Allen Xu - Product Designer
Allen Xu – Product Designer
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Priceline – Push Notifications Case Study

We were adding 2 new types of notifications to increase the user engagement rate with our native iOS app. With the introduction of Trip Updates, Exclusive Deals and the existing Booking Confirmation notifications, we needed to provide a more intuitive interface and personalized experience to our users. I was responsible for designing the notifications from ideation to product launch, and A/B test the design variations, as well as simplifying the UI for the setting screen.

Kickoff Meeting & Wireframes

Kickoff Meeting & Wireframes

Our current push notification screen allowed us to ask wether or not users would like to opt in for only once. If they decided not to, it would prevent us from asking again in the future, and users would have to go into Settings –> Notifications –> Priceline to manually turn on the Allow Notifications toggle. With this in mind, I had a team discussion with stakeholders, and our goal was to do some research and explore potential solutions to this.  The discussion led us to something called Soft Notification. Instead of a hard no, the soft notification is a solution for companies to ask users’ permission again when they become more engaged with us. I worked with the marketing team on the copy and mages for A/B testing.

These are some of the wireframes I shared with my product manager during the early design process. The goal was to simplify the interface and reorganize the information so they would be very easy to use.

Settings New & Old Designs

Settings New & Old Designs

The design elements on the simplified Setting screen were carefully thought through for an intuitive experience. All information and actions are visible to users without scrolling for iPhone 5 and above because the percentage of customers who used iPhone 4 and below was extremely low.

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User Flows

User Flows

We agreed to trigger the notification when the user tapped on the Notification for the first time in the Setting screen because it showed that they could be interested in to be notified. 

The Result

The Result

The tests were positive and increased the user engagements by a total of 28.4%.