Increasing Carbon Offset Contributions in the American Express App
Introduction
In this case study, we will explore how a collaborative effort between Product Managers (PMs), the Marketing Team and a Behavioral Strategist from 1 LAB Consulting was expected to lead to a significant improvement in monthly carbon offset contributions within the American Express (AMEX) app. The primary aim of the app is to highlight card members’ carbon emissions and increase their willingness to contribute monthly to carbon offset initiatives.
Problem
The AMEX app featured a page allowing card members to monitor their carbon emissions and directly link it to their monthly expenditures. Additionally, card members had the option to offset their CO2 emissions by purchasing carbon credits. However, several issues arose:
The Product Managers had pre-purchased carbon credits but struggled to deplete them effectively, leading to a surplus.
Prior research indicated a desire among users to contribute a higher dollar amount, but this intent did not translate into actual contributions.
Goal:
The overarching goal was to boost the monthly contribution amount by card members, thereby aligning user intent with actionable contributions to reduce carbon emissions.
Our Involvement & contributions:
This project involved close collaboration between us, the Product Managers and the Marketing Team. The teams worked together to assess the existing features and contributions, aiming to improve the user experience and encourage higher contributions.The contributions made by our team were instrumental in increasing the expected monthly contribution amounts:
The team applied several behavioral principles to achieve their goal:
Anchoring with Options: We introduced three distinct contribution amount options, effectively anchoring users' choices and nudging them towards more significant contributions.
Emotional Appeal: Labels highlighting the positive impact of contributions, such such as "this amount corresponds to x number of tree seedlings planted" to appeal to users' emotions and reinforce the idea that their contributions were making a difference.
Results:
The average contribution amount, which previously stood at $14, is now expected to double with these implementation changes, demonstrating a tangible shift in user behavior towards greater involvement in carbon offset initiatives.
Conclusion:
This case study highlights the power of user-centered design and behavioral science in promoting environmentally responsible behavior.
Through collaborative efforts, the AMEX app can successfully transform its carbon offset contribution page. By incorporating behavioral principles like anchoring and emotional appeal, the team not only aligned user intent with action but can also contribute significantly to the global effort to reduce carbon emissions.
