The entrance of Apple Pay in Australia, Singapore and China shifted the mobile payment and wallet game. When ANZ announced its plans for Apple Pay, its credit cards and deposits accounts applications increased. Most major banks and card merchants in Singapore and China are also following suit to introduce Apple Pay compatibility. In China, 3 million cards were activated on Apple Pay in the first 2 days of availability.Other than the giants of Apple Pay, Android Pay and Samsung Pay, mobile wallets with tap-and-pay technologies from the likes of Paypal, startups and even local banks are entering the market too.
However to make sure that customers adopt and sustain their usage of these mobile wallets (be it BLE or NFC), success lies on a few factors. Besides having an effective marketing campaign that communicates clearly to (potential) customers about the advantages of having a mobile wallet, the whole customer experience of using the application from creating their wallet to using it at payment terminals is very important.
Consumers are increasingly turning to their mobile when interacting with a product or service.This interaction is often their first experience with that service which can leave a lasting impression. Whether it’s in the discovery stage or purchasing online, it’s never been more important for businesses to have an effective mobile experience. Consumers don’t just want a usable mobile site, they expect it.
The rise in usage and reliance on mobile sites to deliver relevant and goal-orientated content has never been more evident than in the past few years, where we are now seeing the tipping poin t between desktop vs. mobile engagement. Despite this, I’m continually conducting research on mobile sites that are not up to the standards expected from users in the current market.
Objective Experience has reviewed eight of Australia’s mobile banking applications (namely ANZ, Citibank, CBA, HSBC, ING Direct, NAB, St.George, and Westpac) to inform the financial industry of their app’s user experience and highlight potential issues that may not have been realised.
Traditional methods of user requirements gathering such as interviews and contextual inquiry have long served us well. We, at Objective Experience, go deeper by using eye tracking technology to see through the eyes of the customer. In this white paper, we describe our methodology for eye tracking during contextual inquiry and show how it can help you get better insights from your user research.