WWDC2017 Session 816

Transcript

>> Imagine you're searching for
an apartment.
You've been on the hunt and this
one looks pretty good.
The price is right.
The photos show tons of natural
light.
It's close to work.
So you schedule some time to
stop by and check the place out.
You bike over.
Someone buzzes you in.
You find the apartment door.
You give it a knock and the
landlord greets you.
And before he'll even let you
pass the front door, he has some
requirements.
He wants to see a passport, a
birth certificate, and your last
four paystubs.
Now this would be a little
ridiculous, right?
You just want to check the place
out.
You're not ready to commit to
anything yet plus who knows if
you're private info's safe with
this guy?
First impressions matter.
They matter because they could
also be your last.
People have access to millions
of apps in the App Store.
You've already passed the first
hurdle when someone installs
your app.
Great. So prevent them from
backing out and deleting your
app in the same way you'd
probably be off to the next
apartment on your list.
And then instead, start things
off with a great first
impression.
Now suppose you're planning a
trip and a friend suggested this
travel app here.
Looks pretty good.
So the installation completes.
You tap open for the first time
and you're met with this.
Now does this look familiar?
Someone wants you to register
here but there's not much info
about what this app actually
does.
And sure you have some idea
after your friend's
recommendation but when you open
the app for the first time and
this is how you're greeted, it
still feels a little something
like this guy.
There's a chance you might back
out, delete it, and go find
something else.
Now consider this military base
with its fortified exterior.
The message to anyone on the
outside is clear.
Stay out. Right?
Compare that to Apple Union
Square in San Francisco.
The entire front of the store
opens up to the sidewalk invited
passersby to wonder in.
And wondering is exactly what
they do because people use -- as
people explore the store,
they're able to pick up and use
iPhones.
They might not take a new Mac
for a test drive or try on an
Apple Watch.
All without obstacles or
friction.
Your first launch experience
should feel just as
frictionless.
If people are greeted with an
open, interactive experience,
the very first time they tap
your icon, you're going to make
a great first impression and
keep them coming back.
So let's talk about some ways to
make that happen.
We'll be discussing some tips
for leading with content first.
How to teach new users about
your app through interaction.
And when you need to ask for
some more information upfront,
some tips on timing that will
add to a great user experience.
So let's start with some
strategies with a content first
approach.
Let's compare our travel app to
another travel app.
Now this is Jetsetter.
And the very first time you open
Jetsetter you're immediately
greeted with this great content.
Big beautiful images.
Useful information.
You can browse this feed, of
course, or you can jump right
into search if you have
something specific in mind.
If a destination catches your
attention, you can drill in for
more photos and more details.
And it's been seconds since you
first launched this app and
you're already using it like a
pro.
You're intrigued by all this
great content and you've already
started daydreaming about laying
on this beach.
It's only when you're ready to
book the trip that you're
prompted to register.
By now, you've got a good idea
of what the app has to offer.
You've seen the potential
benefits of registering.
So this feels like a more
appropriate time to share more
details.
If you're not convinced yet,
just compare Jetsetter with our
other travel app.
Now we've all been through some
version of that top row.
Which one of these feels more
welcoming to you?
Always lead with great content.
Show off what makes your app
great right off the bat and let
people dig in.
Now there are some situations
where a little bit of upfront
instruction might be helpful.
And I say might because before
you start incorporating some of
the tips we're about to look at,
I want you to very carefully
consider whether any upfront
instruction is needed at all.
Let's take a quick look at the
phone app.
Now just imagine if we designed
this with a series of first run
tool tips.
It'll be a little ridiculous,
right?
This interface is obvious.
We know how it works.
You should strive to design your
interfaces to be as intuitive
and as easy to understand as
possible.
Ideally no upfront instruction
is needed at all.
All right.
Let's take a look at Lara Croft
GO.
This is your starting point
here.
No onboarding.
No instructions.
Nothing to pull your attention
from this immersive experience.
You're right in the game but you
still need to learn how to play
this game.
So these first two levels are
designed to introduce you to the
basics.
Well, you only have a straight
line here and Lara looks like
she's ready to go.
Since there are no visible
controls, you try swiping on the
screen.
And sure enough, she starts
moving in the direction you've
gestured.
You quickly discover you can
move up and down walls too.
And congratulations, you've
learned the game's navigation
controls.
All right.
Now you've got this glowing tile
up ahead catching your
attention.
Options look pretty limited so
let's go check it out.
Yes, you've just completed a
level.
Now that one was pretty simple,
of course, but it's teaching you
the basics and you're already
playing the game.
All right.
Level 2 starts here.
It looks like your path is cut
short.
So let's try that switch.
Ah ha, the missing path fills in
and you've figured out another
important part about how this
game works.
You know, of course, things get
a lot more complex from here.
But you can start to see how
instruction can be layered into
an experience.
And again, no onboarding.
No tool tips or floating hands
here.
There are no barriers when you
first play Lara Croft GO.
This approach works in all kinds
of apps not just games.
This is Streaks.
It's a simple app designed to
help you pick up new habits.
In my case as you might be able
to guess I'm studying French and
I'm trying to make a habit of
practicing every day.
Maybe Streaks can help.
The completion of a task is
represented by the filling in of
a ring.
So the first launch experience
conveys this in a clever way by
inviting you to fill in rings as
you proceed through this
introduction.
And you're led right into
creating your first habit.
So if your app requires a bit of
upfront education, it's going to
be a lot more compelling if it's
interactive and gives people
that sense of jumping right in.
Teach through interactive
experiences.
Now another place you don't want
people to get stuck is with
permission requests.
And you know what it's like to
open an app for the first time
and get hit with permission
request after permission
request.
Sort of like that demanding
landlord we met earlier.
So let's look at some tips for
getting this right.
This is Strava.
Strava lets you use your iPhone
to track outdoor runs and bike
rides.
And it eventually asks for
access to your location, your
camera, your context, even
HealthKit data but it doesn't
ask for all of these right away.
Instead, Strava makes requests
on an as needed basis.
For example, it's not until
you're ready to take Strava out
for a ride for the first time
that you're prompted to share
your location.
So you hit record down on the
bottom.
We'll get you on a ride here.
Who's ready to roll?
All right.
So you get on ride and
eventually a little while later,
you're ready to wrap things up.
We'll make it a short ride.
So you stop the ride and you tap
save.
Now when you're saving a ride,
you have the option to add more
details including a photo.
And it's only when you tap add a
photo that you're prompted for
access to your photo library.
And this is another great
example of a permission request
that's right in context.
So you immediately see the
benefit and no additional
explanation is necessary.
And it's the same situation when
looking for friends on Strava in
your contacts.
The app requests permissions on
a need to know basis.
So you retain a sense of control
over both the experience and
your private data.
Now there are a few apps out
there that can't offer any value
without some sort of
permissions.
This is Transit.
It lists departures of nearby
buses and trains ordered based
on proximity to your current
location.
I live in San Francisco and I
use this one all the time to get
around.
Of course it wouldn't be able to
provide this data without your
location.
So the first time you launch the
app, you are prompted to share
your location.
And as soon as you tap allow,
the map zooms in and you're
presented with a list of nearby
routes and departure times.
So you immediately see the value
Transit will provide in exchange
for this information.
So remember, ensure people
understand the value of sharing
their private data with you
ideally before you ask for it.
Once that permission has been
granted, reinforce the decision
by showing off the benefits
you'll provide with that data.
Only ask for what's needed when
it's needed.
Follow these tips and I promise
you'll make a great first
impression.
Thank you.