Our client's mobile payment and digital wallet service are used by over 150 million users worldwide, holding more than 80% market share in South Korea.
Company
Top-tier global electronics company
Timeline
2023
—
2023
Role
Researcher, UT Moderator
Project overview
In March 2023, Apple Pay’s launch in Korea raised internal concerns about potential user churn. Our team conducted a comparative end-to-end usability study between Samsung Pay and Apple Pay to re-evaluate usability gaps, emotional responses, and opportunities for differentiation. Through multi-device research including mobile, PC, and offline environments, we comprehensively analyzed user perceptions of speed, feedback, and consistency, identifying the key principles that define a seamless and reassuring payment experience.
Challenges
Designing and conducting usability testing for a payment system that spans mobile, PC, and offline terminals posed a unique challenge. Unlike typical digital environment, we had to replicate real-world retail payment environments, coordinate with multiple retail staffs, and ensure data reliability during live sessions.
Capturing users’ micro-behaviors such as hesitation during fingerprint authentication or device confusion required meticulous on-site recording and contextual analysis. Despite its complexity, observing real user interactions in authentic payment contexts led to the most valuable insights of the study.
Reflection
This project reinforced how trust, feedback, and human behavior shape digital payment experiences. It proved that good design is not only about efficiency but about creating confidence and calm in moments of uncertainty.
Our client's mobile payment and digital wallet service are used by over 150 million users worldwide, holding more than 80% market share in South Korea.
Company
Top-tier global electronics company
Timeline
2023
—
2023
Role
Researcher, UT Moderator
Project overview
In March 2023, Apple Pay’s launch in Korea raised internal concerns about potential user churn. Our team conducted a comparative end-to-end usability study between Samsung Pay and Apple Pay to re-evaluate usability gaps, emotional responses, and opportunities for differentiation. Through multi-device research including mobile, PC, and offline environments, we comprehensively analyzed user perceptions of speed, feedback, and consistency, identifying the key principles that define a seamless and reassuring payment experience.
Challenges
Designing and conducting usability testing for a payment system that spans mobile, PC, and offline terminals posed a unique challenge. Unlike typical digital environment, we had to replicate real-world retail payment environments, coordinate with multiple retail staffs, and ensure data reliability during live sessions.
Capturing users’ micro-behaviors such as hesitation during fingerprint authentication or device confusion required meticulous on-site recording and contextual analysis. Despite its complexity, observing real user interactions in authentic payment contexts led to the most valuable insights of the study.
Reflection
This project reinforced how trust, feedback, and human behavior shape digital payment experiences. It proved that good design is not only about efficiency but about creating confidence and calm in moments of uncertainty.