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