foursquare mobile payments - general assembly ux di course, summer 2014
DESCRIPTION
Adding mobile payments to the existing app to drive users engagement - Group project/ 3 weeks duration. The challenge of this project was to understand the problems we could solve for them when paying in physical locations, and subsequently do design a solution for them. By running surveys and interviews, we figured out that most of Foursquare users had the problem of paying for a minimum amount with cards in coffee shops, and wanted to pay by a barcode or similar solution. They wanted to interact with the barista, and they wanted the gesture to still feel like a transaction. We also tested incentives to understand what could led users to be the early adopters of the solution, and it turned out that they wanted something as surprising as a flash sales, not loyalty schemes or games. We then moved to creating a clickable prototype to integrate both payment and incentives into the look and feel of the Foursquare app, and tested it with more users.TRANSCRIPT
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Team Forza:!Marta Fioni Paul Huston Ross Robinson
4 July 2014UXDi Project 3
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1. Background 2. Research 3. User Testing 4. Scenario 5. Next Steps
Presentation Overview
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1. Background
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Increase the level of engagement with Foursquare’s users and merchants by adding a mobile payment component
The Brief
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Competitive Landscape
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Our solution
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2. Research
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1. Surveys & interviews
2. Personas
3. MoSCoW Analysis - what our product must have
Research process
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1. Survey Key FindingsBased on 76 survey responses
1. Only 13% of users use Foursquare everyday!
2. 80% of people are frustrated by minimum card payments at coffee shops
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25 | Junior Management Consultant
“I don’t see the point of check-ins - I don’t get any value from them”
2. Personas
Olivia
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2. Personas
!
‘I’m always looking for the best deal’
34 | Editorial DirectorSeb
!
‘I want to be an insider in every !city I travel to’
31 | Film ProducerNicole
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3. MoSCoW Analysis
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3. User Testing
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User Testing LocationsWorkshop Coffee Co. Clerkenwell !!Prufrock Coffee !Farringdon!!Look Mum No Hands Shoreditch!!Shoreditch Grind !Shoreditch!!Notes Cafe !Soho!!
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User Testing
1. Payment !
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Payment Option A - Mobile Credit
Why?!No need for !payment screens !in app
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Did it work?!No!!
“Too creepy & personal”
Payment Option A- Mobile
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Why?!Reduce user error
Payment Option B - Code
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Did it work?!No!!
“Not intuitive enough”
Payment Option B - Code
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Why?!Reduces time, don’t need to interact with barista
Payment Option C - Menu select
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Did it work?!No!!
“I want to interact with the barista!”
Payment Option C - Menu select
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What do users really want?!- Normal!- Intuitive!- Human interaction!!
Payment Learnings
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Payment Iterations
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User Testing
2. Engagement
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Why?!Common practice
Engagement Option A - Loyalty Card
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Did it work?!No!!
“I use Foursquare for discovery, not loyalty”
Engagement Option A - Loyalty Card
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Why?!Provide discovery, gamification and curation - all in one
Engagement Option B - Seasonal Discovery Game
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Did it work?!No!!
“I want surprise, don’t plan out my year”
Engagement Option B - Seasonal Discovery Game
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What do users really want?!Surprise privileges!!
Engagement Learnings
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Engagement Iterations
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4. Scenario
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5. Next Steps
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User Adoption !Encourage users to invite friends!!
Business Adoption!Fast payment at the till!!
Next Steps