User frustration is a big cause of onboarding dropout!
When online, the level of user’s frustration plays a big role on their decision to adopt or forget a product, service or even a brand. We all been there! Browsing a “plain text” government portal, losing a IRS simulation when the internet connection drops, wondering if that T&C written in small light gray letters will help you return a broken smartwatch, reach the last onboarding step and be asked for Credit Card information although the trial version you are eager to experiment is free. So nothing is new here!
However experiences like these are less and less common. User Experience and its wide set of techniques are applied almost everywhere! Start-ups are using some of them to disrupt services and business models. “Grow-ups” have already catch the trend, some of them with less success than others yes, but all seem to understand the need to have Ux designers full time in their teams. Companies that born to solve customer needs or unsolved problems have and still are pushing all industries. Old time car makers are “selling” car-sharing services. Hotels are changing their offers so they compete with air beds. Taxi monopolies are cloning mobile apps and social behaviours online and offline. Banks suddenly want to retain the basic of their customers. Those with no investments portfolio, with one source of income and lots of bills to pay… online.
So we can say the recipe to better serve final users and customers is known although the mix of those UX ingredients may differ from company to company!
For the majority of companies, the effort to disrupt their industries with improved end-user experience is too expensive or isn’t at all considered a business goal. Having a sustain business doesn’t mean being the disruptor. It can mean playing the hard game of balancing a healthy growth with an awesome end-user experience. But it should mean to be able to fast replicate their competitors and industry leaders best practices and results.
Both have a common asset they need to preserve: a satisfied customer base. If there is one requirement they keep addressing it should be this (it’s also the first requirement of an exemplary user experience):
“(…) meet the exact needs of the customer, without fuss or bother.”in The Definition of User Experience (UX) – www.nngroup.com
“Without fuss or bother”! Without frustrating expectations. Removing wow-moments with no added value.
The path to success should be made by fixing all the “moments of frustration”. One step at the time. One touchpoint per initiative in case your budget fails to support more. And in the end strive for best effortless experience possible.
And when there, be proud, restart and repeat. Your services, products or brand will return better and stronger.
For more on Effortless Experience during a onboarding read EasyOnboarding engineered by Theros