what3words
Generating new app users with push notifications
what3words (w3w) is a geolocation app with the mission of becoming a global standard in addressing. Every 3 metre square has been given a unique combination of three random words: a what3words address.
Working closely alongside the growth and product teams, I was the design lead on all push notification creative. The goal of the notifications to increase engagement within the what3words app.
As part of the project, I worked on a weekly cycle developing new notification concepts, testing new ideas and localising successful tests into multiple languages.
Working with different cultures
Due to what3words global reach (the app is available in 50+ languages) creating notifications that were culturally relevant to different markets was imperative. I liaised with linguists across the world to ensure the visuals and copy made sense. I think having this relationship was key to establishing new top performers in countries such as Vietnam, Germany & Japan.
Reacting to the moment
Keeping a finger on the pulse and staying on top of trends was a key part of the project. This meant planning ahead for holidays such as Tet and Halloween as well as reacting to more immediate triggers such as bad weather warnings. I also designed for specific demographics such as ‘people who attended Glastonbury’, working with the data team to identify possibilities for new messages.
