A polarised audience
We ran some extra user research which backed up the finding of previous research which showed there was a big polarisation between users. Within The Sun user base there were 2 groups that made up a majority of the traffic. Users interested in consuming “Sport/Football” content and users interested in “Showbiz/Gossip/Celebrity” content, while “Breaking News” and front page news scored high with all users groups.
We wanted to learn from our users and leverage knowledge, opinions and expectations for the use of push notification, specifically regarding engagement times during the day as well as message relevance and tone. We also wanted to understand user’s wants and needs regarding potential personalisation options. Our intention was to deliver notifications that are relevant, timely and contextual to the users needs while respecting their time, attention and expectations.
Include a level of active personalisation via a notifications centre – Potentially allowing users to choose notification topics, amount of alerts and see whether this could also work along side existing personalisation features already in the app.
Include a level of passive personalisation. i.e. learn from user behaviour, leverage things like NS Activity and analytics to determine what pushes worked when and for whom, to better tailor and target notifications.
Tone, timing & frequency
We ran a research study in collaboration with the editorial team to test the engagement levels of different notification outputs sent at different times of the day in order to measure what type of messages and different broadcast times drove the most engagement.
Competitive Analysis – Key Learnings:
Direct competitors offer a poor user experience for push notifications.
Low functionality and personalisation for push notifications give us an opportunity to leap competition.
‘Breaking News’ push notifications.
Most competitors have a toggle for ‘Breaking News’ push notifications, this enables users to select less volume but higher importance.
Audio functionality, useful or irritating?
Sound is used by most apps to create individual brand identity and tone of voice, however they all have a toggle off button, as this can annoy users