PM’s guide to creating a great product tour (Part 3 — Some Examples)

Photo by Adam Zverblis on Unsplash

There’s a way things should be done and there’s a way things are actually done. Seeing the way things are actually implemented helps us understand how theory translates into practice. It also brings out obvious gaps between theory and practice.

In Part 1 of the series on creating great product tours, we looked at the need for product tours and the approach to conceptualize them. In Part 2, we discussed the different formats of a product tour. In the final part of this series, we will look at the introductory tours offered by some products.

Getting product tours right is quite important since it could mean the difference between an acquired user getting activated or churned. Also, observing real-life examples inspires us to up our game by learning from the best in the business.

Without further ado let us deep dive into the product tours of the following three products — Dropbox Paper, Invision and GoToWebinar.

Dropbox Paper

Paper is more than a doc-it’s a workspace that brings creation and coordination together in one place. Write and edit, brainstorm, review designs, manage tasks, or run meetings. — Official Website

In a market where online document editors seem to be relics of the word processors of the 1990s, Paper is like a breath of fresh air.

Dropbox Paper — Step 1 of product tour
Dropbox Paper — Step 2 of product tour
Dropbox Paper — Step 3 of product tour

Dropbox paper’s product tour makes use of the ‘modal window’ format (a window pops up and takes over the UI).

  • The choice of the ‘modal window’ as the UI format is spot on — focus is on the showcasing the possibilities offered by the product. Moreover, the core capabilities offered by an online document editor would already be known. Thus, the goal would be to bring out the utility and ease of use in an engaging manner.
  • It ticks off the all the items that form part of the ‘good product tour’ checklist — short (just three steps), skippable (notice the Get Started button) and crisp message copies.
  • Focus is on the value being provided to the user — easily capture thoughts/ideas, efficiently integrate external stuff (files, photos, apps etc) and smoothly collaborate with others. That’s all I want from an online editor and the value proposition is clearly brought out in the product tour.
  • The product tour is so engaging that its hard to skip it midway- the inviting colours, the catchy illustrations, the moving nature of the illustrations which makes me want to observe them till the end.
  • In case you are more of a video person, there’s a video tour as well that captures the beautifully product’s capabilities by running through a common use case.

Invision

The digital product design platform powering the world’s best user experiences — Official Website

It is a platform that provides tools for ideation, design, prototyping and design management.

Invision — Personalisation during onboarding
Invision — Step 1 of product tour
Invision — Step 2 of product tour
Invision — Step 3 of product tour

Invision uses the ‘passive tooltip’ format to introduce users to the product.

  • The choice of the format is spot on given that the features are present upfront making it easy to highlight and explain them.
  • Three main functionalities that are visible on the home screen — ‘Documents’, ‘Spaces’ and ‘Create’ are effectively highlighted.
  • The crisp message copy lucidly explains the core capability associated with each of the functionalities. For example, after the third step I know that ‘Spaces’ will be used for organizing the documents which will help me in easy access and collaboration.
  • The product tour is short — just three steps. The focus is on explaining the most critical features rather than burden the user with all features at once.
  • It does a great job of nudging the user towards the final step to activation — creating a document.

Go To Webinar

GoToWebinar is a platform for businesses and sole proprietors, helping them create and deliver online and video conferences with their customers, colleagues, stockholders, and so on — Source

Its product tour comprises a checklist based onboarding and is a great example of how to use active tooltips for introducing the product to users.

GoToWebinar — Checklist based onboarding
Go To Webinar — Step 1 (Schedule Event)
Go To Webinar — Step 2 (Share Event)

Go To Webinar uses the ‘action driven tooltips’ format to combine its product tour and user onboarding.

  • The choice of format is spot on — Scheduling and managing your webinar is a relatively high friction task. So, action driven tool tips make sense.
  • To ensure that the user is not overwhelmed by the features of the product, it is important to handhold them and walk them through the actual flow.
  • Having a checklist provides a good starting point to the user. They are much more likely to perform those actions as checking off items from the list gives a feeling of accomplishment.
  • Once the user has gone through the actual process of scheduling a webinar, they are much more likely to remain active and start scheduling actual webinars.

The above three examples cover the most popular formats for product tours available out there. They also bring out beautifully how the ‘checklist’ of great product tours takes shape in actual products. I hope these examples serve as inspiration for you in your journey towards creating products with highly contextual and hard-to-ignore product tours.

Awesome product tours after all could just be the nudge needed to turn users from acquired to active state.

That’s all I have for the final article in the series on creating great product tours. Hope you enjoyed reading it!

Part 1 can be accessed here.
Part 2 can be accessed
here.

Useful References

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Currently PM@Airmeet — building a kick-ass product for conducting remote events and conferences.

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Vikram Goyal

Vikram Goyal

Currently PM@Airmeet — building a kick-ass product for conducting remote events and conferences.

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