Intro

Although Notion, Instagram, and Venmo serve very different functions, they all share one key similarity: scale. Each has over 95 million users, with Instagram nearing 2 billion. Given this huge success, it’s crucial to focus on users’ first point of contact: onboarding.

Priorities

Venmo and Notion both begin by asking the user who they are and what they want to do with the platform. This creates a smooth entry point to a more personalized experience and directly influences the final result. Instagram makes this even simpler by jumping straight to phone number verification. All three also focus on the simplest steps first before moving on to contact syncing or legal details. This method is similar to James Clear’s “2-minute rule” from his book Atomic Habits, which suggests that the most crucial part of building habits is starting with quick, easy steps. Ease is definitely a priority, and all three promote creating an account quickly and filling in details later.

Friction

All three applications tend to add friction after users have already invested in the onboarding process. Instagram’s initial barrier is the lowest, requiring only a phone number. Nation’s goes a step further by asking for existing logins such as Google, while Venmo requires users to create a username and password from the start. The costs for Venmo can be higher, as bank verification can be a lengthy process that makes users question how much they need to use the platform. In contrast, Instagram’s contact sync is optional and more forgiving. Notion’s approach is even better, actively helping users become familiar with the platform.

The points of friction for each stem from necessity; Venmo needs to keep your finances secure, Instagram needs to help you connect with people, and Notion needs to help you be your most productive self.