EasyB
Crafting concise and impactful mobile push notifications
Context
Craft concise and impactful mobile push notifications for a banking app, EasyB, aligning them with specific user scenarios and emotional tones.
Tools: Figma, Google Docs, Google Translate (to test for localisation constraints)
Scenario 1: Positive
Context:
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The user received their monthly salary - leads to the account overview screen
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The user was approved for a loan - leads to screen with the loan details
Copy:
Header: Cha-ching! Sounds like money!
Body copy: Your monthly salary is in
Header: Yayy! Your loan is approved
Body copy: Review your loan details
Rationale:
ToV is casual and exciting since positive notifications should celebrate achievements/delight users
Scenario 2: Neutral
Context:
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End-of-day, total spending notification - leads to screen with a breakdown of the day's transactions
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Update to terms of service - leads to terms of service screen
Copy:
Header: Today: Your daily expenses
Body copy: You spent (num}% less than yesterday
Header: Terms of service update
Body copy: Learn what these changes mean for you
Rationale:
ToV is informative and concise. Copy focuses on providing the user with the necessary information in a clear and straightforward manner.
Scenario 3: Negative
Context:
(At EasyB, users can get an approved overdraft protection limit, e.g $100. This means that if their account balance falls below $0, they won't be charged a fee. However, if the account balance falls below the approved protection limit, the user will be charge a fee.)
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The user's account balance went below $0 but did not cross their protection limit - leads to the overdraft information screen
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The user crossed their protection limit - leads to the overdraft information screen
Copy:
Header: Account almost at overdraft limit
Body copy: Top-up your account to avoid charges
Header: Account at overdraft limit
Body copy: You will be charged a fee
Rationale:
ToV is empathetic and informative. It's important to acknowledge the negative situation while providing clear information to set the right expectation of what happens next for the user.
Key UX Principles Applied/Learnings
UX Principles
Clarity and Conciseness:
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The character limits for headers and body copy emphasise the need for brevity.
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Notifications must quickly convey essential information without overwhelming the user.
User-Centred Design:
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The focus is on the user's needs and the context of the notification.
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The tone and language should be appropriate for the situation, whether positive, neutral, or negative.
Actionable Notifications:
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Each notification should guide the user to a specific action or information within the app.
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Clear CTAs and concise copy help direct the user's attention.
Emotional Intelligence:
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The tone of the notification should match the user's emotional state.
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Positive notifications should celebrate achievements, while negative notifications should be empathetic and informative.
Learnings
Crafting notifications that evoke appropriate emotions can enhance user engagement and loyalty. Also, understanding the user's emotional state and tailoring the tone accordingly is crucial.