We live in a noisy world - especially digitally. This project was part of a broader initiative at Yahoo to revamp the quality of the notifications that are provided to our users. The primary objective was to provide Yahoo Mail users with notifications that feel relevant, timely, contextual and actionable. For this project, I was tasked with a growth initiative to upsell enabling notifications for a package tracking feature.
my role
Designing the feature and working with product team to determine experiment workflows. This project was in collaboration with guidance from Lead designers, 1 Content Designer, 1 Product Manager, 1 Engineer, 1 Illustrator
Timeline
February 2023 - April 2023
tools
Figma
A crucial part of this project was understanding how and where users interacted the package tracking feature in the app in order to ensure any upsell we designed was meeting them "at the right time". I came up with different approaches that the team was able to A/B test and measure success with. An important learning outcome during this stage for me was understanding the trade off of making an element fit into existing designs without compromising its efficacy.
It was also important to work within the current designs instead of coming up with a completely new screen or element. With that in mind, it was equally important to treat upselling enabling notifications carefully. Notifications can be annoying - a lot of us have them turned off. In order to convince people to enable them, the reason has to feel useful and contextual to the task they are doing.
Copy and animation were also key players in this project. With how subtle our upsell was going to be, we needed to catch the users attention. After catching their attention, we also wanted to communicate the benefits of the action users needed to take succinctly.
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At the end of this project, the bucket that performed best in the experiment was launched to all users. It was very exciting to solve a specific need for users in a new way. Prior to this experiment, we typically used tooltips for upselling features in the app. Exploring a contextual style with an explicit call-to-action allowed the team to discover new ways of leveraging what is already a powerful feature in the app.
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