In a recent podcast with Scott Belsky, Adobe’s Chief Product Officer, I discovered an insight that is worth sharing: “In the first 15 seconds of every new experience, people are lazy, vain, and selfish.”
This concept underscores how crucial your product’s first impression is. How do you demonstrate your product’s unique value proposition in the time before someone gets bored and clicks back to Instagram? The below image from 10 years ago on the user onboarding site shows the necessity for a product to communicate how it’s going to transform its user.
People’s attention spans are fleeting, and their patience for exploring your product is limited. It’s crucial, therefore, to immediately answer their implicit question: “What’s in it for me?” Multiple tests and iterations at Now Novel have shown the benefits of fine-tuning the onboarding process and the initial user experience.
These experiences have also underscored the challenge: to concisely express your value proposition. You’re essentially battling against our natural tendency to be lazy, vain, and selfish. Time is of the essence, and the value you provide must be clear, compelling, and immediate.
Brendan McNulty 