Meta quest
Ux writing and content design
Following Meta's acquisition of Oculus, a critical challenge emerged: seamlessly integrating the Oculus brand with its associated VR headset and user base into Meta's content design system. The existing notification style, reliant on generic system alerts (e.g. some headlines literally read "Device"), was leaving users feeling overwhelmed and disengaged.
It was time to craft an experience worthy of the metaverse, something that would truly captivate—and convert—users.
Welcome to the Metaverse:
UX writing for the future of VR
I embarked on a data-driven journey to transform the notification experience from frustration to fascination. Recognizing the need for a more personalized and engaging approach, I employed the "Entice" Model, wielding data to craft personalized headlines that sparked curiosity and body copy that delivered real value – the kind that makes users grab their headsets and jump into the action.
I conducted rigorous A/B testing comparing generic notifications with those developed using the "Entice" model, first using Figma to design and map the user experience. And then deploying to a subset of users.
The challenge:
A notification nightmare
I embarked on a data-driven journey to transform the notification experience from frustration to fascination. Recognizing the need for a more personalized and engaging approach, I employed the "Entice" Model, wielding data to craft personalized headlines that sparked curiosity and body copy that delivered real value – the kind that makes users grab their headsets and jump into the action.
I conducted rigorous A/B testing comparing generic notifications with those developed using the "Entice" model, first using Figma to design and map the user experience. And then deploying to a subset of users.
My mission:
Operation Notification Overhaul
Here's what the data revealed (drumroll please.) Within 8 weeks, I achieved nearly 20% of the annual target for increased click through rate. Engagement skyrocketed and I discovered that the most effective notifications were highly specific to the user, providing relevant context and demonstrating a deep understanding of their interests and in-app behavior.
A clear picture emerged. Users craved notifications that were:
Example 1: Try [Game Title] because you've enjoyed similar games like [Similar Game Title]."
Example 2: "[Friend Name] has [App Name]. Join them in VR!"
See more examples in the before and after below:
A clear picture emerged. Users craved notifications that were:
- Relevant: Tailored to their individual preferences and in-app behavior.
- Actionable: Provided clear instructions and value propositions.
- Timely: Delivered at the right moment to avoid disrupting gameplay.
- Concise: Easy to understand at a glance, without overwhelming users with unnecessary information.
Example 1: Try [Game Title] because you've enjoyed similar games like [Similar Game Title]."
Example 2: "[Friend Name] has [App Name]. Join them in VR!"
See more examples in the before and after below:
Let's talk results:
The power of personalization
This test was just the beginning. I used the findings to create comprehensive written content design guidelines for use across the org. Now, the entire team can craft user experiences for notifications that resonate and drive results. These guidelines serve as a valuable resource for teams, ensuring consistency, clarity, and user-centricity across all communication channels.
A lasting legacy:
Sharing the knowledge
YOU'RE UP NEXT.
I help you build your brand so you can build the future
