user-centred design in the nfc-voucher project - karin slegers & verónica donoso...

User-centered design and business model of vouchers in

an NFC world

User-centred design in the NFC-Voucher project

Karin Slegers Verónica Donoso

Centre for User Experience Research (CUO) K.U. Leuven / IBBT

UCD in the NFC-voucher project• Methods

• Cultural probes• Interviews• Co-design• Cardsorting• Lofi prototyping• Expert review

• Results:• Storyboard• Personas• User requirements• User-based conceptual model• User feedback

• Usability analysis

Cultural probes

• Creative home assignments as a preparation for later interviews• Goal:

• Stimulate participants to think about their meal voucher use

• Collect information about context of use

• Understand current use of meal vouchers

Interviews

• Individual sessions – future scenario• Goal:

• Present and explain NFC-voucher (storyboard)

• Evaluate NFC-voucher concept with users

Personas

• Fictitious archetypical users, based on real user data• Goal:

• Represent users: characteristics, routines, problems, needs & wants

• Make user requirements tangible

Age: 43Occupation: Ful l -time admini strati ve cl erck at Brussel s Ai rwaysResidence: Beersel , Bel giumPartner: Married to Vi ctor (46 jaar)Chi l dren: Sofi e (17 jaar), Nel e (17 jaar), Vera (14 jaar)

“I’ mlooking forward to receiving new meal vouchers every month. Itreally is a bonus to me.”

About Ghisel l eGhi sel l e works in Brussel s for 40 hours a week. Her husband Vi ctors al so works in Brussel s, they take the train to work together every day. Ghi sel l e gets meal vouchers from her empl oyer every month. These vouchers have a val ue of € 5,43. Normal l y, the meal vouchers are handed out together wi th the pay sl i ps near the 25th of each month. After receiving the vouchers, Ghi sel l e keeps them in her purse so she wi l l not forget to take them to the shop. The weekl y fami l y groceries are taken care of by Ghi sel l e on Saturday morning. Usual l y the groceri es cost enough to spend al l meal vouchers at once.

“Our mealvoucher neverexprire, theysimply don’ t get

a chance to!”

• Added value:• No need to bring meal vouchers• Lower risk of forgetting to bring meal vouchers• Less hassle in shops, saves time

• Concerns:• What happens if I loose my mobile phone?• Would I need to buy a new mobile phone then?• Is it safe?

• Attitude towards mobile payment:• My mobile phone is for making phone calls and

sending messages, not for anything else!

NFC-Voucher

• Meal vouchers are an extra bonus• The feeling of shopping without having to pay• Meal vouchers are an equivalent of money• Meal vouchers fit easily into a wallet

Li kes Di sl i kes• The value of the meal vouchers make it

difficult to calculate the amount of vouchers to spend

• Other customers have to wait longer becauseof the hassle of counting, checking and stamping meal vouchers

• Risk of expiration• Discount coupons are never interesting• Some shops don’t give back cash on meal

vouchers

“When I receive my meal vouchers at

work, I count themright away to

check whether the number is correct.

Just to make sure I get what I’ m

entitled to.”

“I would never pay withmeal vouchers in a restaurant. It would be like I don’ t have enough

money to go out for dinner.”

Age: 27Occupati on: Ful l -time junior account manager at Forti s bankResidence: Li ege, Bel giumPartner: Li ving together wi th Mel i ssa (25)Chi l dren: --

“I really enjoy getting meal vouchers. It gives me a sense of pride, like with having a lease car fromwork.”

About LaurentLaurent works at l east 40 hours per week. His gi rl friend Mel i ssa is a medical anal yst, they both work in Liege wi thin wal king di stance of thei r apartment. Laurent gets € 6,00 meal vouchers from his empl oyer, and Mel i ssa gets an extra compensation on her bank account wi th her sal ary. Laurent and Mel i ssa take turns in doing grocery shopping. Usual l y, the one l eaving work fi rst goes to the supermarket on the way home. Laurent keeps hi s meal vouchers in a drawer of the desk so he and Mel i ssa have access to them. Usual l y, they both have a coupl e of meal vouchers in thei r wal l et.

“I used to have fun while checking out the discount coupons that come with the meal vouchers, but lately I hardly take a look at them any longer. I just don’ t find them interesting anymore.”

Li kes

• Fiscal advantage• Being able to keep your hands off your salary• Feeling of pride when paying with meal vouchers• Meal vouchers are not personal, partners can

also use them• Ease of use: you just hand in the vouchers and

the cashier will do the rest• Meal vouchers are generally accepted

Di sl i kes• Feeling that (small) shop owners don’t like to

be paid with meal vouchers• Meal vouchers can only be used in Belgium• Using meal vouchers is yet another means of

payment, there are too many means already• Hassle when receiving meal vouchers at work

(lots of registration)• Meal vouchers are handed out too late in the

month

• Added value:• Mobile phone is brought along anyway, so no risk

of forgetting meal vouchers• Concerns:

• Partner can’t use meal vouchers• Mobile phones would become more valuable to

theft• Attitude towards mobile payment

• Useful• Not 100% trusted (safety, reliability)• What happens is battery is down?

NFC-Voucher“I don’ t like to spend my meal vouchers in small shops because I

know shop owners loose a lot of time with meal voucher

administration.’

“In general, four to five meal vouchers are sufficient to

pay for our daily groceries.”

Co-design

• Individual sessions – co-design• Goal:

• Explore the use of NFC-voucher• Brainstorm about interaction with NFC-voucher• Re-evaluate concept of NFC-voucher: “What would

it be like to use NFC-voucher?”

Conceptual model

• Visualisation of the NFC-voucher concept• Goal:

• Represent look & behaviour of the system• Functionalities• Interactions• User interfaces

2B: Check meal voucher & coupon balance

Idle screen Main menuMeal vouchermain menu

Meal vouchers

Overview

History

Transfer

select exitbackselect exitoptions

Meal voucherOverview menu

Overview

Meal vouchers20 (€80)Coupons11

select exitback


OverviewMeal vouchers

Total number: 20

Total value: € 80

First voucherexpires on: 12-08-08

backoptions


OverviewCoupons

<Product 1>

<Product 2>

select exitback

<Product 3>

<Product 4>


<Product 1>

This coupon gives a €<#> discount on <product 1>.

Valid from <date> to <date>.

backoptions


<Product 1>

Coupon saved

exitsave trash


<Product 1>

Do you want to delete thiscoupon?

noyes


<Product 1>

Coupon is deleted

noyes

All coupons are automaticallydeleted after the expirationdate.

The user receives an sms a week before one of the activelysaved coupons become valid. The user receives an sms a week before the expiration date of all actively saved coupons (default option, user canchange this into an sms for all coupons).

savetrashsettings

Options> save

Options> trash

Overview menuCoupon settings

exitback

Notify me in advancewhen any coupon expires

Notify me in advancewhen saved coupons expire only

Coupon settings

The user receives an sms a week before the expiration date of meal vouchers (defaultoption, user can undo thisfunction).

settings

Overview menuMeal voucher settings

exit

Notify me in advancewhen meal vouchers expire

Meal vouchersettings

back

Card sorting

• Structure data in categories that make sense to the users• Goal:

• Involve users in creating the structure of the NFC-voucher application

• Improve the structure of the NFC-voucher conceptual model

Paper prototyping

• Low-tech usability testing with paper mock-ups• Goal:

• Find usability issues in an early stage

• Example of finding:• Usability problem: In the menu structure many

tasks require too many actions and confirmations which make these tasks unnecessarily complex.

• Recommendation: Users should be allowed to set many options regarding confirmation and security in the settings menu. The default settings should match the choice of the majority of users

Expert review – heuristic evaluation

• Usability inspection method• Goal:

• Identification of usability problems based on established human factors principles

• Provide recommendations for design improvements

General recommendationsSystem status• Provide essential feedback on both the cell phone and on the cash desk or card reader• Provide feedback about status of NFC-connections and transaction processes• Messages concerning security, authorisation, etc. should be very clear

Match between system and the real world• The interface of and interaction with the phone application should match those of the

phone itself

User control and freedom• Both users and cashiers should be able to cancel a transaction at all times. System

recovery from such cancellations should be quick• The user should be able to spend an unlimited amount of meal vouchers at once

Error prevention• It should be clear to the user where, how and how long he/she should place the cell

phone

Flexibility & efficiency of use• Steps in the payment process should not take longer than a few

seconds. Long steps should be accompanied by clear feedback

Not done yet…

• Usability tests with real users• Field tests

http://www.kuleuven.be/cuo

Centre for User Experience Research (CUO)Parkstraat 45, bus 3601

3000 LeuvenBelgium

016/323652t

[email protected]

[email protected]

NFC VoucherBusiness Modelling

Wouter Degadt

IBBT – SMITMedia, Market & Innovation

Overview

MEDIA, MARKET & INNOVATION 17

SMIT within the project eVoucher classification and ecosystem Value network Implementation scenarios Business case

SMIT WITHIN THE PROJECTNFC-Voucher


Short project intro


Paper meal voucher scheme in Belgium 250.000.000 meal vouchers issued per year Prepaid payment system for food Fiscally attractive

Disadvantages Handling (all parties) Storage: archiving regulation Deterioration of paper Lost vouchers not reimbursed

Project goals


Migration to eVouchers (electronic vouchers) Storage on NFC-enabled phone Payment using existing terminals

Customer enabling Offline payments Offline beneficiary-to-beneficiary payment

transaction Proof of concept implementation

Nokia 6313 Nokia 6212

SMIT workload overview Study of existing business models for

comparable NFC-enabled mobile transactions Theoretical and practical analysis of the actors in

various pilots according to a business model framework

SOTA Elaboration of NFC-Voucher BM

Definitions Ecosystem Different business models and scenario’s Most valuable business case?

Media, Market & Innovation 21

Paper voucher - parties Issuer: issues vouchers Customer: employer Beneficiary: employee Affiliate: shop, store


ELECTRONIC VOUCHER ECOSYSTEMNFC-Voucher


Actor analysis: e-payment Payer: the customer or buyer of the goods

or services Payee: the merchant or seller of the goods

or services Issuer: the party interacting with the payer

in the payment process. The issuer is generally a financial institution

Acquirer: the party interacting with the payee in the payment process. The acquirer is also generally a financial institution

Arbiter: an extra party that might be involved in the payment process for dispute resolutionMedia, Market & Innovation 24

Actor analysis: NFC ecosystem (1) Direct customer: the employer Indirect customer: the employee, the

beneficiaryHe uses the mobile device for mobile communications and mobile NFC services. The customer subscribes to an MNO and uses mobile NFC services. The cost of the NFC-enabled handset is allocated to the customer. The handset is to be equipped with a compliant UICC smart card, which is provided by the mobile network operator.

Issuer: the issuer is responsible for the creation of the voucher, the agreements with the partners and the allocation of voucher value


Actor analysis: NFC ecosystem (2) MNO: provides the full range mobile

services to the customer Service Provider: provides contactless

services to the customer; several forms: A specific form is the Application Service Provider

(ASP). A functional or specialist ASP delivers a single application such as transaction processing

The voucher service provider will be responsible for the end distribution of the (branded) voucher

Retailer/Merchant: they accept contactless payments. The merchant provides goods and services (food or non-food)


Actor analysis: NFC ecosystem (3) Trusted Service Manager (TSM): securely

distributes and manages the Service Providers services to the MNO customer base

Handset, NFC Chipset and UICC Manufacturer: produce Mobile NFC/Communication devices and the associated UICC hardware

(Terminal) Reader Manufacturer + security components and Electronic Cash Register: produces NFC reader devices

Application developer: designs and develops the mobile NFC applications


VALUE NETWORKNFC-Voucher


Value network – service flows


Content stream


End User

Personalized AdAdvertisement

Advertisement

Advertisement

Ad serverRecommendation

Agent

Advertisement

Meal Vouchers

Cash Desk

Feed

back Feedback

Personalized Ad

Feedback

User Profile

Value network – service flows


Value network – financial flows


Some definitions Voucher aggregation: the bundling of

vouchers with possible advertising or branding (coupons)

Voucher service provider: is responsible for the distribution of vouchers

Application service provider: delivers a single application such as transaction processing


IMPLEMENTATION SCENARIOS -PLATFORM FOR A TSM

NFC-Voucher


Issuer centric


ISSUER MNO

MNO centric


ISSUER MNO

MNO integration scenario


ISSUER MNO

TSM scenario


ISSUER MNO

TSM

Theoretical specifications to the role of the TSM

TSM: his clients will include mobile operators, banks, transport companies, advertisers and other service providers eVoucher case: clients are advertisers and MNO

Different scenarios are dependent on the power a TSM holds: MNO as TSM Bank or e-money license as TSM in NFC e-payment

services Voucher issuer as TSM A trusted neutral third party as TSM


TSM implementation implications TSM securely distributes and manages the

Service Providers services to the MNO customer base

TSM could prevent a possible MNO domination

TSM could be the neutral platform for industrial power equilibrium and better customer support TSM increases complexity, but also neutrality and

independence Original service responsibility and

accountability of issuer can be averted by the take-up of a TSM


BUSINESS CASENFC-Voucher


Business case NFC-voucher

Revenue Actor Expenditure


Business case NFC-voucher


EMPLOYEE

SERVICE PROVIDER

MNO

MERCHANT

OPREV

CAPREV

CAPREV

OPREV

CAPREV

OPREV

PERSONAL BUSINESS CASE

CAPEX

OPEX

CAPEX

OPEX

CAPEX

OPEX

CAPEX

OPEX

Monthly subscription

Application development, backend

NFC handset, SIM

Application maintenance, customer support

Adaptation to new NFC opportunities

Network costs, customer support, billing

POS NFC readers, cash register adaptation

Personnel

Revenues from companies, the employers

Monthly fees from customers

Customer service, client data profiling

Increased sales, coupons

Revenue Actor Expenditure

Thank you!Any questions?

[email protected]


mailto:[email protected]

user-centred design in the nfc-voucher project - karin slegers & verónica donoso...

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