Jak badać komunikację cyfrową, by uchwycić jej rzeczywisty wpływ na użytkowników? Standardowe metody UX nie zawsze uwzględniają kontekst codziennych interakcji, gdzie powiadomienia konkurują z setkami innych komunikatów. Wykorzystaliśmy
etnografię i badania dzienniczkowe, aby lepiej zrozumieć, jak użytkownicy odbierają i reagują na powiadomienia push banku.
Podczas prezentacji pokażemy:
- jak uchwycić rzeczywiste zachowania, a nie tylko deklaracje użytkowników,
- jak kontekst wpływa na skuteczność komunikacji,
- jak marka może zaistnieć w chaosie powiadomień,
- jak projektować komunikację, uwzględniając codzienne nawyki użytkowników.
Podzielimy się wnioskami z badania oraz wskazówkami pomocnymi w projektowaniu cyfrowych komunikatów.
Watch this WaysConf session, then continue with related talks or explore the current programme.
In this Polish-language case study, Małgorzata Sapeta and Artur Janiszewski show how a bank studied everyday notification behavior through a low-technology diary method followed by focus groups. Participants captured messages in context, described reactions, and later revisited emerging themes and created ideal notifications. The method revealed differences between declared neutrality and behavior such as disabling irritating alerts, as well as the importance of timing, usefulness, tone, understandable language, and personal relevance. The speakers also discuss recruitment, age cohorts, participant motivation, data consistency, and the practical limits of asking people to document routine digital experiences.
Notifications are brief and easily forgotten, so diary entries preserved the message, context, and immediate reaction better than a retrospective interview alone.
Watch from 4:30The study avoided a dedicated research app and used familiar tools, while still requiring clear instructions and active moderation to maintain comparable evidence.
Watch from 8:41Focus groups with the same participants allowed researchers to revisit diary themes, test specific messages, and explore issues that brief entries could not explain.
Watch from 10:01Participants called many alerts emotionally neutral yet disabled those they found irritating, showing why observed action matters alongside stated attitudes.
Watch from 14:59Timing, relevance, tone, clear language, and a meaningful next step influenced whether a message was read, trusted, ignored, or removed.
Watch from 25:49These concise notes were edited from automatic captions and checked against the talk structure. They are not a verbatim transcript.
A conventional interview would ask people to reconstruct a stream of small interactions that they barely notice. The diary approach captured notifications closer to the moment they arrived, along with screenshots and short reflections. This made it possible to study context and reaction rather than depending entirely on a participant's later summary of what they usually do.
Watch from 4:19Avoiding a dedicated app lowered the barrier for participants, but it did not make the study effortless. Researchers had to explain what to capture, encourage regular participation, and monitor the material so data quality stayed reasonably consistent. The method traded technical complexity for careful communication and sustained participant motivation.
Watch from 8:18The diaries showed what arrived and how people reacted in context. Later focus groups created room to ask why, compare experiences, revisit themes, and evaluate specific communication. Using the same participants connected the richer discussion with recorded behavior, while the delay gave researchers time to identify patterns worth probing.
Watch from 9:49Participants often described notifications as emotionally neutral, yet also said that irritating messages were switched off. That tension matters. A message does not need to provoke a dramatic feeling to damage the channel. Repetition, poor timing, or little useful content can gradually teach customers to ignore or disable communication altogether.
Watch from 14:39An alert competes for attention, so wording alone is not enough. Participants valued understandable language, an appropriate tone, relevance to their situation, and timing that made the information actionable. The research encouraged the bank to judge notifications as moments in a customer's day rather than as isolated pieces of campaign copy.
Watch from 25:10
