What this result means

Your app already communicates with users inside the product. You use banners, pop-ups, full-screens, or similar formats. Messages are visible, and users do interact with them. This is an important step forward.

At the same time, in-app communication is still campaign-driven and fragmented. Messages appear, but they are not clearly connected to user context, lifecycle stage, or specific goals. Different formats are used interchangeably, often without a clear reason.

The main issue at this level is lack of structure. Communication exists, but it does not yet work as a system. As a result:

• Some messages perform well, others do not, and it is unclear why
• Users see messages, but do not always act on them
• Teams add more formats, but impact does not grow proportionally

Worth reading

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How to Improve Product Engagement in Your App

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What to improve next

At this stage, the goal is not adding more messages or formats, but making communication clearer, more intentional, and easier to repeat.

1. Assign clear roles to each communication format

Right now, formats are likely used based on availability and not purpose. This creates noise.

You should clearly define:

• Banners as reminders and contextual nudges
• Pop-ups or bottom sheets as short explanations or promotions
• Full-screens as moments that require attention or action
• Stories as the main format for explanation and guidance

Stories are especially important here. They allow you to explain without blocking the user and without overloading the interface. They also create a predictable place where users expect updates and guidance.

2. Turn one-time announcements into multi-step flows

Many teams announce features, but stop there. A stronger approach is a simple sequence:

• First contact: short in-app announcement
• Second contact: Story that explains how and why to use the feature
• Third contact: contextual reminder when the feature becomes relevant

This does not require complex logic. Even basic timing improves understanding and adoption. However, don’t assume that users will explore features on their own effectively.

3. Improve onboarding with continuity

Onboarding often exists, but it ends too early. Instead of a single onboarding moment:

• Use Stories to explain value in small parts
• Add bottom sheets or pop-ups when users reach key actions
• Reinforce learning over several sessions

The focus should be on progress, not completeness. Users do not need to learn everything at once. I would avoid long onboarding flows at first launch.

4. Make metrics actionable

You likely track basic metrics, that’s good, but they may not guide decisions yet.

At this stage, focus on:

• Interaction rate per format (Stories, banners, etc…)
• Feature usage / products purchased before and after communication
• Drop-off points during onboarding or explanation flows

Use metrics to answer specific questions. Does explanation increase feature usage? Which formats users ignore consistently?

5. Introduce light interactivity where attention matters

Interactive formats work best when:

• You explain something complex
• You promote high-value actions
• You want feedback or confirmation

Simple mechanics like quizzes, polls, or light game elements can increase attention and memory without overwhelming users. However, don’t add interactivity without a clear goal for it.

Summary

At this level, your app already speaks to users. The next step is to speak with a clear intention. Once communication becomes structured and repeatable, you are ready to treat it as a real operational layer, not a set of campaigns.

You should focus on:

• Clear roles for each format
• Reusable communication patterns
• Stronger links between messages and user actions

Tools

UX of Leading E-Commerce Apps

This case study is based on 200+ screens collected from the top 15 e-commerce and retail apps. It examines how leading teams design key stages of the customer journey — from onboarding and product cards to account creation and checkout.

Why your app needs a "Spotify Wrapped" too

This case study is based on 170+ screenshots capturing every step of Spotify Wrapped 2025 and 4 other year-in-review campaigns, including Apple Music, LinkedIn, and Miro.