Tapping into global goodwill with Happytap
Financial inequality is one of the world’s most pressing societal problems. That’s why a cross-continental, collaborative Accenture team came together with a simple yet challenging ambition: to change philanthropic behaviour by offering a positive alternative to disposable spending.
How? Our team brought their user experience design and mobility excellence to non-profit organisation, Good Return. Using a human-centred design approach, they opened Good Return’s eyes to new and innovative ways of engaging donors. By starting with a simple question, “what could you give up for a good cause?”, they realised we could all give more then we currently do. We just need a simple means of doing so – and something to trigger our giving.
The result was Happytap. This is a mobile app which acts like a digital piggy bank. It intercepts moments of impulsive spending, asking the user to forego non-essential purchases and instead lend the money to women in need in the Asia Pacific region. The money will go towards a small loan to start or grow a microenterprise, and support for family and community. The loan is used for a wide range of commercial and household purposes, facilitated by Good Return (our microfinance partner). Our ambition is now to expand it to a wider audience and a larger number of investment regions – and tap into global goodwill for a good cause.
Watch this short video to hear Happytap co-creators Brett Thompson and Hanne Trafnik talk about why they created Happytap and how it works.
“It was so rewarding and rare to have the opportunity to work on a project like Happytap, a project that aims to change people’s philanthropic behaviour by offering a positive alternative to disposable spending. To start with a problem - financial inequality - and be given the capacity to find a meaningful solution - that enables lending to someone who would normally be without access or eligible for formal financial support - is a great utilisation of Accenture’s resources and evidence of the impact we can make in the community”
Brett Thompson, Digital Marketing
Associate Manager, Accenture