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Designing for life-changing impact: From bottled water to ending world poverty

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Perhaps you’ve bought a bottle of Thankyou water from 7-eleven? Or grabbed a Thankyou body wash from the supermarket shelves at Woolworths? 100% of the profits from their products goes towards ending global poverty, by funding safe water, food and hygiene and sanitation services around the world. How does Thankyou prove their impact?

“Track Your Impact” is Thankyou’s unique system which lets you see exactly which project your product is helping to fund. Your journey starts picking up a product from the shops, then via the Internet to a far-away country like Haiti, where you can track your product to a specific village, and continue onto social media and email. This customer experience is only made possible by a multitude of online and offline operations including field partners on the ground, product suppliers, the Creative and Impact teams at Thankyou’s head office, the TYI back-end management system and the ground-breaking website redesigned by digital agency Yump.

Co-presented by Thankyou and Yump, we will discuss the challenges of designing an experience that hasn’t been done before, that sounds “cool” but is difficult to understand for the consumer. We will share our design process and methodology, including the research and insights that have informed our decisions. Most importantly, we will discuss our learnings and how they can help other user experience (UX) or customer experience (CX) practitioners who are designing for social impact.

For full case study, continue reading at https://yump.com.au/portfolio/thankyou/

Published in: Design

Designing for life-changing impact: From bottled water to ending world poverty

  1. 1. Designing for life-changing impact: From bottled water to ending world poverty @wesleyrodricks @thankyou_aus @yuanwangtweets @yumpdigital
  2. 2. WE CAN END GLOBAL POVERTY IN THIS LIFETIME, TOGETHER.
  3. 3. $4,695,377.43To Projects (as of July 2016)
  4. 4. FUNDED WITH HYGIENE & SANITATION 302,814 PEOPLE FUNDED OF FOOD AID 19.1 MILLION DAYS FUNDED WITH SAFE WATER 192,367 PEOPLE v 212,178 v 330,992 v 27.5+
  5. 5. Old Website screen grab
  6. 6. 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
  7. 7. PROOF
  8. 8. CONNECTION
  9. 9. TRUST
  10. 10. LOYALTY
  11. 11. ‘MOVEMENT BUILDER’
  12. 12. HERE’S A CHALLENGE FOR YUMP.
  13. 13. Despite increasing product sales and enthusiasm for the TYI concept, product tracks are stagnating and user registrations are declining. - Marketing Campaign / Retailer Promotion
  14. 14. INSIGHT 1 FOR MORE THAN 50% OF THANKYOU CUSTOMERS, SOCIAL IMPACT DOES NOT DRIVE THEIR BUYING DECISION.
  15. 15. INSIGHT 2 TRACKING A PRODUCT IS A NEW BEHAVIOUR.
  16. 16. From Product Buyer TRACK ONCE BUY & TRACK AGAIN REGISTER RECEIVE FIELD REPORTS BUY & TRACK MORE To Movement Builder
  17. 17. HARD WORK
  18. 18. OPPORTUNITY
  19. 19. TWO MONTHS
  20. 20. 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.
  21. 21. WHO
  22. 22. 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
  23. 23. CUSTOMERS WHO HAVE TRACKED BEFORE Last tracked more than 3 months ago Tracked before but have not registered GOAL: TRACK AGAIN & REGISTER
  24. 24. 41% OF TYI USER ARE ON MOBILE Track Your Impact’s mobile experience is clunky and slow to load.
  25. 25. HOW
  26. 26. BJ Fogg's Behaviour Model 1. MOTIVATION 2. ABILITY 3. TRIGGER A Behavior Model for Persuasive Design. BJ Fogg. 2009 | www.behaviormodel.org
  27. 27. BJ Fogg's Behaviour Model 1. TRIGGER 2. ABILITY 3. MOTIVATION A Behavior Model for Persuasive Design. BJ Fogg. 2009 | www.behaviormodel.org
  28. 28. Hooked Model 1. TRIGGER 2. ACTION 3. REWARD 4. INVESTMENT Hooked: How to Build Habit-Forming Products by Nir Eyal. 2014 | www.hookmodel.com
  29. 29. Hooked Model 1. TRIGGER 2. ACTION 3. REWARD 4. INVESTMENT Hooked: How to Build Habit-Forming Products by Nir Eyal. 2014 | www.hookmodel.com
  30. 30. INCREASE TRIGGER REMIND VISITORS TO TRACK
  31. 31. Remind visitors to track
  32. 32. INCREASE ABILITY MAKE IT EASIER & FASTER TO TRACK AND REGISTER
  33. 33. INCREASE MOTIVATION IMPROVE STORYTELLING AROUND THANKYOU’S IMPACT
  34. 34. INCREASE REWARD & INVESTMENT RECOGNISE IMPACT ACHIEVEMENTS
  35. 35. 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!
  36. 36. IMPACT
  37. 37. Site Analytics - Mobile Usage
  38. 38. 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
  39. 39. Product Tracks Over Time - Campaign or promotion before TYI redevelopment - Campaign or promotion after TYI redevelopment
  40. 40. WHAT IS OUR MISSION?
  41. 41. TOOL FOR ENGAGEMENT
  42. 42. TOOL FOR METRICS
  43. 43. CO-CREATION RATHER THAN SERVICE DELIVERY @wesleyrodricks @thankyou_aus @yuanwangtweets @yumpdigital

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