Get Returning Customers the First Time Around

Product Office Hour with uCiC (Snapwise Inc.)

Sam Yuan
Jun 12, 2015 · 4 min read

What‘s the motivation?

The first step to a successful product is understanding your customers. Snapwise Inc. came in with a pretty clear idea of who their targeted customers are and what major use cases would be for uCiC. But as the Pivotal Labs team and Sukhsagar began to tease out more details about user needs and requirements, we noticed that uCiC is trying to address various customer needs in one app. The direct consequence is that users are very confused about the purpose of the app.

OK, now we know why people use the app. But what brings them back?

Another challenge uCiC is facing is maintaining a stable base of returning users through organic traffic (people who have downloaded the app to “try it out”). Like many other startups, uCiC is experiencing difficulties in conveying its value to the customers. Sukhsagar agreed that the current app lacks an upfront tutorial for first-time users. Creating reoccurring visits and delivering the first delightful moment, however, goes beyond that.

  1. Simplify the actions. Actions vary based on tasks and may include registration, sign-on, sending a message, replying a message, etc. Essentially, an action needs to be clear and simple to do.
  2. Choose rewards wisely. One critical step of enticing users back to the app is to ensure that they receive a reward at the end of the action. What uCiC currently has as a reward is Karma Points, and we felt that it needs to be clarified in terms of its value / benefit to the users.
  3. Show the value. The value can be demonstrated in various ways and it should something that the users invest in and be proud of. For uCiC, this could be a collection of unique photos that users receive via the app.
  4. Tie it back to a new cue. The end of a user flow needs to set the stage for the next interaction. In the case of uCiC, it could be a reply sent directly to users’ phone, setting the stage for users to come back and check the message.

“Product office hour for uCiC was laser-focused on the customer value proposition and how to bring it front and centre in the product. I highly recommend anyone building a mobile product to spend some time with the team at Pivotal.”

We look forward to seeing an enticing first-time user on-boarding flow and successful delivery of the first “delight moment” from uCiC!

Product Labs

Product and Design advice and stories from the folks at Pivotal Labs

Sam Yuan

Written by

Sam Yuan

Design & Research @Shopify

Product Labs

Product and Design advice and stories from the folks at Pivotal Labs