Samsung Wallet
Cherish the heritage, embrace tomorrow.
Overview: As the early leader of digital payment, Samsung Wallet has seen a rather slow growth of users today while existing users gradually transfer to other platforms.
This project delivers a comprehensive design approach package that not only rebuilds Samsung Wallet's appeal but also sets the stage for sustained engagement and loyalty among the next generation of tech-savvy users.
Duration: 10 weeks
Role: Project Manager, Visual Leader
Tag
Project Management
Service Design
Mixed-method Research
Co-creation Workshops
Keyword
Digital Payment
Gen Z
Multi-channel Approaches
Problem Identification
Despite being an early pioneer in digital payment solutions, Samsung Wallet has experienced a sluggish user growth rate. Moreover, a notable portion of its existing user base is transitioning towards alternative payment methods.
Compromised User Experience
Device Exclusiveness
Adaptation Rate Among Businesses
The Market
users ages 18-34, are the most frequent users of digital payment methods
52%
Main Uses of Digital Payment Services
Pay for online purchases via any digital device with a single click
Make in-store purchases
Exchange money among peers in real-time
Future of Digital Payments
More than 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
Samsung Wallet
According to the available forecasts, it appears that the number of Samsung Pay users in the United States is expected to remain relatively stable, without significant growth or decline.
Samsung Pay is slow
Compatibility with other devices Experience
Not all retailers accept Samsung Pay
Samsung Pay exclusive to Samsung phones
Competition with market players like Apple Pay and Google Pay
Value Exchange Map
Enhancing Samsung's hardware-user relationship is essential, even if hardware adjustments are challenging.
Third-party sponsors, merchants, and operational speed greatly impact users.
Samsung Wallet can evolve into a comprehensive transaction system, surpassing the capabilities of Samsung Pay.
Research
Research Methods
Desk Research
Survey
Context Interview
In-depth Interview
Co-creative Journey Mapping
The team conducted primary and secondary research to understand the target users’ desires and preferences, as well as explore possibilities to expand the function of Samsung Wallet.
The research involved users and non-users of Samsung Wallet, Samsung phone users who do not use Samsung Wallet, business owners, and the Samsung Wallet development team.
Insights
Samsung Pay/Wallet is not widely recognized even among Samsung phone users.
Samsung Wallet needs a memorable experience for users to differentiate itself from competitors.
Users want to feel privileged as a part of the brand family.
Users wish to be informed of their purchasing habits.
Understand user's habits/mindset of using digital wallets.
Users want their purchases to worth their time and effort.
The way of approaching users to adopt new technology and understanding the core benefits need to be very clear and motivating.
Inter-user help and community sharing.
Co-creation Workshop
Headlines for Future
The team invited target users to a workshop where everyone imagined their ideal Samsung Wallet, inspiring the project with audacious visions from the users.
Creative Matrix
The team brings together target users from various backgrounds and initiates a daring ideation session where users brainstorm possible solutions for their needs based on design principles proposed by the team.
Challenge Card Game
Within the team, members identify and think through challenges, problems, and potential pitfalls in the proposed design solutions, improving the solutions by thinking through various scenarios and alternatives
Design Solution
Area of Focus: To expand market share and attract more users, especially among Gen Z.
Dual Approach
Offline Channels
Pop-up Shop
Brand partnerships to create hype and attract new users
A physical space to create content with Samsung Wallet and post on social media
In-person guidance to personalize and curate personal assets in Samsung Wallet
Exclusive Brand Offerings
Limited edition offers and trade-off opportunities
Customizing limited edition avatars
Finding new people to expand the existing user's community
Online Channels
Personal Budgeting Tools
Spending tracking to enable personalized consumption management (saving mode/ mild regulation mode/ none).
Money-saving advice based on user patterns across different platforms, empowering financial independence
User-centric ecosystem around user behaviors rather than company decisions
Community Feature
Community to share status, posts, and financial recommendations
Platform to trade offers from different brands within the community
Coupons to purchase items within the Samsung Wallet Ecosystem
Sign up with minimal personal information, and tell Samsung Wallet what matters to you.
Show your style with your own unique avatar.
Explore the community and find your friends.
Check out what Samsung Wallet has to offer, based on your preferences, and trade, gift, or use the rewards/coupons.
Track your money, list your preferences for convenient automation within the wallet, set a budget for yourself and feel proud of yourself!
Innovated Ecosystem Map
Testing & Learnings
Users appreciate the app's customization options for budgeting and managing expenses, finding it intuitive and helpful for planning and tracking.
While users appreciate the insights page, they would like a more detailed and visually appealing representation of their spending patterns.
Users suggest improving the community aspect, enabling more functions such as adding friends and receiving personalized shopping deals and budget information for their upcoming birthdays.
Users wish to be able to select different backgrounds for their avatars to enhance the gamified experience.
