Heygen: The powerful AI avatar platform that's doing two things right (& one thing wrong)

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I've been exploring Heygen, one of the top AI avatar video creation platforms, and today I'm breaking down what makes their user experience work—and where it falls short.

Whether you're building an AI product or not, there are valuable UX lessons here that could transform your own user onboarding experience.

Two things Heygen gets brilliantly right

1. They unpack complex value through concrete examples

When you land on Heygen's homepage (as a returning user), you're greeted not with abstract promises but with specific use cases:

• Create your own avatar

• Generate an avatar

• Create a video

• Create UGC ads

• Translate a video

This approach uses what behavioral scientists call "unpacking"–breaking down a complex concept into specific, concrete examples. Why is unpacking so critical?

Because your users aren’t really thinking about you. They have other things going on in life. So you need to help them get more creative about how, when, where you can be useful. Don’t assume they know.

When users can visualize specific applications, they're more likely to:

• Understand the mental model of your product

• See how it applies to their own needs

• Assign a higher perceived value to your offering

Think about it: saying "we're an AI avatar platform" is vague. Showing me I can create UGC ads or translate videos helps me envision specific, valuable outcomes.

Tip: Don't assume users understand all the ways your product creates value. Unpack your value proposition into concrete, specific examples they can easily grasp.

2. They make creation easier with templates

Perhaps Heygen's smartest move is offering 53+ ready-to-use templates.

Templates serve two critical functions:

1. They make creation logistically easier: I don't have to start from scratch

2. They provide psychological scaffolding: They show me what's possible and reduce decision paralysis

When I select a template, I can simply edit the text to say "Hi, my name is Kristen. I’m the CEO of Irrational Labs." Within seconds, I have something working—albeit with room for refinement.

This "templates-first" approach reminds me of Canva's strategy, which helped them achieve massive adoption and engagement. It removes both technical and psychological barriers to creation.

Tip: If your product involves creation, you NEED templates. They’re essential for helping new users overcome the intimidating blank slate.

One big opportunity Heygen is missing

Despite these strengths, Heygen has a significant blind spot: they don't help users narrow down their choices.

With 53 templates and multiple creation paths, new users face an overwhelming array of options without guidance. While the unpacking approach helps show what's possible, it doesn't direct me toward what might work best for my specific needs.

The solution isn't necessarily AI-powered recommendations (though that could work). Sometimes the most effective approach is simply asking users a few questions:

• Are you creating a demo video or social media ad?

• Do you want to create your own avatar or use an existing one?

These simple "this or that" questions engage users in the selection process and narrow their options to a manageable few.

Even more problematic is their main CTA: "Create your first template." This is a feature that works great for committed users who plan to use the platform regularly, but it's a poor starting point for newcomers who are still evaluating the product.

Tip: Guide new users to immediate value before asking them to invest in longer-term features like template creation.

The vanity problem Heygen shares with Airbnb

There's another fascinating challenge Heygen faces: the "vanity barrier."

To create my own avatar, I need to record myself. But what if I'm not camera-ready at the moment I sign up? What if my hair is messy or I'm not wearing makeup? Many users will procrastinate rather than create an avatar they're not satisfied with.

This is exactly the problem Airbnb faced when asking hosts to photograph their homes. The solution? Airbnb sent photographers to capture professional images, removing both the logistical and psychological barriers.

While Heygen can't send hair and makeup artists to users' homes, they should recognize that pushing avatar creation as the first step may be counterproductive. Users who create unflattering avatars might blame the platform rather than their own appearance.

Behavioral design lessons for your product

These principles apply to almost any digital product. They’re not just for AI avatar platforms:

1. Unpack abstract value into concrete examples - Don't assume users understand the full potential of your product

2. Reduce friction through templates - Lower both logistical and psychological barriers to creation

3. Guide user decisions - Don't overwhelm with options; help users narrow down choices

4. Be mindful of vanity barriers - Consider how self-image concerns might impact adoption

At Irrational Labs, we've seen these principles drive significant improvements in user activation and engagement across industries.

Working on a behavior change challenge? Irrational Labs would love to hear about it. Reach out at kristen@irrationallabs.com.

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📧 Questions about product adoption? Shoot me an email: kristen@irrationallabs.com.

Want to increase conversion, retention, engagement? Reach out to Irrational Labs.

We design products that change behavior, using behavioral science. Check out our case studies to see it in action.