{"id":41578,"date":"2017-10-04T04:46:36","date_gmt":"2017-10-04T11:46:36","guid":{"rendered":""},"modified":"2017-10-04T04:46:36","modified_gmt":"2017-10-04T11:46:36","slug":"why-apple-pay-isnt-taking-off-a-ux-perspective","status":"publish","type":"post","link":"https:\/\/www.taterboy.com\/blog\/2017\/10\/why-apple-pay-isnt-taking-off-a-ux-perspective\/","title":{"rendered":"Why Apple Pay isn\u2019t taking off? A UX perspective."},"content":{"rendered":"

The Drum asks Why isn\u2019t Apple Pay taking off?<\/a> in the UK and attempts to answer the question why only 1\u20132% of card payments are through Apple \/ Android\u00a0Pay.<\/p>\n

The article quotes the following reason:<\/p>\n

As Scott Thompson, insights director at Publicis Media, says: \u201cIf you use a card (Oyster or credit\/debit) and it doesn\u2019t work, it looks like there is a problem with the card or the reader. Everyone has experienced it, so you get some degree of sympathy. >But if you use a phone (or worse, a watch) and it doesn\u2019t work, you just look like an idiot playing with technology that doesn\u2019t work and getting in everyone\u2019s way.\u201d<\/p><\/blockquote>\n

Which is probably part of the reason, but not the full\u00a0reason.<\/p>\n

When it comes to improving a user experience you find at the barriers and look at how to overcome them. If your product offsets the setup effort involved with either a reward or removal of pain, then it\u2019s more likely to\u00a0succeed.<\/p>\n

So for Apple\u00a0pay:<\/p>\n

    \n
  1. Set up on the phone takes time to do, only a few minutes per card but it takes time and\u00a0effort.<\/li>\n
  2. There are very few contexts or situations when you\u2019d think \u201cI\u2019ll set up Apple pay\u201d or \u201cThis would be easier if I could pay on my\u00a0phone\u201d.<\/li>\n
  3. There is no compelling reason to set up Apple pay. After all contactless payment in the UK work really well. As does the US quick signature.<\/li>\n<\/ol>\n

    For Apple Pay to gain greater traction there need to be a reason to overcome that setup friction. Think discounts, competitions or rewards (not very Apple things to do). Apple only prompts you to add Apple Pay at phone set up, and Apple ask you a lot at phone set\u00a0up<\/a>.<\/p>\n

    So in conclusion, the current contactless system works well, it\u2019s an effort to set up Apple pay and for no real reward or removal of a pain\u00a0point.<\/p>\n

    Originally published at <\/em>Joe\u00a0Leech<\/em><\/a>.<\/em><\/p>\n

    <\/p>\n

    Powered by WPeMatico<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"

    The Drum asks Why isn\u2019t Apple Pay taking off? in the UK and attempts to answer the question why only 1\u20132% of card payments are through Apple \/ Android\u00a0Pay. The article quotes the following reason: As Scott Thompson, insights director at Publicis Media, says: \u201cIf you use a card (Oyster or credit\/debit) and it doesn\u2019t… Read the full article…<\/a><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[],"tags":[],"class_list":["post-41578","post","type-post","status-publish","format-standard","hentry"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t