Ethnography & Product Concepts
GUIDING THE CREATION OF DIGITAL WALLETS
Objective
As mobile payments become a day-to-day necessity for consumers, financial companies are seeking to differentiate their mobile payment solutions. Our client sought insight into the impactful features and benefits of a variety of digital wallets in order to identify key opportunities and benefits for its digital wallet offerings. In addition, we sought to learn more about how consumers make purchases both online and in store as well as how they feel about having their personal bank account details stored on their smartphones.
Methodology
We shadowed users of a variety of digital wallets in their homes and during shop-alongs across the country, observing them as they made purchases. With the addition of focus groups and consumer workshops, we sought to gain a deeper understanding of consumers and their mobile wallet experience.
Outcome
We uncovered motivations and barriers impacting participants’ willingness to sign up for and use digital wallets as well as features and functions that consumers would find appealing in future digital wallets. Our client used these insights to guide marketing strategies, inform product development and create impactful features for its new digital payment offering.