Let’s connect
Let’s connect
Let’s connect
Let’s connect
Let’s connect
Let’s connect
Creating push notification guidelines
Creating push notification guidelines
What?
Increasing engagement for the felmo mobile app.
What?
Increasing engagement for the felmo mobile app.
How?
1. Creation of push notifications guidelines
Implementation of these guidelines onto existing notification copy.
How?
1. Creation of push notifications guidelines
2. Implementation of these guidelines onto existing notification copy.
UX Writing
Copy guidelines
Tone of voice
Mobile app
Push notifications
Overview
Overview
🤔 What is felmo?
🤔 What is felmo?
👉 felmo is a mobile and web vet service for pet healthcare.
Show more
👉 AirDev is a Boston-based no-code provider.
Show more
👉 AirDev is a Boston-based no-code provider.
🤔 What stakeholders did I work with?
🤔 What stakeholders did I work with?
👉 I worked closely together with the UX/UI Designer, Head of Product and Developers.
👉 I worked closely together with the UX/UI Designer, Head of Product and Developers.
Tools used
Tools used
Figma
Miro
Braze
Problem Statement/Challenge
Problem Statement/Challenge
Problem statement
Problem statement
"Our felmo users aren't engaging with the app enough. They aren't visiting the app and completing flows due ineffective push notifications. We need to reimagine the existing push notifications to increase app engagement.
"Our felmo users aren't engaging with the app enough. They aren't visiting the app and completing flows due ineffective push notifications. We need to reimagine the existing push notifications to increase app engagement.
Affected Languages
Affected Languages
🇩🇪 German
Approach
Approach
Approach
Approach
My approach to tackle this project drew upon the following key stages:
My approach to tackle this project drew upon the following key stages:
👀 Inspiration
👀 Inspiration
Reference existing felmo guidelines as inspiration (for consistency)
Reference existing felmo guidelines as inspiration (for consistency)
📜 Creation
📜 Creation
Create and outline central push notification guidelines (In Figma and Braze)
Create and outline central push notification guidelines (In Figma and Braze)
🤔 Review
🤔 Review
Audit existing push notifications from the Backend (Miro)
Audit existing push notifications from the Backend (Miro)
✨Refine
✨Refine
Reimagine and update existing push notifications based on the new guidelines
Reimagine and update existing push notifications based on the new guidelines
👀 Inspiration
👀 Inspiration
Reference existing felmo guidelines as inspiration (to ensure consistency)
Reference existing felmo guidelines as inspiration (to ensure consistency)
This stage seems brief, but the inspiration part of any task acts as a strong foundation on which the end result (in this case, push notifications), can really.
This stage seems brief, but the inspiration part of any task acts as a strong foundation on which the end result (in this case, push notifications), can really.
What does the inspiration stage consist of?
What does the inspiration stage consist of?
Referencing existing copy guidelines to ensure tonal consistency.
Competitor research and best practice/bad practice references: i.e. DO THIS! and "Don't do this…".
Referencing existing copy guidelines to ensure tonal consistency.
Competitor research and best practice/bad practice references: i.e. DO THIS! and "Don't do this…".
What did I pick out for the Tone-of-Voice?
What did I pick out for the Tone-of-Voice?
Without going into too much detail, the key TOV and copywriting principles selected were:
Without going into too much detail, the key TOV and copywriting principles selected were:
Relatability
Relatability
Reference existing felmo guidelines as inspiration (for consistency)
Reference existing felmo guidelines as inspiration (for consistency)
Emotion
Emotion
Create and outline central push notification guidelines (In Figma and Braze)
Create and outline central push notification guidelines (In Figma and Braze)
Solve problems
Solve problems
Audit existing push notifications from the Backend (Miro)
Audit existing push notifications from the Backend (Miro)
📜 Creation
📜 Creation
Create and outline central push notification guidelines.
Create and outline central push notification guidelines.
How did I proceed?
How did I proceed?
Having reviewed the tone of voice and existing copywriting guidelines for app content, I was ready to collect the most relevant to put into the push notification guideline document. I made the document in Figma.
Having reviewed the tone of voice and existing copywriting guidelines for app content, I was ready to collect the most relevant to put into the push notification guideline document. I made the document in Figma.
What else did I need?
What else did I need?
No push notification guideline can be complete without industry knowledge of best practices for mobile push notifications - for Android and iOS respectively. This includes knowledge of:
✅ Character limits for Android and iOS.
✅ Push notification priority categorisation.
✅ User actions and context the push notifications serve.
Without further ado, let's get into the sustenance:
No push notification guideline can be complete without industry knowledge of best practices for mobile push notifications - for Android and iOS respectively. This includes knowledge of:
✅ Character limits for Android and iOS.
✅ Push notification priority categorisation.
✅ User actions and context the push notifications serve.
Without further ado, let's get into the sustenance:
So, what did the push notification guidelines look like in the end?
So, what did the push notification guidelines look like in the end?
Minus the obvious blur to deter portfolio push notification guidelines thieves, like this:
Minus the obvious blur to deter portfolio push notification guidelines thieves, like this:
Note: Some users may experience a lower resolution for the images below. (It's not you, it's me)
… And how can do you directly apply these onto existing push notifications?
… And how can do you directly apply these onto existing push notifications?
The most effective way to condense and get started is to ask yourself the following questions - think of it as a checklist.
The most effective way to condense and get started is to ask yourself the following questions - think of it as a checklist.
Application example
Application example
Here's how the application looked in practice:
Here's how the application looked in practice:
🤔 Research
🤔 Research
Audit push notifications from the backend (Miro)
Audit push notifications from the backend (Miro)
To draw on empathy and see where push notifications are triggered in context of the felmo user, it made the most sense to analyse user flows.
To draw on empathy and see where push notifications are triggered in context of the felmo user, it made the most sense to analyse user flows.
Using Miro, I got to work on laying out the existing felmo app user flow, and detailing push notifications when triggered. The images below outline what this process looked like 👇
Using Miro, I got to work on laying out the existing felmo app user flow, and detailing push notifications when triggered. The images below outline what this process looked like 👇
User flow snippet + Original push notifications
User flow snippet
User flow snippet + Original push noti.
User flow snippet
User flow snippet
User flow snippet
User flow snippet + Original push noti.
User flow snippet + Original push noti.
Without giving too much away, this process was carried out for the sitemap of the entire mobile application.
Without giving too much away, this process was carried out for the sitemap of the entire mobile application.
✨ Refine
✨ Refine
Reimagine and update existing push notifications based on the newly created guidelines
Reimagine and update existing push notifications based on the newly created guidelines
The app's sitemap had been laid out, existing push notifications triggered and their content jotted down - it was time to get to work and give the existing push notifications a new sparkle! ✨
Using the 3 questions referenced above as a guide, I got to work on the existing push notifications, while creating new ones where necessary.
The app's sitemap had been laid out, existing push notifications triggered and their content jotted down - it was time to get to work and give the existing push notifications a new sparkle! ✨
Using the 3 questions referenced above as a guide, I got to work on the existing push notifications, while creating new ones where necessary.
❌ Old push notifications
❌ Old push notifications
✅ New push notifications
✅ New push notifications
Once ready to go, I made sure to present the new push notifications together with the project manager - who gave the all clear for the developers to upload the new copy into the backend. The push notifications were live and ready to drive engagement.
Once ready to go, I made sure to present the new push notifications together with the project manager - who gave the all clear for the developers to upload the new copy into the backend. The push notifications were live and ready to drive engagement.
Results
Results
Project impact
Project impact
This project significantly enhanced user engagement and mobile app interaction by transforming previously "generic" and unengaging notifications into compelling, user-driven messages. The felmo app is multifaceted, with many different possible conversion flows and types, and engaging copy acts as a hook to help users complete flows within the app.
We were able to achieve a substantial increase in conversion metrics, reinforcing the app’s ability to retain and activate users more effectively. Ultimately, the project played a crucial role in optimising engagement and driving sustained app growth.
This project significantly enhanced user engagement and mobile app interaction by transforming previously "generic" and unengaging notifications into compelling, user-driven messages. The felmo app is multifaceted, with many different possible conversion flows and types, and engaging copy acts as a hook to help users complete flows within the app.
We were able to achieve a substantial increase in conversion metrics, reinforcing the app’s ability to retain and activate users more effectively. Ultimately, the project played a crucial role in optimising engagement and driving sustained app growth.
Project takeaways
Project takeaways
The Power of Personalisation – I learned that crafting push notifications tailored to user behaviour and mobile app flows significantly boosts engagement and conversions. Generic messages simply don’t drive action.
Balancing Engagement & Intrusiveness – Striking the right balance between engaging users and not overwhelming them with notifications is key. Too many, and they ignore them; too few, and they miss out on valuable interactions.
Data-Driven Decision Making – Analyzing user responses, open rates, and conversion metrics helped refine messaging strategies, proving that even small tweaks can yield significant results.
The Power of Personalisation – I learned that crafting push notifications tailored to user behaviour and mobile app flows significantly boosts engagement and conversions. Generic messages simply don’t drive action.
Balancing Engagement & Intrusiveness – Striking the right balance between engaging users and not overwhelming them with notifications is key. Too many, and they ignore them; too few, and they miss out on valuable interactions.
Data-Driven Decision Making – Analyzing user responses, open rates, and conversion metrics helped refine messaging strategies, proving that even small tweaks can yield significant results.
How can I help your business? Let’s chat!
2025, Benjamin Bruton
How can I help your business? Let’s chat!
2025, Benjamin Bruton
How can I help your business? Let’s chat!
2025, Benjamin Bruton