ORVAR HALLDORSSON (he/him) Creative Director - Microsoft A good and personalized onboarding experience is vital to keep players engaged and delighted. We set out to ensure that every gamer, regardless of expertise or familiarity, would get off to a confident start with Xbox, reducing friction and churn. To achieve this, we needed to identify where New to Xbox gamers were getting stuck and work to optimize their onboarding experience. In this talk, we will cover case studies of improving the 10-ft onboarding journey for gamers who are new to Xbox or new to gaming in general, what we learned, what we got wrong and where things are today.