IMPORTANT NOTICES:
Review announcements and important updates. Read more >
Multiple times a day, I see a banner image with this copy on it. It is the header for a website I use extensively. And I have a confession: In the past year, I have only clicked on it three times to learn more—with the third time being when I completed research for this blog post. It is always present on the website yet the copy never changes.
A well-known saying is when everything’s important, then nothing’s important. It roughly means that when everything (or almost everything) is supposed to be noticed, there’s no way to distinguish individual pieces and the brain consequently ignores it.
In the example, the banner image has two fatal mistakes:
It constantly communicates that something is important
It never communicates what is important
If the banner contained a date or headline for when it was last updated, viewers would easily be able to distinguish when new important information is being conveyed and would consequently know to actually check it. Alternatively, if the banner image was only up for a short time frame after new announcements are uploaded and then disappears once the announcement is read, visitors would again know when there’s actually new information.
When there is important information to be conveyed to users, how can it be communicated in an effective manner? There are several key attributes that assist with this:
Method
Hierarchy
Timeliness
Method
Determining the best method of communicating an alert to end users is a crucial first step, and it is dictated by how the details contained will be used. Is it general information or does it require action taken? And if it requires action, how soon must it be completed?
The most-used notification methods in FileMaker include card windows, popover menus, and information blocks. Popover menus and information blocks are more passive communication methods, ideal for general information or if action is required in the distant future. Card windows are great when immediate feedback is needed—such as accepting terms and conditions or prompting users of another imminent deadline for completing actions such as selecting insurance options during an open enrollment period.
Additionally, FileMaker also has the capacity to provide alternative alerts, such as automated SMS, MMS, or email communications with the help of APIs—which are helpful solutions in instances when real-time notification is necessary.
Hierarchy
As previously mentioned, nothing’s important when everything’s important. A successful information hierarchy is vital for effective alert communications. If on a website or software application, the alert needs to be above the fold (ideally in the top right or left corners, where users anticipate them), and a contrasting color can help it be noticeable. Red (or a shade thereof) is perhaps the most-used notification color, though many companies opt for a secondary or tertiary color within their brand.
If there is no immediate way to see the newest information presented, then the alert needs to be dismissed in some manner. For instance, if you have a popover menu that lists company announcements in a reverse chronological manner (newest first and oldest last), the popover menu should have an icon or color change when a new announcement is added. Think of it as a flag on a mailbox. When the flag is up, postal workers know it contains outgoing mail. When the flag is down, residents know the mail has been picked up and new mail is available. Without the flag, there is no way for a casual bystander to know at-a-glance what the status of the mail is. Your alert needs a digital mailbox flag.
With a card window, the users need the ability to dismiss the alert on load, generally demonstrated with an X in the top right corner of the card window. Of course, this is a vital design element of any card window to ensure your users do not become stuck on that specific layout! Similarly, the ability to dismiss an information block on a layout can also be helpful.
Timeliness
If a local retailer sends you an advertisement for a clearance event, but it does not arrive until after the sale has ended, it was not timely—and, consequently, is ineffective. The timeliness of alerts is crucial when information conveyed has a specific deadline.
When the alert has a window of only a few hours and/or there will be multiple the same day, you will have the best results by sticking to communication methods such as SMS, MMS, or sometimes email. Given the wide-spread usage of smartphones in the developed world, these venues will allow for more immediate response times from recipients. Consider using them for flash sales, appointment reminders, or similar messages.
Similarly, urgent communications restricted to the software package or web site are best used by card windows that cannot be closed until completed. As previously mentioned, card windows are ideal for messages that are necessary prior to using the database system.
For less pressing communications—such as notifying employees when their tax documents will be provided—an information block or popover menu with the notification can be a more appropriate information avenues.
By following these guidelines, you can determine the most effective method to alert your end users about important information or notifications. For many organizations, a combination of all the methods can be employed depending on the nature of what is being communicated. In any case, better communication with end users will always result in better engagement and information processing.
PK Information is a FileMaker-certified development agency serving the Tampa Bay, Miami Lakes, and Knoxville regions. We believe that great software can change everything. Would more effective communication and user interface structures help you grow? Contact us today!
SUBSCRIBE
Sign up with your email address to receive future posts like this directly to your inbox.