I’ve often found myself describing interaction design as the most intimate form of branding but I get few people who will listen. This sums it up pretty perfectly. In fact, LinkedIn’s brand has suffered for this usage of notifications in my mind, despite the fact that the actual technique means I spend more time there. As a UX designer it’s difficult to reconcile these two ideas. Our job has gone from “designing what people will want to use” to “designing toward just beneath the level of annoyance the market will bear”.