Improving User Experience for Apps

Every time you ask the user click you lose half of them. (AKA why tutorials, splash screens, and lengthy signup flows are a bad idea) If you’ve been building apps for a long time and have seen the results of a lot of A/B tests, you quickly realize that people are a flighty bunch. Ask them to download an app and 80% will bounce right on that page. Ask them to sign up and 90% will hit the back button to avoid putting in their email and password. Ask people who’ve arrived from Google to read an article, to subscribe and get more updates, and 99% will head back to find the next article. You get the drift of what I’m arguing. So what happens when your designer has the fantastic idea of a stark and beautiful homepage for your new product that takes a few clicks to sign up, followed by a lengthy tutorial to explain all the features? Sometimes this becomes a life and death decision, because rather than signing up thousands of users into your private beta, which provides the traction to raise your next round of funding, instead only a few hundred make it through. This is why, when I get feedback on a critical flow within a product, I always start by minimizing the number of clicks and steps. I asked whether each field in a sign-up form is really needed, or is optional. I ask the question of whether you need to user to do something now versus having them set it up in the future, when they’re more bought into the product. I ask to remove all the glitzy, visual steps that explain things and just ask the user to hit next. I move the sign-up form to the first experience, whether that’s on the homepage, or the opening screen of an app. If there’s a call action, while the user is doing something else, like reading an article, my theory is that you should be very upfront with it and make it a blocking modal, or not do it at all. No half measures. The point of all, this, of course, is to get people into the magic of your product. The magic is not in filling out forms or watching cute videos about your product, it’s about using your product as quickly as possible. As a result, the only acceptable forms of friction are ones that ultimately enhance the users ability to have a great experience. Thus product is much better experienced as an app, where you have a notifications channel and a richer experience, then, by all means, ask the user to download something. If a product is much better, when used with colleagues or friends, that it might make sense to take a lower conversion rate during the sign-up flow in exchange for some sharing or inviting functionality, that brings more people into the app. Ultimately, it’s all a trade-off, where every click drops off a huge number of users, so you need to spend that user intent very very well.

There's more to accessibility than assistive technologies (AT), such as screen readers and alternative inputs. Companies that want to create inclusive and accessible experiences need to think beyond AT. Examples: - Processes - Motion - Verification options - Communication options - Alerts - Colors - Text formatting Processes refer to interactions with customers. Tech support entered a chat with me. They asked for a phone number in case we got disconnected. I explained I'm deaf and that's not a good option. I suggested they offer choices of an email address or a phone number. The next time I contacted them, they gave me a choice of providing an email address or a phone number. Such a simple change made a huge difference. Another example. I was watching a video from a company that wanted my feedback on captions. I could barely tolerate the video with a lot of fast motion. It's a problem for many folks with and without disabilities. Some have an animated GIF in their email signatures. Every time I open the email, repetitive motion plays endlessly. I can't stop it. Though I have reduced motion turned on, it won't work for this. It also makes the email file size bigger, which affects performance. If the animated GIF is important, then you can work around it by creating a YouTube or Vimeo video and linking to it. It gives people control. Verification options refer to calling someone to verify their identity. Often, the only option is a phone call. Texting needs to be an option. Emailing needs to be an option as not everyone has a phone. It's OK to require verification as long as we have choices. Communication options refer to giving us choices in how we communicate. Often, a company's contact information only lists a phone number. We need another option. Many folks don't like phone calls, not just those who are deaf or hard of hearing. Why can't we sit next to each other and text each other in a noisy room? I've had an entire conversation on an airplane using pen and paper. Sometimes the initial communication may be accessible, but it changes later. For example, I chatted with support. They said they needed to escalate the ticket to a team that only does phone calls. Sometimes, tech support will suggest I have someone call for me. I'm a capable adult. Besides the person who helps me shouldn't have access to my private information. It's a privacy issue. Alerts are how we get notified. Offer options. Android and iPhones do a great job of offering many custom notification options. I still run into hotel rooms with no visual fire alarm. What other ways do we need to consider accessibility aside from keyboards, switches, other inputs, assistive devices, and assistive technologies? Color contrast and text formatting make or break the experience. 🔔 Tap the profile bell 👉 Follow #MerylMots for more ✉️ Want to work together? Contact me. #Accessibility Image: Chase verification form with a choice of being texted or called.

Product managers & designers working with AI face a unique challenge: designing a delightful product experience that cannot fully be predicted. Traditionally, product development followed a linear path. A PM defines the problem, a designer draws the solution, and the software teams code the product. The outcome was largely predictable, and the user experience was consistent. However, with AI, the rules have changed. Non-deterministic ML models introduce uncertainty & chaotic behavior. The same question asked four times produces different outputs. Asking the same question in different ways - even just an extra space in the question - elicits different results. How does one design a product experience in the fog of AI? The answer lies in embracing the unpredictable nature of AI and adapting your design approach. Here are a few strategies to consider: 1. Fast feedback loops : Great machine learning products elicit user feedback passively. Just click on the first result of a Google search and come back to the second one. That’s a great signal for Google to know that the first result is not optimal - without tying a word. 2. Evaluation : before products launch, it’s critical to run the machine learning systems through a battery of tests to understand in the most likely use cases, how the LLM will respond. 3. Over-measurement : It’s unclear what will matter in product experiences today, so measuring as much as possible in the user experience, whether it’s session times, conversation topic analysis, sentiment scores, or other numbers. 4. Couple with deterministic systems : Some startups are using large language models to suggest ideas that are evaluated with deterministic or classic machine learning systems. This design pattern can quash some of the chaotic and non-deterministic nature of LLMs. 5. Smaller models : smaller models that are tuned or optimized for use cases will produce narrower output, controlling the experience. The goal is not to eliminate unpredictability altogether but to design a product that can adapt and learn alongside its users. Just as much as the technology has changed products, our design processes must evolve as well.

When I was head of growth, our team reached 40% activation rates, and onboarded hundreds of thousands of new users. Without knowing it, we discovered a framework. Here are the 6 steps we followed. 1. Define value: Successful onboarding is typically judged by new user activation rates. But what is activation? The moment users receive value. Reaching it should lead to higher retention & conversion to paid plans. First define it. Then get new users there. 2. Deliver value, quickly Revisit your flow and make sure it gets users to the activation moment fast. Remove unnecessary steps, complexity, and distractions along the way. Not sure how to start? Try reducing time (or steps) to activate by 50%. 3. Motivate users to action: Don't settle for simple. Look for sticking points in the user experience you can solve with microcopy, empty states, tours, email flows, etc. Then remind users what to do next with on-demand checklists, progress bars, & milestone celebrations. 4. Customize the experience: Ditch the one-size fits all approach. Learn about your different use cases. Then, create different product "recipes" to help users achieve their specific goals. 5. Start in the middle: Solve for the biggest user pain points stopping users from starting. Lean on customizable templates and pre-made playbooks to help people go 0-1 faster. 6. Build momentum pre-signup: Create ways for website visitors to start interacting with the product - and building momentum, before they fill out any forms. This means that you'll deliver value sooner, and to more people. Keep it simple. Learn what's valuable to users. Then deliver value on their terms.

"Most companies' onboarding sucks!" "40–60% of users leave an app forever after signing in just once." Here's why, from onboarding expert Ramli John: — 1. Why Onboarding Fails and How to Fix It The biggest onboarding mistake? Skipping the basics. Too many teams jump straight to flashy product tours without understanding what success looks like for users. Start with user research: What are their goals? What challenges are they facing? Onboarding is like building a bridge. If you don’t know where users want to go, you’ll lead them to the wrong place. Make sure the “promised land” in ads matches the actual onboarding journey. Key tips to avoid failure: → Use research to identify user pain points and objections. → Build flows that guide users step-by-step to their goals. — 2. The Secret to User Addiction: Personalization Great onboarding systems treat users like individuals, not clones. Not everyone needs a basic walkthrough. Some want advanced tools right now. → Take a page from Duolingo: assess skills and tailor lessons. → Or Miro: recommend templates based on user roles. Even CrossFit nails this — personalized welcome sessions create an experience that adapts to user needs. The result? Faster “aha” moments and reduced friction. — 3. Onboarding Is the Key to Unlocking Revenue Growth Onboarding doesn’t just help users succeed; it drives revenue. The trick? Identify the right upgrade moments where users see value and are ready to pay. → Canva introduces Pro features while users wait to download designs. → Triggers like multiple signups from the same company? Perfect for upsell opportunities. Great onboarding creates value, then monetizes it. — 4. Emails: The Untapped Engine Behind Explosive Growth Behavior-driven emails are a game changer. → Example: Phantom Video emails users when they remove the tool during a call. These emails don’t just engage — they build trust and guide users to the next step. The secret is context. → Reach out after users hit errors, milestones, or moments of success. → Focus on high-fit, high-engagement users for value-driven touchpoints. — 5. Mastering Metrics and Leveraging PLG for Seamless Onboarding Metrics drive onboarding success. Track key metrics like time-to-value, activation rates, and drop-off points. But here’s the problem: without clear ownership, teams lose momentum. The solution? Cross-functional alignment. Here’s how to make your onboarding intuitive: → Adopt PLG principles: remove friction and deliver immediate value. → Personalize onboarding to user needs. — Check out the full episode for many more insights: Apple: https://lnkd.in/eX2sWuuH Spotify: https://lnkd.in/eyt7agKj Youtube: https://lnkd.in/eWWqSgzM This will take your onboarding game to the next level.

10 reflections on retention from a decade of building eCommerce & SaaS businesses: ~~ 1. Most brands focus on acquisition. The best brands focus on retention. The difference? Profitability. 2. A second-time buyer is 5x more valuable than a new customer. Yet most brands don’t have a strategy to get that second purchase. 3. The fastest way to increase LTV? Make the next purchase a no-brainer. Default-on behaviors always win - “subscribe and save”. 4. Discounts kill retention. Cashback, memberships, and loyalty perks work better. The goal isn’t to win once—it’s to win forever. 5. The best retention strategies create habits—Prime, Starbucks Rewards, Apple’s ecosystem. If you have to remind customers you exist, you’ve already lost. 6. Retention starts before the first purchase. Customers who engage with content, quizzes, and community are 2-3x more likely to buy again. 7. A VIP customer doesn’t spend 10% more—they spend 10x more. Exclusive access, priority perks, and surprise gifts turn buyers into evangelists. 8. Community is the best retention strategy no one talks about. Private groups, live Q&As, and direct brand access keep customers engaged. 9. People leave when they feel unappreciated. A simple “thank you” email, handwritten note, or surprise upgrade goes further than any discount. 10. Retention isn’t about gimmicks. It’s about delivering real, consistent value that makes repeat purchases the obvious choice. Retention is the single most important metric you’re not paying enough attention to. Follow Josh Payne for more lessons on growth, retention, and scaling profitably.

Yesterday we had over 100 people sign up for Trigify.io, out of those 100 we had a 40% user activation. Here's how we re-did our sign-up process.. 1. 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲𝗱 𝗮𝗻 𝗼𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 𝗳𝗼𝗿𝗺 𝗮𝘁 𝘁𝗵𝗲 𝘀𝘁𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗲 𝗹𝗼𝗴𝗶𝗻, 𝘄𝗶𝘁𝗵 𝗮 𝗹𝗶𝘁𝘁𝗹𝗲 𝗔𝗜 𝘁𝘄𝗶𝘀𝘁.. → We asked why they were at Trigify.io & what pain they were looking to fix. → Based on this we then used AI to route them to 1 of 10 different marketing 'onboarding' flows where I've done over 20 different videos focusing on educating & activating the user. 2. 𝗪𝗲 𝗶𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲𝗱 𝘁𝗵𝗲 𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗼 𝗰𝗼𝗻𝗻𝗲𝗰𝘁 𝘁𝗼 Slack 𝗯𝗲𝗳𝗼𝗿𝗲 𝗹𝗼𝗴𝗴𝗶𝗻𝗴 𝗶𝗻𝘁𝗼 𝘁𝗵𝗲 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺. → We wanted to create a hooked emotional state. → Tracking your own LinkedIn is already going to have a high emotional state as social media has created the dopamine drug there so we wanted to tap into this. → When Trigify runs the sync and pulls in your posts or who evers it then alerts you via Slack & Email bringing you back to the platform. 3. 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘀𝘁𝗿𝗮𝗶𝗴𝗵𝘁 𝘁𝗼 𝗼𝘂𝗿 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 𝘀𝘂𝗶𝘁 → By placing this in the onboarding flow we at 60% of users connect and then 40% use it. → When you log into Trigify.io you are already 29% completed Seems an odd one but studies have shown that if you are already halfway through doing something you continue doing so. 4. 𝗜𝗻-𝗮𝗽𝗽 𝗻𝗼𝘁𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻𝘀 Using Knock we've created a Bell icon that has helped push people through the onboarding flow & create that loop cycle we are after. ----- Watching the session (replays) back was amazing, seeing someone: Connect 3 accounts and pull their engagement, pull 2000 leads, get their email, and export to Smartlead in under 10 minutes - was epic. We've failed a lot at PLG but this seems like a step forward after months and months of steps back & hours spent watching PostHog! With great usage and great feature means awesome results like the below 👎

Ever started a conversation by asking someone their social security number? That’s what some usability tests feel like. 🕵️♂️🤦♀️ Getting users to open up takes time. And the right questions. Some things I’ve learned about running genuinely useful usability tests: 🕵️♀️ Tailor your pre-test questions to your research needs Don't just ask boring stuff like "How old are you?" Think about what background information will actually help you analyze your results. If you're testing a work tool, ask about company size or role. For a dating or networking app, (non-intrusive) questions about their social life might be a better fit. 🤖 Speak human, not robot Ditch the jargon! Instead of "Did the product's user interface facilitate ease of navigation?", try "Did you find it easy to move around the site?" Your users will thank you for not making them reach for a tech dictionary. 🎭 Go off-script (sometimes) Your discussion guide is a map, not a cage. If a user says something interesting, follow that thread! The best insights often come from unexpected detours. 🔜 Use clear tasks, not vague instructions Instead of saying "Explore the website," give specific, realistic tasks. For example, "Imagine you want to set up a new account. Please go through that process and tell me what you're thinking as you do." This approach mimics real-world usage and helps you identify specific pain points in your user journey. 🕳️ Spot the black holes in your UX Sometimes, the most important thing is what users don't do. If your "revolutionary" filter feature might as well be invisible - ask why. 🤔Ask 'why' "Why did you click there?" can reveal more than a hundred assumptive questions. It can also balance out the quantitative questions. If someone rates a feature 2 out of 5, ask what would have made it a 4 or 5. This combination gives you both the data to spot trends and the insights to understand the reasoning behind those trends. Here are my learnings on what makes a wildly successful usability test + an Airtable question bank that can help: https://bit.ly/4bODMJc How do you get your users to trust you during a usability test? What’s your go-to ‘human-ing’ warm-up question? #usabilitytesting

Lyft knew they had a problem. Only 5.6% of its users are over 65, and those users are 57% more likely to miss the ride they ordered. So, Lyft created Silver – a special app version for seniors. But why create a separate app when these improvements would benefit all users? The curb-cut effect is real. Features designed for wheelchair users ended up helping parents with strollers, travelers with luggage, and delivery workers with carts. The features in Lyft's senior-friendly app wouldn't only benefit older riders: 💡The 1.4x larger font option? Great for bright sunlight, rough rides. 💡Simplified interface? Less cognitive load for all of us. 💡Live help operators? Great for anyone when there's a problem. 💡Select preference for easy entry/exit vehicles? Not everyone likes pickup trucks. What started as an accommodation should became a universal improvement. The most powerful insight? Designing for seniors forced Lyft to prioritize what truly matters: simplicity and ease of use. Will they leverage this for all their users? The next time someone suggests adding another button to your interface or feature to your product, consider this approach instead: sometimes the most innovative design is the one that works for everyone. Rather than creating separate "accessible" versions, what if we just built our core products to be usable by all? This is the paradox of inclusive design - what works better for some almost always works better for all. What "accessibility" feature have you encountered that actually made life better for all users? #UniversalDesign #ProductThinking #CustomerExperience

Slow is the new downtime. How do you make sure your API won't be slow in production? 𝗟𝗼𝗮𝗱 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 Simulate the expected number of concurrent users to understand how it performs under normal and peak loads. Tools: Postman or Apache JMeter. 𝗖𝗮𝗽𝗮𝗰𝗶𝘁𝘆 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 Determine how many users your application can handle before performance starts to degrade. Tools: NeoLoad 𝗟𝗮𝘁𝗲𝗻𝗰𝘆 𝗧𝗲𝘀𝘁𝗶𝗻𝗴  Measure the response times under load conditions. It is super important if your applications require real-time responsiveness. Tools: Postman can also help here. 𝗗𝗮𝘁𝗮 𝗦𝗶𝗺𝘂𝗹𝗮𝘁𝗶𝗼𝗻 Populate your testing environment with data volumes that mock what you expect in production. You will understand how data management and database interactions impact performance. Tools: Datagen or Mockaroo. 𝗠𝗼𝗻𝗶𝘁𝗼𝗿𝗶𝗻𝗴 𝗮𝗻𝗱 𝗣𝗿𝗼𝗳𝗶𝗹𝗶𝗻𝗴 Set monitoring tools to track application performance metrics. Profiling helps identify memory leaks, long-running queries, and other inefficiencies. Tools: New Relic, Datadog, or Prometheus These 5 things will help you to simulate your production environment. They are not perfect, but they will help you to: - Learn and fix performance bottlenecks early. - Build a reliable API. - Have a more reliable user experience. Are you flying blind or testing like in production?