How to Design UI for Mobile App Push Notifications
Research has shown that sending push notifications can increase engagement by up to 88% and retention rate by 3 to 10 times.
That said, poorly designed push notifications can negatively impact the user experience. Too many irrelevant notifications can annoy users. While often overlooked, push notifications critically influence user perceptions and app satisfaction. The timing, proper design, and relevance of push notifications can make or break a good UX.
Read ahead to learn more about push notifications and how best to design them.
What is a push notification?
Push notifications are all notifications you get on your phone outside of mobile apps. They may be seen in the banner or on the lock screen. Apps can send these alerts even if you’re not inside them and are often used to attract your attention to the app. For example, Instagram sends push notifications when someone comments or engages with your pictures and food delivery apps send notifications giving updates on the order.
They are a powerful tool for app developers who may want to pass on important information to users without waiting for them to open the app. For instance, weather apps may send regular push notifications about possible rain or to remind you to carry an umbrella. They also serve as a marketing/sales tool for e-commerce apps.
Types of push notifications for mobile apps
There are many types of push notifications and developers and OEMs are coming up with increasingly creative ways to use them. Earlier push notifications used to be just simple lines of text maybe with the app’s logo or name on them. Now developers can let users respond to notifications without opening the app and choose which notifications they want to see.
One way to categorize push notifications is based on how important they are to the user.
High priority notifications
Some alerts need quick attention from the user and should not be missed. These are high-priority notifications and include alarms, flight delays, ticket confirmations, and others. Apps also send out alerts in the form of push notifications.
Medium priority notifications
In some cases, it’s important that users see the notification, but they don’t have to take any immediate action and it won’t be catastrophic if the user misses it. For example, DoorDash may send notifications to let you know that delivery personnel may be a few minutes late.
Low priority notifications
The last type is the notifications that don’t need any action from the users and probably won’t be a big deal if the user misses it. These include social media apps letting you know a friend posted a photo, sales on e-commerce apps, and others.
Push notifications can also be categorized based on what they’re used for.
For instance, many news, weather, and social media apps use push notifications to inform users about something on their app. Alarm apps, travel apps, and time management apps may send alerts to remind users of something.
Some apps also use notifications to motivate their users. For example, e-learning apps like Duolingo are known for their ironically passive-aggressive notification messages nudging users to finish their lessons. There are also notifications that e-commerce apps commonly use to generate sales.
Best practices for designing mobile app push notification user interfaces
To get the best user experience, follow these best practices:
1. Don’t ignore the tone and UX copy
2. Make sure the push notifications are accessible
3. Push notifications should be timely
4. Personalize notifications
5. Not spammy
6. Take advantage of the OS-specific features
1. Don’t ignore the tone and UX copy
Words, tone, and content matter as much as the design when it comes to push notifications. Ensure that the notification content is aligned with your brand’s tone. But at the same time, it’s important that push notifications convey the message clearly with little room for confusion. You don’t want the user to have to read the content more than once.
2. Make sure the push notifications are accessible
Good push notifications are accessible. Ideally, all of your users should be able to use the notifications and the information within them with little difficulty. If you have users speaking different languages, the notifications should be in a language they understand. Sending notifications in local languages may also let your copywriters be more creative.
3. Push notifications should be timely
Push notifications should be ideally sent out when a user is available and able to take action based on them. But at the same time, developers must also take into account the importance and priority of the notification.
The frequency of notifications is also important. Users may even leave and uninstall your app if badgered with too many irrelevant notifications. Ensure users have control over the frequency and type of notifications they want to receive through their settings. A simple gaming app that sends 10 notifications a day can be annoying.
4. Personalize notifications
Too many irrelevant notifications and the user may shut down all notifications or worse, uninstall the app. Push notifications should ideally be personalized and tailored for the user and valuable to them. This is particularly relevant for e-commerce apps. You don’t want to send push notifications about baby clothes to someone in their 20s who doesn’t have babies, has never searched for them, and has no need for them.
5 Not spammy
Nobody wants to be bombarded with large notifications 3 times a day about a product they searched for once on your e-commerce app. Ideally, app developers should let users opt-in for low-priority or sales notifications. If not, the unnecessary sales notifications should be kept to the bare minimum.
6. Take advantage of the OS-specific features
Earlier there were limitations on how apps could use push notifications. They used to be just a small piece of information that could be passed on to the users. But now both iOS and Android support notifications which the users could respond to without having to open the app. For instance, for many messaging apps, users can reply to a conversation directly from the notification.
Leverage these different options that are available to developers to offer the best experience to the users.
Factors to consider when designing mobile app notification UIs
Before designing notifications, it’s important to consider the types of notifications you may need and where they may be used. Try to answer these questions before you begin design.
1. What would trigger the notification?
Consider the different situations in which you may want to send a push notification. Some of them could be completely predefined and automated, for instance in the case of ticket bookings or alarms. For sales and other notifications, you may have to custom-design the content and decide when to send it.
2. What type of feedback is being communicated?
Is it urgent? Can users take time to respond to it? Is it just passing on information? If a user’s flight is cancelled, they’d want to know about that immediately. But if there’s an offer on a food deliveries, best not to have users wake up to ten notifications about it.
3. Where would the notification appear and how?
For all users or just for a specific category of users? Will it be when the user is using the app, or will it be when the phone screen is switched off? For instance, if you’re sending notifications for an e-learning app, send notifications specific to what the user is learning or their lesson plan. A user learning Spanish probably won’t be interested in 50% off to learn Italian.
4. Which notification would require an immediate interaction?
Does the notification require immediate attention from the user or can it wait? Do you have to send it as a push notification or is it enough if the user sees it when they open the app? This is particularly important for e-commerce apps. Users would probably like getting updates on their orders, but for promotions or sales notifications, it may be a good idea to wait until the user has opened the app.
5. Accurately represent the urgency
It may be tempting to send sales notifications made to look like an alarm or something that needs immediate attention. While this may temporarily increase engagement, users will lose trust over time. In UI/UX terms this may be considered a dark pattern, which may get you some results but is wildly unethical.
6. Consider the app store regulations
App stores may have regulations on when and what type of notifications you can send. For instance, according to Apple, apps shouldn’t send marketing notifications unless users have explicitly agreed to receive them. They also have guidelines on using ‘Time Sensitive’ interruption levels for sending notifications. On Android, there are specific guidelines to design the notification and the content.
Building an app? Don’t make notifications an afterthought
Many app developers don’t put a lot of emphasis on the notifications. They make the bare minimum notifications, just to show the most important ones and forget the rest.
Proper notification design can help your app grow. It can help build trust between users and the app. While ironically notifications are often the last thing a user may talk about (unless it’s annoying them), it plays a huge role in the UX.
Make sure careful research goes into your push notifications.
