The Psych Framework: Optimizing Onboarding for User Motivation

Darius Contractor, a growth engineer at Dropbox, presents a novel framework called “Psych” to improve onboarding and drive growth by understanding user psychology and emotional energy. He argues that every element on a web page, particularly during the onboarding process, influences users' emotional energy, impacting their motivation to complete an action.

• The framework measures user motivation in units of “Psych,” ranging from 0 to 100, with 100 representing peak motivation and 0 indicating complete disinterest.
• Elements that inspire users and add to their emotional energy are termed "+Psych," while those that overwhelm or tire them are considered "-Psych."

Measuring User Psych During Onboarding

The article suggests a systematic approach to evaluating user Psych throughout the onboarding process. The framework involves identifying factors influencing the user's initial motivation, then analyzing the impact of each page or element on their emotional energy.

• Initial Psych: The initial motivation level of a user entering the onboarding funnel is crucial. Factors like how they arrived at the page (e.g., direct search, referral) can impact their starting Psych.
• Landing Page: This is the first impression, and its design significantly influences user Psych. Positive aspects like clear value propositions and engaging content boost +Psych, while overwhelming elements like lengthy forms or confusing layouts decrease it.
• Personal Information: Asking users to share personal data generally creates a -Psych moment due to privacy concerns or the effort required. Streamlined forms and clear explanations can mitigate this impact.
• Product Interaction: If the product offers a free trial or freemium version, the user experience plays a vital role in building +Psych. Positive interactions with the product can offset the potential -Psych from future steps.
• Payment Information: Entering payment information is often the most Psych-depleting step due to the psychological pain of spending money. Implementing measures like credit card options and trust-building elements can help mitigate this impact.

Boosting +Psych in Onboarding Flows

The article stresses that optimizing Psych in onboarding flows involves more than just shortening forms and reducing text. It's about creating an engaging and user-friendly experience that minimizes cognitive load and inspires users to continue.

• Reduce Cognitive Load: Although providing detailed information might seem counterintuitive, offering clear explanations and addressing potential anxieties, such as security guarantees, can actually decrease the user's cognitive load and increase +Psych.
• Emotional Energy: The Psych framework emphasizes the importance of managing the user's emotional energy. Positive interactions, visually appealing design, clear value propositions, and a smooth user experience all contribute to building +Psych and driving user engagement.

Real-World Examples: Match.com and Airbnb

The article analyzes the onboarding flows of Match.com and Airbnb to illustrate the application of the Psych framework.

• Match.com: The Match.com homepage is analyzed to assess how elements like photos, taglines, and form fields impact user Psych. By carefully considering the +Psych and -Psych elements, the article demonstrates how to optimize for user motivation.
• Airbnb: The Airbnb host onboarding flow is presented as a more complex example. The article highlights how Airbnb uses visual cues, clear value propositions, and reassuring elements to build +Psych and motivate potential hosts. The interactive earnings calculator and the host protection insurance are showcased as effective tools for increasing user motivation.

Key Takeaways: Applying the Psych Framework

The Psych framework provides a practical framework for understanding how user psychology impacts onboarding and conversion rates.

• By systematically evaluating user motivation at each step of the funnel, businesses can identify elements that are contributing to or depleting user Psych.
• The framework encourages a shift in focus from simply reducing friction to creating an engaging and motivating user experience.
• By implementing strategies to increase +Psych and minimize -Psych, companies can significantly improve their onboarding success rates and drive user engagement.