How to be the top Web Product Manager @ China? You tell me.

This is a report regard of the design patterns”Sign Up & Ramp Up”,I read it about two years ago for the first time,so useful for designing a excellecnt “Sign up”process.And yesterday I read it again,firmly believe that it’s still valuable for the designers and product managers,so,share to all.

This report is made by Adaptive path, you can down the paper  here for free.

Patterns for Sign Up & Ramp Up

-Inspiration and Guidelines from the Web 2.0 Landscape

Table of Contents

Introduction
1. Give the user good reasons to join
2. Make the sign-up process feel effortless
3. Don’t leave new users hanging
4. Accelerate initial connection-making

Principle One:
Give the user good reasons to join.

To persuade a new user to sign up for a service, a site should strive to increase perceived value while reducing the investment required to join. The strategies in this section focus on motivating users to join by communicating benefit to the user both explicitly and implicitly.

1.1Value Proposition Statement

A few, easily-scannable lines describing the purpose of the site,often using highlighted keywords.
Use to…
• Quickly communicate the value of the service to the end user.
Caveats
• A value proposition may be unnecessary if the purpose of the site is simple and obvious (e.g., Google.com).
Design Guidelines…
• Focus on the value to the user. It’s not about what they can do, but WHY they might want to do it.
• Make it scannable by using bold keywords, line breaks, and/or parallel constructions.
• Visually connect it to the logo and sign up action if possible.
• If used in conjunction with a tour, link to relevant sections of the tour.

Examples

1.2How it works/How to use it

A prominent visual presentation, often in a “1-2-3” format, of the site’s primary use case.
Use to…
• Communicate how easy it is to use.
• Explain interactions between the user and the service.
• To introduce new paradigms.
Caveats
• Featuring only one use case or a limited set of features may communicate that the site can only be used for one thing or in one way.
Design Guidelines…
• Limit the number of steps to three.
• Tell a story.
• Write in the second person (“Twitter asks, ‘What are you doing?’”) or use the imperative tense (“Take a picture…”).
• Connect the steps in a logical flow.
• Use a meaningful graphic to illustrate each step.

Examples

1.3Why Join? List

An easily-scannable list of reasons to join. These “reasons” may be actions (“Upload Photos”), promises (“Save time planning trips”), or features (“Flickr is part of Yahoo!”).
Use to…
• Highlight primary or interesting features.
• Highlight unrelated features that can’t be summed up in a value proposition or step-by-step flow.
• Convince the user to join by presenting compelling reasons or highlighting features.
Caveats
• While scannable, a bulleted list may seem dull and Power-Point like, and users may ignore it.
Design Guidelines…
• Don’t be feature-oriented, be value-oriented. Instead of bombarding users with a long list of features, focus on the users’ goals.
• Using icons and information graphics can increase scannability.

Examples

1.4Preview of steps

An indicator of how long sign-up takes or how many steps are involved. It may indicate time or number of steps.
Use to…
• Reduce mental roadblocks by communicating how easy it is to join.
Design Guidelines…
• Visually tie the preview to the actual process by using consistent visual elements as progress meters or step indicators.
• Use simple, active language.
• The preview should be closely-coupled with the action to get started.

Examples

1.5Contextual prompts to join

A shortcut to signing up (or logging in) offered at the moment where a user has encountered a specific reason to do so.
Use to…
• Allow users to discover reasons to join for themselves.
• Reach users when they are internally motivated to achieve a specific end. Because the motivation to act comes from within, the user will be more likely to sign up.
• Create a compelling decision point: If the user wants to carry on with the activity they began (e.g., leaving a comment), they must sign up.
Caveats
• Allowing users to invest too much in a specific course (e.g., writing a long comment) without realizing that they must join to continue could leave the user feeling manipulated and frustrated.
Design Guidelines…
• Contextual prompts should be written and presented in a helpful and compelling way.
• Communicate specifically what the user will get in this context by joining (e.g., “to see the full results”).
• Don’t make a contextual prompt feel like an error (e.g., The red “You Must Be Logged-In to do That!” message may make users feel they did something wrong).
• Don’t let the user encounter a wall without providing a relevant way around it: Instead of a “You must be logged in…” pop-up with an OK button, provide current users with a sign-in form and new users with a way to sign up contextually.

Examples

1.6Featured content on homepage

Content that is surfaced and highlighted based on some criteria (recency, popularity, interestingness, etc.).
Use to…
• Communicate that real people are using this service all the time.
• Increase credibility by communicating value without stating it explicitly.
• Show how others are using the site.
• Keep the homepage fresh and interesting.
• Draw attention to quality content.
Caveats
• The more elements shown on a homepage, the less visible each particular element becomes. If too much content is surfaced, it may become noise to the user and not meaningful.
• Featured content may not be representative.
• If featured content does not appeal to a particular user, that user may feel that the site is not for them. Showing tailored information may be more compelling.
Design Guidelines…
• Think quality over quantity.
• Provide a focal point. Sometimes showing one excellent example can be more effective than overwhelming the user with a grid of 4-5 thumbnail examples.
• Explain as specifically as possible why certain content is being featured (e.g., “Most Popular This Week” vs. “Cool Videos”).
• Consider which criteria are most likely to surface content of interest. The “latest” content may not be the most interesting.

Examples

1.7Tailored Information

Showing the user tailored information in response to a minimal level of investment.
Use to…
• Give users a personally-relevant incentive to join.
• Answer the “What’s in it for me?” and/or “Are any of my friends using this?” question.
• Pique curiosity.
Design Guidelines…
• Make it quick and easy for the user to get to personally-relevant information from the homepage.
• Minimize investment required to get personally-relevant information by limiting any forms to one or two fields. (Consider allowing users to import contact lists to see how many of their friends are on, then integrating the results into the sign-up process.)

Examples

1.8Site Tour

A presentation, generally linear (although shortcuts to particular pages may be provided on the homepage), that uses text and graphics to explain what you can do on a site.
Use to…
• Show what you can do with a service.
• Provide an inside look at what goes on within a walled garden (e.g., Since everything on Facebook is private, a preview is necessary to show users how Facebook can be used.)
Caveats
• It may not be necessary to use a tour when what you can do on the site is completely transparent.
• If it’s less attractive to show a service (vs. allow the user to actually try it), avoid using a tour and help the user get started immediately.
Design Guidelines…
• Use clear titles.
• Use a progress indicator or navigation that clearly shows which step you’re on and makes it easy to jump to another one.
• Provide next/back buttons so the user can navigate from slide to slide without moving their mouse.
• Showing humorous content and examples can add interest (see Flickr).
• Show, don’t tell. When using text, keep it bite-sized and chunked.
• Provide a call

Examples

Principle Two:
Make the sign-up process feel effortless.

The following strategies focus on increasing the cost/benefit ratio by making it painless to join. If signing up feels quick and easy, users will be more inclined to try it out, even if they are unsure how it will benefit them.

2.1Simple initial registration

A simple initial screen containing only the bare minimum required to get started. Often followed by a set-up wizard.
Use to…
• Avoid scaring the user by overwhelming them with a long initial form, even if a longer form would allow them to do everything on one page.
• Create forward inertia; once they’ve taken the first step, they’ll be more committed to moving forward.
Caveats
• If a user is already firmly committed to signing up and just wants to get going, they might prefer to cut to the chase and start building up their profile.
Design Guidelines…
• Don’t ask any questions that make users think (e.g., selecting a screen name may be a barrier). This first step should be effortless.
• Reduce visual noise by using form fields that are aligned and all the same length and type if possible.
• Try to limit the first screen to 3-6 fields (e.g., Email, Username and Password).
• Consider whether simpler alternatives can be used for fields: Instead of “DOB: Month/ Date/Year,” could “Age” suffice?

Examples

2.2 Comprehensive initial registration

A comprehensive initial screen containing all critical information needed to get a profile started. Generally after completing, the user is taken straight to their dashboard view, where they may be guided through ramp-up.
Use to…
• Get the users into the heart of the site experience quickly.
• Help already-committed users get going.
• Provide tailored information right away in response to the user’s answers.
Caveats
• Asking for too much information without communicating what the user will get in return might overwhelm the user or make them suspicious.
• A lengthy initial registration creates barriers to entry by increasing the investment required to try a service.
Design Guidelines…
• Communicate why you’re asking for each piece of information (what will the user get in return?).
• Reduce cognitive dissonance by indicating when an answer can (and can’t) be changed later (e.g., Beside a display name, you might note, “Don’t worry, you can always change this later.”).
• Clearly indicate which fields are required and which can be skipped for now.
• Group into different conceptual sections, possibly separating required and optional fields.

Examples

2.3Setup wizard

A wizard that guides the user through setup, often using a threestep process where only one task is shown on each step.
Use to…
• Avoid overwhelming the user at any point.
• Focus the user’s attention on one task at a time.
• Communicate the purpose and value of each step.
• Dedicate sufficient real-estate to each step. Steps like uploading a profile photo may require more space.
Caveats
• While giving the appearance of simplicity, using multiple pages to ask simple, effortless questions may needlessly draw out a process that could be better-handled in a form.
Design Guidelines…
• Use a progress meter or checklist to indicate where the user has been, where they are now, and where they are going.
• Indicate which steps are optional and provide a way for users to skip them.
• If the setup wizard or a particular step is optional, using a dismissable overlay can make this apparent.
• Use consistent visual presentation across steps, including headings, step numbering, and layout. The scope of each screen should be consistent as well.

Examples

2.4Field-Level Explanations and Errors

Displaying information about each field when that field has focus and validating each field as that field loses focus (rather than when the user clicks a terminal action).
Use to…
• Provide useful information in the context in which it can be acted upon.
• Allow detailed explanations of why each detail is being requested without adding noise.
• Communicate progress.
• Avoid putting the user through the frustrating experience of pressing a terminal action, getting errors, and having to reenter passwords and validation codes in addition to correcting the error.
Caveats
• Displaying certain errors (fields left blank, partial birthdate) might not make sense until the user is finished filling in a page.
• Particularly after the last field on a page, the user might never leave the field.
• Should supplement, not replace, page-level error validation.
Design Guidelines…
• When a field receives focus, provide instructions in a reserved area of the page. When a field loses focus, provide confirmation if it’s ok or a message if it has errors.
• Use easily-distinguishable icons to denote different types of messages: Explanations,Confirmations and Errors.
• Also validate the entire page when the user clicks a terminal action, displaying a message at the top of the form directing the user to any remaining field-level errors.

Examples

Principle Three:
Don’t leave new users hanging

Guidance of new users should not stop once they’ve registered. Dumping new users on an unfamiliar page with no clear calls to action may leave them baffled as to what they should do next. Instead, reward new users with a welcome message and implicit and explicit guidance as to what they can do next.

3.1Highlighted Areas

A module or section of a module is highlighted using a pale yellow tint.
Use to…
• Draw attention to a welcome message and/or recommended next actions.
Caveats
• Highlights are visually bothersome (which is why they’re effective) and should not be used excessively or when they can’t be gotten rid of.
• Highlights aren’t as effective on already-cluttered or busy pages.
Design Guidelines…
• Create highlights that are salient enough to draw attention amidst other elements on a page.
• Provide a way (even if it’s an implied way) to remove a highlight—such as by completing the highlighted task.

Examples

3.2 Empty but Actionable Modules

A module that encourages the user to fill it in by its empty appearance and a contextual link allowing the user to take action.
Use to…
• Compel users to fill modules in. The sight of blank, empty boxes is inherently motivating.
Caveats
• A user may be unable to fill in a particular module at the moment or may never want to use it. Provide a way for these users to dismiss modules if desired.
Design Guidelines…
• Within the module, take advantage of the empty space to explain what it is for and to equip the user to populate it.
• Use calls to action that are consistent and easy to spot across modules. Using links with icons can be an effective solution.

Examples

3.3 Actionable Welcome Page

A page that appears only after completion of initial setup and gives the user a choice of next actions to take.
Use to…
• Give the users a choice of suggested next steps upon registration.
Caveats
• Once the user leaves this page, it may be difficult to get back. Keep in mind that it’s not a dashboard, it’s a launching point from which users will probably choose only one path.
Design Guidelines…
• Welcome messages should be friendly but don’t need to be personal letters. Write only what users will realistically read.
• Provide a limited number (3-5) of easily-clickable options.
• Describe the options, don’t just list links.

Examples

3.4 Actionable Welcome Module

A module that appears on the user’s dashboard upon initial login or until the user has sufficiently ramped up. It may include a checklist or visual indication of progress.
Use to…
• Get the user to their main dashboard quickly while still providing a greeting and direction.
• Provide a persistent starting point for establishing one’s profile.
Caveats
• The welcome may be lost if the user’s dashboard is busy. Ensure that it stands out adequately.
Design Guidelines…
• Give the user a way to dismiss the welcome message, either explicitly (a close icon) or implicitly (by completing all of the tasks listed).
• Welcome messages should give the user direction as to what to do next.
• Provide a limited number (3-5) of easily-clickable options, or even place the first step of each option (such as a search field) in the module itself.
• Checking off items as they are completed or otherwise indicating progress can encourage the user to complete all of the tasks required to establish a solid
membership.
• Place and design the welcome message to be easily spotted by a new user.

Examples

3.5Callouts

Contextually-relevant messages pointing out specific features in a timely manner.
Use to…
• Accelerate the learning of key features that might take some exploration to discover on one’s own.
• Point out features in a timely manner.
• Explain how tasks accessed through a welcome message shortcut can be repeated in the future.
Caveats
• Callouts could be perceived as annoyances.
Design Guidelines…
• Callouts should be out of the way and not impede the user’s actions.
• Ensure that callouts are relevant to the user’s task at hand.

Examples

3.6 Trailblazing

A trail of highlights guiding the user through initial ramp-up. Once the user has completed a highlighted item, that highlight disappears and a new highlight appears until the user has added sufficient detail to their profile.
Use to…
• Suggest next steps to the user in a logical, sequential manner while still providing them with choices.
• Give the user only one or two things to do at a time.
Caveats
• A user may not want to complete the recommended steps.
Design Guidelines…
• Highlight the appropriate module without changing it in any other way.
• Remove highlights once the task has been completed adequately.
• Remove highlights if the task has not been completed after several logins.
• Ensure that it’s clear to the user how they can act on the highlighted area, otherwise they may not know what to do.

Examples

Principle Four:
Accelerate initial connection-making

Building an adequate social network is one of the greatest barriers facing users of a new community. Without friends, community-based services lose much of their value. Thus, helping the user to quickly find and add friends en masse is essential to retaining users.

4.1 Search for friends already on network

Allowing the user to find friends already on the network during the setup process based on manually-entered or automaticallygenerated search criteria.
Use to…
• Quickly populate a user’s friend list without having to import external data.
• Provide a shortcut to finding people you may already know.
Caveats
• Having a search and results screen in the middle of a sign-up wizard may be jarring.
Design Guidelines…
• Limit the amount of information required to conduct a meaningful search.
• Automatically generate search results if possible based on details the user has already given—such as their workplace and location.

Examples

4.2 Send invites to anyone by email

Allowing the user to invite one or more friends by entering their email addresses.
Use to…
• Solicit the viral promotion of a service to people who may not yet have joined.
• Give users an way to invite friends who are not already on the network.
Caveats
• Sending invites does not tell you whether or not those friends are already members. (In fact, the invite from MySpace is an invitation to join, regardless of whether the person being emailed has already joined or not).
• Even if the system could search to determine whether the email addresses entered match existing members’, some members may have used different email addresses for MySpace than the user is aware of.
• It assumes that users know friends’ email addresses off the top of their heads or are willing to look them up and paste them in.
• Promotion of invites alone assumes that most of the users’ friends are not already using the service.
Design Guidelines…
• Keep it simple. Consider whether it’s necessary to type a friend’s name, or whether their email address would suffice.
• Provide a default invitation message that can be customized by the user, and/or allow the user to add a custom message.
• Provide direction in the invitation email for how existing members can respond.

Examples

4.3 Import Contacts

Allowing the user to conduct a bulk search for friends already on the network and to send invites to those who are not by importing
external address books.
Use to…
• Help the user find many contacts that they most likely know (vs. search which may bring back many people that the user doesn’t know).
• Reduce the need to type in multiple queries or email addresses to quickly find friends.
Caveats
• Users may feel uncomfortable (and rightfully so, given the prevalence of identity theft) giving out their login information for external sites. The perceived benefit must be extremely great or the perceived risk extremely low.
• It assumes that users 1) have webmail accounts and 2) keep their address books up to date. Many users will not fit this description.
Design Guidelines…
• Provide an alternative means of ramping up the friend list for users who do not want to or can’t use the import system.
• Allow the user to import contacts from multiple email addresses/screen names in either a serial (one at a time) or all-at-once fashion. Ideally, allow user to enter login credentials for multiple services in one screen and bring back the consolidated results from all
services.
• Make it easy to select the right set of friends. Provide Select All and Deselect all options.
• Show the email address or screen name that was used to find a person.
• Separate, visually or onto separate pages, friends to add and friends to invite.
• Make privacy information prominent. Include a link to a privacy policy.
• Provide a way to back out at all times.
• Give POP mail users a way to import contacts from popular mail applications.
• Consider integrating with an existing service, such as Plaxo.

Examples

Research conducted by Alexa Andrzejewski for Adaptive Path Inc. in December 2007
I think when you understand it, “Sign up” system design is no longer a problem -Fung