designing for life-changing impact: from bottled water to ending world poverty
TRANSCRIPT
Designing for life-changing impact: From bottled water to ending world poverty
@wesleyrodricks @thankyou_aus @yuanwangtweets @yumpdigital
WE CAN END GLOBAL POVERTY IN THIS LIFETIME, TOGETHER.
$4,695,377.43To Projects (as of July 2016)
FUNDED
WITH HYGIENE & SANITATION
302,814 PEOPLE
FUNDED
OF FOOD AID
19.1MILLION
DAYS
FUNDED
WITH SAFE WATER
192,367 PEOPLE
v212,178 v330,992 v27.5+
Old Website screen grab
Final Field Report
- Confirmed Impact Number
- Actual photo of the exact solution
that was funded (and tracked)
- A summary of how the solution was
implemented, the current state of
the community and all information
about the future of the community
PROOF
CONNECTION
TRUST
LOYALTY
‘MOVEMENT BUILDER’
HERE’S A CHALLENGE FOR YUMP.
Despite increasing product sales and enthusiasm for the TYI concept, product tracks are stagnating and user registrations are declining.
- Marketing Campaign / Retailer Promotion
INSIGHT 1
FOR MORE THAN 50% OF THANKYOU CUSTOMERS, SOCIAL IMPACT DOES NOT
DRIVE THEIR BUYING DECISION.
INSIGHT 2
TRACKING A PRODUCT IS A NEW BEHAVIOUR.
From Product Buyer
TRACK ONCE BUY & TRACK AGAIN
REGISTER RECEIVE FIELD REPORTS
BUY & TRACK MORE
To Movement Builder
HARD WORK
OPPORTUNITY
TWO MONTHS
RECAP
1. Address low product tracks and registrations. 2. It is hard to get customers to track and register. 3. We have 2 months to redevelop the experience.
WHO
CUSTOMERS WHO HAVE NEVER TRACKED
Didn’t know about Track Your Impact
Have seen the Tracker ID on the product but never
tracked before
GOAL: TRACK ONCE
CUSTOMERS WHO HAVE TRACKED BEFORE
Last tracked more than 3 months ago
Tracked before but have not
registered
GOAL: TRACK AGAIN & REGISTER
41% OF TYI USER ARE ON MOBILE
Track Your Impact’s mobile experience is clunky and slow to load.
HOW
BJ Fogg's Behaviour Model
1. MOTIVATION 2. ABILITY 3. TRIGGER
A Behavior Model for Persuasive Design. BJ Fogg. 2009 | www.behaviormodel.org
BJ Fogg's Behaviour Model
1. TRIGGER 2. ABILITY 3. MOTIVATION
A Behavior Model for Persuasive Design. BJ Fogg. 2009 | www.behaviormodel.org
Hooked Model
1. TRIGGER 2. ACTION 3. REWARD 4. INVESTMENT
Hooked: How to Build Habit-Forming Products by Nir Eyal. 2014 | www.hookmodel.com
Hooked Model
1. TRIGGER 2. ACTION 3. REWARD 4. INVESTMENT
Hooked: How to Build Habit-Forming Products by Nir Eyal. 2014 | www.hookmodel.com
INCREASE TRIGGER
REMIND VISITORS TO TRACK
Remind visitors to track
INCREASE ABILITY
MAKE IT EASIER & FASTER TO TRACK AND REGISTER
INCREASE MOTIVATION
IMPROVE STORYTELLING AROUND THANKYOU’S IMPACT
INCREASE REWARD & INVESTMENT
RECOGNISE IMPACT ACHIEVEMENTS
RECAP
1. Increase triggers by reminding users to track. 2. Increase ability by simplifying the experience. 3. Increase motivation by improving storytelling. 4. Increase reward by recognising achievements. 5. Increase investment in TYI to set up future triggers. 6. We did it in 2 months (almost). Yay!
IMPACT
Site Analytics - Mobile Usage
61% increase in the total number of products being tracked
100% increase in the number of user registrations
Signed-in Product Tracks increased over 200%
Product Tracks Over Time
Product Tracks Over Time
- Campaign or promotion before TYI redevelopment
- Campaign or promotion after TYI redevelopment
WHAT IS OUR MISSION?
TOOL FOR ENGAGEMENT
TOOL FOR METRICS
CO-CREATION RATHER THAN SERVICE DELIVERY
@wesleyrodricks @thankyou_aus @yuanwangtweets @yumpdigital