Innovative Research Drives PayPal's Digital WalletAnswerLab DiscoveryLab Case StudyAnswerLab
Your Trusted User Experience Research Partner1Forrester Featured Case Study
Our work with PayPal on developing their digital wallet product was featured in a Forrester case study.2Business ContextCONFIDENTIAL | Case Study3CONFIDENTIAL | Case Study4Business Context: The Mobile Payment Revolution is HereMobile payments are expected to reach $721 billion per year by 2017, up from $235 billion in 2013 * - Projected Source: Gartner 2012Money is going mobile. Gartner estimates that mobile payments will top $720 billion a year by 2017, up from $235 billion last year. Everyone from Apple, Google, eBay, Square, Visa and MasterCardwants to come out on top as consumers preferred and most trusted digital wallet option.
4PayPal Seeks to Dominate the Market by Building the Right AppCONFIDENTIAL | Case Study5As a recognized leader in digital payments, PayPal sought to expand into mobile adding to its market lead
CHALLENGE: An untested market. A mobile wallet might contain a multitude of features and PayPal needed to understand what users needed
Its like the gold rush of the dot-com era, only bigger and smarter. - VP of platform, mobile and new ventures for PayPal
Paying by phone will be as transformative as the advent of the credit card in the 1950s, changing the way we shop and bank. With powerful smartphones and tablets taking center stage on both sides of the checkout counter, it will reshape the relationship between buyer and seller.
At the onset of the mobile payment revolution, PayPal is a recognized leader in the digital payment market
There are many things a mobile wallet MIGHT be - card reader and a register for merchants, coupon book, a comparison-shopping tool, and a repository of those unwieldy loyalty cards
5PayPal needed to understand the end-to-end in-store shopping experience, both domestically and in Europe, to drive their digital wallet strategy
Three key research goals:Evaluate digital wallet conceptUnderstand consumers mental models while shoppingGather insights into pain points & delights associated with in-store shoppingCONFIDENTIAL | Case Study6Foundational Research to Understand End-to-End Shopping Experience, Uncover Un-met Needs
PayPal fundamentally understood theyd need to get into the minds of customers and understand shopping context in order to build a mobile wallet app that could potentially dominate the market. They didnt plan to build something and refine it later. They understood that foundational research would help them build a strong mobile strategy. To inform creation of a "digital wallet," they partnered with AnswerLab to define their research goals:
Test the new concept to understand users expectations and impressions of a digital walletGather user feedback to identify future mobile app features related to the Digital WalletUnderstand consumers mental models while shopping
6CONFIDENTIAL | Case Study7AnswerLab Research Solution7
Solution: DiscoveryLab, Refining Concepts with User IdeationCONFIDENTIAL | Case Study8What it is: Qualitative research technique to generate product development ideas, refine them, and get reactions to concepts
Benefits:Delivers richer, more accurate information than traditional focus groups or in-depth interviewsIncrease adoption by developing compelling product positioningImprove product concepts before investing in development
How it works: User experience research moderators lead small group discussions, activities, exercises, and innovation games with your target audience to get a breadth of reactions to product concepts and messaging
AnswerLab designed a DiscoveryLab study using ideation groups and innovation games to explore the digital wallet concept.
DiscoveryLab is a qualitative research technique to generate product development ideas, refine them, or get reactions to concepts. AnswerLabs seasoned user experience research moderators lead small group discussions, activities, exercises, and brainstorming games with your target audience to get a breadth of reactions to product concepts and messaging.
[Additional detail if there are questions about this type of research]Exploratory research can help companies get in the mind of their customers and potential customers and ensure they build the right products. Exploratory research is rooted in behavior and context (environment, social and ecological factors). Artifacts and insights from this style of research is very difficult to replicate using other techniques.8CONFIDENTIAL | PROJECT # [INPUT NUMBER HERE]9Research Design for Multi-Round Exploratory Research
SF Bay Area, USA12 Mock Retail Store Shop-alongsLondon, UK2 Innovation Games GroupsBerlin, Germany2 Innovation Games GroupsParis, France2 Innovation Games GroupsThe research program consisted of three rounds. The research rounds included participant homework, ideation groups, and innovation games in four location in Europe and the United States. Innovation Games are a form of open-ended primary research that involve activities that help participants generate ideas and feedback about a concept or product. Participants play a set of one or more directed games as a means of generating feedback or ideating about a product or service. Playing games is a great way to unlock creativity.
9AnswerLab transformed PayPals usability lab into a mock retail environment to conduct mobile shop-alongs using a prototype payment applicationObjective: Discover consumers mental models and behaviors using their mobile devices while shoppingApproach: Participants completed a series of shopping scenarios using a prototype payment applicationCONFIDENTIAL | Case Study10Round 1: Testing a Payment App That Cant Leave the Lab
Stakeholders view streaming video of research tasks in a room equipped with white boards to discuss and share what they see
The first round of research was conducted in the San Francisco Bay Area.
We werent able to explore the real-life shopping experience of using PayPals digital wallet, so we recreated it in a controlled environment in order to uncover the holistic user experience beyond simply interacting with the app interface.
We transformed a traditional usability lab into a mock retail store environment to conduct mobile "shop-alongs." Participants were asked to complete a series of real shopping scenarios inside the mock store to test a prototype mobile payment application. 10AnswerLab designed ideation groups with a pre-task creative exercise to discuss their current end-to-end shopping experience Objective: Understand pain points associated with the current end-to-end shopping experienceApproach: Participants completed homework detailing their shopping experiences, documented the contents of their wallets, then attended an ideation group to discuss wallet organization and other shopping strategiesCONFIDENTIAL | Case Study11Round 2: Understanding the Current Shopping Experience
We also went to Europe and conducted ideation groups with consumers, where we asked them to share the contents of their wallets and take us on shopping visits to document various aspects of the current shopping experience.
This enabled us to understand the existing user experience and identify potential gaps which could lead to solutions.
11AnswerLab led a series of innovation games groups involving creating the ideal human shopping assistantObjective: Identify new factors, beyond just payments, for improving the shopping experienceApproach: Participants were asked to create the perfect personal assistant. By personifying the mobile technology as a human assistant, players were able to focus on the shopping journey
CONFIDENTIAL | Case Study12Round 3 Creating an Improved Shopping Experience
Finally, we conducted a series of innovation game groups to identify new factors, beyond just payment needs, for improving the shopping experience. Remember the Future was great for this as it allowed users to get away from designing the product and instead focus on better describing their needs.
By personifying the technology as a human assistant, players were able to focus on the shopping journey and their key pain points rather than being limited by their skepticism that such a technical solution could be built.12CONFIDENTIAL | Case Study13Research FindingsAnswerLabs research uncovered surprising insights which challenged some of PayPals assumptions and informed the mobile wallet design.
13Improving the Shopping Experience Extends Beyond Ease of PaymentCONFIDENTIAL | Case Study14Users wanted help organizing all of their shopping related itemsThey wanted their wallets to remind them about:Loyalty cardsCouponsUsers want help with:Sticking to dietsFinding recipes for their purchases
We uncovered new considerations for improving the holistic shopping experience. From reminding people to use their coupons and loyalty cards at the store to helping them stick to their diets and providing recipes for items about to expire back at home people want help managing at all points along their shopping experience.
14Social Pressures Shape Acceptable Purchase FlowCONFIDENTIAL | Case Study15
Social pressures matter; users were concerned about:perceptions of line cutting when using pre-pay optio