squash'd final
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Squash’d!Keith McDaniel | Reed MathenyJune 3rd, 2010
habits.stanford.edu
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How do you get an omnivore to
eat 12 vegetables in 1 meal?
Squash’d!
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Make him compete against other omnivores!
Our Users:Stanford students
(both undergraduates and graduates) who eat meat but have the ability and the desire to eat more veggies
Squash’d!
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Squash’d: The Competition
Squash’d!
Users tweeted when they ate a vegetarian meal, including how many veggies were in it, with the hashtag #squashd
Every day, they were sent a leader board, where their points were calculated:
+2 Points each day that they ate a vegetarian meal +1 Point for each vegetarian meal +1 Point for each vegetable in a vegetarian meal
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Results: We asked…
Squash’d!
Series1
70% 72% 74% 76% 78% 80% 82% 84%
82%74%
BeforeAfter
How likely were you to eat at least 5 veggies a day?
What was your strategy during the competition?
“Find foods rich in vegetables…” “Every meal I would try to eat as many vegetables as could get a hold of…”
How many MORE vegetables did you eat each day (on average) during the competition?
“Diverse infrequent vegetarian meals…”
Users ate 2.8 more vegetables each day during the competition.
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Successes
With Squash’d, we helped introduce people to new vegetables they had never tried before
We increased our users’ likelihood of eating 5 veggies per day by 8%
…And we made it fun!
Squash’d!
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A Proof of Concept
Our Squash’d trial proved that social and mobile technologies can be utilized to create positive behavior change – we just have to design lightweight, appealing programs
But on that note, we have more work to do…
Squash’d!
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Improvements for Squash’d 2.0
Targeting Tighter Friend Groups:Our users were not all close friends – to maximize the behavior-changing power of competition we need strong friend groups
Weekly Competitions:Wagers arranged within friend groups and prizes in the larger Squash’d network given to outstanding veggie-eaters
Allow Challenges Between Individuals:Challenges from peers and exemplary eaters can be extremely powerful motivators in the realm of behavior change – and would allow us to track and reward the goals of individual users
Squash’d!