Processes involved in Mobile Commerce and User Experience

1. User
Experience –
Mobile Wallet
Ecosystem
www.novel-ebiz.com
Strategic Global User Experience Architecture and Design Series

2. An electronic account
dominated in a currency,
held on a mobile phone that
can be used to store, and
transfer value.
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 2©
Mobile Wallet Definition
User Experience –
Mobile Wallet
Ecosystem
An electronic account
dominated in a currency,
held on a mobile phone that
can be used to store, and
transfer value.

3. An electronic account
dominated in a currency,
held on a mobile phone that
can be used to store, and
transfer value.
Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 3©
Mobile Wallet Ecosystem
includes all services and
infrastructure that enable
and support mobile wallets
and their use
Mobile Wallet Ecosystem
User Experience –
Mobile Wallet
Ecosystem

4. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 4©
Mobile Wallet Ecosystem
User Experience –
Mobile Wallet
Ecosystem
Issuing Bank
Payment
Networks Acquiring Bank
Hardware
Providers
Software
Providers
Mobile
Carriers
MerchantsPoint Of Sale Providers
Financial Ecosystem
Mobile Ecosystem
Retail Ecosystem
Buyers
Sellers
A Concept Diagram

5. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 5©
Mobile Wallet User Groups
User Experience –
Mobile Wallet
Ecosystem
Participating in Mobile Wallet
transaction processes with
identifiable, user needs, Mobile
Wallet User Flow includes two
distinctly different user groups:
– Buyers (End-users/Customers)
– Sellers (Merchants/Retailers)
Buyers
Sellers
Two distinctly different User Groups

6. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 6©
Mobile Wallet Controllers
User Experience –
Mobile Wallet
Ecosystem
Mobile Wallet User Flow between
buyers and sellers includes third-
party controllers of The financial
ecosystem : Issuing Bank, Payment
Networks, Acquiring Bank
Buyers
Sellers
Institutions that control User Flow

7. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 7©
Mobile Wallet Controllers
User Experience –
Mobile Wallet
Ecosystem
- Mobile Wallet Connections
- Distribution channels
- User enrollment and acquisition
- Content driving user flow
- Value propositions from channels
- Ease of use
- Data flow
Buyers
Sellers
Other variables that control User Flow

8. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 8©
Mobile Wallet User Activation
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
1. Create Digital Wallet with a provider:
MasterCard, Visa, Google etc.
2. Activate Mobile Wallet on mobile
device by downloading the provider's
corresponding application
3. Start using mobile device to make
payments at any store with near-field
communication (NFC) reader at checkout
User Flow – Steps to mobile wallet activation

9. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 9©
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
Mobile Wallet Service Providers
Service providers offer :
-Customer relationship management
-Persuasion profiling acquisition
-Advertisements
-Online stores
-Couponing
-Customer retention programs
Mobile Wallet Service Providers standard list of offerings

10. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 10©
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
Merchants and retailers offer:
-Attractive content for buyers
- Active mobile payments receiving units
- Continual involvement in delivering
updated content
- Participation in user experience
Mobile Wallet Merchants
Mobile Wallet Merchant’s standard list of offerings

11. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 11©
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
From Bank offered Mobile Wallets to
a variety Mobile Wallets from various
organizations offer an open system
approach within which multiple
merchants and retailers can participate
with lucrative value propositions to
buyers…
Mobile Wallet Types

12. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 12©
Mobile Wallet: Google
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
Google Wallet: In-store and Online Shopping
- Uses NFC technology
- Prohibits sharing user’s credit card
information with merchants
- Partner with Bancorp to issue Google
virtual prepaid card to make payments
- Bancorp assures user safety and security

13. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 13©
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
Mobile Wallet: Google
User looks for
these symbols at
checkout
User uses phone
to send payment
Google Wallet:

14. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 14©
Mobile Wallet: PayPal
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
PayPal:
- User activates PayPal account for in-store
shopping
- User enters mobile phone number at
checkout to pay for merchandise
- PayPal recognizes user and pays for the
purchase. User pays PayPal

15. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 15©
Mobile Wallet: PayPal
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
PayPal process flow between Buyers and Sellers:
User views
Product list
Checks outAdds to Cart
PayPal says
“Thank You”
PayPal rejects
transaction
PayPal
A: Successful Transaction
B: Failed Transaction
B

16. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 16©
Mobile Wallet: Square Wallet
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
Square Wallet :
- A mobile application that enables
payment over a WiFi network
- When user gets within 100 meters of a
participating merchant, user’s photo
appears on the merchant's register, user
can then pay by simply identifying name

17. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 17©
Mobile Wallet: The Level Up
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
The Level Up :
-A mobile wallet application
- For non-NFC devices
-The application uses quick response (QR)
codes to make in-store payment

18. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 18©
Mobile Wallet: ISIS
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers

19. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 19©
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
ISIS:
This Mobile Wallet holds virtual versions
of most things existing in user’s physical
wallet –
-Credit card
-Debit Card
-Loyalty card
-Special offers and savings from merchants
Mobile Wallet: ISIS

20. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 20©
Mobile Wallet: User driven income
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
Level Up charges 35 cents for every dollar
of credit used by customers via Level Up
promotions like:
-Customer Acquisition Campaign: Customers are driven
to a business with an incentive and for having delivered
the new customer Level Up charges a fee
-Loyalty Campaign: Customers are offered rewards for
return visit to the store, Level Up makes a percentage of
the income generated by the business owner
How do Mobile Wallets make money?

21. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 21©
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
- Multiple payment mechanisms and selection of
payment type by merchant category
- Notifications posted on discounts, incentives and
special offers
- That a mobile wallet may obviate the need to
carry physical wallets
Mobile Wallet: User Likes
Likes:
Source: Research, conducted by Technology Strategies International and Hotspex for The
Mobile Wallet in Canada

22. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 22©
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
-Mobile wallet at the point-of-sale — some see it as
more time consuming
-Complexity of managing multiple payment
instruments and many vendors in the wallet
-- Threat of being without a payment option
available if phone loses power and connectivity
Mobile Wallet: User Concerns
Concerns:
Source: Research, conducted by Technology Strategies International and Hotspex for The
Mobile Wallet in Canada

23. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 23©
User Experience –
Mobile Wallet
Ecosystem
Buyers
Sellers
Mobile Wallet: User Concerns
Major Concern: Security
User perceives potential for the mobile
wallet to be a source of spam from m-
commerce partners and participating
mobile merchants
Concerns:
Source: Research, conducted by Technology Strategies International and Hotspex for The
Mobile Wallet in Canada

24. Author: Sushmita Dutt, Novel-eBiz Presentation: June 10, 2013 24©
User Experience –
Mobile Wallet
Ecosystem
Mobile Wallet: A part of M-Commerce
ArchitectureAuthor: Sushmita Dutt
Consultant , User Experience and Information Architecture for
Web, Mobile and Hybrid Technology Platforms
sushmitadutt@novel-ebiz.com
Within predicted growth of M-Commerce, Mobile Wallet has definite commercial
potential involving a variety of financial institutions, merchants, retailers and network
providers. The challenge lies in delivering best user experience with assured security.