Always be onboarding

This case study reimagines what onboarding could look like for Concept2’s SkiErg.

Once a customer buys your product – then what? The onboarding experience that follows should be as rich and engaging as everything that led up to that crucial vote of confidence. On its own, a standard sale is not the time to celebrate. Rather it’s a golden opportunity to stay focused on the much bigger prize that is still up for grabs: earning a repeat customer and product evangelist for life.

 

What could be.  Onboarding at Concept2.
What could be. Onboarding at Concept2.

Show them what you got

Whatever it is you do – show them in EVERYTHING you do.

Each customer communication is a chance to remind your audience what it is you do and reinforce the essence of your brand.  There is never a moment when the show is not on – never a minute when you want your audience to see that man with the crazy hair pulling levers behind a curtain.

Whether it’s answering the phone, checking a bag or printing out a ticket, every customer touchpoint is part of a larger story playing out.

When you join Seattle Art Museum, of course you get your membership card and a welcome letter.  At many places that might be all you get.  But at SAM you also get a little bit of what they do – which is art.

Simple but gorgeous onboarding materials let you know you’re in good hands.  As you handle the nicely printed paper and read the content, just like that – you’re taking in a private exhibit at your kitchen table.  The SAM brand has come to you.

Which makes it a lot more likely you’ll now go visit SAM.

Onboarding materials from Seattle Art Museum.

Better experience for The New Yorker’s Cartoon Caption Contest

In this case study I take a look at how playing the New Yorker cartoon caption contest could be improved to support wider participation and better overall experience.

Summary

To begin with the end – here’s my design:

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