Instagram’s onboarding prioritizes speed and delivering users value through interpersonal connection. After logging in for the first time, Instagram asks the user to sync contacts and follow suggested accounts to start building a personalized feed as soon as possible. While this workflow can be skipped, the app prioritizes this over even completing profile setup, suggesting immediate value delivery takes precedence over gathering information. Since Instagram can be easily used without syncing contacts, I can imagine a drop off of less than 10% at this point. Ultimately, Instagram’s onboarding focuses building up a user’s connections to decrease the time between account creation to delivering content via a personalized feed.
Notion
Notion’s onboarding prioritizes gathering information about the user before a user can actually use the product. That is, Notion asks the user a series of questions (i.e. what their use case for Notion is, what kind of user they are, etc.) to determine the best way to tailor Notion’s tools to best serve the users needs. Notion has deemed this degree of friction acceptable because although it increases the time between account creation and actually using the product, but it helps Notion better understand what the user actually needs, prioritizing information gathering over immediate value delivery.
Venmo
Venmo’s onboarding prioritizes information gathering before value delivery to an even more extreme degree than Notion. Venmo has to abide by certain financial regulations, and it is required to collect a user’s name, phone number, banking details, and other personal information before a user can actually start using Venmo to send and receive money. This creates a high level of friction, where I can imagine a drop off of more than 20% as requiring bank verification can be a turn off for those who do not want to share such information, and it takes awhile.
