Duration
10 Weeks
Role
Visual Designer
Service Designer
Researcher
Team
Tanishq Kalra
Yushan Chen
Shruti VR
Reva Naik
Aakriti
Description
In our Systemic Innovation Class, our task was to analyze the performance of the Samsung Wallet application and devise strategies to enhance its competitiveness in comparison to other apps.
Despite its previous prominence in the digital wallet market, Samsung Wallet now struggles to maintain its position against competitors. Research indicates that its user base has plateaued, presenting us with the challenge of attracting new audiences.
The Problem
How might we revitalize the Samsung Wallet app to attract new users and regain competitiveness in the digital wallet market amidst stagnant user growth and increasing competition from rival platforms?
Market & Business Analysis
Current System
Stakeholder Map
Ecosystem Map
Value Exchange
Challenges
Data Collections
Surveys
In-depth Interviews
Contextual Interviews
Desk Research
Synthesis & Analysis
Affinitisation
Root Cause Analysis
Design Principles
Methodology
Ideation & Prioritization
Co-creation Workshop
Value VS Effort Matrix
Prototyping Planning
User testing
Market Study
73%
Users have begun using digital payment methods in the past five years.
52%
Samsung Pay users in the US are expected to remain relatively stable, without any significant growth or decline.
Source : Statista
Users aged 18–34 are the most popular audience using digital payment methods.
Users utilize wallets for...
Pay for online purchases via any digital device with a single click
Make in-store purchases
Exchange money among peers in real time.
Samsung Wallet
14.3 -16.3
Million Users
have used Samsung Pay at least once.
Business of Apps 2023
Future of Digital Payments
Juniper Research5 reports:
5.2 billion
people will be using digital wallets by 2026.
Digital wallets are growing and becoming widely popular among
GEN-Z
48%
Gen Z users are trusting digital wallets.
Insights
62% of Gen Z will stop using an app or website entirely if it is too slow.
Gen Z wants the personalization of their devices, a high priority for them so that they can stand out from the crowds.
85% of Gen Z find out about and try new products through a social community.
Gen Z payment survey found that 50% of Gen Z in the U.S. consider experience important.
44% of Gen Z said using a mobile wallet is just as safe as using a physical one.
It is important to watch the young generation for new trends in the digital world as whatever they do today will be important tomorrow.
Research
AffinitisationThe team conducted both primary and secondary research to grasp the desires and preferences of the target users, along with exploring opportunities to enhance the functionalities of Samsung Wallet. The research involved the Samsung Wallet development team, business owners, individuals who were users and non-users of Samsung Wallet, and Samsung phone users who did not utilize Samsung Wallet. The team derived insights by synthesizing data obtained from research conducted through various methods like Desk Research. Surveys. Interviews. Co-creative Journey mapping.
Additionally, the team organized several co-creative workshops to immerse themselves in the users' perspective and understand their expectations for their Samsung Wallet experience.
Co-Creative Workshops
-
The Creative Matrix, a brainstorming tool, fosters the creation of diverse, innovative solutions by structuring two categories: people and problem statements. By employing this matrix, we were able to generate insights derived from individuals of diverse backgrounds and the challenges they may encounter.
-
This activity involves envisioning a future where current obstacles to our vision and goals have been resolved. Participants explore how these challenges were overcome, sparking creative thinking about the potential outcomes for the ideal Samsung Wallet and generating valuable insights about their desired experience.
-
This game aims to enhance a product or strategy by considering different scenarios and alternatives. Team members play it to immerse themselves in various situations, contributing to the improvement process.
Synthesis & Analysis
Root Cause AnalysisProblems...
Lack of experiential and easy-to-use incentives.
Not using the power of the users’ community leads to users not trusting the service.
Constantly evolving technology trends can result in users feeling unable to keep pace and hesitant to adopt unfamiliar or lesser-known tools in their surroundings.
Unable to make the application consistent (omni-channel) and personal yet customizable.
Not taking advantage of the user pool of Samsung brand loyalists.
1
4
7
Among Samsung phone users, Samsung Pay/Wallet is not widely recognized.
Users should be made aware of excessive purchasing habits.
The way of approaching users to adopt new technology and understanding the core benefits needs to be very clear and motivating.
2
5
8
Insights
The brand should bring a memorable experience to its users, which differentiates Samsung from its competitors.
Understanding the user's habits/mindset towards using digital wallets.
Inter-user help and community sharing.
3
6
Feel privileged to be in the brand family.
Make user purchases worth the time and effort.
Design Strategy
Dual Approach
Pop-Up Store
Exclusive Store Offerings
Community Store
Personal Budgeting Tools
Gen-Z
Customer GrowthCustomer RetentionArea of Focus
To expand its market share and attract more users, especially among the Gen Z demographic, Samsung Pay aims to unlock its future potential by implementing strategies that resonate with this target audience.
Value generation strategies
Content creation opportunities on social media networks for customer growth majorly comprising of GenZ and young millennials.
Radial ecosystem: Creating a centralised ecosystem where the user is the main entity and the Samsung brand, community, offers, payment all revolve around the user..
Offering easy adaptation and progressive disclosure of varied personalisation opportunities (avatars, gamification and more) to create a more trusted and reliable application with low drop-off rates.
A customised Samsung wallet assistant which will help out with regulating your spending patterns and track your activities to give a sense of "financial independence" for the GenZ users who are just getting in the professional and economic landscape in their lives.
Prototype
Offline Channels
Pop Up StoreBrand partnerships to create hype and attract new users.
Provide a physical space to create content with Samsung pay to post on social media channels
Giving a platform to personalize and curate their assets with a stand-out booth for financial security & patterns.
Samsung Pay is set for a user experience reboot with a dynamic, dual strategy. This initiative aims to reignite user interest and propel the platform to market leadership.
Exclusive and Latest brand offeringsLimited edition offers and trade-off opportunities
Customizing limited edition avatars
Finding new people to expand the existing user's community.
Online Channels
Community FeatureUsers will have a community of trusted individuals with whom they will share status updates, posts, and financial recommendations.
Users will also be able to trade in offers from different brands within their community,
Users can directly use the coupons to purchase an item within the Samsung Wallet ecosystem.
Personal Budgeting ToolsThe user's spending and expenses will be tracked and categorized according to their profile preferences (saving mode, mild regulation mode, or none).
GenZ people increasingly want to be financially independent, and the wallet can regulate your activities across different Samsung platforms to give regulated advice based on user patterns.
The user's patterns will be at the center of the ecosystem rather than the company.
Pop-Up Store
Customers enter the pop-up store premises, where they engage with sales personnel, browse displays showcasing Samsung products and brand partnerships, and learn about exclusive offers available through Samsung Wallet, fostering a sense of community and excitement among the GenZ demographic.
Samsung Wallet Application
Join Samsung Wallet effortlessly, providing only essential personal details, and tailor your experience by sharing your preferences and priorities, shaping your interaction with the app.
Express your individuality by creating a personalized avatar that reflects your unique style and personality within the Samsung Wallet.
Discover and connect with friends within the Samsung Wallet community, expanding your social network and fostering meaningful interactions.
Explore personalized offerings from Samsung Wallet, tailored to your preferences. Trade, gift, or redeem rewards and coupons, maximizing your benefits within the platform.
Effortlessly monitor your finances, customize automation preferences for convenience, set budgetary limits, and celebrate your financial achievements with Samsung Wallet.
Insights
01
Users appreciate the app's customisation options for budgeting and managing expenses, finding it intuitive and helpful for planning and tracking.
02
Suggestions are made to improve the community aspect, such as adding friends and receiving personalized shopping deals and budget information for their upcoming birthdays.
03
While users appreciate the insights page, they would like a more detailed and visually appealing representation of their spending patterns.
04
Users express interest in selecting different backgrounds for their avatars to enhance the gamified experience.
Testing
Benefits
Community Engagement & Support - Offline & OnlineFacilitating user interactions, discussions, and information sharing to develop a strong sense of loyalty towards a brand.
Feelings of EmpowermentMotivating users to manage their finances through the community.
Personalised experiencesAllowing users to create unique and expressive avatars that reflect their individuality.
Brand visibilityPop-up Stores reflect the brand's identity, values, and aesthetics, creating a memorable and Instagram-worthy experience.
ECOSYSTEM MAP
The new ecosystem map visually represents the various components, relationships, and interactions within the samsung wallet ecosystem.
Service blueprint
The service blueprint visually captures all the moving parts involved when you use the app. This includes how you interact with the screen (touchpoint), your phone (prop), the store and the secure payment process (process). The blueprint shows how these elements work together right now to deliver a smooth and secure experience every time you use Samsung Wallet.