👋 First impressions only happen once

Welcome to the first issue of the Content & Context newsletter!

I spent a lot of time thinking about what should go into this first edition—what would intrigue you and set the stage for all the exciting things we’re about to explore together. What would really hook you in and make you look forward to every email that lands in your inbox?

Then it hit me-

This entire process of writing this first issue is so much like UX itself. It’s been all about thinking from your perspective as my ‘users’.

What would be most valuable to you at this moment?

What should I highlight to help you understand the journey we’re about to embark on?

If this were a product journey, this issue would be the onboarding screen—the part where you decide whether you’re in or out.

In UX, onboarding is one of the most crucial steps. Done right, it keeps users engaged and interested; done wrong, it’s an easy way to lose them before they’ve even started. Good onboarding is like marketing—introducing the best of what your product offers and convincing users they need it.

You’ve probably heard this before: First impressions matter. Well, in the digital world, that first impression isn’t just about design or branding—it’s about onboarding. A seamless onboarding experience doesn’t just introduce users to your product—it sets the tone for their entire journey. Get it right, and you’ll hook them from the start. Get it wrong, and they might never return.

Research shows that a poorly designed onboarding process can drive up to 25% of users to abandon an app after just one use. That’s a staggering number for any product. So, how do you avoid falling into that trap?

The onboarding strategy for a new product differs significantly from that of an established one. New products need to focus on communicating their unique value proposition and core features. They're starting from scratch, building trust and demonstrating why users should choose them over existing solutions.

Established products, on the other hand, can leverage their existing user base and reputation. They might focus on introducing new features, improving user engagement, or targeting specific user segments that haven't fully adopted the product e.g., “trusted by 90,000 users” or “ranked #1 on Product Hunt”.

Both approaches are valid, but the key point here is that, when planning your product’s onboarding, the messaging has to align with where the product is in its lifecycle.

Another important thing to note is that onboarding isn’t a one-size-fits-all approach. Different users bring different backgrounds and needs, so creating a single onboarding flow can limit your product’s reach.

This is why we say effective onboarding is a team effort, with input from every stakeholder—designers, UX writers, users (through user research and testing), developers, marketers, product managers, product owners, etc. By collaborating, you create an experience that resonates across user segments, adapting to their unique contexts.

Some common user segments you might need to consider when designing your distinct onboarding experiences are:

• First-time users who need to learn the basics and see the value right away.

• Returning users who might benefit from targeted tips or updates.

• Switchers coming from competitor products, looking for a compelling reason to stay.

Tailoring each onboarding flow helps users see how your product meets their specific needs and builds a foundation for engagement right from the start.

An interesting example of this dynamic is playing out right now between Beehiiv and ConvertKit (now rebranding to Kit). Beehiiv, launched an aggressive "Convert-to-Beehiiv Kit" campaign, targeting ConvertKit's user base. They're offering 6 months of free Premium benefits with VIP treatment to any ConvertKit users willing to switch, highlighting features where they believe they outperform ConvertKit. This campaign effectively uses their onboarding process as a marketing tool, emphasizing Beehiiv's focus on creator needs.

Meanwhile, ConvertKit (rebranding to "Kit") finds itself in quite a position. As an established player, they're juggling the tasks of retaining their existing user base while attracting new users through their rebranding efforts. Their too-long rebranding announcement has been seen by some as excessive, opening the door for competitors like Beehiiv. ConvertKit's challenge now is to onboard users to their new identity without disrupting the experience for long-time users, all while fending off aggressive competitors.

This clash of the titans, laid out nicely in a previous issue of the Big Desk Energy newsletter, shows how onboarding strategies can differ dramatically between new and established products, and how business decisions can impact customer onboarding and retention. You can learn more about Beehiiv’s offer in this interesting post.

And that’s a wrap for Issue #1!

Before you dive into designing your onboarding, check out this great resource by Appcues on what effective onboarding should include. This article lays out essential elements to guide your design, almost like a checklist—perfect for streamlining the process without stress👇

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Until the next,

VII from C&C