The Product-Led Organization by Todd Olson

Author:Todd Olson [Olson, Todd]
Language: eng
Format: epub
ISBN: 9781119660927
Publisher: Wiley
Published: 2020-09-23T00:00:00+00:00

PERSONALIZING THE ONBOARDING EXPERIENCE

Most organizations have sufficient information and context about their users to tailor the onboarding experience in a way that makes the content as relevant as possible to the user. Basic elements of the user profile such as role, plan level, or customer size can help to determine whether education content will be helpful to a specific user. User behavior and demonstrated proficiency can determine how much training they need when new features are shipped.

New tools make it easier for product teams to leverage this data as a part of their onboarding development. These tools pull user context through integrations with key customer systems such as CRM and marketing automation. They use product usage data to target content based on user behavior. With point-and-click authoring, they allow product, UX, and customer education managers to create and push personalized training content into the product experience without having to rely on engineering resources.

Consider an example of this practice in action. CareCloud (https://www.carecloud.com/) is a SaaS company that provides electronic health record and billing tools for medical practices. They've invested a lot in designing really simple and thoughtful onboarding experiences that delight new users, knowing that these users—often administrative staff in doctor's offices—aren't always heavy users of business software. They want to make the experience for their new users something that's welcoming, not intimidating.

Adam Siegel1, an education content specialist at the company describes this onboarding as much about art as it is about science, pointing out that the content should be delivered in an easily consumable format and only when it's meaningful to the user. This means throwing away tedious manuals and long lists of instructions and delivering bite-sized guidance, just in time, when it's needed by users, directly inside the product itself.

The hard truth, as the CareCloud team points out, is that users don't have the time and attention to learn everything that you might want to throw their way. He describes the users' motivation, cleverly, like a health bar in a video game, as seen in Figure 7.2:

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