Define
Affinity Mapping
Habits
Insights
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Current digital payment apps don’t provide a way to scan reward cards
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Need the incentive to use the app in-store over the traditional method
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Provide in-app reminders to use and collect additional points
Findings
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Habits are personal
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People don’t like change​
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Fear of device not working for payment while in store
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Users over age 35 are less likely to pay with the app in the store​
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Most digital/Online transactions are made on a mobile device (desktop are rarely used)
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65% of users would like the following features:
- A way to select security settings
- A way to connect my bank account -
55% of users would like the following features:
- Recent transactions at a glance
- Search transactions -
43% of users would like the following feature:
- Set up recurring transactions -
95% of participants conduct some form of digital transactions
Motivation & Convenience
Insights
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Provide a form of notification and communications between multiple same account users
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Provide a form of communication between transactional contacts
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Ability to connect bank accounts for bill payments & other transactions
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Make the app intuitive to launch and use (easy and familiar as pulling out a card from a wallet)
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Provide a way to set up a default payment source for online transactions
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Provide a way to load & scan reward cards
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Provide a way to track transactions
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Ability to add multiple account users
Findings
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Loading reward cards in the app is important for users over the age of 35
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Different age groups want different features
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Users want a quick account set up
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Streamlined features geared towards transactions with family and friends
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Multiple users within a family or business may want to share the same account
Security
Insights
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Provide different onboarding messages for users over
45 to address security/data concerns -
Provide the user with an option for secondary authentication (biometric method, face, finger, other?)
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Provide users with the option to set up transaction notifications
Findings
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Fine balance between convenience and security
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Users under 45 are not worried about personal data or app security
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Users feel secure when using biometric authentication
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Users trust big companies
Meet The Vault Personas
Robert
AGE: 50
STATUS: Married with kids
RESIDENCE: Oakville
Ontario, Canada
EDUCATION: MBA, Finance
OCCUPATION: CFO
Feels/Thinks:
I have been using PayPal for Online purchases for a while and trust it. I don’t use any payment app in the store, I have seen people use their phones to pay but don’t see any benefit to it and its just as easy to take my card out of my wallet. Maybe it's just habit.
Motivations:
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Monitor my family spending in real time
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Collect all my rewards point in the app
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Save time and money
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Pay bills
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Has to be easy to set up
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Convenience of not looking for individual reward and payment card
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Track family spending
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Connect banking features
User Stories:
As a family of five my wife and I make a lot of purchases throughout the week. Sometimes I stop at a store to pick up an item we need at home only to find out later my wife already got it. If there was a way I could know this it would save me time and money. I would pay to use an app that could save me time and money.
Clair
AGE: 32
STATUS: Single
RESIDENCE: Scarborough
Ontario, Canada
EDUCATION: Trade School
OCCUPATION: Hair Dresser
Motivations:
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Must be seamless payment experience
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Collect rewards point in the app
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Run a tab with the app in a restaurant to entertain groups
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Would change app for features I get excited about
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Send money to friends
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Set up subscription payments
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Connect other apps to my wallet for more features
User Stories:
As a small business owner, I make many Online purchases but don’t use my phone in stores. I just don’t feel it's any more convenient than using a payment card. Plus I don’t think I can collect points on my app. I also travel for work and pleasure, would be nice to save bookings and tickets in the same app.
Feels/Thinks:
I use my phone for all Online purchases, I have PayPal, Gpay and Samsung pay setup. I use whichever app comes up first when I make a payment. I would use a new app if it were seamless to set up and I could collect points through the app.
Opportunity Statement
Consumers over the age of 30 are hesitant to use a payment app in the store. They believe there is no significant benefit in using an app over their traditional in-store payment methods, particularly when they also want to collect reward points during the purchase. We will know the Vault app is meeting the needs of users and filling the problem gap when we see a rise for in-store purchases with the Vault app.
