Challenge.
There’re some obstacles
for the notification pushing in PayPay
Initial problem driven by a really common phenomenal in the digital era.
In today’s era of information overload, many users choose to disable push notifications—and PayPay users are no exception. However, this also means they risk missing important messages, such as security alerts or special offers.
Research & Findings.
Explore the reasons behind user behavior
“Why don’t users allow push notifications?”
Firstly, understand the product ad user by secondary & primary research.
Given time and geographic constraints, I began with secondary research to quickly grasp PayPay’s product features, market positioning, and user demographics. This helped identify user characteristics that could influence design decisions. Key sources included:
- UI Pocket to explore PayPay’s product design and features
- PayPay’s design blog for insights into the user group and design background
- Social media (Youtube, Rednote, etc.) to gather additional context
With a solid foundation from secondary research, I then conducted user interview with friend in Japan to gain deeper insights into real users' thoughts and needs regarding PayPay and its notifications.
Then, identify 4 key obstacles to enabling push notifications
Through my analysis, I identified four primary reasons why users hesitate to enable push notifications. To better visualize these challenges, I mapped out users' interactions with notifications, highlighting the obstacles they encounter.
Based on the insights from the research, I converted that into a clear “How might we”👇, and keep that in mind during the design process.
Design Goal.
So, HMW encourage users to enable notifications
in a easy way that feels valuable and non-intrusive?
Develop Strategy.
Ideate solutions for reducing obstacles
based on the scientific basis & best practice
Drawing inspiration from the Fogg Behavior Model
I applied insights from the Fogg Behavior Model, which emphasizes that behavior occurs when motivation, ability, and prompts converge. By reducing friction, enhancing motivation, and providing well-timed triggers, I generated possible solutions to encourage users to enable push notifications.
Explore notification strategies in other mobile apps
Initially, I aimed to analyze how other mobile payment products in Japan handle push notifications. However, due to limited available information, this proved challenging.
Instead, I examined a selection of consumer-facing mobile apps that are integral to my daily life. These included globally recognized social platforms, mobile payment services, e-commerce apps, and food delivery apps. By studying their notification strategies, I identified key design patterns and best practices that could inform my approach for PayPay.
Visualize the ideations by low-fi sketches
After get the inspirations above, I brought these ideas to design process and created low-fidelity sketches to visualize layouts and user flows, allowing me to explore different interaction patterns and refine the experience.
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Deliver Solution.
New User-Notification Interactions
Create a Triple-Win for Users, Stores, and PayPay
By redefining how users interact with notifications, I create a system that benefits all stakeholders—enhancing user experience, driving engagement for stores, and supporting PayPay’s business goals.
Solution 1. 「For new user」Reducing User Resistance with Transparency and Control
Solution 2. 「For existing user」Enhancing Motivation with Clear and Persuasive Notifications
Solution 3. 「For existing user」Re-engaging Users with Contextual Notification Prompts
Nextstep & Takeaway.
Eliminate design bias
through the user testing & iterate
Always try to understand the user further
- Having grown up in China, studied in the U.S., and experienced rapid technological advancements in both regions, I’ve seen firsthand how different cultural and technological landscapes shape user behaviors—especially in mobile payments. Japan presents its own unique environment, which adds another layer of complexity to this design challenge.
- Through conversations with friends in Japan, I noticed a key difference: my "e-money first" mindset, shaped by China’s digital payment dominance, contrasted with Japanese users' strong preference for cash and credit cards. Recognizing this, I was mindful of potential biases influencing my design approach.
- Moving forward, I would love the opportunity to engage with more Japanese users to deepen my understanding of their payment habits and cultural preferences. This would allow me to design more tailored, user-centric experiences that align with their needs.
