Designing the prototype of personalized push notifications on E-commerce application with the user-centered design method

There are a lot of growing e-Commerce companies in Indonesia with their own application that has been used by millions of users. One of the important informational channels in e-Commerce application is push notifications, of which its sole purpose is to push and deliver information to its users. The problem is that only a limited number of customers open push notifications immediately upon receiving. This research was conducted to find the key factors that determine user's desires to open push notification and to improve user's experiences when receiving push notifications. User-Centered Design and a mixed-method approach were used on this research, utilizing surveys and contextual interviews for data collection. Tokopedia is one of e-Commerce companies in Indonesia. Tokopedia iOS application is used in this research as a case study as Tokopedia is one of the most used e-Commerce application in Indonesia. The research findings show that the key determining factors are contents of the push notifications and time and frequency of receipt. Based on the results, a prototype has been designed in a high-fidelity form and was subsequently evaluated using the Usability Testing method. The evaluation show that the task success rate of said prototype is 88.3 percent, and accordingly it could be the solution to this problems.