iOS apps require permission from users to receive push notifications. The problem is if a user declines the opt-in, the app will not get a second chance to request the opt-in again. Knowing that, we used to ask push notification permission at app launch. I took the initiative to do research and learned how to incorporate a "Soft" push notification, which allows us to place a customized pop-up message before the actual iOS opt-in. It allows us to asks users permission multiple times; communicate the benefits of the notifications, such as booking confirmations, trip updates and promotions; as well as A/B testing of different placements, messages, and images for marketing campaigns to see which one has the highest conversion rates. I was responsible for research, wireframing, user-flows and designs.