Onboarding Strategies for mobile applications.

Tokarova, L. & Weideman, M.

Proceedings of The Fifteenth World Wide Web conference (ZAW3-15). 10-13 September. Cape Town, South Africa.

Tokarova, L. & Weideman, M. 2013. Onboarding Strategies for mobile applications. Proceedings of The Fifteenth World Wide Web conference (ZAW3-15). 10-13 September. Cape Town, South Africa. Online: http://web-visibility.co.za/website-visibility-digital-library-seo/

ABSTRACT
With the profound increase in user acceptance of mobile device usage, the transfer of Web applications to mobile devices has become of paramount importance. There are currently three approaches which could be followed to this end, namely; native mobile, hybrid and Web applications methods. Whichever method is to be adopted, it should be noted that the user interface must be adjusted to accommodate specific features of mobile devices, as well as the many different interaction styles. The essence is the smooth transition from the Web to the mobile environment, through an effective learning process. The research problem is that users do not automatically adjust from using Web interfaces to successful interaction with those same applications on a mobile platform. The process of onboarding is a potential solution, since it can help them to get started with the application, converting them from first-time visitors to returning customers during the first interaction with the product. A number of strategies exist to this end, but sometimes with contradictory details. For example, Android guidelines discourage developers from using any onboarding strategies. The objective of this research is to identify the strategies and measure their popularity among users. Methodologies to be used include an empirical study to investigate these strategies, categorize and finally evaluate them. The expected results include a categorized framework of strategies, with guidelines on application of these strategies to enable users to overcome learning problems when changing from a pure Web environment to a mobile one. It is expected that these results will play a positive role in supporting the strong trend towards mobile rather than desk-bound computer and application usage.
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