Loading post…
IntercomExplainer
Ways to think about customer onboarding - The Intercom Blog
Summary
Customer onboarding is critical, yet most apps lose half their new users by the second day because it fails to deliver real value. Instead of focusing on feature adoption like creating a to-do list, onboarding should help users achieve their ultimate goal, such as delivering a project on time, turning them into superheroes. The Jobs-to-be-Done framework reveals the motivations driving sign-ups, enabling segmentation and tailored onboarding flows for groups with similar needs. The four forces model adds context by showing push and pull factors when users switch, maximizing forces for change like long email trails and minimizing resistance like switching anxiety. Finally, behavior-based messaging should be scheduled by time with a priority list rather than predefined sequences, avoiding the complexity of N-dimensional decision trees, as implemented in Intercom’s Smart Campaigns.
Context
Many products invest heavily in acquisition but neglect onboarding, leading to rapid user drop-off within the first few days.
Approach / What changed
Use a time-based priority list for scheduling behavior-triggered messages: messages are ordered by priority, and at each messaging interval (e.g., every three days), the highest priority message matching the user’s current behavior is sent, adapting to individual user journeys without complex decision trees.
Takeaways
Onboarding should be defined by the user’s desired outcome, not feature adoption, turning users into superheroes.
The Jobs-to-be-Done framework helps segment users by their underlying motivations for signing up, enabling tailored onboarding flows.
Behavior-based messaging can be scheduled via a time-based priority list to avoid complex decision trees and adapt to individual user journeys.
FAQ
Why do users drop off quickly?
Because onboarding is often one-size-fits-all and fails to deliver real value. Users do not see how the product helps them achieve their goal, so they leave by the second day.
How can I understand why users sign up?
Use the Jobs-to-be-Done framework to ask users their motivations for signing up and identify patterns. Then segment users by those motivations and tailor onboarding flows accordingly.
How can I design onboarding that adapts to behavior?
Use a time-based priority list where messages are ordered by priority. At each messaging interval, send the highest priority message matching the user's current behavior, avoiding predefined sequences.
Source and freshness
- Source
- intercom.com
- Published
- Added to Yomu
Summaries are generated from the original by a language model. Check the original before relying on it.
Keep reading
Related reading
The Good Stuff
Paid picks we use ourselves. Links carry a referral code — a subscription through one earns us a commission at no extra cost to you.
The best engineering reads, once a week
One useful email. Unsubscribe anytime.