The Challenge
The Nova Scotia School Lunch Program helps provide access to healthy meals for students across the province with a pay-what-you-can (PWYC) online platform. The PWYC approach is designed to help reduce financial barriers and support families in accessing healthy lunches, while allowing them to decide how much to pay for each meal—if anything.
The PWYC model is rooted in equity and inclusivity, but it can make users feel uncomfortable when choosing to pay less and create uncertainty about what amount is appropriate. Left unaddressed, these potential barriers can discourage participation and reduce the program’s intended positive impact.
Approach
Davis Pier supported Phase 1 of the School Lunch Program, including the design of a digital ordering experience.
We applied Behavioural Science principles and evidence-based research to make the PWYC process more approachable by reducing choice overload and helping users feel respected and confident in their choices.
Outcome
The redesigned PWYC platform created a more accessible and intuitive payment experience for all participants. One of the key improvements was giving families the option to enter an amount that felt right for them while showing simple examples of common total costs. By offering several pre-set amounts alongside a customizable option, the platform made deciding what to pay more straightforward and less stressful.
Communications on meal prices were also informed by Behavioural Science principles and all messages were intentionally crafted to highlight fairness and transparency, and inclusivity.
Key benefits of the redesigned platform include:
- Clear messaging that emphasizes fairness, transparency, and community values—so every family feels respected and included no matter what they chose to pay.
- Simple options with a mix of pre-set payment amounts and a custom payment option—so families understand their choices quickly and with reduced cognitive effort.
- Choice without judgement—so all families can feel respected, empowered, and comfortable making the choice works best for them.
Impact
The redesigned platform helped reduce the potential for stigma that can accompany PWYC models. By applying Behavioural Science strategies, the program’s ordering platform offers an inclusive and uncomplicated experience that improves user confident and empowers families to make informed choices that are best for their families.
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