cover by Luke Wroblewski

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Chapter 13

Gradual Engagement

Signing Up

Getting Engaged

Best Practices

I’ll just come out and say this: sign-up forms must die. In the introduction to this book I described the process of stumbling upon or being recommended a Web service. You arrive eager to dive in and start engaging and what’s the first thing that greets you? A form.

We can do better. In fact, I believe we can get people engaged with digital services in a way that tells them how they work and why they should care enough to use them.[1] I also believe we can do this without explicitly making them fill out a sign-up form as a first step.

Signing Up

But before we get into the potential of gradual engagement (your path out of sign-in “dullery”), let’s look at how the ...

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