PayPal asked us:
How can we develop a user-centered roadmap for our mobile shopping app?
We answered:
AnswerLab helped PayPal understand the end-to-end in-store shopping experience, both domestically and in Europe, to drive new product innovation in mobile and online payments ultimately creating a “digital wallet.” Specifically, executives, product managers, and marketers sought to:
- Understand consumers’ mental models while shopping
- Evaluate the concept of a digital wallet to understand users’ expectations and impressions
- Get insights into pain points and delights associated with in-store shopping to identify potential app features
To get a deep understanding of consumers’ challenges with in-store payments and potential digital solutions, AnswerLab recommended research relying on innovation games and ethnography techniques.
This study included:
- Simulating a coffee shop experience in a usability lab to discover consumers’ mental models and behaviors in various shopping scenarios
- Asking participants to keep a diary of shopping trips and events and the contents of their wallets to understand pain points in their existing end-to-end shopping experience
- Ideation groups with innovation games to encourage participants to focus on the shopping journey and pain points rather than specific technology solutions and features
- Joining participants on shopping trips to observe their challenges first-hand
Outcome:
AnswerLab research drove the digital wallet product requirements and development. We helped business stakeholders understand how consumers perceive their existing wallets, see what other issues consumers consider in their end-to-end shopping experiences (such as shopping lists, loyalty cards, etc.), and evaluate which communication touch points should be included in the service.
