Telling Stories with Technology
SteveOr perhaps rather letting people share their story when interacting with technology.
I recently read this post, 'Mad Libs Style Form Increases Conversion 25-40%', on the LukeW Ideation and Design blog.
The main point of the post, which is short and an easy read, is that by altering a typical 'Request for Information' web form asking for Name, email, address, subject of inquiry, etc., to a 'Mad Libs' style form that frames the information in a kind of simple story, and allows the respondent to fill-in-the-blanks of the story with their personal and relevant information.
An example of the before and after versions of a typical 'information request' web form is here:
Usage tests on both versions of the form above (and similar forms on other sites), revealed increases in conversion, i.e. that percentage of visitors to the site that completed the form, anywhere from 25% to 40%.
While the designers don't know for sure what to attribute the increased conversion rate to, something in the more narrative style of the revised form was successful in capturing more information.
I think that workforce technologies could also likely benefit from a similar approach. Think of some of the typical programs that an organization rolls out, like paycheck direct deposit, enrollment in 401(k) retirement plans, or participation in company-sponsored wellness programs, that to the administrators seem like they should be no-brainers for employees to sign up for. But maybe for some reason the participation rate continues to fall short of expectations.
Some organizations might react by simply requiring participation, (at lease for direct deposit), or sweetening the incentives, (free pedometers!), but I wonder of simply making some subtle adjustments to the actual process of registering could help.
Consider taking a bland form (whether on paper or online) for direct deposit that asks for name, address, bank name, bank routing number (come on, you know lots of people have no idea what that is), and so on and replacing it with something like this:
Hi, my name is ___________, and I work in the _____________ Department. I like the idea of getting my pay faster and not having the hassle of going to the bank every two weeks. Please sign me up for paycheck direct deposit. My bank is named ________________ and the little 9-digit number printed on the bottom of my checks is _________. In two weeks the deposits will have started, and I will be able to check my paysubs online and with my bank.
I know it isn't perfect, I am not a professional communicator, but to me it humanizes the process a little, and connects the employee just a little bit more to the process and to the outcomes. The same impersonal field-by-field forms that they have seen a million times can't do any of that. It also re-inforces the key messages as to the benefits of the process right as the employee is signing up.
Could you alter the 401(k) registration materials in such a way to let the employees (if they care to) share more about their retirement goals and hopes?
How about the process where an employee adds a new child to their medical coverage, perhaps providing a place to share their excitement and even a picture of their new addition?
What do you think? Would framing these type of employee calls to action in this way actually be successful?
Reader Comments (5)
hey steve,
cool idea! anything that break things down for people in an easy-to-understand way and tells them why it matters to them is a good thing. and i think your suggestion also works as a simple device to "flip" people into doing something. it secures buy-in before action, which helps people commit to a new behavior. it's almost like a contract, where a person says via the form "yes, i want to exercise more and i'd love more information on how to do that." simply by saying they want to do something or agree to it, they up their own sense of obligation to follow through.
i'm stealing this :)
f
It's all about the interface Steve. You can have the best features and if your platform doesn't attract people then it's worthless. The Ipod is a great example. While the technology it uses isn't all that different from what's used in other MP3 players, it's the interface that captures people's imaginations and drive sales.
When all things are equal, well designed products and services will enable organizations to differentiate themselves from their competitors.
Steve this is really smart - especially when you think about how complicated we seem to make any enrollment form - whether it is for a 401K, insurance, etc. Great way to remove some of the fear of the man - and get a little buy-in in the process.
@fran - Thanks, and as you can see, I stole the idea too!
@Victorio - I think you are right on that, but I also think there are some other, fundamental factors on Apple and the iPod that I hope to write about soon
@Joni - Thanks, I think you are right. Make these types of calls to action more personal and meaningful and less of a 'transaction' and I think that you will see more and better participation.
So Steve, when are we going to see your "contact me" form updated?! I think you're definitely onto something here.