mGiver'
Designing'Micro/Participation'to'Increase' Effectiveness'of'Corporate'Volunteering'or' Corporate'Social'Responsibility'Programs' ! Submi'ed!By:! Sneha!Rangdal![
[email protected]]! Kaushik!Ghosh![
[email protected]]! ! Submi'ed!for!USID!2012!G!India!UX!Design!Awards!2012!
Introduction' • Corporate!Volunteering!Programs!(CVP)!or!Corporate!Social!Responsibility!(CSR)!have! become!a!common!pracRce!in!today’s!corporate!world.!! • CSR!not!only!deepens!local!corporate!community!involvement,!but!also!leverages!the! human!assets!and!vast!technical!skills!of!a!company!to!effect!improvements!in!areas! such!as!the!environment,!health!care!and!educaRon!
Source:"Responsible"Business"in"the"Interna3onal"Policy"Arena."David"F."Murphy,"MSc,"PhD,"United"Na3ons"System"Staff"College,"Viale"Maestri"del"Lavoro" 10,"Torino,"10127,"Italy"and"Rupesh"A."Shah,"The"Open"University.""
CVP/CSR'in'its'Current'state' NGO!
!Process!
• NGO!periodically! communicates!its!needs!to! Org’s!Employee! RepresentaRves!
Org!
Employee!
• Employee!rep.!and!CSR! commi'ee!decides!the! strategy!for!the!contribuRon! and!cascades!the!final! decision!to!employees!
• Emails!from!CSR!team!or! social!gatherings!keep!them! informed!about!current! need.!
• ‘Local!community!service’!is!by!far!the!most!common!model!of!CSR!which! consists!of!hourly!volunteering!during!the!work!day!or!aXer!work!hours.! • In!spite!of!these!programs!being!nonGprofit,!there!are!significant!costs!involved! • Cost!For!OrganizaRons:"Employees’!Rme!away!from!work!is!a!significant!cost.!! • Cost!For!Implementers/partners:"NGOs!or!the!MulRlateral!Agencies!who!play!a!key!role!in! implemenRng!such!programs!and!measuring!impact,!have!to!spend!a!substanRal!amount!of! resources!for!raising!awareness!and!acquiring!volunteers!!
• With!a!growing!number!of!corporaRons!seeking!to!engage!in!the!arena,!and!the! vast!array!of!global!developmental!challenges!—!a!criRcal!need!existed!for! further!research!on!this!topic.! Source:"Volunteering"for"ImpactO"Best"Prac3ces"in"Interna3onal"Corporate"Volunteering,"Greg"Hills"and"Adeeb"Mahmud."Worldwide"Public"Affairs"&" Policy,"Pfizer"Inc."
Key'Barriers'to'Effectiveness'of'CSR'
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Understanding!:! While!most!CVPs!view!volunteering!as!a! mere!act!of!donaRon!and!1!day!a!month! program,!the!real!need!is!much!more! diverse!
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Volunteering! Tech!Help! DonaRons! Knowledge! Guidance! Tally"of"NGO"requests" through"Intuit"CSR"programs"
CommunicaRon:!
CommunicaRon!between!NGO!and!Employee!is!bo'lenecked!by!the!employee! representaRves.!Moreover,!OrganizaRon!evaluate!NGO’s!needs!on!quarterly!or!yearly!basis.!!
Preferences:!
Individual!preferences!of!Employees!are!not!considered!when!organizaRon!undertakes!CSR! iniRaRves.!
How'do'we'solve'it?'–'“mGiver”' • The!ulRmate!objecRve!of!mGiver!is!to!promote!“We!Care!and!Give!Back”! value.!! • mGiver!is!a!network!plakorm!where!NGOs!can!broadcast!their!needs.! • Employees!can!browse!through!these!needs!G!enlisted!tasks!and!sign!up!for! what!they!like!depending!on!how!much!Rme!they!have.! • mGiver!enables!employees!to!make!a!difference!“in!a!way!they!want,!when! they!want”!and!in!turn!help!NGOs! Umm..!I! think!I!can..!
Can!you!setup!a! website!for!me?!!
NGO!
Image+Source:"h'p://www.clipartof.com/!!
Employee!
Target'Audience'&'Opportunity' • • • •
!User ! ! !Buyer ! !Decision!Maker !Influencer !
!:!Employees/Admins/NGO! !:!OrganizaRon! !:!CSR!Leader! !:!Commi'ee!chairs,!CSR!!
Market"opportunity" • Global!Targetable!Market!:!~82,000!MNCs!worldGwide!and!counRng! • Serviceable!Market:!~27,000*!! • Concept!of!CSR!isn’t!new!in!India,!although!there!is!much!we!need!to! accomplish! • KPMG!study!among!Indian!companies!showed!that!a!mere!8%! menRoned!their!social!expenditures!in!their!annual!reports,!and!25%! filed!CSR!reports.! • 77%!of!Indian!philanthropists!are!novices,!we!are!sRll!growing! Source:"survey"by"CSR"Globe":"31%"of"the"companies"have"a"separate"CSR"department"coordina3on"and" implementa3on"of"CSR"policies"and"strategies" And"h'p://www.indianmba.com/Faculty_Column/FC955/fc955.html!
User'goals'' • "Employees"" • !Get!informaRon!–!anyRme!and!anywhere! • !ContribuRons!should!be! • !Easy!and!tangible!! • !Convenient! • !In!his/her!area!of!interest! • !For!causes!he/she!is!passionate!about! • !ChariRes!that!he/she!trusts! • !CollaboraRon!should!be!possible! • !NGO"Program"Manager" • !Get!help!for!dayGtoGday!things! • !Reach!to!variety!of!audience! • !Reduce!volunteer!acquisiRon!cost!as!well!as!effort! • CSR"Leader"in"the"Organiza?ons" • !Increase!employee!engagement!–!! • !More!number!of!people!socially!contribuRng!for!more!number!of! hours.! • !QuanRfy/track!the!contribuRons!employees!are!making! • !Recognize!people!who!made!the!most!difference!
Pain'Point'–'Do'not'have'enough'information' Pain"Point"
How"mGiver"solves"it?"
• Barrier!to!start.!
• CSR!related!informaRon!is! generally!shared!in!personal! forums.!If!you!wish!to!tap!into! those,!you!need!Rme!and!drive! for!the!cause.!
• Gathering!informaRon!about! various!CSR!programs!is!a! tedious!task!! How!can!I! contribute?!!
• It!is!HTML5!mobile!app!that!you! can!access!from!anywhere,! anyRme.!! • mGiver!is!oneGstop!to! understand!all!the!NGO!needs! at!that!point!in!Rme.!
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Where! should!I! start?! I!don’t!know! enough!about! all!the! programs! Employee!
Pain'Point'–'No'easy'way'to'start'contributing' Pain"Point" • !General!percepRon!is!–!being!a! part!of!CSR!acRvity!is!long,!Rme! consuming!commitment.!! • They!aren’t!aware!that,!there!is! more!to!social!service!than!just! volunteering! I!simply!don’t! have!Rme!to! volunteer..!
How"mGiver"solves"it?" • mGiver!gives!you!opRon!to!select!! • The!way!you!want!to!contribute,! according!to!your!preferences! • In!area!of!your!interest!and!to!a! charity!you!feel!passionate!about.!
• It!also!allows!you!to!break!down!a! task!into!smaller!chunks,!so!you! can!sign!up!for!smaller,!easy!tasks! or!even!delegate!tasks! ! !
Employee! Various!ways!of! contribuRng!in! mGiver!
Pain'Point'–'Do'not'have'enough'motivation' Pain"Point" • !Generally,!employees!aren’t!aware!! • !Which!NGOs!their!org!is! working!with! • !How!can!they!start!contribuRng! effecRvely! • Group!contribuRons!are!effecRve! but!most!employees!don’t!know! who!is!doing!what.!This!reduces! employee!moRvaRon!to!contribute! Will!I!be!alone?! Who!else!will!be! with!me?!!
Employee!
How"mGiver"solves"it?" • !It!allows!you!to!see!who!is!doing! what.!Seeing!who!is!involved! triggers!intent!to!parRcipate! • mGiver!also!gives!visibility!to!the! people!who!contribute!the!most! which!drives!moRvaRon!
Business'Goals'and'Challenges'for'mGiver''' Goals"D"" • !The!ulRmate!objecRve!of!this!project!is!to!promote!the!value!of!CSR/CVP! programs.! • !Solve!dayGtoGday!problems!of!the!NGOs!across!the!world.! • !Improve!employee!engagement!for!the!organizaRon!in!the!relevant!socially! responsible!manner.! • !Keep!organizaRons!employees!happy!and!purposeful.! Challenges"D"" • !How!to!moRvate!employees!is!the!biggest!challenge!for!mGiver! • !mGiver!a'empts!to!uRlize–!recogniRon\visibility,!collaboraRon!and! gamificaRon!aspects!to!increase!moRvaRon.! • !mGiver!also!enables!sustained!engagement!by!breaking!down!the!tasks! into!manageable!chunks!that!can!be!suited!to!individual!needs!&!interest! • mGiver!a'empts!to!increase!moRvaRon!by!matching!the!task!schedule! with!the!informaRon!of!employee’s!interest,!locaRon!and!workload!
Design'models'and'approaches' • Crowd"Sourcing"D" • With!mGiver!you!can!broadcast!your!requirements!to!the!interested! community!and!Interested!people!sign!up!for!the!implementaRon.!Eg:! TaskRabbit! • Advantages!of!crowd!sourcing!:!low!latency!,!Inexpensive!,!Be'er!match! making! • !Micro"volunteering"D" • Put!simply,!it's!volunteering!that!you!can!do!in!tweetGsized!bits!–!that! takes!5!minutes!to!2!hours!of!employee!Rme.!It's!highGimpact,!highG efficiency!doGgooding!! • It!has!been!observed!that!microGvolunteering!is!much!more!effecRve! than!actual!volunteering!as!it!takes!less!Rme!and!is!in!your!area!of! interest.! • Making"it"social!" • It!has!been!observed!that!group!–!contribuRon!are!much!more!effecRve.! • Social!aspect!makes!it!easy!to!create!awareness!about!employees’! contribuRons!and!therefore!making!it!easy!to!collaborate!and!recognize! efforts! • Increasing"Mo?va?on" • Aspects!of!‘GamificaRon’!to!quanRfy!effort!and!moRvate!others!to!parRcipate!!
Design'Process' STEP"1:"Gather"data"from"different"types"of"users."
We!visited!Employees,!organizaRon!–!CSR!commi'ee!leaders!and!NGOs!to! understand!their!needs!and!problems.! Our!Findings! • Employees!:!! • Employees!relate!social!contribuRons!to!long!and!Rme!consuming!work! • Most!employees!contribute!because!of!philanthropical!reasons.! • Involvement!is!mostly!self!driven! • Group!parRcipaRons!are!fun! • The!current!system!in!organizaRons!is!based!on!personal!relaRonships! • OrganizaRon!:!! • Transparency!is!a!major!problem!in!organizaRon! • CSR!commi'ee!generally!takes!care!of!organizing!CSR!acRviRes! • Tracking!employee!contribuRons!and!calculaRng!impact!is!tedious! • !NGOs!:!! • NGOs!need!donaRons!as!well!as!other!types!of!contribuRons! • Special!skill!volunteering!like!teaching,!setGup!help! • Cheaper!way!of!markeRng!
Design'Process'continued..' STEP"2":"Brain"storming" • !Figure!out!the!pain!–!point! • !It!was!evident!the!major!painGpoint!G!communicaRon!between!NGO!and! employees!was!bo'lenecked!by!employee!representaRves! • !There!was!very!li'le!transparency/traceability!in!the!current!CSR!system! to!help!Orgs!to!understand!what!employees!are!doing.! • !Go!Broad!to!Go!Narrow!–!CreaRng!more!design!choices! • !AXer!much!deliberaRon!we!decided!to!focus!on!4!major!ideas! • !CrowdGsourcing! • !Social! • !Make!it!simple!and!fun!for!every!type!of!user! • !Encourage!more!discovery!based!parRcipaRon,!i.e.!suggest!a!task! based!on!your!locaRon!and!resources!(skills!that!you!have,!where! you!are,!what!consRtutes!your!persona!etc.!)!
Design'Process'continued..' STEP"3":"Qualita?ve"Valida?on"" • !Employees!:!They!told!us!about!few!benefits!they!noRced! • !Simple!and!easy!to!use! • !Tasks!fit!into!my!rouRne! • !My!work!is!visible!and!I!know!who!is!contribuRng!most! • !NGOs!:!! • !We!pitched!the!concept!to!NGOs!and!asked!them!to!send!list!of!tasks! that!need!to!be!completed.!!They!liked!the!concept!so!much,!that!they! sent!a!long!list!of!tasks!within!an!hour!! • !OrganizaRon!:!We!talked!to!few!CSR!leaders!in!Orgs,!they!really!loved!the! tracking!ability!of!tasks!–!this!will!help!them!to! • quanRfying!the!impact!of!their!organizaRon! • Also,!recognizing!their!employees’!!contribuRons.!
Design'Process'continued..' STEP"4":"Quan?ta?ve" Valida?on"!! • We!did!a!email!campaign! for!employees!within!Intuit! and!1!out!of!12!employees! signed!up!for!a!Task!
600!
• Employee! Email! Campaign!
182!
• Unique!visits!to! mGiver!
150!
• Browsed!through!the! app!
55!
• Signed!up!for!a!task!
• MicroGvolunteering!Concept!was!a!success!!! • Share!Tasks!–!which!are!microGvolunteering!received!73%!hits!where! as!volunteering!received!40%.! ! • 50%!of!the!people!were!interested!in!tech!related!work!
Visit!h'p://mgiver.elasRcbeanstalk.com/!to!see!our!prototype!used!for!tesRng! !
Innovative'UX'components'
Immediate"benefit" See!various! categories!you!can! contribute!in,!the! minute!you!signup!!
Online!Volunteering!–!share! knowledge.! Donate!things!that!you!no! longer!need..! Volunteer!your!Rme!and!get! that!personal!touch!
Leader"Board" See!who!is! contribuRng!most!!!!
Innovative'UX'components'
Collabora?on" See!who!else!is! involved..!
Figure!out!which!task!you! want!to!sign!up!for..!!
Figure!out!who!needs! help!!
Time"to"get"there" Time!to!complete!a! task.!This!enables! you!to!contribute! as!per!your! convenience!!
Innovative'UX'components'
MicroVolunteering" Break!down!the! tasks!into!tweetG size!tasks!
Effec?ve"delega?on"" MoRvate!employees! by!delegaRng!tasks! to!them!and!simplify! your!work!
What'makes'mGiver'unique?' • Current!technology!offerings!give!less!emphasis!on!social!sector! • Current!offerings/websites!focus!too!much!on!donaRon!and!less!on!voluntary! parRcipaRons.! • mGiver!uses!latest!technologies!in!most!innovaRve!way!! • Mobile!applicaRon!with!services!G!Access!from!anywhere!! • Matching!!G!Supply!and!demand!match!between!NGOs’!needs!and!employees’! interest! • LocaRon!G!SuggesRon!based!on!locaRons! • Promotes!discovery!based!parRcipaRon! • Because!of!delegaRons/recommendaRons!features!it!is!used!to!moRvates!people! who!otherwise!wont!be!interested.!
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Future"Direc?on":" • QuanRfy!the!impact!be'er!and!visualize!it!in!more!impackul!way.! • For!eg.!If!we!share!the!impact!“Blood!donaRon!camp!set!up!in!Ecospace,!saved!25! lives”!will!definitely!moRvate!more!people.! • Figure!out!more!moRvaRon!tacRcs!–!using!gamificaRon!etc.! • Develop!on!the!social!aspect!–!Facebook!integraRon,!be'er!way!to!collaborate.!
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