PRODUCT
TEARDOWN
App Notifications
Gautham N Holla | PM C28
OVERVIEW
RIGISTERED USERS NET WORTH MONTHLY ACTIVE USERS
Discord is an American VoIP and instant
messaging social platform. Users have the 614 Million $15 Billion 196 Million
ability to communicate with voice calls,
video calls, text messaging, media, and
files in private chats or as part of ACTIVE SERVERS LANGUAGEG AVAILABLE SERVER CONVERSATIONS DAILY
communities called " servers "
Discord was launched in 2015 as a 20 Million 30 4 B Minutes
gamers-friendly communication
platform, but it also acquired popularity Age Demographics on Discord
Discord demographics
among non-gaming audiences in recent
years. 25–34 years
FUN FACT
Discord largest server was Midjourney community with over 9.5 million registered users.
65% 35%
Discord Competitors/Alternatives
*VoIP = Voice Over Internet Protocol Bigo Live
OVERALL ANALYSIS
BUSINESS MODEL REVENUE MODEL
Discord uses the freemium business model. Discord Nitro: Discord Nitro is the paid subscription option with charges of $9.99 per month or
Basic services are free for users, while premium features can be 99.99 per year.
accessed by paying additional charges. Game store: The game store allows game developers to sell their games. Once the game is
sold, developers get 90% and Discord got 10%.
Discord Merchandise Store: Discord offers a great variety of merchandise like branded T-
shirts, hoodies, caps, socks, etc. It earns a little revenue from selling these items.
Target UserSegment
Gamers Students Companies
Currency Monthly Yearly Currency Monthly Yearly
USD $2.99 $29.99 USD $9.99 $99.99
OVERALL ANALYSIS
S W O T
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Ease of use Unfavourable privacy Entry into other markets Presence Of Scammers
Freemium Model policy Improved Security and data Poor privacy and security policies
Large market share Low-quality calls privacy Competitors
Unlimited use Persistent Association with Optimization of customer
Customizability online gaming experience.
Innovative platform
TECH STACK
Discord uses four programming languages: Elixir, Erlang, Rust, and JavaScript.
Discord's tech stack comprises a combination of
programming languages, frameworks, and technologies
that enable its functionality as a communication and
community platform.
It’s main components are
Frontend Frontend
Backend
User interface Programming language Discord utilizes React and React Native client libraries.
Frameworks For audio and video functionality, Discord implements WebRTC.
Server The platform employs Apache Cassandra, an open-source distributed
Databases database management system.
Discord also leverages Cloudflare to cache content in data centers across 250+ cities.
Why they are designed the way they are
It meets the design needs of the UX team.
It's cost-efficient.
It's time-efficient.
It can scale while maintaining quality.
It ensures security remains uncompromised.
Source: Discord Blog
USER PERSONA
Akash Ananya
22 y/o BE 24 y/o Software Developer
Student Tier 1 city Pune
Tier 2 city Kochi She/her - Female
He/Him - Male
Goals & Behaviors:
Goals & Behaviors: Receive notifications promptly to stay responsive in collaborative projects.
To meet new people in other servers/communities. Enable “Do Not Disturb” mode during intense work periods.
Get notified about new content, community activities, or tournaments. Pain Points:
Pain Points: Late alerts can impact timely responses and collaboration.
Difficulty in organizing and prioritizing notifications from multiple channels.
Too many notifications cause burnout and lower engagement.
Excessive alerts from various servers can be overwhelming.
Notifications may not sync properly across devices.
Overwhelmed by the volume of notifications, making it hard to prioritize
Struggles with organizing and prioritizing notifications from academic,
important messages.
social, and gaming sources.
Frequent notifications disrupt study sessions and reduce focus.
DIFFERENT TYPES OF NOTIFICATION
Push Notification: Push Notifications are the automated notifications sent to users when the app is not open.
About any events
@everyone Mentions
update
in any server Push Up Notification
@mentions in any
server
DMS/Personal
message
Friend Request
NOTIFICATION SETTINGS PANELS
DM notification settings
<
Server and server's channel Notification settings
Discord's system notification settings
PRIORITIZED NOTIFICATION DISPLAY Banner Notification
Notifications are displayed as banners, sidebar
badges (bolded channels), highlighted messages,
mobile app badges, and taskbar badges. This
segmentation enables users to visually and audibly
prioritize notifications, allowing them to focus on the
most important ones first.
Banner Notification Sidebar Notification
Sidebar Notification
Banners provide real-time alerts for When there’s unread activity in a server or
messages, mentions, or important channel, the name appears in bold in the
notifications without interrupting your sidebar, making it easy to identify where
current view. new messages or mentions have occurred. Badge Notification
Badge Notification
Badge notifications, shown as red dots or
numbers on servers and channels, signal
unread messages, direct mentions, or
alerts. The color and number make it easy
for users to quickly assess the importance
of the notification.
KEY METRICS
View rate
Number of people who saw the
notification/total number of people who Push Notification Sent
received the notification
Click through rate
Percentage of people who saw and clicked App opened
the notification to check out the content. The
goal is to maximize the app visit through
notifications.
Engagement (reading the message)
Number of people are actively reading the
push notification via chat box.
Action (reply, mark as read)
Conversion Rate
Number of people who took the desired
action after viewing the push notification.
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