What is First-Time User Experience (FTUE)?
First-time user experience (FTUE) is the experience or impression that our product creates in the user at initial use. It is how users feel after using our product for the first time. This experience may be used as a proxy for the overall experience.
We have all had first-time user experiences – some good, some bad. The quality of UX has a critical role to play in the success of the solutions we create. Seasoned product professionals are well aware of its importance. But how do we deliver a great first-time experience that makes users stay put for longer?
Why First-Time User Experience Matters
The average user out there is impatient, more so these days when there are more options. If they are not pleased with a product, they are more likely to move on to the next one instantly. This explains why most users stop using apps within a few days of downloading and installing them.
What this means is that we don’t have the luxury of time to impress the average user. If we don’t make the most of the first-time experience, they might be out the door in the twinkling of an eye. And we may not get the chance of a second impression. FTUE starts from the moment the user first encounters our product, not just when they have started using it. This implies that if our product is an app, for instance, the experience starts when a user comes across it and tries to download.
The first-time user experience may be treated as depicting the overall experience. The first few steps a user takes can decide whether to continue or stop. This makes it critical for us to try to get it right. Users aren’t sure of what to expect from us yet. They would like to figure out quickly whether we are out to make their life easier or more difficult. It is, therefore, vital that we do our best on the UX.
Tips for Creating Remarkable First-Time Experiences
How do we create an experience that would make first-time users want to stick around? How do we make them feel that we are worth their time? The following are some steps that can help.
Observe
We may want to start by observing the status quo. What is currently obtainable? How do competitors excel or fail on first-time user experience? Our observations and research can provide useful insights on what we can do better.
Don’t ask for too much information
We should be careful about how much information we ask from first-time users. They do not trust us yet and would question why we are asking for so much personal information right away. People are afraid of stolen identity issues.
Therefore, we mustn’t ask for more information than is currently necessary. We shouldn’t ask for what we don’t need right now.
Guide users
People are hoping to make their life easier or more efficient when using our product. We should help them by providing a useful guide. We can make it easier by showing them where to go and/or what to do. Action cues or guided product tours will help people that are using apps or websites for the first time. Guided tours need to be optional, though. People who are already familiar with the system should be able to skip them.
Indicate steps and progress
Another way we can create a memorable FTUE is by letting users know how much time is required. It may help to let them know how long they have to wait or that a guided tour would take. We should consider indicating the number of steps involved in processes, so users can easily tell where they are. This can help users better manage their time.
Make waiting less boring
Websites, apps, and video games are examples of products that often involve waiting time. If we are working with one, it helps to make the time users spend waiting less boring. There are several examples of how some companies do this well, including using quotes, “Did You Know?”, animations, or providing product tips.
Don’t reinvent the wheel
Users often have certain expectations for similar products. We need not reinvent the wheel. For example, the hamburger menu is typically in the same location in the majority of apps. The Home icon also looks similar in most cases. Efforts should be made to not vary common features too much to avoid frustration for users.
In addition to the foregoing, it will help to ask for user feedback. This not only aids for improvements but also shows that we’re interested in user experience.
Great First-time User Experience is Highly Valuable
While it might require a lot of work, creating a memorable first-time user experience is really worthwhile. Users who had a great time using our product may end up being our promoters – that is, they tell others about how wonderful it is.
Crashlytics founder Wayne Chang pointed out in a post that a desire to deliver an unforgettable user experience contributed to the remarkable success of the app. The team spent most of its time on getting this aspect right and it paid off handsomely. The app went on to have billions of monthly active users.
Chang and his team repeated the same feat with Answers. The solution became first in the mobile analytics category within 10 months, ahead of Google Analytics. Careful attention to FTUE made a lot of difference in that achievement.
Word-of-mouth is arguably the most effective form of advertising we can hope for, especially in terms of cost. A product that customers love practically does its own advertising. If a user enjoyed the experience, there is a high chance that they will tell others. We are more likely to need more money for advertising and marketing when we haven’t taken our time to build an awesome user experience. Users shouldn’t need a manual or be caused to feel as being made to work when using our product.
