Created a unified messaging system replacing scattered notification patterns, supporting onboarding, feature adoption, and product education.
Problem
As AppsFlyer scaled its self-serve growth model. in-product communication became fragmented and hard to trust.
Notifications were powered by different systems and embedded inconsistently across products
Entry points, tone, and visual patterns varied widely
Users missed critical updates, while support teams absorbed the resulting friction
Design Goals
Create a centralized, self-serve notification experience that improves clarity, control, and trust.
• Unify notifications across products into a single, intuitive hub
• Give admins clear ownership over what is communicated and how
• Establish a scalable foundation for consistent, meaningful communication
Single source of truth replacing fragmented product alerts
Solution
We launched a centralized Notifications Center, enabling full self-serve control
• Self-serve notification preferences by channel and frequency
• Unified notification taxonomy across products and surfaces
• Notifications as an onboarding and guidance layer – not just alerts.
Unified Notification System
(L) Notifications grouped by shared ID, related updates nest automatically, reducing noise for users managing 10+ apps
(R) Notifications preferences, one place to control what you receive and how, across AppsFlyer, Email, and Slack
Outcome
The first GA rollout demonstrated strong adoption and early platform impact.
• 6 out of 13 products adopted the new Notifications Center in the initial phase
• Centralized preferences enabled true self-service and reduced reliance on support