As contactless payment is getting more prevalent, Visa wanted to do a health check on the payment experience to ensure that customers can use their credit or debit cards to pay for their items seamlessly. They commissioned Objective Experience to conduct a study focusing on what customers pay attention to during the payment process of using Visa payWave, including branding on the card, at the merchant checkout and POS (point-of-sale) communications.
Visa payWave is Visa’s contactless payment technology. It facilitates fast and convenient transactions at the point of sale and eliminates the requirement for a consumer to make physical contact with the terminal when making a purchase (therefore “contactless”).
The study was conducted in both Singapore and Sydney (8 participants per location) at well-known supermarkets like Cold Storage and Woolworths. The Tobii Pro Glasses 2 was fitted onto the 16 pre-recruited supermarket shoppers between 21 to 54 years of age. Participants were instructed to shop for any items they would like to purchase, but had to use the selected Visa payWave credit card to pay.
The lightweight recording unit of the Tobii Pro Glasses 2 and the simple, fast calibration made the data collection process easy and smooth. The adaptability of the Glasses 2 allowed the research to be set up and conducted anywhere (even in a busy café just outside of each supermarket). This wearable eye tracker is best used to study human behavior in naturalistic environments.
After the participants have finished with their shopping and payment task, the video recording of their task was replayed back to them on the spot with the researcher interviewing them about their payment journey based on what the participants saw and did (Retrospective Think Aloud).
Through this study, we found several similarities between how customers in Singapore and Sydney pay with the Visa payWave. It helped Visa gained insights into how people use contactless payment via different types of payment terminals, and what they really pay attention to when they are at the checkout counters. Customers generally pre-decide on their payment method even before they start shopping and rarely change their mind halfway through their shopping, but the need for, and relevance of visual prompts varied between customers.
This led to the rethinking of how to best design consumer messaging can be designed at checkouts and entrances to strengthen consumers’ association of Visa and contactless payment, as well as for bank partners to advertise their service offerings.
Would you like to try out eye tracking on your customers? Drop an email to firstname.lastname@example.org or call us at +65 67374511