Gamifying good acts and building an opted-in first-party database.
PROCTOR & GAMBLE’S GOOD EVERYDAY
How might we engage the next generation of consumers?
The Challenge
The world's largest advertiser had a millennial problem. While their products continued to top 'best of' lists, they were rapidly losing market share to startups and cause-based brands — and growing disconnected as millennials aged up. Their current CRM strategy showed diminishing returns, with the largest segment of brand engagement interested in one thing: coupons.
Our Solution
Consumers wanted to feel good about engaging with a brand before purchasing their products. Enter Good Everyday: a cause-based platform where anyone, regardless of their purchase, could register and complete surveys, activities, and challenges, earning them point to give to causes close to their heart.
This first-party data then enriches the consumer database, creating meaningful touchpoints for brands to engage with the next generation.
The Results
In its first year, Good Everyday had over 1MM signups and donated 166,000 days of clean water to developing countries. It continues to bring repeat users back into the ecosystem with notifications, refreshed activities, and purchase incentives, growing its database and contributing to good across the world.
Key Contributions
Wireframes, Prototypes, and High-Fidelity Designs
Workshop Facilitation
Ideation
User Tests and Validation
Tools
Sketch
Adobe Suite
Invision
The Process
Assembling a team of copywriters, experience designers, and creative leads, we began a sprint of intensive workshops, ideating on personas, mapping pain points, developing empathy patterns, and ultimately articulating a minimum viable product: Good Everyday. A cause-based platform where anyone, regardless of their purchase, could register and complete surveys, activities, and join partnerships, earning them points to give to causes close to their heart.
With the concept solidified, I ideated a gamification framework, mapping interactions to rewards.
(I also became adept at drawing stick figures in Miro.)
Defining the minimum viable experience
We developed progressive sitemaps, highlighting what could be done on launch and where the platform could grow, as well as an interactive MVP. As the team prepared for user testing, I built a TDEW-based interview guide to solicit feedback, and synthesized the read-outs of the interviews into tangible next steps.
But what does it look like?
As an enterprise-level product, Good Everyday needed to be able to stand on its own, regardless of which brand was featured, and integrate with them when they were. I led visual exploration against the design target, landing on vivid colors, organic shapes, sans-serif typefaces, and an addictively tactile user interface.
The platform continued to evolve through a series of agile sprints, formulating, testing, and launching hypotheses into the final product. As roles crystalized, we established north stars to guide us through diverse stakeholder and user feedback, focused on delivering a product that was cohesive, meaningful, and engaging.
Launch & Impact
Within the first year, Good Everyday had over 1MM signups. In its 2.0 state, it has evolved to be a cause and content-based platform, featuring products in an ecosystem worth logging onto each week. To date, it has donated 166,000 days of clean water to developing countries.
