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Mobile wallet user experience

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Sushmita Dutt
Sushmita Dutt

The document discusses mobile wallets, which are electronic accounts held on mobile phones that can store and transfer currency value. It describes the mobile wallet ecosystem, which includes services that enable and support mobile wallets. This ecosystem includes issuing banks, payment networks, acquiring banks, hardware providers, software providers, mobile carriers, merchants and point of sale providers. The document outlines the different types of users in the mobile wallet system, including buyers and sellers, and discusses several examples of existing mobile wallets like Google Wallet, PayPal, Square Wallet, Level Up and ISIS. It also covers how mobile wallets make money and highlights user concerns about security and complexity.

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User Experience – Mobile Wallet Ecosystem www.novel-ebiz.com Strategic Global User Experience Architecture and Design Series
An electronic account dominated in a currency, held on a mobile phone that can be used to store, and transfer value. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 2© Mobile Wallet Definition User Experience – Mobile Wallet Ecosystem An electronic account dominated in a currency, held on a mobile phone that can be used to store, and transfer value.
An electronic account dominated in a currency, held on a mobile phone that can be used to store, and transfer value. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 3© Mobile Wallet Ecosystem includes all services and infrastructure that enable and support mobile wallets and their use Mobile Wallet Ecosystem User Experience – Mobile Wallet Ecosystem
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 4© Mobile Wallet Ecosystem User Experience – Mobile Wallet Ecosystem Issuing Bank Payment Networks Acquiring Bank Hardware Providers Software Providers Mobile Carriers MerchantsPoint Of Sale Providers Financial Ecosystem Mobile Ecosystem Retail Ecosystem Buyers Sellers A Concept Diagram
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 5© Mobile Wallet User Groups User Experience – Mobile Wallet Ecosystem Participating in Mobile Wallet transaction processes with identifiable, user needs, Mobile Wallet User Flow includes two distinctly different user groups: – Buyers (End-users/Customers) – Sellers (Merchants/Retailers) Buyers Sellers Two distinctly different User Groups
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 6© Mobile Wallet Controllers User Experience – Mobile Wallet Ecosystem Mobile Wallet User Flow between buyers and sellers includes third- party controllers of The financial ecosystem : Issuing Bank, Payment Networks, Acquiring Bank Buyers Sellers Institutions that control User Flow
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 7© Mobile Wallet Controllers User Experience – Mobile Wallet Ecosystem - Mobile Wallet Connections - Distribution channels - User enrollment and acquisition - Content driving user flow - Value propositions from channels - Ease of use - Data flow Buyers Sellers Other variables that control User Flow
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 8© Mobile Wallet User Activation User Experience – Mobile Wallet Ecosystem Buyers Sellers 1. Create Digital Wallet with a provider: MasterCard, Visa, Google etc. 2. Activate Mobile Wallet on mobile device by downloading the provider's corresponding application 3. Start using mobile device to make payments at any store with near-field communication (NFC) reader at checkout User Flow – Steps to mobile wallet activation
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 9© User Experience – Mobile Wallet Ecosystem Buyers Sellers Mobile Wallet Service Providers Service providers offer : -Customer relationship management -Persuasion profiling acquisition -Advertisements -Online stores -Couponing -Customer retention programs Mobile Wallet Service Providers standard list of offerings
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 10© User Experience – Mobile Wallet Ecosystem Buyers Sellers Merchants and retailers offer: -Attractive content for buyers - Active mobile payments receiving units - Continual involvement in delivering updated content - Participation in user experience Mobile Wallet Merchants Mobile Wallet Merchant’s standard list of offerings
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 11© User Experience – Mobile Wallet Ecosystem Buyers Sellers From Bank offered Mobile Wallets to a variety Mobile Wallets from various organizations offer an open system approach within which multiple merchants and retailers can participate with lucrative value propositions to buyers… Mobile Wallet Types
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 12© Mobile Wallet: Google User Experience – Mobile Wallet Ecosystem Buyers Sellers Google Wallet: In-store and Online Shopping - Uses NFC technology - Prohibits sharing user’s credit card information with merchants - Partner with Bancorp to issue Google virtual prepaid card to make payments - Bancorp assures user safety and security
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 13© User Experience – Mobile Wallet Ecosystem Buyers Sellers Mobile Wallet: Google User looks for these symbols at checkout User uses phone to send payment Google Wallet:
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 14© Mobile Wallet: PayPal User Experience – Mobile Wallet Ecosystem Buyers Sellers PayPal: - User activates PayPal account for in-store shopping - User enters mobile phone number at checkout to pay for merchandise - PayPal recognizes user and pays for the purchase. User pays PayPal
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 15© Mobile Wallet: PayPal User Experience – Mobile Wallet Ecosystem Buyers Sellers PayPal process flow between Buyers and Sellers: User views Product list Checks outAdds to Cart PayPal says “Thank You” PayPal rejects transaction PayPal A: Successful Transaction B: Failed Transaction B
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 16© Mobile Wallet: Square Wallet User Experience – Mobile Wallet Ecosystem Buyers Sellers Square Wallet : - A mobile application that enables payment over a WiFi network - When user gets within 100 meters of a participating merchant, user’s photo appears on the merchant's register, user can then pay by simply identifying name
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 17© Mobile Wallet: The Level Up User Experience – Mobile Wallet Ecosystem Buyers Sellers The Level Up : -A mobile wallet application - For non-NFC devices -The application uses quick response (QR) codes to make in-store payment
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 18© Mobile Wallet: ISIS User Experience – Mobile Wallet Ecosystem Buyers Sellers
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 19© User Experience – Mobile Wallet Ecosystem Buyers Sellers ISIS: This Mobile Wallet holds virtual versions of most things existing in user’s physical wallet – -Credit card -Debit Card -Loyalty card -Special offers and savings from merchants Mobile Wallet: ISIS
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 20© Mobile Wallet: User driven income User Experience – Mobile Wallet Ecosystem Buyers Sellers Level Up charges 35 cents for every dollar of credit used by customers via Level Up promotions like: -Customer Acquisition Campaign: Customers are driven to a business with an incentive and for having delivered the new customer Level Up charges a fee -Loyalty Campaign: Customers are offered rewards for return visit to the store, Level Up makes a percentage of the income generated by the business owner How do Mobile Wallets make money?
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 21© User Experience – Mobile Wallet Ecosystem Buyers Sellers - Multiple payment mechanisms and selection of payment type by merchant category - Notifications posted on discounts, incentives and special offers - That a mobile wallet may obviate the need to carry physical wallets Mobile Wallet: User Likes Likes: Source: Research, conducted by Technology Strategies International and Hotspex for The Mobile Wallet in Canada
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 22© User Experience – Mobile Wallet Ecosystem Buyers Sellers -Mobile wallet at the point-of-sale — some see it as more time consuming -Complexity of managing multiple payment instruments and many vendors in the wallet -- Threat of being without a payment option available if phone loses power and connectivity Mobile Wallet: User Concerns Concerns: Source: Research, conducted by Technology Strategies International and Hotspex for The Mobile Wallet in Canada
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 23© User Experience – Mobile Wallet Ecosystem Buyers Sellers Mobile Wallet: User Concerns Major Concern: Security User perceives potential for the mobile wallet to be a source of spam from m- commerce partners and participating mobile merchants Concerns: Source: Research, conducted by Technology Strategies International and Hotspex for The Mobile Wallet in Canada
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 24© User Experience – Mobile Wallet Ecosystem Mobile Wallet: A part of M-Commerce ArchitectureAuthor: Sushmita Dutt Consultant , User Experience and Information Architecture for Web, Mobile and Hybrid Technology Platforms sushmitadutt@novel-ebiz.com Within predicted growth of M-Commerce, Mobile Wallet has definite commercial potential involving a variety of financial institutions, merchants, retailers and network providers. The challenge lies in delivering best user experience with assured security.

More Related Content

Mobile wallet user experience

  • 1. User Experience – Mobile Wallet Ecosystem www.novel-ebiz.com Strategic Global User Experience Architecture and Design Series
  • 2. An electronic account dominated in a currency, held on a mobile phone that can be used to store, and transfer value. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 2© Mobile Wallet Definition User Experience – Mobile Wallet Ecosystem An electronic account dominated in a currency, held on a mobile phone that can be used to store, and transfer value.
  • 3. An electronic account dominated in a currency, held on a mobile phone that can be used to store, and transfer value. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 3© Mobile Wallet Ecosystem includes all services and infrastructure that enable and support mobile wallets and their use Mobile Wallet Ecosystem User Experience – Mobile Wallet Ecosystem
  • 4. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 4© Mobile Wallet Ecosystem User Experience – Mobile Wallet Ecosystem Issuing Bank Payment Networks Acquiring Bank Hardware Providers Software Providers Mobile Carriers MerchantsPoint Of Sale Providers Financial Ecosystem Mobile Ecosystem Retail Ecosystem Buyers Sellers A Concept Diagram
  • 5. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 5© Mobile Wallet User Groups User Experience – Mobile Wallet Ecosystem Participating in Mobile Wallet transaction processes with identifiable, user needs, Mobile Wallet User Flow includes two distinctly different user groups: – Buyers (End-users/Customers) – Sellers (Merchants/Retailers) Buyers Sellers Two distinctly different User Groups
  • 6. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 6© Mobile Wallet Controllers User Experience – Mobile Wallet Ecosystem Mobile Wallet User Flow between buyers and sellers includes third- party controllers of The financial ecosystem : Issuing Bank, Payment Networks, Acquiring Bank Buyers Sellers Institutions that control User Flow
  • 7. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 7© Mobile Wallet Controllers User Experience – Mobile Wallet Ecosystem - Mobile Wallet Connections - Distribution channels - User enrollment and acquisition - Content driving user flow - Value propositions from channels - Ease of use - Data flow Buyers Sellers Other variables that control User Flow
  • 8. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 8© Mobile Wallet User Activation User Experience – Mobile Wallet Ecosystem Buyers Sellers 1. Create Digital Wallet with a provider: MasterCard, Visa, Google etc. 2. Activate Mobile Wallet on mobile device by downloading the provider's corresponding application 3. Start using mobile device to make payments at any store with near-field communication (NFC) reader at checkout User Flow – Steps to mobile wallet activation
  • 9. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 9© User Experience – Mobile Wallet Ecosystem Buyers Sellers Mobile Wallet Service Providers Service providers offer : -Customer relationship management -Persuasion profiling acquisition -Advertisements -Online stores -Couponing -Customer retention programs Mobile Wallet Service Providers standard list of offerings
  • 10. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 10© User Experience – Mobile Wallet Ecosystem Buyers Sellers Merchants and retailers offer: -Attractive content for buyers - Active mobile payments receiving units - Continual involvement in delivering updated content - Participation in user experience Mobile Wallet Merchants Mobile Wallet Merchant’s standard list of offerings
  • 11. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 11© User Experience – Mobile Wallet Ecosystem Buyers Sellers From Bank offered Mobile Wallets to a variety Mobile Wallets from various organizations offer an open system approach within which multiple merchants and retailers can participate with lucrative value propositions to buyers… Mobile Wallet Types
  • 12. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 12© Mobile Wallet: Google User Experience – Mobile Wallet Ecosystem Buyers Sellers Google Wallet: In-store and Online Shopping - Uses NFC technology - Prohibits sharing user’s credit card information with merchants - Partner with Bancorp to issue Google virtual prepaid card to make payments - Bancorp assures user safety and security
  • 13. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 13© User Experience – Mobile Wallet Ecosystem Buyers Sellers Mobile Wallet: Google User looks for these symbols at checkout User uses phone to send payment Google Wallet:
  • 14. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 14© Mobile Wallet: PayPal User Experience – Mobile Wallet Ecosystem Buyers Sellers PayPal: - User activates PayPal account for in-store shopping - User enters mobile phone number at checkout to pay for merchandise - PayPal recognizes user and pays for the purchase. User pays PayPal
  • 15. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 15© Mobile Wallet: PayPal User Experience – Mobile Wallet Ecosystem Buyers Sellers PayPal process flow between Buyers and Sellers: User views Product list Checks outAdds to Cart PayPal says “Thank You” PayPal rejects transaction PayPal A: Successful Transaction B: Failed Transaction B
  • 16. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 16© Mobile Wallet: Square Wallet User Experience – Mobile Wallet Ecosystem Buyers Sellers Square Wallet : - A mobile application that enables payment over a WiFi network - When user gets within 100 meters of a participating merchant, user’s photo appears on the merchant's register, user can then pay by simply identifying name
  • 17. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 17© Mobile Wallet: The Level Up User Experience – Mobile Wallet Ecosystem Buyers Sellers The Level Up : -A mobile wallet application - For non-NFC devices -The application uses quick response (QR) codes to make in-store payment
  • 18. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 18© Mobile Wallet: ISIS User Experience – Mobile Wallet Ecosystem Buyers Sellers
  • 19. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 19© User Experience – Mobile Wallet Ecosystem Buyers Sellers ISIS: This Mobile Wallet holds virtual versions of most things existing in user’s physical wallet – -Credit card -Debit Card -Loyalty card -Special offers and savings from merchants Mobile Wallet: ISIS
  • 20. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 20© Mobile Wallet: User driven income User Experience – Mobile Wallet Ecosystem Buyers Sellers Level Up charges 35 cents for every dollar of credit used by customers via Level Up promotions like: -Customer Acquisition Campaign: Customers are driven to a business with an incentive and for having delivered the new customer Level Up charges a fee -Loyalty Campaign: Customers are offered rewards for return visit to the store, Level Up makes a percentage of the income generated by the business owner How do Mobile Wallets make money?
  • 21. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 21© User Experience – Mobile Wallet Ecosystem Buyers Sellers - Multiple payment mechanisms and selection of payment type by merchant category - Notifications posted on discounts, incentives and special offers - That a mobile wallet may obviate the need to carry physical wallets Mobile Wallet: User Likes Likes: Source: Research, conducted by Technology Strategies International and Hotspex for The Mobile Wallet in Canada
  • 22. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 22© User Experience – Mobile Wallet Ecosystem Buyers Sellers -Mobile wallet at the point-of-sale — some see it as more time consuming -Complexity of managing multiple payment instruments and many vendors in the wallet -- Threat of being without a payment option available if phone loses power and connectivity Mobile Wallet: User Concerns Concerns: Source: Research, conducted by Technology Strategies International and Hotspex for The Mobile Wallet in Canada
  • 23. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 23© User Experience – Mobile Wallet Ecosystem Buyers Sellers Mobile Wallet: User Concerns Major Concern: Security User perceives potential for the mobile wallet to be a source of spam from m- commerce partners and participating mobile merchants Concerns: Source: Research, conducted by Technology Strategies International and Hotspex for The Mobile Wallet in Canada
  • 24. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 24© User Experience – Mobile Wallet Ecosystem Mobile Wallet: A part of M-Commerce ArchitectureAuthor: Sushmita Dutt Consultant , User Experience and Information Architecture for Web, Mobile and Hybrid Technology Platforms sushmitadutt@novel-ebiz.com Within predicted growth of M-Commerce, Mobile Wallet has definite commercial potential involving a variety of financial institutions, merchants, retailers and network providers. The challenge lies in delivering best user experience with assured security.