Prioritizing customer satisfaction over delight
When thinking about the best way to implement an onboarding flow into your product, it’s best to focus on the core experience and value you are delivering and not the delighters. In essence, your onboarding should be lightweight as much as possible. The Kano model is a practical framework to leverage when prioritizing features that will help your customers get any sort of meaningful benefit on the first try.
Threshold/Basic features — Applying the Kano model focuses on your user’s basic expectations first. These features can either make or break your retention model, they make up the baseline that every product in the category offers. However, these features do not equally translate to customer satisfaction. It makes sense to couple performative features with basic features when implementing an onboarding flow.
Performance features vs benefits features — Performance features are the most straightforward to position when implementing onboarding. They are the ones where customers like having them and dislike not having. Building an effective retention model with your onboarding flow means your product is able to deliver value that meets a customers expectation in the shortest of time. Not too simple and not too complex. Strip away all the extra fancy stuff and make sure not to mix up excitement features with performance features.
In general, performance features combined together with basic features have a linear effect on customer satisfaction. They will bring satisfaction to end-users when present, and dissatisfaction when missing or unfulfilled.
The case of Duolingo (Basic/Performance vs delighter features)
Duolingo does this so well with its onboarding. Of course, the total experience of a product covers much more than its usability or performance. It extends aesthetics, amusements, utility, and business goals which all play a critical role. Try as much as possible not to overcomplicate the onboarding journey with unnecessary feature delights. Your user preemptively holds an expectation and does not have all the time in the world to analyze your extravaganza’s. Duolingo focuses on one essential experience and makes everything around it the best.
The rest of the fancy delighter(s) are attributes that provide satisfaction when achieved fully but do not cause dissatisfaction when not fulfilled.
In a 2015
report by Andrew Chen and Quettra, the average app on android play store loses 77% of its DAUs within the first 3 days after installation. Within 30 days, it lost 90% of DAUs. Within 90 days, it’s over 95%.
The most effective solutions recommended by Chen to leverage in improving retention happen to be; user-friendly product description, better onboarding flow, and what triggers user set up to drive ongoing retention.