Background
The Double 11 Shopping Event (Singles’ Day) is a shopping festival like Black Friday in China from 2009.
The problem of overconsumption is becoming serious.
In 2020, the first 30 minutes of Alibaba’s Singles’ Day presales campaign on Taobao Live generated an impressive $7.5 billion in total transaction value.
In a 2023 article by McKinsey, about 72 percent of users in China agreed or strongly agreed they want to buy more products through this shopping format, ahead of users in Latin America (63 percent), the United States (49 percent), and Europe (38 percent).
In 2024, the total gross merchandise volume reached 332.5 billion yuan (over 40.2 billion euros).
The impact behind the huge gross merchandise volume should not be underestimated.
In 2024, approximately 60.77 million tons of garbage was generated on Double 11 shopping event.
From delivery services, SF Express alone generated about 17,500 tons of carbon emissions during the Double 11 shopping festival.
System Map
On the lives horts platform, different products are presented to consumers through different channels.
Any interaction of consumers will be recorded and tagged by the platform.
After algorithms, personalized short videos will show up and through nudge to encourage consumers to make purchases.
During the research and the system map, I got some feedbacks from Stephanie that really helped this project that the term “nudge” appears, which the core of persuasive design strategies from the field of psychology.
After reading the book Nudge: Improving Decisions about Health, Wealth, and Happiness I really notice that Nudge is everywhere, also in the area of consuption.
The next pic shows the using cases of nudge in the live shorts platforms.
Intervene
About how to intervene was the most challenging part. As I learned more about the Consumer Psychology, I increasingly felt that it was too difficult to find the logical intervention point in the entire system that could have an impact without resorting to simple bans.
There were some ideas before: allow users to customize the live shorts video interface. Or intervene in the current processing flow through a simple Alert. But all these are kind of simple bans which I do not want to be.
After a feedback from Stephanie, I realized that since human nature is hunting, why not start from human nature?
the Intervention point: Nudge vs. Budge
So from nudging to budging!
Using the same principle, can encourage consumer to purchase higher-quality products with shorter logistics distances, reducing waste, lowering carbon footprints, and creating a positive impact.
There are three examples.
- Using the sence of validation to let consumer check the product which populer in the city.
- Using the rewards for everything to let consumer check better products.
- Using the loss Aversion to let consumer feels bad that they could do something good for the planet.
Video
Here is a quick overview of the project, the process and the result.
