Enhancing the UCL-Go experience: A Behavioural Change Approach
Research how push notifications can enhance user engagement with campus activities
Timeline
Dec 2023- May 2024
Project Type
Applied Project with UCL Behavioural Innovation Society (BIS)
Our Team
Jiayan
Roshni
Rishika
Xingpei
Pearl
My Role
User Interview
Interview Analysis
UX design
Background
Universities are very busy. Students must keep track of social events, class timetables, deadlines and more. The UCL Go App is the official app of UCL, with over 50k downloads and is accessible to students, staff and visitors.
During the initial weeks of each term, our app, UCL Go, experiences a surge in downloads as students eagerly get their hands on their timetables. However, engagement decreases as the term progresses, with most users only accessing the app for its scheduling features. Therefore, the UCL Go product team wanted to understand how to improve student engagement throughout the semester and extend the app's utility beyond academic needs.
Usage peaks in September and decreases afterwards. How can we use behavioural change technique to ensure consistent student engagement?
Preliminary Research
We conducted informal interviews and consulted the Product Owner to identify key user pain points. Next, we conducted a competitor analysis, including other campus apps and similar functionalities like Google Maps and Outlook Calendar. Additionally, we conducted a literature review of the theoretical frameworks and findings on student engagement and the use of campus apps. This research lead to a pilot user survey where we ask general questions to identify user pain points
Initial discussion with UCL-Go product owner
Product Analysis
We started by conducting a comprehensive product analysis, including the product features, target population, and app reviews across platforms.
Behavioural Change Analysis
Meanwhile, we conducted secondary research in HCI and behavioural change literature to research prior research on student engagement and campus apps. The preliminary research stage was informed by behavioural change analysis using the COM-B model. The COM-B model is an evidence-based behaviour change framework that comprehensively identifies enablers and barriers of Behaviour (B) through Capabiltiy (C), Opprotunity (O) and Motivation (M) which interacts reciprocally (Michie et al., 2011).
Based on the data collected in preliminary research, we categorised them by the COM-B model and created survey questions that aim to capture a holistic user experience. Our survey gained responses from 10 UCL students. We used this information to identify areas where we can change (which we decided using the APEASE criteria).
Then, we referred to the COM-B to see which barriers are reflected by our model and mapped these onto intervention types, and then onto Behavioural Change Techniques (BCTs). This stage generated many ideas, and after discussion with stakeholders, we decided to focus our intervention on the notification feature.
Method and Findings
Impact
We presented our findings at the Behavioural Innovation Society's Applied Projects Symposium. After listening to our presentation, the Product Owner, David, found the insights incredibly valuable for the project, and invited us to share our findings with the product development team.
