user experience: story mapping for mobile payments

Story Mapping mobile payments

ŁUKASZ SZADKOWSKI

UserExpired.com

It ensures the holistic approach to design

It influences the whole organization workflow

It’s efficient

Story Mapping

Story Mapping

http://www.innolution.com/resources/glossary/story-mapping

A technique that takes a user-centric perspective for generating a set of user stories. Each high-level user activity is decomposed into a workflow that can be further decomposed into a set of detailed tasks.

http://winnipegagilist.blogspot.com/2012/03/how-to-create-user-story-map.html

It’s not enough

Shopping scenario

https://flaticon.com

Job to be done

Job to be done

I want to do grocery shopping for a dinner

https://flaticon.com

Persona

Persona

Kevin is a 30-year old man, having office-based job. Father of 2 lovely kids: Ana (7yo) and Sven (5yo), married to Joanna, 28yo PR manager. He is usually responsible for doing groceries shopping for home.

https://flaticon.com

Steps

Steps

Awareness Discovery Browse Checkout Leave Feedback

Steps

Discovery Browse Checkout Leave

Discovery Browsing Checkout Leave

https://flaticon.com

Areas

Steps vs areas

Process

User goals

User fears

Incentives

Touch points

Channels

KPIs

Problems

Discovery Browsing Checkout Leave

Areas

Process

Areas

User Goals

Areas

User Fears

Areas

Incentives

Areas

Touch points

Areas

Channels

Areas

KPIs

Areas

Problems

Steps vs areas

Process

User goals

User fears

Incentives

Touch points

Channels

KPIs

Problems

Discovery Browsing Checkout Leave

Steps vs areas

Process

User goals

User fears

Incentives

Touch points

Channels

KPIs

Problems

Discovery Browsing Checkout Leave

https://flaticon.com

UX Metrics

http://userexpired.com/2016/04/22/what-do-you-fight-for-in-mobile-payments/

https://flaticon.com

Let’s start! (a simplified example)

Discovery

Steps vs areas

Process

User goals

Touch points

Discovery

Kevin is looking for a groceries store on his way home

I want to find a grocery store belonging to my favorite franchise

Window shopping Driving home …

Steps vs areas

Physical

Personal

Mobile

Discovery

Door and till stickers

-

Push notifications (GPS/Beacon)

Browsing

Steps vs areas

Process

User goals

Touch points

Browsing

Kevin is searching for products for a family dinner

I want to find good products at fair prices

Wandering through store alleys

Steps vs areas

Physical

Personal

Mobile

Browsing

Stickers

-

Promo list

Checkout

Steps vs areas

Process

User goals

Touch points

Checkout

Kevin is paying at the cash register

I want to pay in fast and convenient way

Standing in queue

Steps vs areas

Physical

Personal

Mobile

Checkout

Payment sticker

Welcome pack for cashiers

Loyalty card

Leave

Steps vs areas

Process

User goals

Touch points

Leave

Kevin is packing groceries and coming back home

I want to get rewarded for shopping with SEQR

Leaving the store Trip home Trip between stores

Steps vs areas

Physical

Personal

Mobile

Leave

-

-

Discounts for future shopping in the same store

Thank you

UserExpired.com

@zagaynikov