Push Notifications Content Strategy

Push notifications were getting poor engagement for a wide range of reasons, leading to support expenses and churn. With no executive support for the horizontal work, I took this problem on as a skunkworks project to design and scale more effective push notifications.

Problems

• Lack of clarity around push notification content handling across devices

• Design system component not reflective of actual production environment

• No unified interaction pattern

• Difficult constraints: No differentiation between CK and CKM messages, a shared notifications center, every part of the organization ships push notifications for different reasons

• Lack of rigor about push notifications best practices

Research

• Research showed transparency was more important than security

• Member support issues were mostly regarding unclear transaction issues

• CK users often silence notifications because marketing over-messages

• Met with push notifications teams to understand technology and systems

• Inventory and audit of existing CKM product messaging

Approaches

• Content modeling of push

• Content strategy of interaction pattern

• Differentiate with content size and relevance

• Optimizing transaction details to scale to the system 

• Mapping a system of interaction patterns

Workshop

1. Identify repeatable interactive patterns

2. Align to industry best practices (analog/comp set research)

3. Align with design team on Push experience principles and content strategy

Converge

Codify a content model and experience principles for push (vs email vs in-app notices)

Build/ship

On a per-feature basis, instance by instance, we’re redesigning existing push notifications to meet the content model