My learnings from trying to change behavior

1. David Tung
June 2015
dtung@d.stanford.eduwww.littoseed.com

2. How did people want to
connect with nature?
Will DoWill Not Do
Effective
Not Effective
Bring !
Plants!
Inside
dtung@d.stanford.eduwww.littoseed.com

3. Effective? Why?
dtung@d.stanford.edu
Daily
Interactions
Average workweek in
office: 40 hrs/week.
Potential of turning
black thumbs into green
thumbs.
www.littoseed.com

4. Goal: High Impact
dtung@d.stanford.edu
Significance
of
Impact
Number
of People
Impacted
IF reached, how much
happiness can a plant bring
to someone’s life.
www.littoseed.com

5. dtung@d.stanford.edu
4 simplicity factors at work
1. Time
2. Matching existing
routines
3. Physical Effort
4. Mental Effort
www.littoseed.com

6. dtung@d.stanford.edu
Help people bring plants inside by selecting a plant
that is likely to succeed and delivering it to their space.
www.littoseed.com

7. dtung@d.stanford.edu
Plants that are drought resistant, delivered to your doorstep or office
aimed at simplifying the process of acquiring a plant and creating
success momentum.
www.littoseed.com

8. Goal: High Impact
dtung@d.stanford.edu
Significance
of
Impact
Number
of People
Impacted
www.littoseed.com

9. Goal: High Impact
dtung@d.stanford.edu
Significance
of
Impact
Number
of People
Impacted
www.littoseed.com

10. Goal: High Impact
dtung@d.stanford.edu
Significance
of
Impact
Number
of People
Impacted
www.littoseed.com

11. dtung@d.stanford.edu
Avg. 82 unique
visitors a day
Value Proposition: Simple way to bring tiny plants inside the home.
www.littoseed.com

12. dtung@d.stanford.edu
Conversion rate is
low ~ 1.3%
9 plants delivered
Results
www.littoseed.com

13. Goal: High Impact
dtung@d.stanford.edu
Significance
of
Impact
Number
of People
Impacted
www.littoseed.com

14. dtung@d.stanford.edu
. Green Dot Behavior
1 Time Behavior
-> Tough!
www.littoseed.com

15. Why?
dtung@d.stanford.edu
Help people do what they already want to do?
Questionable
Simplicity changes behavior?
Yes! BUT money adds complexity
It’s not simple enough.
Fun? Social?
Not Quite.
Motivation Wave?
Creates a motivation wave if plant is received,
but not tapping into one.
www.littoseed.com

16. Re- do?
dtung@d.stanford.edu
Wednesday, October 2
4 21
VIRGIN 82%
Wednesday, October 2
4 21
VIRGIN 82%
Wednesday, October 2
4 21
VIRGIN 82%
Wednesday, October 2
4 21
VIRGIN 82%
People want to have a green thumb. Most didn’t yet feel ready to own a real
plant. They want to learn how to take care of plants, especially to learn how much
to water them. A next iteration of this project would have been a simple, fun, social
and free way to teach them those habits.
www.littoseed.com