Headway | Onboarding Breakdown By Darshana

Understanding The User Behaviour & Onboarding

We usually pick up a non-fiction book because of the peer pressure or the fact that sometimes we wake up with so much motivation to change the world! But but, this is how most of us get the minute we pick up a non-fiction.

Sleeping While Studying Study GIF - Sleeping While Studying Study Sleeping - Discover & Share GIFs

(Peeps who get through a non-fiction book like it's a piece of cake, y'all built different)

But what is Headway about and trying to solve?

is a edtech app that helps you to promote your self-growth by enabling you to understand the core concepts of a non-fiction book within just 15-20 mins of audio notes or 7-8 page summary with key actionable insights. It also has multiple features like -

Streak Challenges
Varied Genres Of Non-Fiction
Spaced Repition of books
Highly Personalised Based On Your Goals
Download Summaries (Paid Version)
Track Progress & Achievements

Analysing The Non-Negotiables Of Great Onboarding For Headway:

15 Minutes for Headway to give you a Book Summary & I, a breakdown on it's onboarding in less than 5!

Now that we've covered what the app is about, let's uncover the contexts of the shortest book to exist i.e Onboarding Project 😝

Variables	ICP 1	ICP 2
Core Need To Utilise Product	To learn new concepts on the go.	An easier way to read non-fiction books
Age & Gender	25-45	22-35
Location	Mumbai	Bangalore
Occupation & Base Family Income	CEO & Founder \| 40LPA	Creative Lead In Agency
Where Do You Spend Time Apart From Work? Digitally Or Offline	Mornings: Workout At Gym & Spend Time With Kids & Parents Evenings: I read or catch up on the world affairs, attend meet-ups to build social circles	Mornings: Swim and take out time to draw or read Evenings: Go out with friends or hit the gym or watch a movie
Time Vs Money On The App	Time	Time
Where Do You Spend Most Of Your Money?	Investments, Loans, Rent, Household Maintenance, Lifestyle	Rent, Food, Lifestyle, Gym, Amazon,
What Features Do They Use & Value The Most?	The 15 min audio summary of any book that is in the list. The book streak challenge to keep the momentum going The feature to share some key parts of the book or select to remember it for later.	The Synopsis that is available before reading the book to understand the context before they begin.
Frequency Of Usage	Once 2-3 Days	Once a week or whenever they find time
When Do They Use Headway during the day?	While commuting to work as an audio book or a quick read before I sleep	In the morning with their coffee or while travelling
When did you or how did you feel the value of the app?	Felt the value when they could grasp the outcomes of the book without having fully read it	Felt the value when the concepts or summaries shared with actionable at the end of every read helped remove my personal growth.
Why Did They Pick Up Reading?	During Undergraduation	Always been an avid reader since childhood
Why did they choose Headway? i.e Problem Statement	Owing to a busy life, there was no time to go through a 200 page books every week/month	Generally find very difficult to go through a non-fiction books and it tends to bore them but they do not want to lose out on the learnings of the book.
What Kind Of Books Do They Read?	Self-Help, Financial Tips, Personal Growth	Mostly Fiction- Thriller, Crime, Etc
Has The App Changed Their Way Of Reading Or Consuming Content?	It has changed the way understand concepts as it is super crisp and easy to understand.	It has definietely peaked more interest in different types of non-fiction books and authors to keep coming back for more.
Do they share their learnings with their Peers?	Yes either on WhatsApp or as a post on Linkedin with Followers	Yes only with close friends if they think they'll find value in the subject.
Motivation To Read	To build a habit of learning and stick to non-fiction as the outcome received from it is higher in terms of learning	Likes storytelling from different lenses and the imaginative world it can transport someone
Onboarding Experience	Pros: The personalised tinder approach to select books they like in the onboarding Process 2. The motivation provided via different mediums of support and revealing the progress that can be made every month Cons: 1. The books not being the first in line of suggestion 2. Too overwhelming with too options and no proper guide of know-how 3. Very long and made them a little restless	Pros: Likes how in-depth it is Cons: The audio version is an automated version and feels very impersonal.
What content do they prefer to get out of stress mode?	Sitcoms, Talk Shows	OTT series, movies, comedy shows
Average Time taken to read a book	Depends on the book Average Timeframe Is 4 or 5 weeks	Fiction - 2-3 Weeks Non-Fiction - 1.5-2 Months
Digital Content Consumption	Podcast & Youtube Videos on Science, History & Psychology, Business	Major Doom Scroller With Reels, Memes, OTT Series that are trending or in the watchlist
Digital Apps	Youtube, Linkedin (Not on social media), Gmail, WhatsApp, Apple Podcast (Only because its free), Licious	Instagram, Youtube, Spotify, Gpay, WhatsApp

Mapping User Goals (The Who & The Why)
Overall Onboarding UX
Activation Hypothesis With Reasoning
Metrics Tracked For Onboarding

Goal Priority	Type	Reasoning
Primary	Personal	To get ahead in life and understand concepts to improve their emotional and social well-being

Chapter 1: Mapping User Goals 🎯

ICP of Headway (The Who)
JBTDs of the ICP (The Why)

Goal Priority	Type	Reasoning
Primary	Personal	To save time and gain newer perspective to different aspects of life which can help in their decision making processes without having to read the whole book.

ICP 1's JTBD:

When I want to read learn new concepts despite of the busy schedule I want to be do it on the go or in a simplified format So that I keep up with the knowledge gained without having to invest alot of my time.

ICP 2's JTBD:

When I feel like reading a non-fiction book that I find difficult to complete I want to be able to understand the crux of it So I Can apply those principles without having read the actual book and save time.

Chapter 2: Overall Onboarding UX - Headway Never Lets Its User Into Valley Of Disappointment. 📱Onboarding Flow Of Headway.pdf

Chapter 3: Activation Hypothesis With Reasoning 🤔

(Click on the toggle to see the reasoning)

Finishing 7 daily summaries in a span of 7 days

Reasoning: A person who finishes their daily summary provided by the app for 7 consecutive days is more likely to retain on the app and keep coming back for more.

Picking 2 different categories in a span of 10 days

Reasoning: A user who likes to surf for more different books understand different categories is more likely to come back and check out more books in different or same categories

Inviting at least 2 friends to download the app in a span of 1 month

Reasoning: A user who invites his friends to use the app is someone who feels that this app boosts their social status and actually provide benefits to their peers like it did for them. This user is most likely to convert, given the right discount.

Sharing a minimum of 5 quotes over WhatsApp in 7 days

Reasoning: Users only share information when they have to prove a point or believe that this content will hold more value with the sharee. This action will lead to either the sharee downloading the app or make the sharer more committed to continue reading.

Using card repetitions 5 times in 5 days

Reasoning: Utilising this feature really strengthens the knowledge they have grasped from the book summaries. As the user continues to do this action, they are more affiliated to understand the overall value proposition of the app.

Opting for 1 Free-Trial After 15 Days Of App Usage

Reasoning: This is a direct transaction led action for the user. As the user is now fully convinced with the app, they would like to test out the paid features i.e unlimited book access, downloadable books, etc. This action will make an active user, a retained user.

Sharing 3 Daily Book Summary Over WhatsApp in 10 Days

Reasoning: The daily free book summaries that will be shared acts as an indirect referral to download the app. A user will only share the book topic that they will is well-known and the content provided is insightful and leaves a learning.

- Does the metric demonstrate user commitment? YES
(customer integrating their calendar or sharing their contact)?
- After crossing the data point, do they get more value from their product? YES
- People who did that action/achieved their metric, did they convert? YES