This week we’re thrilled to announce Swish as our App Spotlight. Swish is a sports app that adapts to the individual user, learning your specific taste and providing personalized highlight reels, story-driven game recaps, and curated compilations featuring the latest and greatest plays from your favorite teams and players. In this spotlight, we will be exploring how Swish personalizes mobile messaging and in-app experiences for every user through a mix of their engaging features, beautiful onboarding flow, and purposeful messaging.
One of the first major UX features that caught our eyes was Swish’s use of “stories” (much like Snapchat) to distribute the highlights most relevant to you. You no longer have to trawl through random Instagram and Snapchat stories to find the highlights that you care about. Some of my favorite features include Swish’s curated video highlights by athlete, and “Top Plays for You” which curates top plays for the week, day, and previous week.
Swish has a stellar onboarding experience, which also happens to follow some of Carnival.io’s best practices for push notification onboarding:
- Explain the value of push through a push pre-prompter. Giving your user context on how push can actually enhance their experience and being fully transparent can help build trust between your app and your future user-base.
- Deep-link to settings page. This is a key driver to providing good mobile experiences; enable users to choose how and what notifications they receive straight from an in-app settings page. Deep link directly from this page to OS settings to facilitate easy push opt-ins for users who weren’t ready from the start.
- Keep it simple. It may seem obvious but this isn’t a given for a ton of apps. Swish keeps the onboarding very simple and doesn’t inundate the user with too much information; they let you start using the app from the moment they download!
We’ve been outspoken about the potential for Rich Messaging, and many sports apps are now beginning to follow suit. Apps like Bleacher-Report, ESPN, and Swish are all utilizing this highly engaging channel and the success has been incredible — users are 56% more likely to engage with apps using rich messaging! Through a mix of gifs, images, and videos, Swish provides an incredible user experience with diverse, engaging content.
What may seem obvious to some, may not be obvious to all. Don’t assume all users inherently understand the major value points in your app. Point them in the right direction!
Swish understood this problem and made sure to drive their users to specific actions; whether it be their curated list of top plays, their daily highlights of players you follow, or just some cool dunks they think you might like. Swish created campaigns both inside and outside of the app to move people to these pages where Swish saw high value.
Delivering on their Value Prop
“Have every touchdown, every dunk, every goal in the palm of your hand. It’s the game you love, the way you need it.”
Swish is symbolic of a new breed of mobile first media companies. Instead of obsessing about driving people back into the app, they remove all friction by delivering personalized content and video directly as a rich push. By utilizing this content driven messaging strategy, Swish is able to drive higher engagement and retention rates, and ultimately achieve their goal in serving each individual user every highlight in the palm of their hands.
Want to learn more about how you can drive more engagement through rich messaging? Contact us here for a demo.