[Case 05]
Powering young Australians potential
Telco / Digital Inclusion
Bridging Australia's digital divide with unused data
Doing a little good with users unused data
[Project Overview]
More Australians are being left behind than ever before simply because they don’t have regular access to the internet.
The Optus Donate Your Data program allows eligible mobile customers to donate their unused monthly data to help Australians facing hardship
[Problem Statement]
Optus customers felt frustrated about having their unused data 'going to waste' at the end of every payment cycle. Meanwhile, Australians in need were being left behind, simply because they don’t have regular access to the internet.
[Category]
Telco / Digital Inclusion
[My Role]
Product Designer
[Platforms]
iOS & Android
[Date]
2021-2025
[Process]
[01] User Research
Conducted competitor analysis and benchmarking
Gathered analytics and translated into insights
Conducted user testing with current users and non-users of DYD
[02] Insights
DYD users are more likely to use the app every month
DYD users are more sticky than non DYD-users
DYD increased on app return users
[03] Design Solution
Created simple and flawless experience by minimising journey steps
Included tangible facts for users to better translate and relate to their positive impact on those in need
Provided existing users the ability to opt-in to donation reminders
[04] Testing & Iteration
Conducted user testing to understand users pain points and enhancement opportunities
Explored numerous design improvements in order to further simplify and enhance the experience
Incorporated impact facts to increase impact awareness and emotional attachment
[Outcome]
53,500+ Australians in need helped
55M+ GB of data donated by Optus customers to those in need
$30M of value delivered
[Key Learnings]
Generosity pays off
Sometimes it simply feels (really!) good to do work which impacts people in meaningful ways
Profit not always means money
By providing users a platform to help thousands of Australians, DYD considerably increased Optus customers brand love.
Brand love gets sticky
DYD generated increased stickiness from users sicking to do good with their unused data every month
