Next Step partnered with Common Cents Lab, a nonprofit organization created by behavioral science expert Dan Ariely, to help United Way of Tuscon and Southern Arizona increase the number of people who used their scan-and-go tax filing service, Valet VITA, at filing centers. This service cut down on wait time, giving more chances for people to take advantage of other on-site services that could help them plan & save more efficiently.
People were uncomfortable using the Valet VITA service because they weren’t sure if it would help them.
How could we encourage people to make use of this program and save time, money, and energy?
We created a decision aid that utilized implicit social proof targeting those who should be using Valet VITA (busy people who needed to get back to work).
And it worked! The decision aid increased use of Valet VITA from 16% to 28%, a 75% increase. More people were able to make choices that will continue to benefit them for years to come..
The decision aid increased use of Valet VITA from 16% to 28%, a 75% increase.