Octalysis Level 1 Certificate submission.

1. Level 1 Octalysis certification submission
TOO GOOD TO GO
SAVE FOOD, HELP THE PLANET
November 2021 | Arturo Caudullo

2. OVERVIEW
OCTALYSIS STRATEGY DASHBOARD
Business metrics
Player types
Desired actions
ANALYSIS OF THE CURRENT EXPERIENCE
BRAINSTORM
TABLE OF CONTENT

3. 1/3 of the world’s food is wasted.
Starting from this impressive statement, Too Good To Go’s mission
is to raise awareness of the issue of food waste and reduce it
worldwide.
How TGTG can do it?
Simply making surplus food available to consumers.
Users can buy delicious food at a discounted price while fighting
climate change through an app.
This presents a win-win-win solution in which consumers get great
food, store owners no longer throw away delicious surplus, and
they, together, help the planet by reducing waste.
Does it possible to do more?
In my opinion the app lacks in engagement, especially in the long
term.
My goal is to analyze it through the lens of the Octalysis
framework to improve the user experience.
OVERVIEW

4. OCTALYSIS STRATEGY DASHBOARD
Player
Incentives
Feedback
Mechanics
Desired
Actions
Win-State
Business
Metrics
Result
Trigger
Embedded

5. Player
Incentives
Feedback
Mechanics
Desired
Actions
Win-State
Business
Metrics
Result
Trigger
Embedded
OCTALYSIS STRATEGY DASHBOARD
Business metrics

6. OCTALYSIS STRATEGY DASHBOARD
Business metrics – relevance ordered
1. # of saved boxes (total amount of transactions)
2. # of active stores (who weekly offer at least one box)
3. # of active users (who weekly buy at least one box)

7. Player
Incentives
Feedback
Mechanics
Desired
Actions
Win-State
Business
Metrics
Result
Trigger
Embedded
OCTALYSIS STRATEGY DASHBOARD
Player types

8. OCTALYSIS STRATEGY DASHBOARD
Player types – graph
focus on personal experience Solos
Savers
focus on saving money
focus on fighting food waste
Changers
Socials focus on share with others
Managers
Planners
Believers
Ambassadors aren’t the largest player
type, but they are the real engine of
TGTG.
They are the most important player type
to focus on, according to the Business
Metrics defined.
They are strongly motivated mainly by
CD1, then CD5 and CD4.
Sadly in the user’s journey they aren’t
engaged enough to give their largest
effort.
Ambassadors

9. OCTALYSIS STRATEGY DASHBOARD
Player types – Ambassadors
Feel smart and useful to
have sustainable behaviors
Consider the impact their food
choices have on the environment
Feel accountable to create a better
future, as part of a bigger global
community
Support the local economy and help
little stores
Insert fight against food
wasting in a personal
strategy to save the world
Own sustainable products
Protect and take care of the
environment
Being early to the new
trends
Want to influence people
about protecting the
environment
Often are voluntary in no-
profit organization
Support human rights causes
Feel some sense of scarcity
around natural resources
Avoid waste of resources
Fear of climate change and pollution
Feel uncertainly of the future
of the world
Ambassadors
changers and socials

10. Player
Incentives
Feedback
Mechanics
Desired
Actions
Win-State
Business
Metrics
Result
Trigger
Embedded
OCTALYSIS STRATEGY DASHBOARD
Desired Actions

11. OCTALYSIS STRATEGY DASHBOARD
Desired Actions – Scaffolding phase
DISCOVERY ONBOARDING SCAFFOLDING ENDGAME
Open the app regularly
Order a box (at least) once a
week
Refer new stores
Refer new users
Share your boxes
Rate the app on App stores
Complete the profile
Join the challenges
Check the leaderboard

12. ANALYSIS OF THE CURRENT EXPERIENCE
Graph
Feeling smart after the deal
Contribute to fight food
waste and CO2 saving a box
It is possible to give a
donation to a charity
association
Choice of store
Possibility to create personal
list of favorite stores and
modify the searching area
Sharing the box (probably is
abundant)
Few boxes are available Fear of missing the boxes
The content of food boxes
are unknown
Notifications are available

13. ANALYSIS OF THE CURRENT EXPERIENCE
Graph comparison with selected player type
By comparing the current experience Octalysis graph with the most
important player types Octalysis graph, we can see the following
gaps:
• The CD 5 are missing
• The CD 1 and 4 should be emphasized more as they are the main
motivational drives for the Ambassadors
Ambassadors

14. BRAINSTORM
NAME DESCRIPTION CD BM
Weekly streak
After two in succession (starts a countdown timer) you obtain boosters
(subscriptions, X-Ray goggles) and extra rewards after every 4 weeks milestones
...and can be restored using karma coins (anchored juxtaposition)
2, 4, 5 1
Proximity bonus
(+ countdown timer)
If in 24 hours are sold all the boxes of the 5 stores closest to the one where you
purchased, you earn Karma Coins
5, 7 1
Stores referral
program
If the store puts on sale the first box within 7 days, user obtains Karma Coins +
2 box from the store, store can customize its page, instead to wait to sell 20 box
2, 4, 5 2
Users referral
program
If the new user buy his first box within 7 days, They both obtain the same credit
of the last value order, to use within 7 days
2, 4, 5 3
Roulette formula Win a local mystery box with a spinning wheel after every 4 different stores tried 7 1
Tao Points
Status point earned every time you buy a box, to reach next level and earn
badges, boosters and Karma Coins
Karma Coins
Exchangeable virtual coins to obtain x-ray goggles, gift box to charity foundation
or friends, books, kitchen stuffs, loot box, redeem a broken streak, discounts…
First box within the
first week
reward (if referee, double reward-buddy points) 2, 4, 5 2, 3
Dashboard Impact dashboard with earth icon (kg+co2+stores helped and euro saved) 1, 2
Complete the profile Complete all the task and win a loot box 4
Join a challenge
Ex. best recipe from a box, and win prizes and your recipe published on a food
blog partner
Facebook friends Connect the FB account, invite and find your friends and earn Karma Coins 2, 5 3

15. BRAINSTORM
NAME DESCRIPTION CD BM
User Badges #Stores helped, #Boxes saved, #Stores referred and #Users referred 2, 4, 5 1
Store Badges Boxes sold, online since, high rating 2, 4, 5 2
Leaderboards
Group quest: national provinces league (considering the population average) – 5
KARMA Coins for each box ordered in the month for all people from the winner
province
Individual: obtain Karma Coins
5 x
Gift a box to a friend Using Karma Coins 5 1
Gift a box to a charity
foundation
In special world days, gift are doubled 5
Push Notification News and new stores and users around you 2
Push Notification Dangling: you only miss one…. 8
Letter from CEO After # box saved, letter, certificate of appreciation, or email from the CEO 1, 7
Nostalgia effect You have been on the platform for 10 days (consistency) 2, 5
Social Proof +
Urgency
# users are looking this offer 5 1
Narrative Storytelling as Waze 1
Humanity hero Join to # warriors (focus on the impact with comprehensive examples) 1

16. THANK YOU!
for your time in reading this,
for those who have given me
and those who will give me feedback.
arturocaudullo@gmail.com