Instagram: The onboarding emphasizes 1) verifying eligibility, 2) creating a basic profile, and 3) (optional) enhancing product depth. The first steps, verifying age and number/email help ensure eligibility upfront. Then, the user inputs their name and desired username. This could be a point of friction if too many of the user’s desired handles are already taken; Instagram mitigates this by generating suggestions. The next page is the terms and policies, and after this, most steps (profile picture, syncing contacts, following pages) gives the option to skip, reducing overall user drop off. Yet, this option is not readily apparent (small icon in top right rather than large blue icon at the bottom unlike other screens); this can create an immediate mismatch in expectations that leads to some degree of drop off. The comparison is shown below:
Notion: Notion has a more extensive onboarding process, aiming to collect user data to tailor their experience. It offers the option to continue with Gmail/Apple to alleviate some friction. After name input, it asks users a set of questions about their role, their goals with using Notion, and whether they’re using it for a team (in which case they also set up a workspace and invite members). Then, there are several pages with information about how Notion works. While these screens introduce friction, they also reflect Notion’s target market. Unlike Instagram which exists for social purposes, Notion attracts people with specific productivity/work goals. Thus, the time they’re willing to spend on onboarding is likely higher. Furthermore, the questions help Notion market to a broad audience while tailoring itself to specific use cases.
Venmo: Similar to Instagram, it begins with email/number verification, and then goes to account set up. It specifically asks for the user’s legal name, which is needed for verification in fintech. The next few screens are legal agreements and information about Venmo’s fee structure. The headline “The legal stuff you’ve been waiting for,” which is not bolded unlike other flows, creates a sense of relatability and predictability regarding what could otherwise be an inconvenient process. This choice can contribute to reduced user drop off.
Instagram prioritizes engagement and the social graph; Notion values user utility and customization; and Venmo emphasizes trust and security. They each strive to reduce drop off through providing user autonomy and only asking for necessary information.
