Mastercard

Designing for trust in a new payment system

Challenge

Our team at Carnegie Mellon University collaborated with Mastercard to explore a new payment authentication paradigm called Continuous Authentication. Read more on Mastercard's blog

 

While the technology is almost ready, the user experience aspect is not yet thought through. Our team took on the challenge to create a consumer-facing experience for Continuous Authentication.

Solution

We delivered a user experience design guideline for Continuous Authentication.

My role

My work focused on prototyping, web design, front-end dev, user testing, analysis and synthesize.

 
THE TECHNOLOGY AND ITS PEOPLE PROBLEM

How might we build trust?

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Continuous Authentication is a system that takes a wide variety of user data, from device data, to active and passive biometrics, to identity a cardholder to provide a "trust score” of how authentic a cardholder is at any given time.

It creates value to consumers...

"It would be so convenient not to remember all the numbers..."

Convenience

"I don’t need to worry about getting my identity stolen!"

Security

But posts challenges to designers

"Is the technology feasible and reliable?"

"I don’t want to be watched all the time."

Confusion

Privacy

The challenge of this project could be summarized as:

  • How might we build trust by conveying value of the technology?

  • How might we build trust by minimizing sense of tracking?

 
FINAL DESIGN

A trustworthy payment method for the near future

01.

Onboarding

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Transparent with data collection.

Provide background information on why data is collected. Give users option to control the type of data collected.

02.

Daily Use

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03.

Security Step-ups

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LEARNING FROM USERS

Rapid prototyping and testing

We made 9 prototypes and tested with more than 50 users in total to discover problems, identify opportunities, and validate our design solutions.

Check out detailed case studies below:

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04. Small Merchant Checkout

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07. Bank App Onboarding

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02. Avatar Storyboard

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05. Lemonade Stand

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08. Mobile Checkout

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03. Mastercard Onboarding

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06. Coffee Shop

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09. Customer Journey Study

 
CASE STUDY

Customer Journey Study

An 8-day study to simulate continuous authentication.

We recruited 20 users, divided them into 4 groups and asked them to shop on different shopping sites we prototyped over 8 days.

The study aimed to have users interact with the shopping pay point over a full customer journey and test perceptions as the system shifts to a fully continuous authentication system.

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Shopping website prototypes

We built a number of online shopping website prototypes to simulate a realistic experience using Continuous Authentication. To play around with our live prototypes, check out below.

User testing

We logged users' everyday reaction to the prototypes by asking them to rate on their comfort level and point out their emotion.

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Users' comfort level change told us a lot...

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Insight 01.

Users don’t read…

Users didn't pay attention even when we gave them options and explanations.

"I don’t remember seeing this message!"

"I actually don’t remember if I opted out/in or not."

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"I didn’t really connect it (the prototype) to the video honestly…"

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Insight 02.

Users demand control, but only to a certain level.

Users want to control whether they sign up for the service, but don't want to be bothered with too much detail on data collection.

"I thought this was a little aggressive, Mastercard you never asked me, I never gave consent and they just did it for me."

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"I know you’ll collect it (my data) anyway, but why throw it in my face?"

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Design guidelines

Guideline 01.

Re-educate users at the low points of the customer journey.

Provide option to learn more at:

Checkout

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Step up

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Guideline 02.

Consent over data collection could be assumed, but need option to opt-out.

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FINAL DELIVERABLE

UX Guidelines for Mastercard designers

As Continuous Authentication has huge potential to be incorporated into numerous Mastercard’s new and existing products, we consolidated our findings into a UX guideline that could be referenced when designing other Continuous-Authentication-powered products no matter which form the product is in.

 
PUT IT TOGETHER

Designing a UX guideline website

Information architecture

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Style guide

 

Final thoughts

Principles for building trust

Throughout the project, we frequently observed that people would find a system to be trustworthy when certain criterias are met. Looking back at our design, I summarized some of the "tricks" as below. This is certainly not a comprehensive guide, but might be helpful to look at when I encounter similar design challenges in the future.

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