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Innovative Research Drives PayPal's Digital Wallet

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Your Trusted User Experience Research Partner Innovative Research Drives PayPal's Digital Wallet AnswerLab DiscoveryLab™ Case Study AnswerLab
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Your Trusted User Experience Research Partner

Innovative Research Drives PayPal's Digital Wallet

AnswerLab DiscoveryLab™ Case Study

AnswerLab

Forrester Featured Case Study

Business Context

CONFIDENTIAL | Case Study 3

CONFIDENTIAL | Case Study 4

Business Context: The Mobile Payment Revolution is Here

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2009 2010 2011 2012 2013* 2014*

Worldwide mobile paymentsTransaction value in billions of dollars

Mobile payments are expected

to reach $721 billion per year by 2017, up from

$235 billion in 2013

* - Projected

Source: Gartner 2012

PayPal Seeks to Dominate the Market by Building the Right App

CONFIDENTIAL | Case Study 5

• As 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

“It’s like the gold rush of the dot-com era,

only bigger and smarter.” - VP of platform,

mobile and new ventures for PayPal

• PayPal 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:

1. Evaluate digital wallet concept

2. Understand consumers’ mental models while shopping

3. Gather insights into pain points & delights associated with in-store shopping

CONFIDENTIAL | Case Study 6

Foundational Research to Understand End-to-End Shopping

Experience, Uncover Un-met Needs

CONFIDENTIAL | Case Study 7

AnswerLab Research Solution

Solution: DiscoveryLab™, Refining Concepts with User Ideation

CONFIDENTIAL | Case Study 8

What 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

interviews

• Increase adoption by developing

compelling product positioning

• Improve 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

CONFIDENTIAL | PROJECT # [INPUT NUMBER HERE] 9

Research Design for Multi-Round Exploratory Research

SF Bay Area, USA12 Mock Retail Store ‘Shop-alongs’

London, UK2 Innovation Games Groups

Berlin, Germany2 Innovation Games Groups

Paris, France2 Innovation Games Groups

AnswerLab transformed PayPal’s usability lab into a mock retail environment to

conduct mobile “shop-alongs” using a prototype payment application

– Objective: Discover consumers’ mental models and behaviors using their mobile devices while

shopping

– Approach: Participants completed a series of shopping scenarios using a prototype payment

application

CONFIDENTIAL | Case Study 10

Round 1: Testing a Payment App That Can’t Leave the Lab

Stakeholders view streaming video of research tasks in a room equipped with

white boards to discuss and share what they see

AnswerLab 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 experience

– Approach: 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 strategies

CONFIDENTIAL | Case Study 11

Round 2: Understanding the Current Shopping Experience

AnswerLab led a series of innovation games groups involving creating the ideal

human shopping assistant

– Objective: Identify new factors, beyond just payments, for improving the shopping experience

– Approach: 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 Study 12

Round 3 – Creating an Improved Shopping Experience

CONFIDENTIAL | Case Study 13

Research Findings

Improving the Shopping Experience Extends Beyond Ease of Payment

CONFIDENTIAL | Case Study 14

• Users wanted help

organizing all of their

shopping related items

• They wanted their

wallets to remind them

about:

– Loyalty cards

– Coupons

• Users want help with:

– Sticking to diets

– Finding recipes for

their purchases

Social Pressures Shape Acceptable Purchase Flow

CONFIDENTIAL | Case Study 15

Social pressures matter; users

were concerned about:

– perceptions of line

cutting when using

pre-pay options

– whether their tip would

be clear to their server

when using mobile

pre-payment

CONFIDENTIAL | Case Study 16

Impact

Impact: Research-Driven Decisions

CONFIDENTIAL | Case Study 17

• Set short & long term multi-channel

experience strategy

• Team better understood how interaction points

beyond the mobile device impacted users

• Product managers were able to write more holistic

requirements

• Executives who observed research sessions

understood the importance of the user

experience for a new product

– Team secured additional research budget

• Designed experiences to fit mobile “modes”

– Incorporated coupon reminders

– Location-based information

CONFIDENTIAL | Case Study 18

Impact: PayPal Takes Early Market Lead by Addressing User Needs

• First to market in Europe with PayPal InStore mobile app in the UK

• Launched digital wallet app in the US in early 2012

Learn More

19

• Playing to Win – An

Innovation Games Case

Study, Quirk’s Marketing

Research

Your Trusted User Experience Research Partner

Thank You.For follow-up questions about AnswerLab user experience

research services, contact:

[email protected]

APPENDIX

Innovation Games

22

Innovation Games are an open-ended, primary research process for

unlocking people’s creative confidence through game play in order to

generate ideas about a product or concept.

Innovation Game Idea Examples

23

Business Objectives Innovation Game Example

Identify Current Pain Points and

Wants / Needs

Product / Feature Prioritization

Speed Boat

Gives participants a way to voice their frustrations about a

product/service (without being influenced by a group mentality or a single

dominant person) and identify the best opportunities to improve the

product/service.

Remember the Future

This innovation game gets participants thinking beyond the

present-day product and technology landscape and inventing truly

novel product/service solutions

Buy a Feature

Participants buy and negotiate features given limited resources of

play money to reveal their true valuation of product features.

Product / Feature / Experience

Generation


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