Growth Design Dissections #1: Yousician’s Onboarding 🎸
Using behavior psychology for analyzing and ideating digital journeys
What is ‘Growth Design Dissection’?
We all (as designers) want to make a user and business impact with our designs. With experience and practice, we create our sense of ‘good design’. With science and experimentation, we can turn ‘good design’ into potentially ‘good performing design’ as well.
My understanding of ‘growth design’ is designing with a ‘conscious effort’ and ‘scientific rigor’ to create a ‘measurable impact’ on business and user experience outcomes.
In the case of digital design, ‘behavior psychology’ is one of the most important and easy-to-use scientific methods which can help create this impact.
In this series, I will try to look into some of the digital journeys through the lens of behavior psychology (and of course some of my good design sense 🧘♂️) in order to find the obvious and not-so-obvious opportunities to improve.
Why ‘Growth Design Dissections’?
This will hopefully help me work out my ‘design muscles’ and I hope it helps the readers, especially the new designers to learn how to ‘analyze and approach journey improvements’.
This is heavily inspired from the awesome work done by Growth. Design team and I got this idea to make it into a series while pursuing their product psychology masterclass. Kudos to the team at Growth.Design 🙌.
How it will look ?
⚠️ Disclaimer
The intention of these dissections is to understand the process of design analysis and applications of behavior psychology. These are my personal opinion, not based on actual user research or data analysis of any kind.
Yousician App 🎸
Yousician is a music learning app that offers interactive learning for guitar, bass, ukulele, piano, and singing, with lessons, exercises, and songs. It has around 20 mil monthly active users (combined with another app called Guitar Tuna)(Source).
Context
I am sitting in a cafe with my partner, waiting for my lunch to arrive. Randomly I think about the ukulele (another form of a guitar) which has been lying in my house for some time now. I decide to check if there is something available on the App store to learn Ukulele. I don’t know how to play Ukulele and this is my first time trying to download a music-learning app.
Let’s start 🚀
Conclusion
Of course this is a commercially successful app and the product sells itself. But even such a successful app seems to have quite a few friction points.I can only imagine how much more they can grow by fixing some little / big issues in their onboarding journey.
Key takeaways
- Demonstrate value before asking for effort and commitment.
2. Communicate benefits over facts and features.
3. Reduce the burden of technical / business induced complexity with empathy and honesty.
4. Keep users informed where they are in the process.
5. Leave first interaction with a reason to come back.
Date : 25.03.23
Post number : 20/52
