Lead Agency: EMC Digital
Role: UX Design, Art Direction, Illustration
Apps: Illustrator, Photoshop, InDesign
BarclayCard wanted to be a leader in an emerging idea – the digital wallet. This was a brand-new product and idea at the time. It was really important to relay how this could be used to the stakeholders in a realistic way. Google was considering a digital wallet, and Barclays wanted to be the first in the European market to offer it.
Customers needed an application you could carry on your phone that would stand in place of credit cards and also allow management via their existing site. Leveraging RFID technology, we created a task-based application that allows shoppers to use their phones in ways that are still at the forefront of innovation. The process required me to think from the beginning who the target audience was, what their motivations were, and how their problems could be solved by adopting a digital wallet as part of their daily routine.
We began by creating personas to represent the typical user and brainstormed how they would use their banking cards on an average day. After investigating their personalities, we found that two major motivations were going to lead to adoption – financial control and ease of use.
Here are some examples of the persona work. Within the diffusion of innovation, both the innovators and early adopters were the target audience. We estimated their engagement based on their socio-economic and educational levels to determine how they would view the product.
We identified potential roadblocks and created strategies to get users motivated to continue through the adoption process.
Customer journeys were also used to help the stakeholders understand the value of their product in the hands of the user. It was a great launch point for ideas about partnering with merchants to create efficiencies in their sales process. Here’s an example of a scenario involving one of the personas named “Larry” and the problems he would like to solve with the application.
Using affinity mapping from the standpoint of the persona, more questions could be answered about the adoption process. We used the results to ensure that each persona would be greeted with an activity and tone that promoted trust throughout their engagement.
Ultimately, this all came down to planning an application that was easy to use and supportive throughout the process. Here are a few steps that were part of the activation process for the mobile wallet. A side note, the security for online banking in Europe is much more complicated than in the States. Multiple steps and several passwords are considered normal for tight security.
I designed scamps to be used as workflow roughs. These were later passed off for high-resolution comps to be handed to developers. Here are a few examples:
It went live in the European market and is still available.