Client: The Guardian · Role: Product Designer (UX) · Team: Lead UI Designer, Senior PM, iOS and Android engineers, Lead UX Researcher, editorial

The app asked for notification permission once, with no context. Reader interviews showed the issue wasn't the prompt itself but when and how it was asked. Readers couldn't remember what they'd agreed to, wanted to choose what they received, and needed clearer value before saying yes.

Supported reader interviews and synthesised findings with the PM around three themes: confidence, control and relevance

Reframed the goal from "raise opt-in" to "help readers make an informed choice at the right moment"

Designed flows for new readers across sessions, including those who skip notifications at first

Worked with Editorial to redefine notification types, each with a clear purpose and frequency

Educate before asking. Explain the value of notifications before the system permission prompt.

Real choice. Readers pick notification types instead of all or nothing.

Second chances, in context. Readers who skip get relevant prompts later, through two reusable patterns: an inline card and a full-screen prompt.

Respect a no. Dismissed prompts don't return, and rules limit how often prompts appear.

Android opt-in rose from 15% to 18.5% within 30 days of launch (+23%)

iOS reached 17% opt-in within 30 days

Contextual prompts reached 190k Android readers (20.8% of monthly active users)

The prompt patterns became a reusable framework, later used for sport, World Cup and Live Activities opt-in

Defining what each notification type means mattered as much as the interface. Next time I'd plan measurement earlier, including whether readers keep notifications on after opting in.

Full case study: https://janitadacosta.com/notification-onboarding