WWF

Context: I worked on an app called ‘My Footprint’ – a challenge-based platform encouraging users to complete small tasks each day, which would contribute to a larger impact on our world.

My work: As well as heavily working on the app’s UX, I wrote push notifications to encourage users to engage with the challenges – using three personas to cover the range of people who could interact with the app, at key journey milestones (0%, 25%, 50%, 75% and 100%), and across four core message types: welcome, re-engagement, encouragement, and sharing results with other users.

To ensure each notification had the greatest chance of connecting to the user, I researched behavioural copy (motivation, ability, and prompt), nudge theory (social proof nudges, competition nudges, embedded nudges), BJ Fogg’s Behavioural Model of B=MAP, and phone and notification statistics.