Page 1
How we facilitated a shift towards the millennial generationJorn de Vreede, UX & Strategy theFactor.e
@jorndevreede
Page 13
Industrialisation
Automation
Globalisation
Ageing
Page 16
Job security
Wages & Benefits
Page 17
Job security
Wages & Benefits
Working conditions
Page 18
Job security
Wages & Benefits
Working conditions
Fair & Just supervision
Page 19
Job security
Wages & Benefits
Working conditions
Fair & Just supervision
Powerlessness
Page 20
Job security
Wages & Benefits
Working conditions
Fair & Just supervision
Powerlessness
Need to belong
Page 21
Time
Inequality in income
Page 24
<25
25-45
45>
65+
Page 26
Membership Retention
New young members
Page 33
Information
Individual needs
Page 36
4000+
8%
200
Check-ups
Problems
New members
Page 38
3300+
2500+
55.000+
push notifications
Truck drivers
Registered rides
Page 41
Information
Individual needs
Personal benefits
Page 46
Facilitate Individual:
Membership Retention
DIY (information)
DIT (community)
DIFM (services)
Page 47
New young members
MILLENNIALS
Page 48
Background: Generational theory
Page 49
Lifecycle
birth death
Page 50
Lifecycle
child young adult midlife old age
birth death
Page 51
Lifecycle
child young adult midlife old age
birth death
80 yrs
Page 52
Lifecycle
child young adult midlife old age
child young adult midlife old age
child young adult midlife
child young adult
child
Page 53
Generations
80 yrs
Page 54
Generations
Baby boomers
Gen X
Millennials
Gen Z
1943 1960 1981 2005
Page 55
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
Page 56
Millennials
A just, righteous society
Page 58
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
Page 62
Millennials
A just, righteous society
Freedom & flexibility
Engagement is hard
Not willing to commit
Page 63
Engagement
observant
follower
supporter
contributor
owner
leader
Page 64
Approach
knowing you exist
follower
engage in discussion
(free) account creation
member
Page 67
301.043 10.000+
150k+ 2100+
1000+ 650+
171.652
FB reach Likes Shares Reactions
Tweets Linkedin Pageviews
Page 71
<25
25-45
45>
65+
Page 72
<25
25-45
45>
65+
Page 77
Why? External / Internal
How? Engagement strategy
What? Platform / People