The good bits:
- Although the product displays an intro tour upon first entry, the new user can skip it from any screen using the omnipresent “Start” button.
- Paperless Post gives the new user a free sample, in that it allows him to browse and create a custom card design before prompting for sign-up. It is clear from the start of the flow that he will need to have an account to send his card due to the top right link that reads “Log in to send.”
- Through the use of subtle transitions, the app educates the new user on what part of a card he is editing at a given time. The use of clear labels on interface elements during the customization flow mean that the app doesn’t have to weigh down this part of the experience with one-time coachmarks or overlays for education.
To be improved:
- The concepts explained in the intro tour and the concepts a new user is exposed to in practice are not consistent. For example, at various points in the free-sample-creation flow, the app tells the user that “coins” are necessary to customize a design. However, this concept is not explained anywhere to the new user. Other concepts like “Track,” that are mentioned in the intro tour, are not further demonstrated to the new user. Apps need to consider that any non-obvious, signature features deemed valuable enough to show a new user in his free sample experience should be the same as those he is educated about.
- The app’s free sample approach is restrictive and may not do enough to justify the need for an account:
- First, the new user is presented with a generic sign-up prompt any time he taps a tab other than “Create.” This is a missed opportunity to justify the value of an account as it relates to each section.
- Second, the app doesn’t allow the new user to save a card he makes in the pre-sign-up creation flow, even if it is marked as “Free.” Instead, he has to choose between abandoning his design or signing up when he reaches the end. If he chooses sign-up, the resulting sign-up screen offers no justification. And as it is always possible for a new user to face errors during a sign-up flow that could cause him to lose work, the app could consider allowing him to save cards as drafts until he finishes sign-up, or until he makes the decision to create an account.
- Paperless Post allows a user to send digital cards, or have physical cards printed and mailed. While requiring an account for a digital card might make sense, the app should consider allowing a new user to purchase one of the printed cards through guest checkout.
- The new user has no place to go for help. The “More” tab in the app would be the most logical place to find assistance, but tapping this only prompts the new user to create an account.