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
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
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
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
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
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• 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:
info@answerlab.com
Innovation Games
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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
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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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