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Ken Hertel, World Vision
UXPA 2014 London
Designing UX to Address Social Justice:
Motivating Users to Save Lives
Agenda
• Global humanitarian successes & failures
• Market challenges
• What motivates donors?
• Research methodology
• Fi...
SUCCESSES
Source: World Bank, 2013
Reduction in extreme poverty
Source: UNICEF, 2012
Reduction of death rate of children under 5
CONTINUED CHALLENGES
Hunger and nourishment
Access to clean water
Stunted growth
Deaths from diarrheal disease
Preventable causes of death
ABOUT WORLD VISION
PRIMARY AREAS OF
IMPACT
CHILD SPONSORSHIP
Market Challenges
• Declining donations and sponsorships
• US and global recession
• Competition
• Technological and shift...
THE RESEARCH QUESTION
What motivates donors to
sponsor children?
breathing, food, water, sex, sleep, homeostasis, excretion
security of body, of employment, of resources, of morality, of
...
RESEARCH PROCESS
Methodology
1) Create a Hypothesis or Storyline
2) Select a Sample Size
3) Create & Refine Codes
4) Identify Themes and Pa...
Data Sets
‘What Moves You’ campaign
US (n=55)
Sponsorship survey
Australia (n=203)
What Moves You?
Final Code Set
• Children not an option
• Christian commitment and values
• Compassion
• Compelled to act
• Empty nest
• I...
Ranked Codes
USA
1. Compassion
2. Christian commitment and
values
3. Compelled to act
4. Personal connection with
child
Au...
THEMES AND INSIGHTS
Five themes
1. Extension of Family
2. Fill an Empty Spot
3. Feeling Connected
4. Value + Impact
5. Protector
Extension of Family
Emergent themes
 Teach children or future
children about caring for
others in this world
 Wanting a ...
Fill an Empty Spot
Emergent themes
 Kids are off to college
 An empty seat at the table
 Single / without child
“I stil...
Feeling Connected
Emergent themes
 Part of something bigger
 Connection by name
 Desire to visit sponsored
child
 Armc...
Value + Impact
Emergent themes
 High Effectiveness
 Value conscious
"I feel comforted that my money is not only helping ...
Protector
Emergent themes
 Looking out for those that
have less
 “Mama bear”
“I shared that passion for loving and suppo...
EXTERNAL VALIDATION
List of Values: LOV (Kahle 1983)
• Fun and Enjoyment in Life
• A Sense of Accomplishment
• Warm Relationships with others
...
External Validation
World Vision Values
Extension of Family
Fill an Empty Spot
Feeling Connected
Value + Impact
Protector
...
APPLICATION OF RESULTS
Application of Results
UX improvements based on Motivation research:
• Psychographic banner ad campaign
• Website redesign...
PSYCHOGRAPHIC AD
CAMPAIGN
Results (Oct 2012 – Sept 2013)
• 35% lift in sponsorships in Q1
• 13% lower CPA (cost per acquisition) in Q1
• Targeted me...
Extension of Family
Feeling Connected
Value + Impact
Fill an Empty Spot
WEBSITE REDESIGN
Website Redesign
Results
• Homepage bounce rate
down 30% year-on-year
(Q1)
PERSONAS
Beth
 Extension of Family
 Protector
Megan
 Value + Impact
 Protector
Jennifer & Adam
 Feeling Connected
 Value + Im...
TEAM CULTURE & VALUE
Team Culture & Value
Marketers: advertising campaigns based on motivation drivers
Designers: designs that leverage and are...
RETURN ON INVESTMENT
ROI (Return on Investment)
A 10% annual ROI increase will yield over 10,000 additional
sponsorships ($4,200,000 USD)
• Cle...
CHALLENGE AND
CONCLUSION
Challenge
1. What motivates your users?
2. What’s the most effective way to tap into your
users motivation?
3. How can you...
Conclusion
THANK YOU!
Email: khertel@worldvision.org
Twitter: @kenhertel
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)
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Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)

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What drives your users to take action? Learn to think in new ways about how human motivations drive user decisions no matter the context. In this 60-minute presentation, you will learn about how World Vision, a global Christian humanitarian non-profit organization, identified key motivational drivers for their most important fundraising product and applied those findings to multiple UX deliverables including personas, a major website redesign, an ecommerce redesign, and an advertising campaign. You will also learn how motivational drivers, once identified, can be used by the entire product development team to develop rich user experiences.

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Designing UX to Address Social Justice: Motivating Users to Save Lives (Ken Hertel)

  1. 1. Ken Hertel, World Vision UXPA 2014 London Designing UX to Address Social Justice: Motivating Users to Save Lives
  2. 2. Agenda • Global humanitarian successes & failures • Market challenges • What motivates donors? • Research methodology • Five themes emerged • External validation of results • Value of research – Increased lift in sponsorships – Team culture & value – UX Return on investment • Q&A
  3. 3. SUCCESSES
  4. 4. Source: World Bank, 2013 Reduction in extreme poverty
  5. 5. Source: UNICEF, 2012 Reduction of death rate of children under 5
  6. 6. CONTINUED CHALLENGES
  7. 7. Hunger and nourishment
  8. 8. Access to clean water
  9. 9. Stunted growth
  10. 10. Deaths from diarrheal disease
  11. 11. Preventable causes of death
  12. 12. ABOUT WORLD VISION
  13. 13. PRIMARY AREAS OF IMPACT
  14. 14. CHILD SPONSORSHIP
  15. 15. Market Challenges • Declining donations and sponsorships • US and global recession • Competition • Technological and shifting social trends • Negative past perceptions
  16. 16. THE RESEARCH QUESTION
  17. 17. What motivates donors to sponsor children?
  18. 18. breathing, food, water, sex, sleep, homeostasis, excretion security of body, of employment, of resources, of morality, of the family, of health, of property friendship, family, sexual intimacy self-esteem, confidence, achievement, respect of others, respect by others morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts Safety Love/Belonging Esteem Self-actualization Physiological Maslow’s Hierarchy of Needs
  19. 19. RESEARCH PROCESS
  20. 20. Methodology 1) Create a Hypothesis or Storyline 2) Select a Sample Size 3) Create & Refine Codes 4) Identify Themes and Patterns 5) Analyze Findings and Develop Insights
  21. 21. Data Sets ‘What Moves You’ campaign US (n=55) Sponsorship survey Australia (n=203)
  22. 22. What Moves You?
  23. 23. Final Code Set • Children not an option • Christian commitment and values • Compassion • Compelled to act • Empty nest • In honor of • Loneliness • Loss of a child • Personal connection with child • Redemption • Share the wealth
  24. 24. Ranked Codes USA 1. Compassion 2. Christian commitment and values 3. Compelled to act 4. Personal connection with child Australia 1. Compassion 2. Share the wealth 3. Compelled to act 4. Christian commitment and values
  25. 25. THEMES AND INSIGHTS
  26. 26. Five themes 1. Extension of Family 2. Fill an Empty Spot 3. Feeling Connected 4. Value + Impact 5. Protector
  27. 27. Extension of Family Emergent themes  Teach children or future children about caring for others in this world  Wanting a child, going to have a child, going to have children later, missing a child  Married but not ready for kids  “Sponsor-siblings" “We chose to sponsor children who had the same birthdays as my children, hoping they would relate more in a deeper way” “I call them my daughter and son; my kids call them their brother and sister” "I had a scare recently that I wouldn’t be able to have children so I felt better supporting a child that was already here.“ "I have had major changes and I want to set an example for my children. We are having a new baby in May."
  28. 28. Fill an Empty Spot Emergent themes  Kids are off to college  An empty seat at the table  Single / without child “I still needed something else to be full” “I was living 'comfortably' and saw children here who were poor but still had so much.. my girls were grown and gone, I was divorced” “I have always struggled with the concept of love, and at times I wonder if I truly know how to love” "I had always wanted a brother when I was growing up“
  29. 29. Feeling Connected Emergent themes  Part of something bigger  Connection by name  Desire to visit sponsored child  Armchair humanitarian “Regardless of where we live, we are one global family, one global community and any injustice put on one of our members is a crime against us all” “She asked me if she could call me Mimi and my husband Poppy, and she writes “Dear Mimi Jane” or “Dear Mam Mimi Jane” “I used to think that I would have a career in global health, join the Peace Corps, or something of that nature. This doesn’t have to be a job but can be a “joy” for me” “I am grateful to World Vision for keeping me informed and making me feel that I am part of a much bigger picture”
  30. 30. Value + Impact Emergent themes  High Effectiveness  Value conscious "I feel comforted that my money is not only helping my sponsor child, but also their family and community as a whole“ “Showing me how much love I have in my heart for people I have never met; I will never be able to give them more than they have given me” “I have always wanted to help others, particularly children, who are less fortunate than I am. World Vision ticked all the right boxes” “We were surprised at how affordable a new home would be for them; they sent us a letter with a picture of our sponsored child in front of their house”
  31. 31. Protector Emergent themes  Looking out for those that have less  “Mama bear” “I shared that passion for loving and supporting ‘the least of these’” "Girls should help each other“ "I have always held a strong interest in social justice, human rights and community development and for this reason have always held World Vision's work in high regard."
  32. 32. EXTERNAL VALIDATION
  33. 33. List of Values: LOV (Kahle 1983) • Fun and Enjoyment in Life • A Sense of Accomplishment • Warm Relationships with others • Sense of Belonging • Self-Respect • Security • Being Well-Respected • Excitement • Self-Fulfillment The LOV is composed of nine values that can be scored in a number of ways, each value can be evaluated on 9- or 10-point scales (very unimportant to very important)
  34. 34. External Validation World Vision Values Extension of Family Fill an Empty Spot Feeling Connected Value + Impact Protector LOV Values Warm relationship with others A sense of accomplishment A sense of belonging Self-respect Security
  35. 35. APPLICATION OF RESULTS
  36. 36. Application of Results UX improvements based on Motivation research: • Psychographic banner ad campaign • Website redesign • Persona data • Team culture & value
  37. 37. PSYCHOGRAPHIC AD CAMPAIGN
  38. 38. Results (Oct 2012 – Sept 2013) • 35% lift in sponsorships in Q1 • 13% lower CPA (cost per acquisition) in Q1 • Targeted media buy • Top performers “Extension of Family” and “Feeling Connected” Psychographic Ad Campaign Extension of Family Feeling Connected Fill an Empty SpotValue & Impact
  39. 39. Extension of Family
  40. 40. Feeling Connected
  41. 41. Value + Impact
  42. 42. Fill an Empty Spot
  43. 43. WEBSITE REDESIGN
  44. 44. Website Redesign Results • Homepage bounce rate down 30% year-on-year (Q1)
  45. 45. PERSONAS
  46. 46. Beth  Extension of Family  Protector Megan  Value + Impact  Protector Jennifer & Adam  Feeling Connected  Value + Impact
  47. 47. TEAM CULTURE & VALUE
  48. 48. Team Culture & Value Marketers: advertising campaigns based on motivation drivers Designers: designs that leverage and are empathetic to the users motivations Writers: use appropriate language and tone to support motivation drivers Product Managers: new feature development and use cases Developers: user empathy during design and implementation QA/Testers: realistic test cases driven based on empathy Social Media Posters: user empathy, appropriate voice and tone
  49. 49. RETURN ON INVESTMENT
  50. 50. ROI (Return on Investment) A 10% annual ROI increase will yield over 10,000 additional sponsorships ($4,200,000 USD) • Clean water • Food • Child protection • Disaster relief • Economic development • Sanitation • Healthcare • Nutrition • Education • Agricultural assistance Over 10,000 children and their communities will be receiving
  51. 51. CHALLENGE AND CONCLUSION
  52. 52. Challenge 1. What motivates your users? 2. What’s the most effective way to tap into your users motivation? 3. How can you impact your organizations UX by focusing on user motivation?
  53. 53. Conclusion
  54. 54. THANK YOU! Email: khertel@worldvision.org Twitter: @kenhertel

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