P&G Good Everyday:
Gamifying Giving Back
Even with its charitable programs supported by multi-million dollar brands, Procter & Gamble watched as millennials avoided their products, and instead pursued caused-based brands and startups that shared their values.
With a goal of gaining the trust and attention of a younger audience, we designed and launched an enticing rewards program that combined dopamine-driven user engagement with P&G’s goal of obtaining first-party data. All while doing good.
the CHALLENGE
Create a give-back experience that is so rewarding, users will return again and again, fueling P&G’s ultimate goal to collect first-party data.
the SOLUTION
We developed a delightful and engaging point-earning system through receipt scanning and surveys, allowing users to spend points on rewards while also supporting a charity of their choice.
the RESULTS
In its inaugural year P&G Good Everyday saw over 2 million signups (millennials outperforming all groups), 3 million surveys completed, and 5 million acts of good delivered to 15 charities.
the PROCESS
DEFINING THE IDEA: CONCEPTING
Even though people know their data is valuable, brands are wary to tell consumers it’s what they’re after. Our team worked through a series of workshops and brainstorms to define the foundational concept of P&G Good Everyday: transparency with users that information about their lives and their purchase habits are worth giving away, because they will be rewarded not only with savings, but with the feeling of doing good for a charity of their choice.
The brand benefits, the user benefits, and the charity benefits.
DEFINING THE USER:
PERSONAS & USER JOURNEYS
A user engaging with a rewards program has different goals than a user engaging with a give-back program. Combining these experiences meant identifying the underlying motivations of every kind of user.
Collaborating with my team, I developed personas and user journeys, to ensure the program was meeting every user’s needs.
DEFINING THE FUN:
PROTOTYPES & USER TESTING
Donating information about yourself to a company in order to help a cause required a layer of gamification in order to clarify and quantify actions for users. But how much gamification was right for the program? We explored earning points, leveling up, badges, bonuses for engaging multiple days in a row, and designing the surveys to be highly interactive.
To discover what elements belonged in the final product, I led focus groups, conducted multiple rounds of user tests with prototypes, and synthesized the test results.
the LAUNCH
Our team conceptualized, designed and collaborated with developers to launch P&G Good Everyday in just over one year—breakneck speed when considering the number of brands, charities, and infrastructure involved to make it happen.
The first year, over 2 million people signed up (millennials outperforming all groups), they completed 3 million surveys, and scanned 900,000 receipts.
To date, P&G Good Everyday has donated 24,257,472 acts of good.