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
Team Forza:!Marta Fioni Paul Huston Ross Robinson
4 July 2014UXDi Project 3
1. Background 2. Research 3. User Testing 4. Scenario 5. Next Steps
Presentation Overview
1. Background
Increase the level of engagement with Foursquare’s users and merchants by adding a mobile payment component
The Brief
Competitive Landscape
Our solution
2. Research
1. Surveys & interviews
2. Personas
3. MoSCoW Analysis - what our product must have
Research process
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
25 | Junior Management Consultant
“I don’t see the point of check-ins - I don’t get any value from them”
2. Personas
Olivia
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
3. MoSCoW Analysis
3. User Testing
User Testing LocationsWorkshop Coffee Co. Clerkenwell !!Prufrock Coffee !Farringdon!!Look Mum No Hands Shoreditch!!Shoreditch Grind !Shoreditch!!Notes Cafe !Soho!!
User Testing
1. Payment !
Payment Option A - Mobile Credit
Why?!No need for !payment screens !in app
Did it work?!No!!
“Too creepy & personal”
Payment Option A- Mobile
Why?!Reduce user error
Payment Option B - Code
Did it work?!No!!
“Not intuitive enough”
Payment Option B - Code
Why?!Reduces time, don’t need to interact with barista
Payment Option C - Menu select
Did it work?!No!!
“I want to interact with the barista!”
Payment Option C - Menu select
What do users really want?!- Normal!- Intuitive!- Human interaction!!
Payment Learnings
Payment Iterations
User Testing
2. Engagement
Why?!Common practice
Engagement Option A - Loyalty Card
Did it work?!No!!
“I use Foursquare for discovery, not loyalty”
Engagement Option A - Loyalty Card
Why?!Provide discovery, gamification and curation - all in one
Engagement Option B - Seasonal Discovery Game
Did it work?!No!!
“I want surprise, don’t plan out my year”
Engagement Option B - Seasonal Discovery Game
What do users really want?!Surprise privileges!!
Engagement Learnings
Engagement Iterations
4. Scenario
5. Next Steps
User Adoption !Encourage users to invite friends!!
Business Adoption!Fast payment at the till!!
Next Steps