Bird Scooter Rental App - Onboarding Journey
Bird is a shared kick-scooter rental service in Los Angeles. These electric kick-scooters are parked on the sidewalks all around the city. They have an app to "unlock" these scooters and usage is billed by the minute. The app is simple and very focused.
Lets take a look at their new user on-boarding.
Installing and opening up the app, there is only 1 field: email.
Upon entering the email, the app sends a login link which they call "magic link". Giving the app my email, sure enough, I got the magic link. I tapped on it and it signed in - without even entering a password. This eliminates a pain point we're so used to: coming up with a password. A password that has 1 uppercase, one special symbol, 1 number, minimum 10 characters. And then remembering what this password was.
The default screen is a map showing “Birds” (kick-scooters) close by. This is a familiar UI, as its similar to any cab-hailing app.
There was a big button on top that said “How to ride”.
Tapping on that, the app presents a series of screens with one-line instructions and animated illustrations.
Why is this better?
This approach was different from most other apps I’ve used. Almost all apps present a tutorial upfront.By the time users start using the app, they'd have forgotten a few things from the tutorial. Or worse, they would've swiped the tutorial away quickly without paying attention to anything.
Bird’s app doesn't do that. The experience focused on getting the user “in” as frictionlessly as possible.With this approach, there is also the opportunity to explore a little bit before starting with the tutorials. With the "How to ride" button right above the map, the user is in control of when to check the tutorial. The way the tutorial is laid out also makes it easy to grasp. It keeps the text minimal, and animated illustrations catch the eye.Beautiful approach.
- Keep onboarding simple. Where possible, let the users explore the app before flooding them with tutorials.
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