News alerts are a main source of traffic for news outlets and their apps, but if they are done poorly, readers turn them off and disengage. A major news organization wanted to understand alerts and how to do them well.
News app users answered 3-days worth of pre-loaded questions on an online discussion board. Projective techniques and open end or video answer questions helped to identify pain points and purposes of alerts from the perspective of users.
The news organization learned that app users expect customization and algorithmic learning when it comes to news alerts on their phones. The organization is considering investing in alert development to stay relevant.
Case study: Uncovering news alert pain points and benefits
Challenge: News alerts are a main source of traffic for news outlets and their apps, but if they are done poorly, readers turn them off and disengage. A major news organization wanted to understand alerts and how to do them well.
Approach: News app users answered 3-days worth of pre-loaded questions on an online discussion board. Projective techniques and open end or video answer questions helped to identify pain points and purposes of alerts from the perspective of users.
Result: The news organization learned that app users expect customization and algorithmic learning when it comes to news alerts on their phones. The organization is considering investing in alert development to stay relevant.
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