ReGen App

Project Overview

Working alongside MBA students from Rotman School of Management, I designed a campaign that would encourage Virgin Mobile members to volunteer or donate by gamifying their experience.

Role & Skills

My role in this project was to be researcher and designer.
• Define target outcomes
• Conduct interviews
• Design research
• Experimentation
• Sample UI design

The Task

The class was tasked to look at the theme of ‘Doing Good is Good Business’, looking at the intersection of business and social innovation.

Virgin Mobile RE*Generation was created to empower a generation to help its own and support at-risk and homeless youth. Contributions from Members and Canadians are invested in programs that provide at-risk and homeless youth with the skills training, work experience and professional support such as mentoring and networking.

Our project challenge was: "How might Virgin Mobile Members experience doing good in a way that helps the cause and builds loyalty?"

Research

We began to find out the why through deep human understanding and empathy by observing and conducting interviews to find out the reasons why people wanted to be altruistic.

Our three key insights from the interviews were that:
• People want to feel a sense of belonging
• They like to do good for a cause they feel directly connected to
• They want to get something out of it (prestige, rewards, discounts etc.)

Using these insights, we wanted to shift the notion that current users had of "doing good as a member", to "doing good as member benefit". Users would be able to have an influential platform and encourage their friend groups to participate in joining their cause. After participating and earning points, members would be able to access exclusive member experiences.

User Persona

Ideation

We were challenged to think about our ideas as a system using various prototyping exercises. This was a great way to come up with solutions collaboratively. By mapping the user's experience, we thought about how we can best meet our persona's needs, what pain points might come up and how we can use those as an opportunity to create value for our users.

The WeUnite activity system highlights the interconnectivity of all components of the strategy. The system builds on the strength of Virgin’s existing activity system by transforming the opportunity from ‘Do Good’ into a ‘Member Benefit’.

The proposed activity system is a new way of thinking about the experience offered to members. No longer do we see music, travel, food and entertainment as separate from doing good, but rather as an opportunity to motivate members by rewarding their engagement with RE*Generation.

The value exchange wheel demonstrates how stakeholders involved participate in an act of reciprocity. Our stakeholder recommendations are based on what we believe are fair exchanges. These exchanges of value will ensure the success of the idea and further promote the concept of community presented in the WeUnite campaign. Through a value exchange, Virgin will work with partners to source services, goods, space, content, technology, and endorsements that are required to successfully design and execute the campaign and member dashboard.

Iteration

The goal of the campaign is threefold: To increase awareness for the cause, to bolster total revenue donated to the cause and to improve the retention rates of members.

WeUnite will seek donations from members and member’s influencer networks, all of which have the option to donate to other socially responsible initiatives. Donations will be accepted from people of all ages, but we will target millennials as influencers.

It's all about trust. WeUnite’s competitive advantage is linked to Virgin Mobile’s infrastructure. To elaborate, a large proportion of Virgin members are millennials and Virgin’s existing network of member rewards allows a platform to make this campaign successful.
Virgin's extensive network of retail and music professionals can be easily leveraged. In addition to a large network of non-profit partners ensuring members of the financial transparency that is sought after in charity campaigns.

User Flows

Using these three goals, we came up with a four week plan on how the user will go through the entire campaign.

Strategic Business
Design

We continued developing our idea and thinking about the value proposition. We identified two key questions that we wanted to test using experiments. We thought logically about how we could create simple and quick experiments that would provide insight to these risks.

Sample UI Design

Next Steps

How Will We Win? WeUnite’s competitive advantage is linked to Virgin Mobile’s infrastructure. First, a large proportion of Virgin members are millennials, so the target audience is easily sourced. Second, Virgin’s existing network, member rewards team, and network of retail and music professionals can be easily leveraged. In addition, RE*Generation also has large network of non-profit partners ensuring members of the financial transparency and Virgin's commitment to paying for all overhead and distributing 100% of the funds to the cause is quite unique in the non-profit sector.

Product Design next steps:
• Validate design and features by testing this out with users
• Gather data from actual experiments
• Understand what rewards would be most valued by users