JTBD—How to Improve Onboarding Due to Users’ Deep Understanding
The previous article dwelled on onboarding functions. This one will focus on the 5th one, which is particularly helpful for increasing user motivation.
F5: To show how the product solves the user’s problem and address their concerns
The JBTD methodology can help you understand what is important for a user and turn it to your advantage.
We can use the following:
1. Subtasks—take the user’s expectations about a task solution into account
2. Barriers—remove barriers and fears (everything that can prevent them from benefiting from the product)
3. Contexts—show that you understand the circumstances that push users toward looking for solutions (why they have downloaded the app now)
4. Expectations—consider user expectations about how their life will change after they find the solution
5. Competitors—tell them why you are better than other apps they used earlier
We can use the following:
1. Subtasks—take the user’s expectations about a task solution into account
2. Barriers—remove barriers and fears (everything that can prevent them from benefiting from the product)
3. Contexts—show that you understand the circumstances that push users toward looking for solutions (why they have downloaded the app now)
4. Expectations—consider user expectations about how their life will change after they find the solution
5. Competitors—tell them why you are better than other apps they used earlier
Let’s take an example: a user wants to eat healthy to lose weight.
They want to get help with
- Making a meal plan (what to eat, how much to eat)
- Following it (they lack motivation)
The doubts you need to dispel to make a user get your subscription:
A user wants to understand
A user wants to understand
- that your solution really works (what if you are a scammer?)
- whether you are competent enough (nutrition is an important topic)
- whether the solution suits them regarding the budget
- whether they have enough time and inner strength
Why they had the idea to lose weight:
- Saw other people’s photos on Instagram and believed that they are not beautiful (slim) enough
- Someone from their circle lost weight, which made the user envious
- Health problems related to extra weight
How they see their future after that:
- Improved health
- Feeling more confident at work
- Their partner will like them more
- Being able to get new acquaintances, as they are too modest right now, etc.
- Consider why they changed their mind (price, difficulty, wrong time, not effective) and take this into account in your onboarding.
These 5 items are typical of any product. However, you should realize that users come with different goals, life circumstances, and expectations.
It’s logical to define the main groups and indicate how to work with them:
- You may segment users and work with each group separately. This is the most effective and expensive strategy, as it’s necessary to design and realize your onboarding strategy for each group.
- You may show everyone the same onboarding by choosing more or less universal texts. However, arguments for one group may not be relevant for other groups, so the general effectiveness decreases.
- You should choose the most relevant group and work with it only (the chances to activate other groups are low).
We’ve explored onboarding in relation to users’ goals and expectations (F5).
In the next article, we’ll find out how to build an onboarding strategy and tactics relying on the concept of difficulty and motivation management.
P.S. For now, you can assess the strategy of the Lose It app—№24 in Health&Fitness, 109 onboarding screens!
Downloads - 100K, Revenue - 2M
You can find the full review of its onboarding here.
In the next article, we’ll find out how to build an onboarding strategy and tactics relying on the concept of difficulty and motivation management.
P.S. For now, you can assess the strategy of the Lose It app—№24 in Health&Fitness, 109 onboarding screens!
Downloads - 100K, Revenue - 2M
You can find the full review of its onboarding here.
Cookie Policy of Onboarding.online
Cookie Settings
Cookies necessary for the correct operation of the site are always enabled.
Other cookies are configurable.
Other cookies are configurable.