This feature I came across triggered my strategy geek and I had to share.

Tired of Metro’s app being 20 minutes off (which is a problem when you’re catching a bus) I downloaded a third-party app call Transit.

Playing around with it, I came across this feature called “GO.” It tracks you on the bus real-time so it can update the app with the most up to date information about arrival times.

Now, I’m not slow. Getting real-time data by tracking me, and usin’ up my battery, absolutely benefits Transit. And anyone who knows me knows I distrust tech, so being tracked makes me want to build a bunker.

But.

I love Transit anticipated people like me and reframed the experience so I’d not only be more comfortable with the feature but get hooked. There are a few ways they do this:

– Making the feature optional. So if I’m not comfortable with being tracked, I can still use the app.

– Making the feature a game. I get a ranking every time I use it. Keep in mind, I was the child who’d turn over the Candyland board if I was losing badly. So naturally, this taps into my competitive side.

– Including an easy to open, view, and humorous FAQ section on the feature.

An explanation of the feature in the FAQ

A picture of how it informs me how many people I’ve helped.

But what I love MOST is the “people you’ve helped” aspect. Rather than focusing on how the app benefits Transit (which it does), Transit turns my attention to how I’ve helped make someone else’s’ day better. At the top of the screen, there’s a smiley face that counts real-time how many people were helped by the information gathered from me. Even better, Transit reminds me that I also benefit from others doing the same. Weaving impact and collective consciousness together in one wallop.

GENIUS.

How You Can Gather Information Better

We all know the uphill battle with phones and privacy, so asking to track people real-time is a hard ask. Transit could have relied solely on data from Metro but, as we see, it wouldn’t have resulted in the same accuracy. When something, like transit, literally comes down to the minute accuracy counts.

The same applies to each of us. How many of us complain about how hard it is to gather information from clients, beneficiaries, or target demographics? Because of this, many settle for data from funders or big data collectors (the “METRO’s” of their world). But are also dealing in areas where accuracy matters, and often lives depend on it.

The key is to understand we need the people we’re collecting data from; not the other way around. So, rather than making a ho-drum ask that only benefits us:

  • How can we make it fun and valuable to the person we need to collect data from?
  • How can we make it a game?
  • How have individuals benefitted from others participating, and how are we letting them know they’ve benefited? (think the tagline on PBS “this program is brought to you by contributions from viewers like you.”)
  • Is there a way to tie what we’re asking to an impact? To give it purpose?
    • If someone’s information will allow you to expand out into new areas, how many more people will receive help? Can you profile one hypothetical person and graphically represent how much better off their life will be?

It’s by reframing an experience, and giving it purpose (other than serving you), that we can make gathering information more successful.