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How we facilitated a shift towards the millennial generationJorn de Vreede, UX & Strategy theFactor.e
@jorndevreede
Time
Members
Time
Members
Industrialisation
Automation
Automation
Globalisation
Ageing
Industrialisation
Automation
Globalisation
Ageing
Job security
Job security
Wages & Benefits
Job security
Wages & Benefits
Working conditions
Job security
Wages & Benefits
Working conditions
Fair & Just supervision
Job security
Wages & Benefits
Working conditions
Fair & Just supervision
Powerlessness
Job security
Wages & Benefits
Working conditions
Fair & Just supervision
Powerlessness
Need to belong
Time
Inequality in income
Time
Members
<25
25-45
45>
65+
Membership Retention
New young members
Group
Group
Individual
Information
Information
Individual needs
4000+
8%
200
Check-ups
Problems
New members
3300+
2500+
55.000+
push notifications
Truck drivers
Registered rides
Information
Individual needs
Personal benefits
Group
Individual
Group
Individual
Facilitate Individual:
Membership Retention
DIY (information)
DIT (community)
DIFM (services)
New young members
MILLENNIALS
Background: Generational theory
Lifecycle
birth death
Lifecycle
child young adult midlife old age
birth death
Lifecycle
child young adult midlife old age
birth death
80 yrs
Lifecycle
child young adult midlife old age
child young adult midlife old age
child young adult midlife
child young adult
child
Generations
80 yrs
Generations
Baby boomers
Gen X
Millennials
Gen Z
1943 1960 1981 2005
Gen X Gen ZBaby boomers
idealist reactive adaptive
job security work-life balance security & stability
Television Personal computer No UI / Smart tech
Digital immigrants “Technoholics”Early IT adopters
Email / TextingTelephone
Email / Texting
Millennials
civic
freedom & flexibility
Smart devices
Digital Natives
Texting / Social Media
Online / mobileFace to face Facetime
Handheld /integrated
Millennials
A just, righteous society
WHAT
HOW
WHY
Mission & Brand story
Position & role of CNV in society, involve and connect members on themes
Proposition: Information and services, tailor made to suit the individual
Millennials
A just, righteous society
Freedom & flexibility
Engagement is hard
Not willing to commit
Engagement
observant
follower
supporter
contributor
owner
leader
Approach
knowing you exist
follower
engage in discussion
(free) account creation
member
301.043 10.000+
150k+ 2100+
1000+ 650+
171.652
FB reach Likes Shares Reactions
Tweets Linkedin Pageviews
<25
25-45
45>
65+
<25
25-45
45>
65+
Why? External / Internal
How? Engagement strategy
What? Platform / People
Q&A
