Demo 1: June 30, 2022

Agenda

1. Sprint Goals
2. Research Team
3. Design Team
4. Product Strategy

RoadMap

Research Team

In Week 2, we…

• Recruited and scheduled interviews with participants:
• EH users: those who have completed at least 10 actions + have created a group
• From social media: those who are environmental-conscious + have created a group

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• Finalized interview discussion guide based on questions from Design:
• Topics covered:
• How people maintain motivation in a group
• The User Journey in Creating a Group
• Environmental Activities in Group…How are People Influenced to Join the Action
• Group Features Preferred by Users

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In Week 2, we…

• Piloted interviews & initial interview findings

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• Plan to complete our interviews over the next 4 days to synthesize findings to deliver next week.

Initial Findings from Pilot Interviews

We Conducted 4 Pilot Interviews

Theme 1: Motivations and Engagement in a Group

• Social ties and interpersonal relationships were key to engagement in a group.

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• Communication amongst members, a desire for a close-knit community, and education and awareness for tips and tricks for environmentalism.

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• Overpowering personalities made it hard for some to feel comfortable and led to drop off in participation.

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User Quotes:

“There have been times when I joined a group I was interested in, but I didn’t feel welcomed and didn’t connect with the members. It played a role in how I felt in the group for my place and where I belonged… No sense of community makes me feel like an outsider.”

"We all cared a lot about the mission, but some of them [members] were a little bit prickly and kind of tough to get along with... and that just made it really easy to just not sign up for for more shifts even though I cared a lot about the mission and I actually enjoyed the tasks.”

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Theme 2: Tracking Individual and Group Progress

• Interviewees expressed interests in having features to track progress
• Incentives
• Accountability
• progress bars and dashboards are mentioned
• The use of these features should be encouraging not shaming
• It is important to create an environment that everyone is expected to compete with themselves but not with other group members.

User Quotes:

“If I really felt like I was ready to take action, I would like that additional bit of holding myself accountable… having something that keeps me both being evaluated and evaluating myself could serve as a good incentive”

“A recognition system would be nice, but a scoring system would bring others down. It would make other people a bit more competitive in an unhealthy sense. Having recognition for people is important.”

“I would imagine that it would be more helpful if each person who's in that group, they're comparing against themselves and focus on what they could be doing”

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Theme 3: Customization

• Participants had an interest in customization although it was not the most important part of group creation

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• Personalization of groups and members can create a greater sense of belonging and group identity

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User Quotes:

"Having an avatar would make people feel more connected in the group. Seeing other people's avatar gives an idea of their personality and it makes me feel more connected."

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“..the customization of the group can set the mood and the theme of the group. And sometimes having a same theme within the group will help make sure that people within are engaged and enjoy the things they are doing, and it will help to achieve certain goals.”

Theme 4: Privacy

What we found

• Feelings were mixed about sharing their information. Some felt it made them accountable while others worried who was seeing the data.

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• Some users liked the idea of being able to toggle on and off their privacy to determine what to share with others.

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User Quotes:

“I'm okay with [sharing my information]. It makes me accountable and it encourages others. It holds you accountable when people see you're not doing anything. Especially if you're the creator, you want to set an example."

“I would be comfortable with sharing this information since I know that I am not perfect about the things I do every day, and that will help me improve upon it.. ”

"I like giving people the option to not have their information shared with everybody. I think a big thing for me also is like not having data sold from the app or being used to like targeted ads or things like that."

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Design Team

Research Synthesis

Flow Ideation: Creating & Joining Group

Creating a Group Flow

Joining a Group Flow

Ideation: Group Engagement

Ideation: Group Engagement

Product Strategy

Business Goal:

-Enhanced app engagement that encourages more real-world action.

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Product Goals/Metrics

• Mobilization and empowerment of communities to take action
• Getting more users to participate in actions that help their communities
• Getting users to leverage the community feature as personal resources for support and motivation

Current Retention Rate=15k/80k=18%

Focus: Engagement

MVP Requirements

Defining Earth Hero's Community Feature:

• A friendly place where people can engage with friends and like-minded individuals
• Allow a family or group of individuals to manage their actions
• Environmental organizations and activist groups can post events to find volunteers, get donations for an event

Key Goals of the Community Feature:

• Business goal : Enhanced app engagement that encourages more real world action.
• User goal : Making it easy for group leaders to invite people and engage them in the app.

MVP Requirements Cont.

Initial Community Feature Requirements:

• Ability to create a private group and invite others to make progress on actions and emissions as a group
• Simple process for the administrators to invite people to a group

Defining Scopes of the Project:

⭐️We are focusing on creating and inviting users to private groups

Not in scope: focusing on users discovering new groups

⭐️ Bringing more features to engagement

Not in scope: discovering climate activism groups

Features - Prioritization

Group Admins:

Features - Prioritization Cont.

Group Admins:

Features - Prioritization

Earth Hero Users:

Features - Prioritization Cont.

Earth Hero Users:

Next Steps

• User Stories
• Work with Dev team to understand the effort and tradeoff with the Group flow
• Defining Product Vision to align all Research, Design and Dev Teams

Thank you!