http://www.ianschafer.com/2008/03/duane-reade-dollar-rewards-how-not-to-run-a-loyalty-program.html
The above link discusses the Duane Reade Rewards program, something that many shoppers are a part of in NYC with the ubiquitous DR drug store chain. Not a usability study, as much as one man's angst over the notion of DR "Rewards". Where would the cash incentive come from? Who would be funding this weight loss? It is sort of fun to get surprised with that $5 coupon...I have never had the anxiety the man in the link has had, and friends have told me that when the coupon expired, the people in the stores still gave them the discount. But what might be useful about the article is the types of things to consider, and the what not-to-dos of this sort of marketing and incentive program. What do related weight loss programs offer? Weight Watchers' Momentum Program for example? What has your own competitor analysis shown you to be effective? It seems the success relies not just on money here and there but support and community. Weight loss is partly about self-confidence, self-worth, pride and liking oneself/being comfortable as oneself. How will your weight loss service provide those intangibles (not a dollar value) as an incentive? ======================================= -----Original Message----- From: discuss-boun...@lists.interactiondesigners.com [mailto:discuss-boun...@lists.interactiondesigners.com] On Behalf Of Brian Mila Sent: Tuesday, August 25, 2009 6:13 AM To: disc...@ixda.org Subject: Re: [IxDA Discuss] Persuasiveness of showing goals and rewards Thanks for the responses, but I think I didn't explain it very well. What I have is a weight loss web service. The user can set goals, say 20 lbs, and that goal can then be broken up into milestones, say every 5 lbs. So in this case, the user has a 25%, 50%, 75% and 100% milestone every 5 lbs. With each milestone they reach, they get rewarded with cash or points or other incentives. >From a usability perspective, the current next milestone and its reward is the only one the user really needs to know. So if the user has already lost 6 lbs, the next milestone is 50% and its reward could be a $10 gift card. They don't need to know the 75% or 100% rewards because that info isnt relevant yet (progressive disclosure). What I'm asking is, from a persuasion perspective, would showing all the milestones and rewards (instead of just the next current milestone) produce a higher goal completion percentage? Some research I've found seems to suggest it could. I'm referring to the endowed progress effect, but that only states that by giving the person a "head-start" they would be more likely to finish. I think this technique could also be applied, but it still doesn't answer my question. Can anyone point me in the right direction for some research that would either prove or disprove this theory? (Anecdotal answers are also welcome, but they might be less effective when I present it to upper management ;) Thanks, Brian . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=44855 ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... disc...@ixda.org Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help This email is confidential and subject to important disclaimers and conditions including on offers for the purchase or sale of securities, accuracy and completeness of information, viruses, confidentiality, legal privilege, and legal entity disclaimers, available at http://www.jpmorgan.com/pages/disclosures/email. ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... disc...@ixda.org Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
