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• Five themes emerged• External validation of results• Value of research

– Increased lift in sponsorships– Team culture & value– UX Return on investment

• Q&A

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 shifting social trends

• Negative past perceptions

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 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

RESEARCH PROCESS

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

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 • In honor of • Loneliness• Loss of a child • Personal connection with child • Redemption • Share the wealth

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

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 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."

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“

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”

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”

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."

EXTERNAL VALIDATION

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)

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

APPLICATION OF RESULTS

Application of Results

UX improvements based on Motivation research:

• Psychographic banner ad campaign

• Website redesign

• Persona data

• Team culture & value

PSYCHOGRAPHIC AD CAMPAIGN

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

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 + Impact

TEAM CULTURE & VALUE

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

RETURN ON INVESTMENT

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

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 impact your organizations UX by focusing on user motivation?

Conclusion

THANK YOU!Email: khertel@worldvision.orgTwitter: @kenhertel