Framework
Every customer is lazy, vain, and selfish for 15-30 seconds
Belsky's heuristic for onboarding design: assume every new user is lazy, vain, and selfish in their first 15-30 seconds. They shouldn't have faith in you and shouldn't spend any effort until they know they'll get value.
“And I like to remind folks that every customer, as great as they may be and as wonderful as your product may be, every customer is lazy, vain, and selfish in their first 15 to 30 seconds of using your product. How are you going to cater them at that, in that world before. And I think the mistake we make is we have too— we expect our customers to have too much faith in us, right, as product builders. They don't care.”
Steal thisDesign onboarding for a lazy, vain, selfish user who gives you 15 seconds — prove value before you ask for any effort.
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