CTgoodjobsApp FeatureDec 2022

Revitalising App Engagement: The Notification Centre

Overview

CTgoodjobs observed a decline in app engagement as users opted out of push notifications in their system settings. This prevented them from receiving critical updates about job opportunities and employer interactions, impacting traffic and job applications on the mobile app.

To address this, we introduced a notification centre within the app, giving job seekers easy access to notifications, regardless of their system settings. We also redesigned notifications to enhance the job search experience by providing personalised reminders about job applications, employer activities, and relevant promotions, enhancing the overall job search experience.

Our goal was to revitalise app engagement, increase daily active users, drive traffic, and encourage more direct job applications through the mobile platform.

Reflection

From opt-outs to re-engagement: Building a meaningful connection 🤝🏻

Our push notifications were originally managed by the product and marketing team. A recent survey revealed we had been sending too many promotional messages, leading to increased opt-outs. This highlighted the need to prioritise users and their preferences.

One key challenge was informing users about the new notification centre, especially those who had already opted out of push notifications. To tackle this, I updated the mobile app user guide, revamped our notification strategy, and introduced a welcome notification to educate users about the feature. By delivering personalised notifications at a respectful frequency, we saw improved user engagement, proving the effectiveness of a user-centric approach.

This experience reinforced that while opting out takes seconds, re-engaging users is far more challenging. It reminded me that building a great product isn’t just about features, but also about creating meaningful connections with users.