When you download a new app these days, chances are good that you’ll be greeted by some sort of overlay or pop-up before you can do anything. The app might ask you for permission to send you push notifications or to track your location. It might also give you a tutorial of how to use the app, or just prime you up with some messaging about the brand. If it's really good, it'll be animated!
Lots of us skip right over those screens because they tend to be redundant and boring. But long-term engagement metrics show that if brands make a great first impression with users, their apps are less likely to get deleted later.
Our mobile team at TripAdvisor tested a variety of ideas for app onboarding in 2016, in the hopes of improving our own engagement metrics.