February 2017 Summaries

User onboarding is not solely the responsibility of designers, but rather a collaborative effort between product and marketing teams to drive up new user activation and retention. The BJ Fogg Model highlights three factors that determine behavior: ease of use (interface), value proposition, and prompts. Designers are responsible for creating an intuitive interface, while the core product team creates the value proposition and the marketing team focuses on prompting users to engage with the product. Delegating these responsibilities ensures each element gets the attention it deserves, leading to higher activation, retention, and engagement.