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Designing for
life-changing impact:
From bottled water to
ending world poverty
@wesleyrodricks @thankyou_aus @yuanwangtweets @yumpdigital
Designing for life-changing impact: From bottled water to ending world poverty
WE CAN END GLOBAL POVERTY
IN THIS LIFETIME, TOGETHER.
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
$4,695,377.43To Projects (as of July 2016)
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+
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
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
Designing for life-changing impact: From bottled water to ending world poverty
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
Designing for life-changing impact: From bottled water to ending world poverty
INCREASE MOTIVATION
IMPROVE STORYTELLING AROUND
THANKYOU’S IMPACT
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
Designing for life-changing impact: From bottled water to ending world poverty
INCREASE REWARD & INVESTMENT
RECOGNISE IMPACT ACHIEVEMENTS
Designing for life-changing impact: From bottled water to ending world poverty
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

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