Discovery goal: understand why users do not opt-in for push notifications during app onboarding, but still keep using the FARFETCH app anyways.
Discovery question: how could we communicate with these users in a way that they would find valuable, and in turn, cause them to opt in for push notifications?
Scenario: “You’ve downloaded the FARFETCH app, and choose not to opt-in for push notifications.”
Task: “Try to opt-in for notifications later.”
We believe active FARFETCH users are not subscribing to push notifications because they are unaware that notifications are easily customisable. Through showing users they can customise their notifications, they will be more likely to opt-in. We will know we're right when we see an uplift in notification opt-ins after messaging this customisability to the user 30 days after app download.
I explored design solutions used by direct competitors such as LYST and Selfridges, and indirect competitors such as Revolut and Flo Health. Through combining elements of competitor experiences with our existing design system components, I could provide users with an experience that is both familiar and aesthetically similar to the FARFETCH experience.
After presenting my ideas to engineering and my product manager, the team explained that toggling notifications from this screen would be quite a large technical effort. While option B was the clear winner feasibility-wise, we wondered if we could still allow the user to customise notifications sooner - without additional technical labour of option A.
To achieve the choice of option A, but the feasibility of B, we decided to test two variants of option B - one that leads to the settings page, and one that leads to the homepage. Through doing this, we can gauge whether or not users want to customise their notifications - rather than opt out entirely.
Discovery goal: we want to understand why users do not opt-in for push notifications upon first time downloading the app, but still keep using the FARFETCH app anyways.
Discovery question: how could we communicate with these users in a way that they would find valuable, and in turn, cause them to opt in for push notifications?
✔️ We devised a specific and measurable hypothesis within our technical and time-constraints
✔️ We backed our design with research and data - even though we had a quick turnaround for development
✔️ We have clear next steps to evolve the project
✔️ Choose the successful variant, and continue messaging it
✔️ If both variants are unsuccessful, putting them in front of users and seeking further feedback
✔️ Explore new ways to make opting in at a later date easier for users
✔️ 75% of 2021 iOS new visitors got to the end of last year without subscribing to Push notifications. Push notifications drive $161M USD annually - representing hugely untapped potential.
✔️57% of FARFETCH Private Clients (top 1% of spenders) are not subscribed to push. These clients missing out on marketing messaging is hugely untapped potential - they compose 60%+ of FARFETCH's total annual revenue on average, which in 2021 was $2.3 billion.
