NOTE: Scroll down in each slide to view presenter notes. In March 2012, I teamed up with Yang Yang, Aliona Katz, Eric Schreiber and Emily Wagenknecht at the Good Design Hackathon. The prompt: design something that would help the average New Yorker become a better citizen every hour of the day. Our solution: EveryStep, an app/service that allows friends to pledge micro-donations for every step you take or mile you run. This adds up long-term, translating to significant funds for organizations, and positive sustainable lifestyle change for you. Photos shamelessly grabbed off Google Image Search at the last minute. If you took them, please let me know and I'll credit you here! :)

1. Team TYEEA presents
EveryStep
Aliona Katz Eric Schreiber
Tina Ye Yang Yang Emily Wagenknecht
March 4, 2012 • #goodhackathon
Let’s face it. As a nation, we need more exercise. You know the statistics on obesity and
sedentary lifestyles and blah blah blah. And yet... it’s so SO hard to get to the gym! We all
could use more motivation.

2. What would inspire you
to get active?
Or do we? Maybe what we actually need is INSPIRATION. So we asked ourselves, what would
INSPIRE you to get active?

3. Helping
under-served kids?
Maybe it’s the idea of giving under-served kids amazing opportunities in life?

4. Fighting cancer?
Maybe it’s equipping our scientists in their fight against cancer?

5. Strengthening community bonds?
Or maybe you want to do something locally, like supporting your local community garden

6. So...
What if every 100 steps you took meant
1¢ for something you believe in?

7. What if every 100 steps you took meant
1¢ for something you believe in?
3000
extra steps a day
x
1¢
per 100 steps
x
1 year
=
$109
to support a cause you believe in
That really adds up!

8. But where is the money coming from?

9. The people who care about you!
The money is coming from people who care about you, and YOUR long-term health!

10. Let’s see how this would unfold.
Let’s watch a scenario that unfolds one afternoon in NYC

11. Emily is concerned about her close friend Bob. Bob works a desk job and doesn’t get any
exercise. He wants to be more active but has trouble staying motivated. Emily tells Bob about
a cool app that might help.

12. Emily logs on to EveryStep. She makes a pledge to support Bob for 1 cent per 100 steps to
encourage him to walk more. She then send Bob an invitation to join EveryStep.

13. Bob gets Emily's invitation. Bob reads Emily's message, and checks out the site. Bob selects
his cause. He is passionate about cancer research, and chose a cancer org as the cause he
wants to walk to support.

14. Bob likes the idea of
1. friend support
2. walking for a cause
3. raising money and awareness
4. Getting to visualize his activities
Bob hooks up to the app and goes!
(at first he isn't too excited about walking...)

15. But over time, he finds that he likes it a lot.
Emily and Bob are both happy to see what they accomplish:
1) They see the steps taken.
2) They see the donations given.

16. Bob feels great. He now wants to:
1) invite others to join EveryStep
2) create a user profile to request more sponsors
3) sets goals
4) share achievements through social networks
5) tell his employer to sponsor him (lower healthcare costs)

17. This is You
So to summarize... this is you.

18. This is You
!
u
yo
es
pir
ins
Your Cause:
Cancer Research
You pick a cause that you care about.

19. supp you can
long orts you do it!
-term r
healt
h
This is You
!
u
yo
This is Your
es
Friend
pir
ins
Your Cause:
Cancer Research
Your friends pledge to support you one step at a time.

20. supp you can
long orts you do it!
-term r
healt
h
This is You
ge
!
u
ta
yo
This is Your
ct
es
ive
Friend
pir
s
ins
s n
ke atio
a n
m o
-d
icro
m
Your Cause:
1¢/100 steps
Cancer Research
Every time you go out to exercise, you earn itty bitty micro donations for your org.

21. supp you can
long orts you do it!
-term r
healt
h
This is You
ge
!
u
ta
yo
This is Your
ct
es
ive
Friend
pir
s
ins
s n
ke atio
a n
m o
-d
icro
m
$109
Your Cause: at the end of the year
Cancer Research
Over time, this builds up!

22. supp
long orts you
-term r
healt
h
This is You
ge
!
u
ta
yo
ct
es
ive
pir
s
ins
s n
ke atio
a n
m o
-d
icro
m
$218
Your Cause: at the end of the year
Cancer Research
And you add more friends...

23. supp
long orts you
-term r
healt
h
This is You
ge
!
u
ta
yo
ct
es
ive
pir
s
ins
s n
ke atio
a n
m o
-d
icro
m
$327
Your Cause: at the end of the year
Cancer Research
And more friends...

24. supp
long orts you
-term r
healt
h
This is You
ge
!
u
ta
yo
ct
es
ive
pir
s
ins
s n
ke atio
a n
m o
-d
icro
m
$654
Your Cause: at the end of the year
Cancer Research
Maybe you even get your company to match your runs. It’s a win-win because you get
healthy, and they save on employee healthcare fees.

25. $654
and this has the potential to massively scale

26. $1308

27. $1962

28. $2616

29. $3270

30. $3924

31. $4578

32. $5232

33. $5886

34. What’s great is that this is extremely feasible, today. We have the technology/tools
(pedometers, runtrackers, online payments, partner orgs) to make this easy to use, make
YOU accountable to your friends, and lower barriers for all parties.

35. (aside) By the way, it would hook into all the existing social networks too.

36. EveryStep
?=
So at some point this thought probably crossed your mind... isn’t this kinda like a charity
run?

37. EveryStep
is more awesome than
The answer is... EveryStep is more awesome than even a bucket of Santas.

38. The Problem with the
Charity Run Model...
usually a once-a-year event
expensive for organizations to host
you have to bug your friends for a large sum up front
1 run does not get you in shape
1 day does not build awareness
EveryStep was inspired by Charity Runs, but realizes that they are not a perfect model.
EveryStep addresses each of these problems.

39. EveryStep
Minimal infrastructure,
yet massively scalable
Steady, sustainable fundraising
Long-term lifestyle improvements
We put our hearts
where we put our money
EveryStep does not need the massive event planning infrastructure to happen, and yet it is
scalable so it has the potential to raise a lot of money nevertheless.
EveryStep also changes how organizations receive money: instead of a massive infusion of
capital once or twice a year at big events, it gives them a steadier supply of income over time.
This can help them be more “agile” about how money is used because they don’t have to
make big budgeting decisions all at once.
Of course, EveryStep also helps you get fit: long-term walking/running instead of just
running once a year as part of a big event.
And finally, we may put our money where our hearts are, but the opposite is also true. This is
where the phenomenon of cognitive dissonance comes in. Once you get your friends
donating one cent at the time, over time you’ll find that they also start to care about the
cause their $ is going towards. So micro-donations leads to opportunities to learn, and that
leads to...

40. good citizen
(noun)
a person who cares not just about
themselves and their own circle,
but the world outside of it
CARING! the very definition of a model citizen

41. Demo Time!
Here’s what we’ve built in the past 32 hours

42. Top of the Homepage:
A button to join right away, if you are so excited you just can’t wait! Also a running ticker
shows all the people who are taking steps/running miles, and the total raised. Finally all the
currently active users, to get a sense of all the people already on the site.

43. Lower down on the Homepage is an explanation of how it works

44. And then a button for people who want to encourage a friend to start exercising. They would
do this by pledging an amount up front.
This could really help motivate the hold-outs. It’s like saying: “Hey man, I bet you can’t even
walk 3000 steps extra per day; I’ll even donate money to a charity if you do.” We can imagine
people taking up the challenge just to prove their friend wrong.

45. Finally the organizations supported... local and national orgs, big and small, all are welcome

46. Here is a member page, where you can see the steps/earnings of that person and learn about
the cause they support. If you are his friend, you can even pledge to support him w/
microdonations or just cheer for him.
The numbers update in real time! [run around the auditorium with iPhone to demonstrate]

47. Lower down it shows who’s already supporting him and who’s cheering for him. You can read
his personal story about why he chose this organization. And you can read periodic updates
from the org to see how the money is being spent.
This gives a sense of personal connection to the mission of the org, while letting people see
the day-to-day effect of micro donations. Small bits of help add up to make big differences!

48. We thought hard about how to design the communication/conversation that happens
between people via EveryStep. That part is critical because it makes the difference between
whether people use the service or not.
Here is what a ‘challenge’ email would look like.
Note: This particular challenge is for running rather than walking! We believe our system
should accomodate both walking and running—the only difference is in how the increments
are set. Different people have different physical capabilities, and we want to welcome all
levels onboard.

49. Finally, here is what a ‘sponsor me’ email message would look like. This one is for walking
Notes: For walking, only steps above the national baseline average are counted towards
exercise. So your friends aren’t paying you to walk to the fridge.
Also, if your friends support you, they can actually choose different amounts to pledge. They
don’t have to go with the suggested 1¢ / 100 steps

50. The bottom half of the “sponsor me” email.

51. End of demos.

52. good != altruism
Personal
Well-Being ES The Greater
Good
Taking a step back, we believe, like the folks at Good, that doing good is not just pure
altruism. Doing good means being clever and finding a happy balance between helping
ourselves and helping others.
EverStep strives towards this balance. We hope to do good for ourselves and our friends,
while helping fund causes for the greater good.

53. Let’s make
EveryStep
count.
Thank you.
Thank you.