Product-Led Onboarding™ boosts your user activation rate, by eliminating "busy work" in your current onboarding process and helping more users experience your product's value, faster. You do this by optimizing your product's time-to-value.
In this course, you'll learn how to:
Wes Bush:
So this is a four-step process. I don't want you moving on if you haven't identified what does end-user success look like and what does your first strike look like. Because this next part won't really work for you if you haven't done that yet, so feel free to pause this video and wait to get to step two if you don't have those answers to those questions yet. But if you do, let's not waste any time, and let's go into how to map out your user journey.
Wes Bush:
All right. So it's actually pretty straightforward. A lot of people try and over-complicate this, when it comes to, "Let's map out our user journey and make it super complex." No. I'm here to tell you it's actually really straightforward, and what you're going to do is initially you're going to watch me actually build out a user journey map. Very simple, very rough. It's going to take about five minutes, and then I want you to pause this and go through it with your product.
Wes Bush:
All right. So the product I've chosen to tear down here is Canva, and the reason I'm choosing Canva is because, in my opinion, they have one of the fastest times to value. And so it's going to be really good to see just how they approach it and what are some of the considerations you need to make here.
Wes Bush:
All right. So I'm going to just share what I have in mind. So initially, before you go to this, I want you to create a kanban board, whether you use Canva or Notion or something, just have this handy. Obviously, you don't have to have all these things filled out yet, but I want you to have this, or maybe it's a post-it note or it's just pen and paper. But I encourage you to have something where it's ... What will you even call this? Like a box, or the good thing about a post-it note is you can write on it just for that one step because we want to make sure we have a system where we can map out every single step and it can have its own thing that we can easily drag and drop and maybe color on.
Wes Bush:
Okay. So now I hope you have something open. You're ready to go. You've got your kanban board. Now you're going to start with just identifying what is that first touchpoint? So with Canva, I initially typed into Google, all right, "How to make a poster." Really straightforward. And so then I just scroll down and I found Canva's link. Okay. So step one here if we look at the kanban board is type, "How to make a poster." Do you see how specific I'm getting here? Every single thing I'm jotting down as a step.
Wes Bush:
Step two. Okay. Click, free online poster maker, so click this. Once again, click landing page. All right. And you can link to it and screenshot. I would recommend that if you're sharing this with more colleagues on your team just so they can easily follow along. Just since I'm doing this for an example for you, I didn't do the screenshots, but it is handy to have. So I'm on the landing page for Canva and I see, okay, "Custom posters made easy with Canva's poster maker." Cool. Rate it. High ratings, looks trustworthy.
Wes Bush:
Okay. So I can see some examples. It feels great. I'm not going to read all of it, but I see there's lots of examples here and interesting. So I'm just going to do start designing a poster. Now, I did skip a few steps here since I wanted to save your time and I already logged in, but for the first time user, you do have to go through the registration process.
Wes Bush:
And so on that end, there's signing up with you get to choose whether you sign up for Google or email. You'll have to fill out your full name, your email, confirm that email address again, fill out a password, click the call to action, and select what you do, whether that's a lawyer or a business owner, you name it, you got lots of options. And then you can add your team to Canva as well.
Wes Bush:
So I'm just skipping to this step, which is creating the poster. So I get into Canva and wow. Okay, pretty simple. I can see the blank canvas, except it's not as scary as looking at a blank canvas of paper or maybe a Google Docs, because what I see here on the left-hand is a lot of interesting templates. I can see, "Ah, interesting, if I want to create a poster that is yellow, like my book on product-led growth. Great. I've got that." And I can just simply change the text, add a few things. Maybe I want to explore some elements and add something silly. Then I've got it. Let's just make this look a little better. Not sure if that did much, but yes, we made something even more confusing looking. And I'm pretty darn happy with this, so I can simply just either download this or print the poster.
Wes Bush:
So for this, the first strike in Canva, whenever you type in how to make a poster, is really just either downloading it, sharing it, or also printing it. So there's three levels of end-user success here for the first strike, and so either of them could suit my boat. Depends on how I plan on using this. If this was a video poster, sharing it might be better than printing. I'm not sure how they address that specifically, but it's pretty straightforward. When we look at the canvas here, there was really just exploring. I mean, selecting the poster, adding the text, adding one or two elements, and then I just had to click download a print to share.
Wes Bush:
So that's what I want you to do for your product. Start with how people typically find your product. If you don't know, you could always ask your marketing team and see where did the majority of the people come in? Like, what channels do they come in? Is it Google? If so, like what page do they typically come on? And drill down to that first touchpoint. And if you don't have that time or you can't, for whatever reason, find that data, just start with your homepage, start there and go through the journey of what someone would need to do to go from your homepage to that first strike in the product, and map out every single one of these steps.
Wes Bush:
One of the common questions I usually get throughout this activity is like, "Well, Wes, do I really need to create," especially when people are using sticky notes, "Do I need to create a sticky note for every single one of these steps?" So for instance, email address, and then confirm email address, and the answer is always, "Yeah, you actually do." And when you're going through it, you're going to realize, "Oh my goodness, there's a lot of steps here." And when we get to the next phase of vetting every step it's going to all fit together, so just trust the process. I've done this hundreds of times and the end result is always going to be fun and educational for you to really realize what is necessary and what is not. So that's the second step.
