Details
UX Researcher
UT Moderator
UX Research
UX Improvement
Industry:
Electronics
App
Apr. 2023 - Jul. 2023
Overview
In March 2023, a competitor launched a “Mobile Payment App” in the domestic market, raising concerns about customer attrition for our client.
Faced with the challenge of lacking a clear response strategy, we conducted research to compare and analyze the payment experiences of the competitor and our client. Our goal was to identify unique competitive advantages and generate improvement ideas for our Mobile Payment App from a user perspective.
Starting point
The questions were,
"What are the opportunities for improving our Mobile payment App?"
"What differences exist in user experience between us and our competitors?"
"What unique strengths do we have compared to competitors?"
Summary
Client: Global Top Electornics company UX insight group
Period: 4 Months
Method: UT with 120 users & FGD with 12 users
We measured quantitative metrics through task-based usability evaluations for users at each stage. In addition, we recorded users' subconscious behaviors and language through participatory observation.
And through the FGD, We conducted in-depth interviews with 12 UT participants. During the interviews, we deeply explored the user experience at each stage of the payment process, identified unique differentiators for our payment process, and uncovered ideas to enhance our competitive advantage.
Business Impact
Through research, we discovered 4 Unique Strengths, Identified 7 Areas for Improvement, and Proposed Innovative Ideas for a Differentiated Experience, to derive the new Value and UX Guidance to Establish a Strong Presence in the Mobile Payment Market.
Based on the UX Research insight, in April 2024, their application officially changed the name of its pioneering mobile payment service from "Pay" to "Wallet." This marked the beginning of its evolution into a comprehensive digital wallet service that supports various lifestyle needs beyond mobile payments.
