What drives your users to take action? Learn to think in new ways about how human motivations drive user decisions no matter the context. In this 60-minute presentation, you will learn about how World Vision, a global Christian humanitarian non-profit organization, identified key motivational drivers for their most important fundraising product and applied those findings to multiple UX deliverables including personas, a major website redesign, an ecommerce redesign, and an advertising campaign. You will also learn how motivational drivers, once identified, can be used by the entire product development team to develop rich user experiences.

1. Ken Hertel, World Vision
UXPA 2014 London
Designing UX to Address Social Justice:
Motivating Users to Save Lives

3. 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

5. SUCCESSES

6. Source: World Bank, 2013
Reduction in extreme poverty

7. Source: UNICEF, 2012
Reduction of death rate of children under 5

8. CONTINUED CHALLENGES

9. Hunger and nourishment

10. Access to clean water

11. Stunted growth

12. Deaths from diarrheal disease

13. Preventable causes of death

14. ABOUT WORLD VISION

16. PRIMARY AREAS OF
IMPACT

24. CHILD SPONSORSHIP

26. Market Challenges
• Declining donations and sponsorships
• US and global recession
• Competition
• Technological and shifting social trends
• Negative past perceptions

27. THE RESEARCH QUESTION

28. What motivates donors to
sponsor children?

29. 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

30. RESEARCH PROCESS

31. 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

32. Data Sets
‘What Moves You’ campaign
US (n=55)
Sponsorship survey
Australia (n=203)

33. What Moves You?

34. 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

35. 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

36. THEMES AND INSIGHTS

37. Five themes
1. Extension of Family
2. Fill an Empty Spot
3. Feeling Connected
4. Value + Impact
5. Protector

38. 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."

39. 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“

40. 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”

41. 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”

42. 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."

43. EXTERNAL VALIDATION

44. 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)

45. 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

46. APPLICATION OF RESULTS

47. Application of Results
UX improvements based on Motivation research:
• Psychographic banner ad campaign
• Website redesign
• Persona data
• Team culture & value

48. PSYCHOGRAPHIC AD
CAMPAIGN

49. 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

50. Extension of Family

52. Feeling Connected

54. Value + Impact

56. Fill an Empty Spot

58. WEBSITE REDESIGN

59. Website Redesign
Results
• Homepage bounce rate
down 30% year-on-year
(Q1)

60. PERSONAS

61. Beth
 Extension of Family
 Protector
Megan
 Value + Impact
 Protector
Jennifer & Adam
 Feeling Connected
 Value + Impact

62. TEAM CULTURE & VALUE

63. 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

64. RETURN ON INVESTMENT

65. 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

70. CHALLENGE AND
CONCLUSION

71. 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?

72. Conclusion

73. THANK YOU!
Email: khertel@worldvision.org
Twitter: @kenhertel