From Learning to Lifestyle: How to deliver information via IVR

Summary:

Interactive Voice Response (IVR) services can be used to reach disconnected people through basic mobile phones, providing localized content in a way that transcends distance and overcomes barriers to other web or text-based information channels. While mobile phones are now widely accessible, the most vulnerable populations that could benefit from an IVR service are also the most likely to have lower phone literacy and have trouble navigating through menu options using their keypad. The Daily Digest version of the 3-2-1 Service, a free on-demand information service, aims to revolutionize the user experience of IVR and provide even those with the lowest phone literacy with essential information by removing menu options and streamlining content. The pilot compares two user experiences of the Service in terms of engagement and impact. Results show that users who received the Digest version were 8% more likely to become active users, listened to twice as many key messages, and heard more diversified content than the control group. Additionally, in the first month after launch, 70% more users had called back to the Digest version, and on average, Digest version callers stick with the Service 31% longer. With costs barriers for smartphones and data, low literacy rates, and lacking infrastructure prevalent in much of the developing world, IVR services will continue to play an important role in SBCC communication. Innovations in UX and delivery are essential to increase engagement and impact for those who may otherwise be left behind.

Background/Objectives:

The 3-2-1 Service serves the most vulnerable populations, providing information in local languages and in audio format to increase comprehension, avoid literacy issues and target basic mobile phone users. But navigating an IVR menu is not intuitive to all. The objective of this pilot was to simplify and improve the user experience on IVR by eliminating the need to navigate an IVR menu. Additionally, the analysis explores the feasibility of implementing the Digest version in the other 16 markets where the 3-2-1 Service exists and adds to the research of improving user experience for IVR.

Description of Intervention and/or Methods/Design:

Two versions of Viamo's 3-2-1 Service in Nepal, an on-demand information service available for free to Nepal Telecom (NTC) users, were launched simultaneously in July 2019. Version 1.0 is Viamo's regular Service in which users are brought to an IVR menu and given the option to choose between several themes. In Version 2.0, users are taken through a podcast-style Digest in which they hear a stream of socially-beneficial messages on news, health, weather, and agriculture without having to navigate a menu or use their keypad. At each theme, users have the option to skip to the next theme or replay the same message. News and Weather content is updated daily, while other content changes dynamically based on the user's call history. Ten thousand users were randomly assigned to one of two versions: Version 2.0 as the treatment group, and Version 1.0 as the control group.

Results/Lessons Learned:

Version 2.0 significantly increases impact on the 3-2-1 Service. Eighteen percent more users who called became listeners, defined as those who listen to >75% of a key message. Listeners in the treatment group listened to more than twice as many key messages on more diversified content. The Digest creates a more sticky service. In the first month after launch, 70% more users called back to the Digest week to week compared to the control. On average, Digest callers stick with the service 31% longer than non-Digest callers. The analysis also shows that users were able to understand the format and navigation of the Digest, with 53% of callers completing the entire digest, and 31% and 19% of callers use the skip or replay features, respectively. Furthermore, when both versions were offered to the treatment group, 56% of them continued to selected the Digest.

Discussion/Implications for the Field:

Viamo hopes to take the learnings from this pilot to leverage the strengths of both versions of the Service at scale, allowing users in over 15 countries to access a Daily Digest with information tailored to them, while also being able to navigate to specific content in a moment of need. This innovation in user experience seeks to overcome barriers to phone literacy and engage with users with low phone literacy. Viamo wants to encourage others in the field to take on UX challenges for mobile SBCC and continue to invest in pilots aimed at improving service delivery via IVR.

Abstract submitted by:

Leah Newman - Viamo