General Assembly UXDi Student Project by Richard McMurray
18/01/14
The Project
Foursquare’s challenge was to increase the engagement between users and merchants by introducing mobile payments to the checking in process.
The Problem
Foursquare has over 45 Million users around the world. however it is facing a battle for attention through other apps in the market. Such as Yelp, Facebook, Groupon, Square and many others. Their main proposition is “Checking in” and recommendations into venues and locations.
Social
Mobile Payment
The Problem
There is little social interaction between merchants and customers during the Foursquare experience. The only interactions that happen are after Check In via retweets of the customers post.
Check In & Recommendations
Research of Places
Customers Merchants
Deliverables
● Sketches & Proof of Ideation Process
● Proof of design Ideation
● Personas● Key Screens &
wireframes/mock ups
1. Project Case Study Presentation
3. Interactive Prototype
2. Design Specification
Document
● User flows● Site Map
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
X - Pay - Feature “X Pay is a set of social features for Foursquare that creates conversations with
users and merchants to pay via mobile. By letting users have more privacy, more rewards and quick easy payments through Apple or Paypal.”
X - Pay - Key Screens
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.
X - Pay
X Pay creates more rewards to customers before and after checking
to venues.
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.
X - Pay
X Pay allows customers to tailor their privacy through their
experience by only sharing it with the venue and not others.
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
The How - Foursquare Site Map
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.
“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
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
The How - User Flows - Kate
The How - User Flows - Mike
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.
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
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
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
Design Decisions
Added payment via Itunes for easy secure mobile payment
In App e-ticket display with Qr code to avoid fraud
Design Decisions
Pre check in option to notify venue of arrival and receive special offers
Confirmation of purchase for assurance
Design Decisions
Pre check in page giving time and date indication to venue
Confirmation of reservation for assurance
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
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.