Increasing software adoption using simulated missions

Many companies offer free trials of their application hoping that once users try it out, they will instantly fall in love with the application.  There are two problems with this approach, first users might get frustrated in the initial setup phase and abandon the trial.  Second, users build up behaviors around their existing environment and may not have the best practices that your application promotes.  In this article, I propose a method to avoid these problems using flight simulators as a framework.

Source: Sporty's Pilot Shop 

Flight simulators are an excellent analogy because flying a plane is a non-trivial activity with a steep learning curve however the scenarios are easy to relate to.  Below are several flight simulator scenarios followed by an example of how you can apply these situations to common software applications.

Takeoff:  This is where most applications drop the user when they begin a free trial.  Starting with your plane on the runway and the engine off, how quickly can you get into the air?  To ease this process, a flight simulator may start the simulation with your engine already running, brakes on and you are lined up on the runway.  Arrows would indicate how to turn off the brakes, increase the throttle and begin the takeoff.  Feedback is provided on how to use the rudder and when to pull back on the yoke.

If your application is project management software, you may start by giving the user a specific project that they need to plan for.  For example, hosting a webinar on a specific date with several intermediate tasks that need to be accomplished.  The application would then walk you through creating the tasks from the scenario and then updating the status of a task.  

In practice, this may not be the first scenario you offer the customer since “takeoff” may represent a small portion of where the user spends their time.  Instead, dropping them in the middle of the application pre-populated with data as defined in the next scenario.

Coordinated Flight: This is where the user will be spending the majority of their time.  In a typical scenario, you would be in a plane that is flying level around a scenic area such as the islands of Hawaii and you would follow instructions on where to go and what to see.  Coordinated flight refers to the fact that you are using all the controls to ensure that the air is flowing smoothly over both wings.  In this way, the user learns the best practices of flying a plane.

If you are selling CRM software, you might create a scenario where you are a sales rep that just finished an initial call with a customer and you have three action items that you need to accomplish; capture the notes from the initial meeting, set up a follow-up meeting, and send over a requested file.  Best practices enforced include taking notes of the meeting and recording follow-up tasks while they are fresh in your mind.

Landing: This is the most dangerous part of flying and may not apply as often to software applications but could be critical in some heavily regulated industries or where there are a lot of tasks to complete at the end of a project.  In the flight simulator, you would be positioned near an airport and your goal is to maneuver into a final approach, adjust your speed and altitude, lower the gear, land, taxi and then shut off the engine.

An example of this scenario could include real-estate sales software and you want to digitally submit the documentation package to the buyer after closing a deal.  The application would have you upload several sample documents and include a checklist of what is missing.  A control panel may allow you to track what has been signed.  For bonus points, an AI could sign some of the documents and then submit sample questions that you would need to answer before the complete document package is signed.

Special Case: While the above situations take place under ideal conditions, things do go wrong when flying such as engine failure or weather impacting your ability to navigate and land.  Flight simulators let you practice responding to these scenarios without the risk of crashing.

When designing a scenario like this, ask yourself what mini crisis might your users face that your users might face that can be resolved with your application. Going back to our CRM example, imagine if you just got assigned to a new account after a previous sales rep had left unexpectedly.  How quickly could you jump into an existing sales cycle and by inspecting the notes and activities determine what next steps are needed to keep the sale moving?

Tips: While you are thinking of your own scenarios, here are some best practices to keep in mind:

1. Turn off as many features as possible - this prevents users from getting stuck in a dead end.
2. Pre-fill the application with relevant data.  This creates a more realistic environment and saves some frustration if data is difficult to load.
3. Highlight what to click next.  Even if your UI team is amazing, a new application can be confusing when users first get started.
4. Provide feedback to the user when they are successful.  A little “Good job!” goes a long way.
5. Keep it short - similar to a two-minute demo video.  The goal is to have a quick positive experience.
6. Ask for feedback on the scenario. This will help you improve the experience when you first get started.
7. Remove barriers, don’t put a lengthy form in the beginning that they have to fill out.  If the user enjoys the experience they will be more willing to provide information at the end to move the process forward.
8. Include a call to action.  What do you want the user to do after they complete the required tasks?

The above scenarios serve as a starting point to help you create a short positive experience for your users.  When planning out your approach, define the boundaries for the user journey and create a background story that the user can relate to.  Start simple and add more scenarios as you gain experience.  With this approach, users will gain first-hand experience with your application while exercising best practices paving the way for further engagement with your offering.