We needed a way to drive users back to tapjoy.com to earn more rewards and discover more apps. Naturally, notifications effectively increase engagement in other platforms so they were a logical solution.
Research
Tapjoy is a platform where users can discover new apps or earn virtual currency through various offer incentives such as an app download. After examining and analyzing the general user flow through the Tapjoy ecosystem, I realized the lack of confirmation or any re-engagement tool to bring the user back after they have successfully completed one of these offers. The diagram below is an example of a user earning
earning a reward by downloading a sponsored app. The user who opts to earn virtual currency through an incentivized app download must leave the system, enter the app store, download the app and finally run the app to earn their reward. After this sequence of events, its easy to forget why the app was downloaded in the first place.
Notifications simply closed the loop and tied everything back to the user.
Goals & scope
After realizing the potential impact of this feature, I sat down with the head of product to help define a list of what we wanted to accomplish in this project.
  • Understand all types of offer completions that would result in a notification delivery

  • Understand all possible actions beyond offer completions that could benefit from notifications

  • Design a settings panel for users to control the frequency and delivery methods of their notifications

  • Realize the frequency and delivery methods of all notifications based on the actions they stem from
Brainstorm
We started off by defining all of the different offer types that a user can complete. This was critical to understand the nature of the action and the delivery method we wanted to provide to the user.
Offer types
1
Pay per installUsers must download and run a sponsored app
2
Cost per actionThis required more commitment from the user such as a Netflix account sign-up
3
Pay per experienceThis rewarded the user for in-app actions and performance such as level completion
4
Cost per clickA simple offer that requires users to visit a sponsored link
5
VideoUsers are required to watch a video advertisement
6
SurveysUsers must complete a survey from an advertiser or publisher
7
EcommerceA user must complete an ecommerce transaction such as a gift card purchase
8
Calendar eventA user must add a sponsored event to their native mobile calendar such as a tv show time
9
SMS subscriptionA user must opt in to subscribe through SMS news from an advertiser like Macy's
Defining
the system
In addition to offer completions, we documented any other actions that may benefit from notifications including new app suggestions. After realizing all of the possible actions and the subsequent notifications they would receive, I proceeded to visualize everything through a diagram that mapped out the entire system.
Mapping out all possible actions helped define where notifications made sense. Next we categorized them into one of the following delivery methods:
EmailIts commonplace for people to check their emails first thing in the morning. That's why we reserved this channel as a tool to re-engage users who haven't been active by introducing them to new offers or personalized app discoveries.
PushThese notifications enable users to receive instant confirmation for offers they have completed. Since they tend to be more intrusive, we had to ensure users wouldn't become agitated by being mindful of the ouptput frequency. Power users who earn multiple rewards within a given time period would only receive one consolidated notification within that time frame.
PlatformThis channel is built directly into a user's profile. It provides them with personalized offers and app news, daily app deals, and social updates or friend suggestions. It can even be used to instruct a user to finish completing an offer they might have left behind.
Timing & frequency
It was imperative to understand the nature of the action in order to provide a purposeful and relevant notification to the user. As you can see below, the type of notifications delivered are dependent upon a user’s actions.
Lastly, users were also empowered to control what notifications they received through their settings panel.
Quick iterative wireframes
This step helped filter down to the models that best served the purpose. Copy was structured to be informative to the user and included a time stamp, action completed, reward earned, and action steps to re-engage the user.
Visual design
The language and visual design were delivered to match the Tapjoy brand and UI style guide.
Quick access
A modal window enabled the user to quickly absorb new updates - giving them the option to take further action or proceed with their original intent.
Always available
A dedicated page was designed to archive all notifications received. This enabled users to filter back through their history if they need to review any previous actions.
Brand recognition
The discernible Tapjoy red, supporting gray tones, and flat design were integral to the overall look of the UI.