"Improve your user onboarding with Jobs-to-be-Done insights"},"content":{"rendered":"<p>A great onboarding experience is one that proves to new users that your product will help them do the job that they want.<\/p>\n<p>To put it another way, the <a href=\"https:\/\/www.intercom.com\/blog\/strategies-for-onboarding-new-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">ideal onboarding experience<\/a> is a short, easy and frictionless path to finding value.<\/p>\n<p>Of course, many products have unavoidable complexity. If getting started with your product requires new users to install software, invite colleagues or message customers, then the path to value may not seem as short or straightforward.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>&#8220;New users who drop off during the onboarding process believe that the core value of a product isn\u2019t worth the cost of continuing&#8221;<\/p><\/blockquote>\n<p>In cases like these, the user onboarding flow from signup to realizing value can be long and arduous and can cause your onboarding funnel to leak users. That\u2019s why all high stakes steps deserve care and thought, and possibly internal review and approval.<\/p>\n<p>New users who drop off during the onboarding process believe that the core value of a product isn\u2019t worth the cost of continuing. The <a href=\"https:\/\/therewiredgroup.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Re-Wired Group<\/a>, who under <a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/bob-moesta-on-unleashing-your-sales-superpower\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bob Moesta<\/a> helped pioneer the Jobs-to-be-Done framework, <a href=\"http:\/\/jobstobedone.org\/radio\/unpacking-the-progress-making-forces-diagram\/\" target=\"_blank\" rel=\"noopener noreferrer\">identified four forces<\/a> that affect a user\u2019s decision to choose and stick to a particular product:<\/p>\n<ul>\n<li>The <strong>push<\/strong> to find a new solution due to current problems.<\/li>\n<li>The <strong>pull<\/strong> from what could be achieved with this new product.<\/li>\n<li>The <strong>inertia<\/strong> of not wanting to change.<\/li>\n<li>The <strong>anxiety<\/strong> around the risks of moving to a new product.<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Four-Forces.jpg\" \/><\/p>\n<p>To onboard customers successfully to a complex product, you\u2019ll need to understand the push, strengthen the pull, overcome inertia and calm anxiety.<\/p>\n<h2 id=\"understand-the-push\">Understand the push<\/h2>\n<h3>Be aware of pain points<\/h3>\n<p>You can\u2019t control the pain points of a customer\u2019s existing solution; that\u2019s what\u2019s prompting them to try your product in the first place. But you should be aware of the pain points posed by alternative solutions so you can more precisely signal the unique value you offer. Only by having a sense of what people&#8217;s push forces look like can you successfully tailor your pull message to them.<\/p>\n<h2 id=\"strengthen-the-pull\">Strengthen the pull<\/h2>\n<h3>Explain the benefit of each onboarding task<\/h3>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">Adopting a new product<\/a> takes time and effort. Plus, while new users are onboarding, the noise and distractions of day-to-day work are still competing for their time and attention. It\u2019s your job to cut through that noise and enhance the pull to your product by explaining the benefit of completing each onboarding task.<\/p>\n<p>To cite an Intercom example, when encouraging users to create their first <a href=\"https:\/\/www.intercom.com\/blog\/customizable-bots\" target=\"_blank\" rel=\"noopener noreferrer\">Custom Bot<\/a>, we present a product tour explaining the jobs Custom bots can do \u2013 such as reaching out to visitors on your website \u2013 and offering a range of templates to get you started with each different job.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/12\/Onboarding-Custom-Bots.jpg\" \/><\/p>\n<p>Your aim is always to help users progress to the next step in the onboarding experience and there are a number of ways you can make the benefits of onboarding even more compelling:<\/p>\n<ul>\n<li>Provide hard claims (like the insurance company who promises that 15 minutes could save you 15% or more on car insurance).<\/li>\n<li>Show social proof (like relevant customer testimonials or the number of people who have completed a specific task with progress bars).<\/li>\n<\/ul>\n<p>By describing why a new user should take action in a compelling way, you increase the pull of your product and help these users move one step closer to activation.<\/p>\n<h3>Tailor onboarding for all stakeholders<\/h3>\n<p>Many complex products involve <a href=\"https:\/\/www.intercom.com\/blog\/onboarding-groups\/\" target=\"_blank\" rel=\"noopener noreferrer\">multiple stakeholders<\/a>. Maybe the buyer isn\u2019t the user or maybe there are multiple users. Some of these stakeholders will likely have different reasons to adopt your product. To pull these stakeholders to your product, you need to help everyone in the group find success by speaking to each stakeholder\u2019s individual needs.<\/p>\n<p>Start by identifying the primary <a href=\"https:\/\/www.intercom.com\/blog\/books\/jobs-to-be-done\" target=\"_blank\" rel=\"noopener noreferrer\">Job-to-be-Done<\/a> for each stakeholder. For example, imagine a product that helps generate more sales leads from websites. In this case, there could be three different stakeholders:<\/p>\n<ul>\n<li>A marketing leader will care about how many leads are generated.<\/li>\n<li>A sales leader will care about leads too, but they\u2019ll want high-quality leads and to increase the efficiency of their sales team.<\/li>\n<li>A salesperson will want to talk to more high-quality leads and close more deals. Their compensation depends on it.<\/li>\n<\/ul>\n<p>The value of the product differs for each of these stakeholders, so to pull them towards your product effectively their onboarding experiences should also differ. You\u2019ll need to separately highlight the features that are most relevant to each of them (our <a href=\"https:\/\/www.intercom.com\/blog\/product-tours\" target=\"_blank\" rel=\"noopener noreferrer\">Product Tours feature<\/a> allows you to tailor these guides to specific audiences).<\/p>\n<h2 id=\"overcome-inertia\">Overcome inertia<\/h2>\n<h3>Provide guidance for complicated tasks<\/h3>\n<p>To get value from a complex product, a new user needs to do work that\u2019s beyond just configuring the product itself. These complicated tasks could be things like writing content, deciding which customers to message, or creating a campaign.<\/p>\n<p>These steps often seem simple from the point of view of your product, but can require considerable thought and effort from a new user. It\u2019s no surprise that these high effort steps are often the source of greatest leakage for onboarding funnels.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>&#8220;Avoid inertia by providing simple choices that guide users towards making the decision that\u2019s right for them&#8221;<\/p><\/blockquote>\n<p>To help your customers succeed with these cognitively demanding tasks, don\u2019t present them with a blank page or an overwhelming menu of choices. Avoid inertia by providing simple choices that guide users towards making the decision that\u2019s right for them. Intelligent defaults and templates help to reduce the number of choices a user has to make, while how-to content, examples and best practices are a great form of guidance for complicated tasks, like content creation. All of these techniques make demanding tasks seem more manageable, which in turn, improves the completion rate.<\/p>\n<p>In addition to providing guidance to complete a task, be sure to remind users that they can skip it and come back to it later. You don\u2019t want your new users getting stuck trying to compose the perfect <a href=\"https:\/\/www.intercom.com\/blog\/push-notifications\/\" target=\"_blank\" rel=\"noopener noreferrer\">push notification<\/a> during their first experience of your product, you just want them to be aware that this feature exists. Letting users know that they can skip a task will help avoid inertia and maintain momentum.<\/p>\n<h2 id=\"calm-anxiety\">Calm anxiety<\/h2>\n<h3>Reassure or skip highly visible onboarding steps<\/h3>\n<p>Most people fear public humiliation. The prospect of making a very visible mistake makes everyone anxious. Yet most complex products require new users to take highly visible steps during onboarding. These steps contain inherent risk of screwing up: sending the wrong email to VIP customers or spamming every person in your phone\u2019s contacts list.<\/p>\n<blockquote class=\"pullquote-style-two\"><p>&#8220;The first few minutes of a new customer\u2019s experience is ideally an effortless demonstration of your product\u2019s value&#8221;<\/p><\/blockquote>\n<p>These anxiety-inducing steps can be a barrier to effective onboarding. To avoid losing new users at these critical moments, you should place these higher-stress tasks later in the flow. The first few minutes of a new customer\u2019s experience is ideally an effortless demonstration of your product\u2019s value. While these visible steps are likely necessary for a customer to get started, they\u2019re better introduced after a new user has experienced the benefits of your product and is ready to do what it takes to get started.<\/p>\n<p>A product design that reduces anxiety provides a user with more insight into the action they are about to take. This could be surfacing how many customers a notification will be sent to or adding a button to send a test email. These small features are critical to assure new users that they won\u2019t make mistakes, which helps reduce anxiety and improves progression through your onboarding flow.<\/p>\n<h3>Shorten the path to success for complex products<\/h3>\n<p>Great user onboarding should lead new users to find value as soon as possible by showing how your product helps them achieve their goals. For products where the shortest path to value isn\u2019t really that short, a great onboarding design will work to heighten new users\u2019 understanding of benefits, increasing the pull of your product by linking onboarding tasks to benefits and creating tailored onboarding experiences for all stakeholders.<\/p>\n<h2 id=\"four-forces-in-action\">Four forces in action<\/h2>\n<p>A <a href=\"https:\/\/www.intercom.com\/blog\/videos\/onboard-signed-users-satisfied-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">great onboarding experience<\/a> also helps overcome inertia by guiding new users through complex, cognitively demanding tasks, and reduces anxiety by giving new users ways to better preview what happens when they take a highly visible action.<\/p>\n<p>Taken together, these approaches help new users deeply understand the value your product can provide and overcome the emotions that stand in the way of moving forward, no matter how complex it is.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>To onboard customers successfully to a complex product, you\u2019ll need to understand what&#8217;s attracting them to your solution, and what might prevent them from embracing change.<\/p>\n","protected":false},"author":352,"featured_media":21054,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[206,18114,12706],"coauthors":[12705],"class_list":["post-21045","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-customer-onboarding","tag-four-forces","tag-user-onboarding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Improve User Onboarding with Jobs-to-be-Done 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