The welcome that came with homework

Teardown
HEY
Signup flow
4 min

As seen on Growth.Design

Great signup. Then homework.

READ IN 8 SECONDS

PROBLEM: The signup is lovely. Then it ends with a pop-up in the corner, a welcome card and eight guides to read.
DECISION: Fold the last two steps into one. Ask for email links where the pop-up appears, and send one guide a day.
RESULT: A redesign on paper: two end steps become one, and eight guides turn into eight short emails, one a day.

THAT'S IT. OR KEEP SCROLLING ↓

10 slides · ← → to move · swipe on phones

FILE 10 · HEY ONBOARDING

READ IN 8 SECONDS

PROBLEM

The signup is lovely. Then it ends with a pop-up in the corner, a welcome card and eight guides to read.

DECISION

Fold the last two steps into one. Ask for email links where the pop-up appears, and send one guide a day.

RESULT

A redesign on paper: two end steps become one, and eight guides turn into eight short emails, one a day.

THAT'S IT. OR KEEP SCROLLING ↓

As seen on Growth.Design

tap right for next · tap left to go back
HEY had me at the headline: "We finally fixed your email + calendar!" The next line picks a fight with Gmail, Outlook and Apple. Bold. It works.

picks a fight on line two.
Signup asks one thing at a time, and the password comes last. By then you've already picked your @hey.com address, so you're filling it in for something you own.

Prize first

your new address comes before the password.
FILE 10 · HEY ONBOARDING 03 / 10
Then it gets wordy.
1. Welcome card · 46 words
2. Congrats · allow email links? · Thanks, done!
3. Imbox · 8 guides
The pop-up appears in the top corner. The words asking you to click it sit in the middle. Easy to miss both.
Your turn

Someone just got a brand-new email address. What do you show them next?

Pick one before you scroll.
A. Ask them to let HEY open email links
B. Eight guides to read
C. Their Imbox, with the ask built in my pick

C. Open the Imbox with their first email already there, and point at the browser's pop-up from the same screen. One screen instead of two.

Principle 01

Ask when it pays off

People say yes to a permission right after they get something, and right next to the thing it helps.
Before a single email has arrived, a 46-word card explains how to screen them. I read it once. I wouldn't read it twice.

explained before it's tried.

46

words on the first walkthrough card, before your first click
Then the Imbox: eight emails from the HEY team, and every one is a manual. They explain features far from where the features live. That's a lot of homework for day one.

8

guides waiting in the Imbox before you've sent a single email
Guess the number
How many guides from the HEY team were waiting in my Imbox after signup?
your guess: 2

Go on, guess. Nobody's watching.
2 → 1

steps at the end of signup. Then one guide a day for eight days, so there's always a reason to come back tomorrow.

my redesign: two steps become one.

teach one thing per visit.
RECEIPT · HEY ONBOARDING
STEPS AT THE END
2 → 1
EMAIL-LINKS ASK
IN CONTEXT
GUIDES ON DAY ONE
8 → 1
SCREENS REDESIGNED
2
STATUS
PROPOSAL
A REDESIGN, NOT A RELEASE

Great product. The welcome needs a diet.
SWIPE UP ↑ Back to the start: The €50 that never reached month-end