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/

1. Designing for
life-changing impact:
From bottled water to
ending world poverty
@wesleyrodricks @thankyou_aus @yuanwangtweets @yumpdigital

3. WE CAN END GLOBAL POVERTY
IN THIS LIFETIME, TOGETHER.

8. $4,695,377.43To Projects (as of July 2016)

9. 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+

16. Old
Website screen grab

17. 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

18. PROOF

19. CONNECTION

20. TRUST

21. LOYALTY

22. ‘MOVEMENT BUILDER’

23. HERE’S A CHALLENGE FOR YUMP.

24. Despite increasing
product sales and
enthusiasm for the TYI
concept, product tracks
are stagnating and user
registrations are declining.
- Marketing Campaign / Retailer Promotion

25. INSIGHT 1
FOR MORE THAN 50% OF THANKYOU
CUSTOMERS, SOCIAL IMPACT DOES NOT
DRIVE THEIR BUYING DECISION.

26. INSIGHT 2
TRACKING A PRODUCT IS
A NEW BEHAVIOUR.

27. From Product Buyer
TRACK ONCE
BUY & TRACK AGAIN
REGISTER
RECEIVE FIELD REPORTS
BUY & TRACK MORE
To Movement Builder

28. HARD WORK

29. OPPORTUNITY

31. TWO MONTHS

32. 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.

33. WHO

34. 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

35. CUSTOMERS WHO HAVE TRACKED BEFORE
Last tracked more
than 3 months ago
Tracked before
but have not
registered
GOAL: TRACK AGAIN & REGISTER

36. 41% OF TYI USER ARE
ON MOBILE
Track Your Impact’s
mobile experience is
clunky and slow to load.

37. HOW

38. BJ Fogg's Behaviour Model
1. MOTIVATION
2. ABILITY
3. TRIGGER
A Behavior Model for Persuasive Design. BJ Fogg. 2009 | www.behaviormodel.org

39. BJ Fogg's Behaviour Model
1. TRIGGER
2. ABILITY
3. MOTIVATION
A Behavior Model for Persuasive Design. BJ Fogg. 2009 | www.behaviormodel.org

40. Hooked Model
1. TRIGGER
2. ACTION
3. REWARD
4. INVESTMENT
Hooked: How to Build Habit-Forming Products by Nir Eyal. 2014 | www.hookmodel.com

41. Hooked Model
1. TRIGGER
2. ACTION
3. REWARD
4. INVESTMENT
Hooked: How to Build Habit-Forming Products by Nir Eyal. 2014 | www.hookmodel.com

42. INCREASE TRIGGER
REMIND VISITORS TO TRACK

43. Remind visitors to track

44. INCREASE ABILITY
MAKE IT EASIER & FASTER TO
TRACK AND REGISTER

46. INCREASE MOTIVATION
IMPROVE STORYTELLING AROUND
THANKYOU’S IMPACT

52. INCREASE REWARD & INVESTMENT
RECOGNISE IMPACT ACHIEVEMENTS

54. 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!

55. IMPACT

56. Site Analytics - Mobile Usage

57. 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

58. Product Tracks Over Time
- Campaign or promotion before TYI redevelopment
- Campaign or promotion after TYI redevelopment

59. WHAT IS OUR MISSION?

60. TOOL FOR ENGAGEMENT

61. TOOL FOR METRICS

62. CO-CREATION RATHER
THAN SERVICE DELIVERY
@wesleyrodricks @thankyou_aus @yuanwangtweets @yumpdigital