Role:
UX Writer Intern
User Problem
We must be aware of how our language can make these notifications, especially in a shopping context, which may seem like an advertisement or an invasion of privacy.
Since adding “for you” in October 2022, the CTR has increased by 5%
Results
With these insights, I was able to recommend copy for these notifications that reflects Google as a helpful shopping tool by showing helpful and relevant info while respecting personalization.
UX Writing Notification Audit
I conducted an in-depth audit of the existing messaging and notification across products to maintain Google’s cohesive voice, tone, and messaging.
Key Components
Best practices: compiled best practices for notification copy across products
Consistency: Identified inconsistencies in personalization messaging across the platform and highlighted best-performing copy
Notification Goal: Use language that reflects Google Shopping’s role as a helpful, trustworthy tool
Notification Goal: Use language that uses the right level of personalization
I highlighted the impact of including brand names when shaping users' perceptions of the price range available
(e.g. Refrigerators on sale from Whirlpool, Samsung, and +30 brands)
Suggestion: Use language “for you” when referencing brands
Why? Users find personalized deals helpful and relevant. he wording “for you” indicates the relevance of the notification to the user, without seeming hyper-personalized
With the large amount of user data Google has access to, we had the responsibility to protect users’ privacy, safety, and trust. With our push notifications, we prioritized crafting them way that does not invade their privacy or become a disturbance.
Key Components
My questions boiled down to three main elements to consider when designing within this space:
content preferences
language and tone
privacy and personalization
Research Studies
With an understanding of what language users prefer and is most intuitive, I conducted a qualitative study to gauge user preferences even further in a shopping context
Usertesting Study: I created 20+ iOS mocks of shopping push notifications with varying tones and levels of personalization
Insights: Distilled insights based on recorded videos of participants, finding answers to how we should approach the notifications
Suggestion: List recognizable brand names in the notification copy
Why? Users associated a range of brands with a range of prices
Suggestion: Avoid using “$” for general price drop notifications
Why? Users found random price drop notifications with a “$” to invoke the tone of a seller or advertiser
(e.g. Discover deck chairs from $50)
At Google Shopping, our team had a mission to help users along their journey to complete a purchase, by creating interfaces with text and features that prompt inspiring, helpful re-engagement. Part of this mission was launching Google Shopping’s first-ever push notifications.
Task
My task was to suggest notification copy that would resonate with users while maintaining Google’s helpful and friendly voice. Likewise, if we are asking for a user’s time and attention, we should be sure we are being intentional with our message. The copy they see plays a major role in whether or not users click on the prompt.