an engaging first impression - growth at atlassian
TRANSCRIPT
Engaging first impressionMaking an…
BENJAMIN HUMPHREY • DESIGNER • ATLASSIAN • @HUMPHREYBC
40k customers $3.3b valuation 1,200 staff
15 products 2 founders 12 years old
50% of evaluators spend less than 30 minutes trying our products before leaving.
30 minutes
How do we improve new user onboarding?
Define what success is
Set up a core team
Do some research
Run growth experiments
Implement in products
Define what success is
Users invited
Net Promoter Score (NPS)
Conversion
Usage minutes
Usage minutes in the first 5 days correlates with conversion after 30 days
Increase the average usage per user in the first 5 days by 20%.
First 5 days
Usage minutes
Where we are
Where we want to be
✓ Define what success is
Set up a core team
Do some research
Run growth experiments
Implement in products
Set up a core team
Producer / Lead 2x Designers Researcher 2x Data Analysts
3x Developers Product Developers
Workshop Design + Development Running Analysis
Experiment lifecycle (3 weeks)
Qualitative research →
✓ Define what success is
✓ Set up a core team
Do some research
Run growth experiments
Implement in products
Do some research
I’m trying to understand how something could have that amount of power and be that difficult to pick up.
( A N OT H E R ) P OT E N T I A L C U S TO M E R
”
“
I’ve got a lot of experience with lots of different products, and modifying groups and permissions is basic stuff. It should have been easier than that.
( A N OT H E R ) P OT E N T I A L C U S TO M E R
”
“
✓ Define what success is
✓ Set up a core team
✓ Do some research
Run growth experiments
Implement in products
Run growth experiments
Atlassian story Bot Chaperone Education
Tutorial Email Personalisation Gamification
Progressive Disclosure Spotlighting Simplify
Sandbox Funnel Sample data Social proof
Creating a funnel
-11% in usage minutes
Pushing people into the editor early is risky.
56% skipped the editor tutorial entirely by clicking ‘I know this already’
Of those who took the tutorial, only 46% finished it
Our users don’t use webcams at work.
Only 57 people chose to take a photo with their webcam
Whereas 282 chose to upload a file
We created 20% more users!
Simplification experiments
Email experiments
Gamification
✓ Define what success is
✓ Set up a core team
✓ Do some research
✓ Run growth experiments
Implement in products
Implement in products
Producer / Lead 2x Designers Researcher 2x Data Analysts
3x Developers Product Developers
JIRA onboarding team / Confluence onboarding team / HipChat onboarding team etc.
✓ Define what success is
✓ Set up a core team
✓ Do some research
✓ Run growth experiments
✓ Implement in products
Onboarding is important
Experiments are good
So make an Engaging First Impression
