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Designing Mobile Messaging

Presented on HWSW Mobile! 2016 Conference, 20161123
by

Péter B. Polgár

on 23 November 2016

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Transcript of Designing Mobile Messaging

Designing Mobile Messaging
@polgarp
why engagement
where do your users interact with your app?
tapping the app icon?
push notification!
in email!
SMS!
chat bot maybe...
25%
of apps installed will never get launched
https://www.thinkwithgoogle.com/articles/mobile-app-marketing-insights.html
23%
http://info.localytics.com/blog/23-of-users-abandon-an-app-after-one-use
of apps started once will never get used again
why?
1. app’s capabilities vs user’s expectations
2. forced to use the app for a one time action
3. app is not habit forming
getting an app downloaded is easy, but having it used?
enter
messaging*
matters
head of ux @emarsys
*some apps don't need messaging, but you probably do
effective messaging
making work
attention
is a finite resource
make sure to not overdo
every message should be meaningful
guidelines
relevant
personal
contextual
actionable
opting out
Relevancy comes from content, it should be both have some actual substance and designed in a way that helps digesting it.
The message should be tailored for the user, the information piece created just for her or something based on the her behavior.
The message coming at the right time, maybe at the right place or even on the right channel.
The user is able to do something with the message, the action is effective, the user is able to do what the action called her to do.
Get proactive and give the choice to your users and maybe retain some messaging options for latter.
email
bots
Twitter's "Popular in your network" email:
Relevant
: might be, hit or miss
Personal
: might be, but doesn't really feels like
Actionable
: you can interact with the tweets, no indication why you should do that
Contextual
: not really right time (but might open it in the morning)
Opt-out
: clear opt out button at the end
70%
50%
3.3%
opened on mobile
open rate
click rate (responsive)
http://www.emailmonday.com/mobile-email-usage-statistics
* numbers vary a lot by industry
great for
product news
weekly updates
summary of activities
information intended to be kept for latter reference
by guideline
tips
Easy to make
relevant
and
personal
since very little constraint on content or design. Hard to make it really
contextual
, as emails are not timely,
actionable
through click through buttons.
subject line: first 25-30 characters matter
responsive is must
limit the length especially for transactional emails
test in mobile clients
don't build on images
SMS
98%
36%
open rate
click rate
https://www.tatango.com/blog/the-average-sms-marketing-click-through-rate-is-36/
great for
highly critical info
time sensitive info
when internet may not be available
by guideline
tips
Making
relevant
is hard due to design constraints, good copy is essential.

For
personal
think in conversations instead of individual messages.
Contextual
is possible via time and geo targeting,
Actionable
is either link or physical interaction.
You don't need an app te send SMS!
SMS costs (way more) money, so you need good plans (especially for multi part messages)
Phone numbers can get recycled
push
50%
10%
opt-in rate
open rate
http://info.localytics.com/blog/2015-the-year-that-push-notifications-grew-up
great for
transactional messages that require the user’s action
highly contextual information.
great for reengagement
by guideline
tips
Few design constraints (like length), but there are enough options for making it
relevant
.

For
personal
you have tons of info about the user.
Contextual
is very easy you should have access to most sensors. With built in
actions
easy to start interactions even without entering the app.
Know your platform guidelines, huge differences in mechanism for Android and iOS. For example Android can display images too, you can manipulate icons etc.
Vibrations - for really important info
Using sensors can be very powerful, like not sending stuff when battery is at 5%, or sensing fast movement.
Interviews and field studies rule here, they can uncover new scenarios where messaging will be important.
Do your research.
Design your story.
A journey mapping or a story mapping exercise helps visualizing their story and uncover further message touch points.
Have a copywriting guide.
Have guidelines for writing words to have a consistent tone of voice. Product stance, your app's personality helps in defining this.
Clicking the message should bring the user straight to that exact point in the app where the feature is.
Deep linking.
Never use placeholder text and dummy data if you have real data available during design. Even if the users don’t input any data about themselves, there are still many things you can build on, like app usage patterns, date and time, other sensors.
Design with data.
Automation can help to implement complex strategies on when and what messages should be sent.
Use automation.
Context, context, context.
Research should uncover lots of interesting scenarios, but a source of true delight is when you can anticipate and resolve the user’s anxiety with something happening in their own context.
Measure open rates, actions taken and unsubscribes (or even uninstall rate). But don't focus on the vanity metrics alone, look at the overall effect of messages and the final outcome.
Measure the effects.
Make sure your first message is great, as it will set the expectations for the rest of your messages (and help avoid opt-outs).
First impressions count.
people
discovery
delivery
research
synthesize
design brief
concept design
detailed design
test
acquisition
activation
retention
referral
revenue
ads, app store desc, ...
in app onboarding, push, welcome email, newsletters, ...
proactive messaging, push, transactional messages, newsletters, ...
rating prompts, promotions, sharing, ...
promotions,
updates, ....
don't like getting spammed
customer lifecycle
too many notifications
When going for metrics, people tend to be viewed as numbers on a dashboard.
It is possible to design for optimizing this (dark patterns), but it doesn't result in long term engagement and not too nice either.
engagement happens here
- getting swiped
don't like being interrupted
metrics vs people
choose your channels
Full transcript