uxdi project 3 foursquare case study

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General Assembly UXDi Student Project by Richard McMurray 18/01/14

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This was my Third UXDi Project and this is the case study. The Project is Foursquare, Foursquare was looking to increase the level of engagement with their users and merchants by adding a mobile payment component to check-ins. They were keen to test this potential revenue stream and drive new users to the product. We were tasked with understanding where and why people check-in, and how they pay for things currently. Deliverables - Design key screens and flows using Foursquare’s current look and feel The Product was X Pay is a set of new features that allows Foursquare users to pay fast and securely for items and to engage with merchant stores through special offers and discounts. Unlike companies like Facebook this creates a more intimate experience before and during visits.

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Page 1: UXDi Project 3 Foursquare Case Study

General Assembly UXDi Student Project by Richard McMurray

18/01/14

Page 2: UXDi Project 3 Foursquare Case Study

The Project

Foursquare’s challenge was to increase the engagement between users and merchants by introducing mobile payments to the checking in process.

Page 6: UXDi Project 3 Foursquare Case Study

1. Screener Survey - A survey asking questions on users habits with apps like foursquare2. Creating Personas - Two personas were created Kate and Mike3. Prototypes - Three prototypes were created.4. Usability Testing - Two rounds of usability testing were completed

Design Process

Page 9: UXDi Project 3 Foursquare Case Study

X - Pay

X Pay allows Merchants to interact with customers before they check

in. Customers show interest in venues by clicking on a Pre Check

in button.

Page 10: UXDi Project 3 Foursquare Case Study

X - Pay

X Pay creates more rewards to customers before and after checking

to venues.

Page 11: UXDi Project 3 Foursquare Case Study

X - Pay

X Pay has a quick and simple payment process. Going through a venues menu, customers can

pick what they would like and then pay through their Apple or Paypal

accounts.

Page 12: UXDi Project 3 Foursquare Case Study

X - Pay

X Pay allows customers to tailor their privacy through their

experience by only sharing it with the venue and not others.

Page 14: UXDi Project 3 Foursquare Case Study

The How

Concept Ideation & Hypothesis Through the initial screener survey I found a number of challenges Foursquares faces. They faced four challenges:

1. How to increase engagement before users Check in to locations2. Users expect a reward when they part with their data online3. People find mobile payment inconsistent and think it is not secure 4. Peoples privacy

Page 15: UXDi Project 3 Foursquare Case Study

The How - Foursquare Site Map

Page 16: UXDi Project 3 Foursquare Case Study

The How - Persona

Two Personas were created before the scenarios were created. Kate and Mike were created.The specific tasks to investigate were:1. Organising and having a drink with friends2. Organising and going to a museum

Objectives - We used the personas to iterate the three prototypes designed.

Page 17: UXDi Project 3 Foursquare Case Study

“If I really liked it I think it may interest my friends”

Kate 27yo, Marketing assistant, LondonKate is a social butterfly. She likes to socialise with friends most evening and weekend. Her social life is connected on her mobile and she can not live without her iphone.

Hobbies:She loves cafes and restaurants but doesn't tend to spend too much money when she went out. But, she likes to share her location with friends and recommends venues she likes through Foursquare and Facebook. She likes to take pictures using Instagram. She does it because she likes to look cool and she likes to remember what she has been up to. She has spent £20.00 on a gift voucher for a friend.

Shopping behaviours:she likes sales and bargains.She would like more opportunity to use code/discount to prepay for items on her mobile. When she bought her items online she likes to be able to track her order instantly.

Brands: Local independent coffee shop eg. Flat white, Zara, ASOSMusic: Techno, Pop musicBars: Hoxton Square bar & KitchenCares about: her friends and their opinion. Also she likes to remember momentsWant: Easy, fuss-free payment transactions and track items instantlySocial media channels: Facebook, Twitter, Instagram

The How - Persona - Kate

Needs from FoursquareLocations sharing optionAbility to share recommendations on venuesQuick and easy interaction with venuesFind special offers

Pain points:No Internet connection/ Poor quality of wifiSplitting billsHaving coffee alone because she likes to catch up with friends.How we can serveAllowing her to interact with other users through comments

Page 18: UXDi Project 3 Foursquare Case Study

The How - Persona - Mike “I just don’t like people knowing where I am”

“I stick to the same app for years, they’ve been very good about consumer protection and fraud””

Mike35, male, researcher from New York

Mike keeps up to date with technology and information on his computer. He likes gadgets and buys most of his items online after careful selection of price and suitability. He feels there are many issues around security and privacy on the net so doesn’t like to share any information about himself online. He socialises with his friends via text and emails and goes to museums, cinemas and public attractions.

Brands: Apple, Wired, Macy’s, MomaCares about: security, data protection, anonymityWants: Assurance his details are safe

Needs from Foursquare:Higher privacy settingsClosed social circles

Pain points:Doesn’t like direct advertisingHates having to log in apps via Facebook

How we can serve:Make mobile payment saferAllow him to control how much information he shares and with whoMake him feel in control

Page 19: UXDi Project 3 Foursquare Case Study

The How - User Flows - Kate

Page 20: UXDi Project 3 Foursquare Case Study

The How - User Flows - Mike

Page 21: UXDi Project 3 Foursquare Case Study

The How - Design Research

Method - First Screener survey, persona and scenario generation and then prototyping with usability testing (2 rounds)

Opportunities identified - Making a different Pre Check In button, Merchant conversations, Apple and Paypal payment methods. Design decisions were made throughout the process.

Page 22: UXDi Project 3 Foursquare Case Study

Design Decisions1.Home Screen

Users can find venus by clicking the search bar (page 2)

View what friends are up to

2. Search for MoMA

Search results will show all MoMA options. Clicking on MoMA will lead to page 3

Page 23: UXDi Project 3 Foursquare Case Study

Design Decisions3. MoMA home screen

Share this with friends via email, text or foursquare (page 4)

View what friends are up to

2. Search for MoMA

Page 24: UXDi Project 3 Foursquare Case Study

Check in Payment for discounts

Added the special 2 for 1 ticket to promote visits

Added the Buy ticket option for easy in-app purchase

Page 25: UXDi Project 3 Foursquare Case Study

Design Decisions

Added payment via Itunes for easy secure mobile payment

In App e-ticket display with Qr code to avoid fraud

Page 26: UXDi Project 3 Foursquare Case Study

Design Decisions

Pre check in option to notify venue of arrival and receive special offers

Confirmation of purchase for assurance

Page 27: UXDi Project 3 Foursquare Case Study

Design Decisions

Pre check in page giving time and date indication to venue

Confirmation of reservation for assurance

Page 28: UXDi Project 3 Foursquare Case Study

Design Decisions

Create a group option in order to share and send event information to multiple people

Adding members to group chat from contact list

Page 29: UXDi Project 3 Foursquare Case Study

Design Decisions

Interactive menu which allows users to order items via the app

Order summary and payment assurance. Also notifies users on the next step of interaction with merchant.