In an interface, every message matters. Poorly designed, it becomes yet another interruption; well-crafted, it guides, supports, and boosts adoption. This guide distills best practices for crafting relevant messages that fit each context and respect the user journey. Follow these principles to turn every interaction into a moment of value.
1. Contextualization = Relevance
A great message starts with a solid grasp of context. The more a message matches the user’s situation, the more useful it feels.
Adapt each message to its usage context:
Base it on the user’s role, journey stage, device, language, and so on.
Leverage any user properties you can collect.
2. Avoid Unnecessary Interruptions
Interruption is the main reason messages get dismissed. Favor subtle, gentle formats over in-your-face intrusion.
Avoid load-time modals except for major announcements.
Prefer contextual messages (e.g., popover or modal triggered after an event).
Always provide an easy “close” or “skip” option.
3. Clarity and Conciseness
Keep it to two or three lines max.
Visual structure: title → text → clear CTA.
Never overwhelm the user with information.
4. One Message = One Clear Goal
An effective message serves a single intent. Multiple actions or goals muddle readability.
Steer clear of ambiguous, multi-action messages.
Offer one visible, easy-to-grasp CTA.
5. Match Format to Intent
Intent | Recommended format |
Inform without blocking | Banner |
Draw attention to an action | Popover / Beacon |
Explain a feature | Sidebar / Guided product tour |
Collect contextual feedback | Modal / Popover |
Onboarding / checklist | Sidebar / Modal |
6. Respect the User’s Rhythm (Dosage & Timing)
Don’t overload users in their first session.
Space messages over time or tie them to specific actions.
Use behavioral triggers (scroll, click, events…).
7. Track Performance and Optimize
What isn’t measured can’t be improved. Analyze results to fine-tune your strategy.
View, click, and completion rates
Contextual reactions via “👍🏻 / 👎🏻”
A/B-test tone, timing, placement, CTA, and more
8. Adapt for Mobile (coming soon in BETA)
Prefer lightweight formats: beacon, popover, simplified modals.
Optimize interactions for fingers, not a mouse.
Ultra-concise text, streamlined components.
💡 Bonus: “Micro-Moments” Approach
Think of messages as targeted micro-interactions:
E.g., “You seem stuck on this page—need help?”
E.g., “Nice job! First step completed 👏”
Up Next: Choosing the Right Format
We’ll now walk you through each guide format so you can get the most from your in-app messages.
Every message type has its strengths, preferred use cases, and a few simple rules to ensure a smooth, relevant user experience.
Whether you want to inform, direct, explain, or gather contextual feedback, you’ll find the right format, at the right moment, for the right message.
1. Format: Banner
A discreet horizontal format that informs without hindering navigation.
Use Cases
Announce a product update, policy change, or important notice
Promote a new feature, sale, event, or upcoming maintenance
Encourage a soft action without blocking usage (e.g., view a page, see what’s new)
Relay an institutional message or non-critical alert
Recommendations
Very short copy: max one sentence + one CTA button
Top, bottom, or floating position—visible yet non-intrusive
Use a distinct yet soft color (avoid red unless it’s critical)
Clear, clickable CTA (e.g., “View”, “Discover”, “Learn more”)
Best For
B2B SaaS: product updates, GDPR notices, client events
E-commerce: sales, free shipping, extended returns
Education / EdTech: new module available, deadline reminders
HR / HRIS: review cycles open, HR announcements
Regulated sectors: policy changes, scheduled maintenance
2. Format: Popover
A contextual message anchored to a specific interface element.
Use Cases
Explain a specific feature tied to an interface element
Suggest a relevant action based on context or behavior
Introduce a new feature without fully interrupting
Clarify a field, button, or technical term in complex UX
Trigger a mini-guide or link to a tutorial
Recommendations
Must be visually linked to an interface element (button, field, tab…)
Short, actionable copy—ideally ≤2–3 lines + “Learn more” link
Shown only after a specific event (click, scroll)
Can pair with a beacon to signal its presence
Avoid stacking multiple popovers on one view
Best For
Complex SaaS: ERP, CRM, analytics tools
Fintech / LegalTech: explain sensitive terms or parameters
MedTech / Health: usage hints or result interpretations
Education / EdTech: quick tutorial, navigation help
E-commerce: prompt account creation, highlight a contextual promo
3. Format: Modal
A centered window—use with care.
Use Cases
Announce a major update / collect instant feedback
Warn of a critical or irreversible action
Kick off a key first step (e.g., start of onboarding)
Get acceptance of conditions, permissions, or settings
Recommendations
Reserve for important cases only
A single question or action (e.g., thumbs-up/down)
One clear CTA, easy to spot
Provide a non-intrusive “ignore” option
Best For
EdTech: feedback after a module or exercise
HR / HRIS: document validation, process feedback
B2B SaaS: critical info post-onboarding, major feature launch
Finance / LegalTech: terms acceptance, policy changes
E-commerce: limited-time offer, successful account creation
4. Format: Beacon
A small attention point that catches the eye without interrupting.
Use Cases
Confirm an action
Draw attention to an element without disrupting the flow
Discreetly announce a new or changed interface element
Recommendations
Visually subtle yet noticeable (gentle animation or moderate contrast)
Position close to the relevant element to avoid confusion
Can be clickable to open an explanatory popover
Don’t overuse—avoid “visual clutter”
Best For
E-commerce: add-to-cart confirmation, special offer highlight
B2B SaaS: indicate a new option/feature, shortcut to underused functionality
Fintech: alert to a threshold change or new setting
MedTech / HR: discreet reminder to complete an action
Format: Sidebar
A lateral panel that displays rich content without blocking the main view.
Use Cases
Guided onboarding with a step-by-step checklist
Announce a new feature with visuals and a resource link
Collect contextual feedback (“Was this helpful? 👍🏻 / 👎🏻”)
Proactive help: useful content, FAQ, chat, or videos
Recommendations
Maintain a discreet yet constant presence on screen
Structured content: title, text, visual, clear CTA
Adapt content to the page or user action
Best For
B2B SaaS: onboarding, setup tracking, help center, changelog
Fintech: explain indicators, usage tips, product discovery
E-commerce: recommendations, personalized promos
EdTech: chapter guidance, visual or video support
HR / HRIS: process guides, task checklists
Key Tips to Optimize Your In-App Guides
Pick the right moment: Don’t show messages at page load; trigger them after a user action, scroll, or period of inactivity.
Personalize whenever possible: Use data like first name, language, role, or segment to make messages more relevant and engaging.
Track performance: Monitor view, click, and completion rates to refine messages continuously.
Match the tone: Adjust your style and vocabulary to the target persona and business context to strengthen user connection.