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It can be really easy to fall into the "just let the user pick their preference" mentality. It's an easy decision. But what you end up doing is just offloading the problem of picking a sensible solution to the user. And this causes friction 3/7
Here is an example - when someone schedules a Thankbox my initial thought was to also add a timezone picker in order for the date to be most accurate. But why do that when 99% of people would just select their current timezone? I removed it and just use their local time 4/7pic.twitter.com/lghxDj46cx
Another example - this the form that users see when they click the CTA on the landing page. I never ask them to sign up first. There's just 4 required fields, one of which is their email so I can just send them link to manage their Thankbox. Then I get out of their way. 5/7pic.twitter.com/F1reIrKCAz
Contextual explanation example - again from the payment/send form. I had issues with users sending a farewell card to a colleague's work email address, which often gets immediately deactivated when they leave the company. This sentence reduced that happening by over 60%. 6/7pic.twitter.com/OW9dqvdKzx
I was drowning in customer support in December when Thankbox started rapidly scaling. But it taught me to look deeply into each customer support email and then try to update the product so it addreses it before the user ever asks. I get less than 1 support email a day now. 7/7
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1/7
Reduce user options - make it just work nicely by default
Explain your product contextually
Some examples below
2/7