SOCIALSTAR
2023
behaviour change
behaviour change
behaviour change
behaviour change
app design
app design
app design
app design
experience design
experience design
experience design
experience design
Socialstar: Everyday Acts for the Planet
A mobile-first ESG platform that helps corporate employees to take small, meaningful climate and social actions. It is designed using behaviour science and tested through a live gamified experiment.
Socialstar: Everyday Acts for the Planet
2023
Socialstar: Everyday Acts for the Planet
2023
Background
Corporate volunteering for climate and social action in India is a struggle. Most ESG-related initiatives see participation from only 2 to 5 percent of employees, who often view them as dull, irrelevant or time-consuming. How do we get employees to engage meaningfully?
Fold Labs had earlier partnered with SocialStar to create an engagement strategy for this very challenge. To validate and ground it in evidence-based research, we ran a one-week gamified experience called Climrades — you can read about it here.
Insights from this pilot shaped the strategy behind Socialstar:Your World of Difference, a mobile-first platform that turns small, actionable missions into rewarding daily habits. Rooted in behaviour science and tailored to Indian corporate life, it blends personal impact tracking, community missions and a flexible rewards system to create sustained change.
Impact
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Motivational Person
IMPACT
Currently the app is being piloted with 4 big companies.
IMPACT
Currently the app is being piloted with 4 big companies.
TESTIMONIAL
"Fold Labs' depth of understanding and behavioural insights have been meaningful in shaping our product and approach. Their collaborative approach have made this partnership valuable."
- Matthew Spacie, Founder, Socialstar
TESTIMONIAL
"Fold Labs' depth of understanding and behavioural insights have been meaningful in shaping our product and approach. Their collaborative approach have made this partnership valuable."
- Matthew Spacie, Founder, Socialstar
Key Features
Weekly Solo & Community Missions
Flexible Reward System
Choice of Personalised Missions
Hall of Fame
Action Triggers
Real Time Dashboards for Orgs
Storybased Social Proof
CHALLENGES & APPROACH
CHALLENGE ONE
Existing platforms overwhelmed employees with too many choices
Offered three personalised weekly challenges to cut choice overload and keep participation simple.
CHALLENGE ONE
Existing platforms overwhelmed employees with too many choices
read more →
Offered three personalised weekly challenges to cut choice overload and keep participation simple.
CHALLENGE ONE
Existing platforms overwhelmed employees with too many choices
read more →
Offered three personalised weekly challenges to cut choice overload and keep participation simple.
CHALLENGE ONE
Existing platforms overwhelmed employees with too many choices
Offered three personalised weekly challenges to cut choice overload and keep participation simple.
CHALLENGE TWO
Most employees felt individual climate action was irrelevant
Designed bite-sized missions that fit into daily routines and made personal impact visible
CHALLENGE TWO
Most employees felt individual climate action was irrelevant
read more →
Designed bite-sized missions that fit into daily routines and made personal impact visible
CHALLENGE TWO
Most employees felt individual climate action was irrelevant
Designed bite-sized missions that fit into daily routines and made personal impact visible
read more →
CHALLENGE TWO
Most employees felt individual climate action was irrelevant
Designed bite-sized missions that fit into daily routines and made personal impact visible
CHALLENGE THREE
Traditional corporate volunteering felt top-down and disengaging
Reimagined volunteering as community collaboration instead of charity
CHALLENGE THREE
Traditional corporate volunteering felt top-down and disengaging
read more →
Reimagined volunteering as community collaboration instead of charity
CHALLENGE THREE
Traditional corporate volunteering felt top-down and disengaging
Reimagined volunteering as community collaboration instead of charity
read more →
CHALLENGE THREE
Traditional corporate volunteering felt top-down and disengaging
Reimagined volunteering as community collaboration instead of charity
CHALLENGE FOUR
Employees saw little value in participating without clear rewards or consequences
Developed a layered reward system for both extrinsic and intrinsic motivation
CHALLENGE FOUR
Employees saw little value in participating without clear rewards or consequences
read more →
Developed a layered reward system for both extrinsic and intrinsic motivation
CHALLENGE FOUR
Employees saw little value in participating without clear rewards or consequences
read more →
Developed a layered reward system for both extrinsic and intrinsic motivation
CHALLENGE FOUR
Employees saw little value in participating without clear rewards or consequences
Developed a layered reward system for both extrinsic and intrinsic motivation
Challenges & Approach
Behaviour Change Strategies
BEHAVIOUR CHANGE STRATEGIES
STRATEGY #1
Small Steps, Big Wins
We broke down eco-social actions into micro-missions that fit into daily routines. By keeping them low-effort, rewarding, and scaffolded over time, we reduced resistance and helped employees build habits without feeling overwhelmed.
STRATEGY #1
Small Steps, Big Wins
We broke down eco-social actions into micro-missions that fit into daily routines. By keeping them low-effort, rewarding, and scaffolded over time, we reduced resistance and helped employees build habits without feeling overwhelmed.
STRATEGY #1
Small Steps, Big Wins
We broke down eco-social actions into micro-missions that fit into daily routines. By keeping them low-effort, rewarding, and scaffolded over time, we reduced resistance and helped employees build habits without feeling overwhelmed.
STRATEGY #1
Small Steps, Big Wins
We broke down eco-social actions into micro-missions that fit into daily routines. By keeping them low-effort, rewarding, and scaffolded over time, we reduced resistance and helped employees build habits without feeling overwhelmed.
STRATEGY #2
Social Proof and Storytelling
Instead of noisy feeds, we used subtle cues like participation counts, hall of fame highlights & mission anecdotes. These built a sense of connection and recognition without the fatigue of traditional corporate platforms.
STRATEGY #2
Social Proof and Storytelling
Instead of noisy feeds, we used subtle cues like participation counts, hall of fame highlights & mission anecdotes. These built a sense of connection and recognition without the fatigue of traditional corporate platforms.
STRATEGY #2
Social Proof and Storytelling
Instead of noisy feeds, we used subtle cues like participation counts, hall of fame highlights & mission anecdotes. These built a sense of connection and recognition without the fatigue of traditional corporate platforms.
STRATEGY #2
Social Proof and Storytelling
Instead of noisy feeds, we used subtle cues like participation counts, hall of fame highlights & mission anecdotes. These built a sense of connection and recognition without the fatigue of traditional corporate platforms.
STRATEGY #3
Motivation That Lasts
The platform blended intrinsic motivators like personal impact stories with extrinsic rewards such as monthly surprise boxes and paid time off. This layered system not only drove initial adoption but also sustained long-term engagement.
STRATEGY #3
Motivation That Lasts
The platform blended intrinsic motivators like personal impact stories with extrinsic rewards such as monthly surprise boxes and paid time off. This layered system not only drove initial adoption but also sustained long-term engagement.
STRATEGY #3
Motivation That Lasts
The platform blended intrinsic motivators like personal impact stories with extrinsic rewards such as monthly surprise boxes and paid time off. This layered system not only drove initial adoption but also sustained long-term engagement.
STRATEGY #3
Motivation That Lasts
The platform blended intrinsic motivators like personal impact stories with extrinsic rewards such as monthly surprise boxes and paid time off. This layered system not only drove initial adoption but also sustained long-term engagement.
KEY FEATURES
Hall of Fame
Weekly Solo & Community Missions
Real Time Dashboards for Orgs
Story-based Social Proof
Choice of Personlised Mission
Flexible Reward System
Choice of Personalised Missions
Flexible Reward System
IMPACT
STATUS
Currently the app is being piloted with 4 large corporates.
STATUS
Currently the app is being piloted with 4 large corporates.
STATUS
Currently the app is being piloted with 4 large corporates.
TESTIMONIAL
"Fold Labs depth of understanding and behavioural insights have been meaningful in shaping our product & approach for Socialstar."
Matthew Spacie, Founder, Socialstar
TESTIMONIAL
"Fold Labs depth of understanding and behavioural insights have been meaningful in shaping our product & approach for Socialstar."
Matthew Spacie, Founder, Socialstar
TESTIMONIAL
"Fold Labs depth of understanding and behavioural insights have been meaningful in shaping our product & approach for Socialstar."
Matthew Spacie, Founder, Socialstar
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