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Everything starts with a physiologist training his dogs to associate mealtime with the sound of a bell. At least, that’s how it unfolded for Ivan Pavlov. Before long, he observed that whenever he rang the bell—regardless of whether food was present—his dogs would begin salivating in anticipation. This phenomenon is strikingly similar to how notifications affect us on a biological level.

Today, while we may not be exactly like Pavlov’s dogs, studies suggest that every time we receive a notification, our bodies release a small amount of dopamine—the so-called "happiness hormone." This mechanism is precisely why social media applications, which we use for hours every day, have turned us into modern-day Pavlovian subjects.

“And then it hit me: I was salivating for a damn bell.” — Robert Leighton

That said, not all notifications are eagerly anticipated. We tend to disable or even uninstall apps that bombard us with intrusive or repetitive alerts. In fact, excessive notifications are the number one reason users delete apps, with a staggering 71% of users citing them as their primary frustration.

The Other Side of the Coin

However, well-designed notifications can greatly enhance the user experience. Take Google Maps, for example. When you’re en route to a destination, it provides real-time traffic updates, ensuring that you remain informed and prepared.

What Makes a Good Notification?

The key to effective notifications lies in crafting a positive user experience. Instead of being a source of irritation, they should offer value, respect the user’s time, and be thoughtfully designed. By applying Pavlov’s principles strategically, we can turn notifications into a tool that benefits both users and businesses.

Perfect Timing ⏰

Notifications should only be sent when they are genuinely important to the user. The timing of a notification is just as crucial as its content. If the user is expected to take action, the timing should allow them to respond effectively:

Expired Notifications 🏁

If a notification is no longer relevant, it should be discarded.

For instance, during a sales event with a midnight deadline, notifications about the offer should not persist once the sale has ended. Similarly, a meeting reminder should disappear after the meeting has already taken place.

Notification Frequency ⏳

Notifications should be limited to specific time intervals to avoid overwhelming users. Excessive notifications can become a source of frustration and may reduce the perceived value of an application.

For example, if a user receives a like on their post, the app can send a notification immediately. However, instead of sending multiple alerts for each like within a short period, the app could consolidate them into a single notification, summarizing the activity over a set time frame (e.g., one hour).

Real-Time Alerts 🚨

Instant notifications should be reserved for critical or highly relevant updates, ensuring that the user reacts promptly.

For example:

• An airline app can send real-time updates about flight status, gate changes, or delays.

• A sports app can deliver live scores, match highlights, or crucial in-game moments, keeping fans engaged.

Personalization 📳

Users should always have control over their notifications. If they cannot customize their notification settings, they are likely to disable alerts altogether or uninstall the app.

A simple yet effective solution is to allow users to disable or modify unnecessary alerts based on their preferences.

Privacy 🔒

Some users prefer to keep notifications for private messages or in-app interactions confidential. Offering a "private mode" option allows users to maintain their privacy and avoid uncomfortable situations.

Battery Efficiency 🪫

Notifications can impact battery life. Users often disable notifications or restrict background app activity to conserve battery power. Well-optimized notifications should balance engagement with minimal battery drain.

Focus Mode 📚

Users may want to disable notifications while working or studying to enhance their productivity. Providing a "Do Not Disturb" or "Focus Mode" feature allows them to manage their notifications without having to uninstall the app.

Engagement & Motivation 🧐

Notifications play a vital role in keeping users motivated throughout their journey toward a goal.

Staying on Track 🏃🏻

Let’s compare two different approaches to notifications, as highlighted in Antoine Sakho’s article.

Duolingo’s Approach

Duolingo sends the exact same notification every day—generic and repetitive. The problem? These notifications do not add real value. Even when tapped, they do not guide the user to a meaningful in-app experience.

Over time, receiving the same notification daily can lead to frustration and disengagement, ultimately resulting in app abandonment.

Busuu’s Approach

Busuu, on the other hand, adopts a more encouraging and motivational tone. Instead of issuing a command, it highlights the importance of practice and acknowledges that mastery takes time.

By making notifications feel less like orders and more like encouragement, Busuu fosters a more positive and engaging experience.

Celebrating Achievements ✅

Recognizing and rewarding users for their progress enhances retention and fosters a stronger connection to the app.

For example, a fitness app might send a congratulatory notification when a user reaches their daily step goal:

"Congratulations! You’ve successfully completed 10,000 steps today! 🎉"

Final Thoughts

Notifications are a powerful tool, but their effectiveness depends on how they are designed. The challenge is to strike the right balance between engagement and disruption. When notifications are respectful, meaningful, and well-timed, they enhance the user experience rather than detract from it.

I hope you enjoyed reading this article. Feel free to explore my other writings, and have a great day! 🙌🏻