ASOS - Push Notifications

Push notifications are important elements that are designed to drive user engagement and provide them with updates. For an e-commerce company they are used to show order details, update users on delivery times, and to encourage people to shop with them by showcasing tempting offers. For this project I chose to create some push notifications for ASOS, an online fashion and cosmetic retailer.

ASOS has a primary demographic of young adults, particularly young women, so when writing the copy I maintained a casual, conversational tone. I also made use of emojis, which are extremely popular and widespread across the Internet, including in microcopy. When using emojis in a UX writing scenario, they can help to inject some fun and personality into otherwise mundane messaging. I kept each emoji at the end of the text (either after the title or the body text), not only because it flows better that way, but also because this makes the message more accessible for screen readers, as placing an emoji in the middle of the text would disrupt the flow for a visually impaired user who is listening to the message being read out loud.

As well as maintaining a casual tone, I also utilised personal pronouns such as "you" and your", speaking directly to the user and making the messaging more personable and personal. This helps the experience feel more tailored to the user and builds a rapport between them and the site.

Your package is on the way! 🚚

Your order is almost here! Tap to track your delivery in the app.

• Use of personal pronouns ("your")

• Truck emoji to illustrate the "delivery" concept, fun and casual

• Exclamation points for cheery tone of voice

• Concise message that encourages users to go into the app and interact with it

Order confirmed ✅

Thanks for shopping with us! We’ve just sent you an email with your order details

• Use of personal pronouns ("your")

• Check emoji to show confirmation, fun and casual

• Exclamation points for cheery tone of voice

• Concise message that informs users of what action has just been taken and reassuring them that everything is sorted

• Thanks users for using the platform, a personal message that feels like it's coming from a human

Summer sale alert 🌞

Rock it like it’s hot with up to 20% off sitewide until May 28th

• Sun emoji to represent summer, fun and casual

• Very casual phrasing ("rock it like it's hot") to appeal to the young demographic

• Concise message that informs users of a sale, letting them know how long they have to avail of the offer

• Use of the sale percentage ("20%") is tempting and appealing, encouraging users to check out the site and driving engagement

• Notification is tailored and seasonal, with the purpose of making users think about their summer wardrobe and drive them to update it by shopping

Need some inspo?

Check out our latest collection that we think you’ll love 💖

• Use of personal pronouns ("you'll")

• Sparkly heart emoji to accompany the word "love", fun and casual

• Directly addressing the user and leading them to the site with a tailored suggestion, driving engagement

• Casual and conversational tone ("inspo"), message is phrased more like one from a friend than a business

Trending: bright and bold 🧡

Outshine the sun this summer with these gorgeous pieces 🕶️

• Use of emojis (orange heart and sunglasses), fun and casual

• Leading them to the site with a tailored suggestion, driving engagement

• Notification is tailored and seasonal, with the purpose of making users think about their summer wardrobe and drive them to update it by shopping

• Sending a push notification for trending categories makes sense for a fashion e-commerce platform, as it works with consumers' desire to stay on trend and uses this to the company's advantage to direct users to make a purchase

• Use of upbeat, positive words ("bright and bold", "gorgeous") evokes nice imagery of the products being presented and makes the user think that they can also look and feel good in these clothes ("Outshine the sun")

Back in stock! 🎉

Fab news! The Denim Mini Dress is back in stock. Shop now to add it to your wardrobe

• Use of party popper emoji to celebrate good news, fun and casual

• Leading users to the site with a tailored suggestion, driving engagement. Naming the exact item that is back in stock is effective as it shows that the site has kept track of the products that the user has previously interacted with

• Use of personal pronouns ("your")

• Exclamation points for cheery tone of voice

• Casual and conversational tone ("Fab news!"), message is phrased more like one from a friend than a business