We defined goals that were backed by the key findings of early attitudinal UX research.
Fitbit Pay should...
1. Reduce Friction
Be the simplest and lowest friction way to pay at the register of all the devices, cards or currency a person might carry.
Research finding: More than 25% of the users interviewed who had previously tried an existing NFC/mobile payment solution had a experienced at least one malfunction at checkout which discouraged continued use.
2. Free Users
Empower users to travel light and leave their wallet behind while exercising.
Research finding: About half of the users interviewed who exercise outdoors on a regular basis indicated "too many things to carry" as a top 5 pain point in their exercise routines.
3. Inspire Confidence
Make all of Fitbit's users – both young digital natives and older digital immigrants – feel comfortable using this new financial technology by emphasizing security throughout the UX.This principle was particularly important for users in North America, where NFC/contactless payments are still less familiar to consumers compared to APAC and Europe.
Research finding: About 20% of users interviewed who did not use a mobile payment solution on a regular basis indicated "security concerns" as the #1 reason they did not use these technologies.