Designing for life-changing impact: From bottled water to ending world poverty
Transcript of Designing for life-changing impact: From bottled water to ending world poverty
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Designing for life-changing impact: From bottled water to ending world poverty
@wesleyrodricks @thankyou_aus @yuanwangtweets @yumpdigital
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WE CAN END GLOBAL POVERTY IN THIS LIFETIME, TOGETHER.
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$4,695,377.43To Projects (as of July 2016)
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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+
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Old Website screen grab
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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
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PROOF
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CONNECTION
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TRUST
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LOYALTY
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‘MOVEMENT BUILDER’
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HERE’S A CHALLENGE FOR YUMP.
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Despite increasing product sales and enthusiasm for the TYI concept, product tracks are stagnating and user registrations are declining.
- Marketing Campaign / Retailer Promotion
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INSIGHT 1
FOR MORE THAN 50% OF THANKYOU CUSTOMERS, SOCIAL IMPACT DOES NOT
DRIVE THEIR BUYING DECISION.
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INSIGHT 2
TRACKING A PRODUCT IS A NEW BEHAVIOUR.
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From Product Buyer
TRACK ONCE BUY & TRACK AGAIN
REGISTER RECEIVE FIELD REPORTS
BUY & TRACK MORE
To Movement Builder
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HARD WORK
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OPPORTUNITY
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TWO MONTHS
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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.
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WHO
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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
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CUSTOMERS WHO HAVE TRACKED BEFORE
Last tracked more than 3 months ago
Tracked before but have not
registered
GOAL: TRACK AGAIN & REGISTER
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41% OF TYI USER ARE ON MOBILE
Track Your Impact’s mobile experience is clunky and slow to load.
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HOW
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BJ Fogg's Behaviour Model
1. MOTIVATION 2. ABILITY 3. TRIGGER
A Behavior Model for Persuasive Design. BJ Fogg. 2009 | www.behaviormodel.org
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BJ Fogg's Behaviour Model
1. TRIGGER 2. ABILITY 3. MOTIVATION
A Behavior Model for Persuasive Design. BJ Fogg. 2009 | www.behaviormodel.org
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Hooked Model
1. TRIGGER 2. ACTION 3. REWARD 4. INVESTMENT
Hooked: How to Build Habit-Forming Products by Nir Eyal. 2014 | www.hookmodel.com
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Hooked Model
1. TRIGGER 2. ACTION 3. REWARD 4. INVESTMENT
Hooked: How to Build Habit-Forming Products by Nir Eyal. 2014 | www.hookmodel.com
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INCREASE TRIGGER
REMIND VISITORS TO TRACK
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Remind visitors to track
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INCREASE ABILITY
MAKE IT EASIER & FASTER TO TRACK AND REGISTER
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INCREASE MOTIVATION
IMPROVE STORYTELLING AROUND THANKYOU’S IMPACT
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INCREASE REWARD & INVESTMENT
RECOGNISE IMPACT ACHIEVEMENTS
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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!
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IMPACT
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Site Analytics - Mobile Usage
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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
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Product Tracks Over Time
- Campaign or promotion before TYI redevelopment
- Campaign or promotion after TYI redevelopment
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WHAT IS OUR MISSION?
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TOOL FOR ENGAGEMENT
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TOOL FOR METRICS
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CO-CREATION RATHER THAN SERVICE DELIVERY
@wesleyrodricks @thankyou_aus @yuanwangtweets @yumpdigital