Insight-to-outcome

Rapid Retail
Product Launch

In the highly competitive merchant card processor market, the newly designed Groovv Terminal One needed a brand strategy to position it as the leader in ease of use and accessibility for the conversion to EMV Chip Card capabilities. With the credit card liability shift just months away and merchants nervous about making the switch, we set out to transform the customer experience and create a new standard for the industry.

Our Approach

Understand

Empathize / Define
  • Team conducted multiple observation sessions of pre-existing EMV Chip Card user experience.
  • Personas were developed for Merchants and Developers—the two key audiences for launch.
  • Team mapped customer journey and identified key “pain points” and potential obstacles within the process.
  • Team researched Apple product and packaging standards to ensure first-time compliance due to a compressed launch timeline.
Aha!

By transforming a 24-hour process to a digital, self-guided experience, merchants could upgrade in 8 minutes. A game-changer for merchants where every moment counts.

Explore

Empathize / Define
  • Annotated wireframes outlining every step of the activation process (from plugging in the device through the underwriting process) were developed and optimized through working sessions with a cross-functional client team that included product marketing, sales, technology, underwriting and customer support.
  • A working prototype of the activation process was developed and vetted with the Apple team (which was approved with minimal changes).
  • A prototype product package was designed to create an Apple-like customer unboxing experience.

At one point, we had the UX team and client's technical staff debating how the receipt paper roll fed into the payment terminal. We needed to ensure that everything the customer touched would be easy to understand and configure. Any downtime for a small business merchant can represent lost sales."

- Trista W, President

Materialize

Empathize / Define
  • An end-to-end merchant activation process was deployed, including automation of the underwriting process.
  • Product marketing materials including an explainer video and infographics were designed, tested and implemented.
  • A digital persona called “Ava” was incorporated to guide merchants through the setup process and to lend a personal feel to the experience.
  • A developer experience site was developed to enable integration with industry-leading POS systems.
  • Team conducted multiple observation sessions of pre-existing EMV Chip Card user experience.
  • Personas were developed for Merchants and Developers—the two key audiences for launch.
  • Team mapped customer journey and identified key “pain points” and potential obstacles within the process.
  • Team researched Apple product and packaging standards to ensure first-time compliance due to a compressed launch timeline.
Aha!

By transforming a 24-hour process to a digital, self-guided experience, merchants could upgrade in 8 minutes. A game-changer for merchants where every moment counts.

  • Annotated wireframes outlining every step of the activation process (from plugging in the device through the underwriting process) were developed and optimized through working sessions with a cross-functional client team that included product marketing, sales, technology, underwriting and customer support.
  • A working prototype of the activation process was developed and vetted with the Apple team (which was approved with minimal changes)
  • A prototype product package was designed to create an Apple-like customer unboxing experience.

At one point, we had the UX team and client's technical staff debating how the receipt paper roll fed into the payment terminal. We needed to ensure that everything the customer touched would be easy to understand and configure. Any downtime for a small business merchant can represent lost sales."

- Trista W, President

  • An end-to-end merchant activation process was deployed, including automation of the underwriting process.
  • Product marketing materials including an explainer video and infographics were designed, tested and implemented.
  • A digital persona called “Ava” was incorporated to guide merchants through the setup process and to lend a personal feel to the experience.
  • A developer experience site was developed to enable integration with industry-leading POS systems.

Results

  • Decreased terminal setup time to under 8 minutes.
  • Merchant self-service implemented—buy in-store, self-guided setup.
  • Lower cost-per-customer acquisition by eliminating the need for an independent sales representative, saving time and commission fees.
  • Visibility of campaign and demonstration of focus to improve customer experience at transaction point helped lead to the acquisition of Groovv by North America Bank Corp.
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