As use cases for Facebook advertisers expanded, additional notifications were needed to be integrated into the advertiser platform to help funnel users into payment solutions. These notifications needed to be clear, engaging, and actionable.

Understanding the customers

Information overload was a barrier to action

• Customers already had a lot of information on their billing page, and adding a notification about a billing event would increase their cognitive load
• Customers were already likely to ignore notifications because of desensitization to these components on the screen

The impact

Creating a system from repetition

Our team focused on systemizing notifications to help make them as recognizable as possible to reduce information overload risk. This included the design components, language style and structure, use cases, and channels.

The results

Increase in notification engagement

By closing gaps and creating consistency across notification channels and use cases, as well as language, saw an increase in engagement with each notification use case that our team addressed. This was an ongoing workstream that aim to refine existing notifications while making sure incoming use cases adhered to an emerging system.