Chapter 6. Adding Value with Peripheral Services
Jerry Seinfeld: Your back hurts because of your wallet. It’s huge!
George Costanza: This isn’t just my wallet. It’s an organizer, a memory, and an old friend.
Jerry: Your friend is obese.
—Seinfeld, Season 9, Episode 12, “The Reverse Peephole”
Who are you designing a mobile payment experience for: a George, a Jerry, or another customer altogether? When you’re approaching a mobile wallet and payments solution, it can be challenging to nail down the right key features desired by your user base. Commerce and retail is an obvious starting point, but the concept of a “wallet” means different things to different people. Some people keep only a few credit cards, a debit card, and an ID in their wallet. Others follow the George Costanza model: a wallet overflowing with their payment cards, paper bills, small change, an archive of receipts, loyalty stamp cards from local shops, forgotten coupons, and more. What is common to most definitions of the “mobile wallet” is that it is something that is personal, private, and useful for everyday tasks. When defining and vetting the features that your users will want from a payment solution, you must decide how closely your product should mirror the various mental models of this very personal carry-all. Do your app’s customers desire a “Swiss Army knife” for all things related to their money? Or do they just need a wallet to be a giant Buy or Pay button? I am of the mind that consumers are not only looking for a tool that helps them spend faster, they expect a set of mobile tools that will work in concert with payments to help them spend smarter—staying on top of their cash flow and making informed financial decisions.
In South Louisiana, where I grew up, we practice the Creole concept of lagniappe. It means, roughly, “a little something extra,” and it was born out of shop owners giving their customers a small free gift with their purchase—for example, a drink or pieces of candy for the shopper’s children.[64] There was a café in my hometown that would give you a free café au lait if you bought two beignets,[65] which made it a local favorite. Likewise, in order to encourage adoption, mobile wallets must offer more than just the gimmick of paying for goods with one’s phone using whichever technology is the flavor of the month; they need some kind of enticing and supplementary lagniappe to get consumers to switch to a new way of paying from the cards and cash they know and love. Whether the lagniappe comes in the form of over-the-air savings, convenient financial tools, or digital travel dossiers, mobile wallets should endeavor to be indispensable: little personal assistants that make the small but important tasks in the consumer’s daily life easier.
A Day in the Life of a Mobile Wallet User
To illustrate the versatility and usefulness of what a well-designed mobile wallet could be, let’s walk through a set of day-in-the-life use cases that reflect a world in which leaving the house without an analog wallet would not ruin your day.
Heading in to work shortly after 8 a.m., I walk down to the BART (Bay Area Rapid Transit) station. As I walk, I launch the EZ Wallet app on my phone and check the train times. The Pittsburg/Bay Point train is running a few minutes late, as usual. I check the balance on my Clipper card. It’s a bit low ($2.50) since it’s the end of the week, so I press the Reload button and choose to transfer $50 over from my linked bank account. The Clipper balance refreshes to show a new total of $52.50 (see Figure 6-1), enough to cover my transportation costs for the next week. At the station, I tap my phone on the turnstile. The phone vibrates in my hand, the gate opens, and a notification pops up: “MacArthur BART, ON.” I head up the stairs to the platform and catch the 8:20 train. I get off at Montgomery Street Station in the San Francisco Financial District, and tap my phone on the turnstile on the way out. My phone buzzes again: “Montgomery St. Station, OFF—$3.35.”
On the way out I stop at the Peet’s Coffee stand for my morning latte. My wallet app knows I am near Peet’s, so when I open it the Peet’s Card is the first thing I see. I click the Pay button, and the card spins around and reveals a QR code, which I show to the barista and she scans. The screen refreshes to show that $3.50 was removed from my Peet’s Card balance, as well as a note that this was my 10th consecutive latte, so the next one is free! (See Figure 6-2.) I ride up the escalator to the street, hot latte in hand.
Down on Brannan Street, I arrive at the lobby of my company’s building. A BLE (Bluetooth Low Energy) beacon picks up my mobile device as I walk through the front door. As I pass the security gate, the doorperson at the desk sees my face, name, company, and access status pop up on her screen, and waves me through.
At lunch, a coworker tells me that one of my favorite singers, Canadian folk artist Basia Bulat, is on tour and is playing tonight at The Chapel, a San Francisco music venue. I pull up the venue’s website and buy a ticket for the show. A minute or two later, I get an email with the ticket and a barcode, which I save to my wallet app. (See Figure 6-3.)
That evening, I head down to The Chapel to catch the show. At the door, the venue’s BLE beacon wakes up my wallet app and pulls up my ticket. I show the barcode to the bouncer. He scans the ticket, and I’m in.
The Basia Bulat concert is a fun one. She is performing several songs from her new album, which was just released on vinyl this week. After the show is over, I stop by the merchandise table to pick up a copy. There is a sign for EZ Wallet checkout. I open up the app, click Nearby Shops, select The Chapel, and click the Check In button. When I get to the front of the line, I ask for the new album on vinyl. The salesperson recognizes my face from his tablet app’s Current Customers list, and asks, “Are you Skip?” I answer “Yes,” and he touches my avatar, charging my account $15 for the album. My phone buzzes with a notification: “$15 paid at The Chapel.” I bid goodnight to my friends and head back to BART.
These use cases are not so far fetched—they can be accomplished today, thanks to the many innovations inherent in mobile technology. First-world countries like South Korea, Japan, and Germany (see Figure 6-4) have been using their mobile phones for these very tasks for a decade. What are they using them for? A survey of the Japanese mobile wallet market showed the following spending categories spread over 9.8 million users: 80% retail, 32% vending machines, 30% public transport, 29% groceries, and 15% restaurants.[66] Those five verticals have fairly unique retail interactions: small payments at vending machines and transit being impersonal experiences, and the rest requiring face-to-face interactions with merchants for larger purchases.
It’s Not Just About Payments
The potential for mobile wallets extends far beyond retail or financial use cases. Anything that consumers carry in a wallet—receipts, coupons, plane tickets, health insurance ID cards, or door keys—could be digitized and consolidated into one mobile experience, in an effort to help users accomplish these tasks more efficiently and without having to carry around disparate papers or cards that are easily misplaced. This content could fall under many umbrellas: banking, commerce, or even identity and access. Figure 6-5 is a fair visualization of what kinds of content could be enfolded into a mobile wallet.
Further, consumers find that the most inconvenient thing about items like plastic cards or paper boarding passes is their static nature; they offer no information apart from what is printed on them. A debit card lets consumers buy goods anywhere, but it can’t provide feedback on how much money is in their account, or if they are straying from their monthly budget. A paper boarding pass shows a flight’s departure gate, but if that gate changes due to the whims of the travel gods, the pass cannot autoupdate; most people have to strain to listen to the many airport announcements to catch the latest updates. These are the types of pain points that we as designers are charged to alleviate and find better solutions for, so that we can ultimately improve consumers’ daily lives. These pain points clearly speak to what consumers will expect from mobile wallets: features that are appropriate for the context of their physical location and help them with everyday tasks like shopping and travel.
Managing Mobile Money
In the last decade, banks have been in the midst of a service revolution, similar to what the airline industry went through in the first half of the decade. Users were tired of dated, cumbersome web services, so outsiders like Orbitz and Kayak were able to swoop in with expedited booking flows and engaging, visual approaches to flight searches. These aggregators had simplified the tasks of comparing prices and booking trips, which proved an attractive alternative to users. This type of “experience diversion” is starting to happen in the banking world.
As I wrote in Chapter 1, with the advent of mobile budgeting and banking apps like Mint and Simple, traditional brick-and-mortar banks are finding that their web banking services are being filtered through the glossy sheen of thoughtfully designed and tested new interfaces. Instead of a list of bank statement PDFs and dry account histories with hard-to-read descriptions, Mint users can see pie charts showing their spending patterns within a custom date range (Figure 6-6, left). Instead of typing in the account number and routing number of the landlord to pay the rent with an electronic transfer, renters can use Square Cash (Figure 6-6, right) to send a payment with their debit card just by writing an email.
Users expect that the payments they make with their mobile wallets in the store will be complemented by the types of services banks have always provided: keeping them informed of their available balances, letting them know when they’ve hit a limit or if fraudulent purchases have been made, and supplying them with a detailed record to review where their money is going. Paper receipts can easily be lost, but a mobile wallet gives users a robust spending history that they can access at any time. Aside from high security standards, banks can add real value to a mobile wallet experience by supplying users with the feedback of real-time financial data. Otherwise, paying with a mobile device is really no different than swiping a card or writing a check.
Balances and Transaction Histories
No customer likes that feeling of trying to pay for something with a credit or debit card that gets declined, certainly not when his fellow shoppers look on with furrowed brows while he fumbles for an alternate card to use. Thankfully, designers can help to avoid this scenario. We can design a home screen, deployed on a connected device, that keeps the user’s available balance in plain view (see Figure 6-7). This number could be a running balance or available credit value, and can be shown on or around the image of the card being used. If there are multiple cards in the wallet, this number can help the user select which card to use for a given transaction.
A companion to the available balance is the transaction log, which can show a user how much money she is spending, and where she’s spending it. Here, an easy-to-read table with clear typographic hierarchy and scannable values can both act as a confirmation that a mobile payment went through as well as provide transparent activity logs, which can reassure the user that fraudulent payments can be traced.
Besides card numbers, enormous amounts of metadata can be gleaned from a swipe or a tap in today’s mature point-of-sale systems. Each payment a user makes with a credit or debit card is accompanied by more than just the amount; in addition, the following data is captured: the currency used, the name and address of the merchant that took the payment, what kind of store, the date and time of the transaction, whether it was a return, and if so, for how much. You can see some of this data in the receipts displayed in Royal Bank of Scotland’s banking app and Google Wallet (Figure 6-8). This data can be used to supply users with rich payment histories that illustrate how and where their mobile money is being spent, and can help them form budgets out of spending patterns. Retailers may also use this data to tailor relevant money-saving offers and coupons that can be sent over the air to the customer’s wallet.
Budgeting
Now that consumers have this data available to them about their mobile payments, what might they want to do with it? After all, it’s only telling them about payments that have happened in the past. What about forecasting the user’s future spending patterns based on past payment activity? This is an insightful tool that helps users make smart spending and savings decisions. Pivo (Figure 6-9) is a groundbreaking banking app from OP-Pijolo in Finland. The first screen of the experience has a line graph not only of the ups and downs of the user’s current and past balances, but also forecasts of what the balance may be in the future. Pivo bases this predication on the user’s spending patterns, plus any scheduled future bill payments. This kind of visual feedback can have a positive effect on consumer spending habits, discouraging users from living beyond their means.
Apps that can be linked to a bank account, like Moven and Level (Figure 6-10), have taken a more visceral approach to keeping users in the black. They both employ very simple visualizations reminiscent of fuel gauges to weigh the user’s pending payments and available balances. This is great for people who are averse to long tables and graphs, giving them an at-a-glance cue about how much they have left to spend for the month.
Among the many human-centered upgrades that Simple has introduced to the banking experience, budgeting is one core component of the app that is done in a way that takes the intimidation out of financial planning. This is great news for people like me, who are not so great at sticking to a financial goal and achieving it.
There always seem to be unforeseen circumstances that get in the way of putting aside money for the future: unexpected car repairs, impulse shopping, spontaneous dinners at fancy restaurants, and so on. Let’s say I need to save up about $5,000 to buy a new laptop for my work. With Simple, I can set the amount and time frame I would need to complete that goal (Figure 6-11). With each passing day, Simple will automatically deduct a small amount from my balance (which Simple calls the “Safe-to-Spend” number) and apply it toward the goal I have set.
A Mobile Shopping Assistant
When users leave their house to go shopping, they will typically have at least two personal items with them: their wallet and their phone. To date they need their wallet for the cards and cash inside, but how could we utilize the phone to help them shop? One logical supplement to payments is enabling the collection and use of money-saving programs like rewards cards and coupons.
Loyalty and Rewards
Users want more than just “digitized credit cards” from a mobile wallet. In fact, anything they might carry in an analog wallet is fair game. In 2012, First Data, a payments processing company, surveyed 4,000 consumers in 11 countries on their shopping and banking behaviors.[68] Of the respondents, 71% expected to be provided with “real-time access” to their bank balance and transaction history. In 2013, market research firm Vibes talked to 1,000 mobile users in the US, and asked them what they would want in a mobile wallet, apart from payment features.[69] Out of this sample, 22% said they would want it to digitize paper items like coupons and loyalty cards, while 13% expected to receive time-sensitive offers based on their spending habits.
When we address these types of consumer needs, we can elevate payment apps from being one-trick ponies to keep users coming back for more. The Starbucks Card app (Figure 6-12) is the most successful mobile wallet of its kind in the US, processing around 3 million transactions a week, as of 2012.[70] Aside from America’s love affair with Frappuccinos, the app keeps users coming back in part because it not only lets them carry a reloadable “gift card” in their phone for use at any Starbucks location, but also tracks their purchases and applies them as credits for free drink rewards. Supplemented with features like offers and gift cards that can be sent to friends, the Starbucks app is a perfect example of how to add value to a mobile payment app, extending the experience beyond the spectacle of whipping out a phone to pay for no-whip hot chocolates, and giving users convenient and timely incentives.
There are dozens of loyalty apps in the Shopping category of your chosen app store, some by aggregators like Stampt or Belly, and others from merchants themselves, like Target. The most successful loyalty apps tend to have three key elements:
Ability to search for nearby participating merchants, with links to native maps
Simplified redemption process, either by tying the rewards to payments, or by showing a barcode/QR code at checkout or “hands-free” via geolocation
An at-a-glance points tracker visualization, paired with an easy-to-understand rewards system
Loyalty and coupon programs are a favorite channel for merchants, because they want to encourage repeat business. Consumers like them because they can pick up savings in the form of rewards or points, but the catch is that users have to remember to bring the loyalty card with them each time they intend to visit their favorite merchant. For this reason, bargain hunters tend to bring loyalty cards with them all the time, just in case. In fact, the average US shopper has five loyalty cards in his wallet.[71] That’s a sizable stack of plastic to carry around!
Unlike points earned from credit card purchases, loyalty cards are closed loop systems, so are only redeemable at specific merchants. This led to the advent of form-factor key fobs handed out by grocery stores, or customers enrolling in programs by disclosing their phone numbers, which they enter at the point of sale to get their points. Startups like Shopkick and Belly (Figure 6-13) have found a niche here, creating loyalty programs for many merchants at a time and consolidating them into one app, so that there is no plastic to carry around, and it’s easier for consumers to track how many points they have or what rewards they can earn. This proves a compelling reason for users to return to their favorite merchants (and your app) over and over again in order to rack up savings for future purchases.
Isis and Google Wallet are ideally placed to simplify the loyalty- card-plus-payment experience, as users can present their cards along with their payment information in one NFC tap. However, Google Wallet falls short of a more complete loyalty experience in that it doesn’t consistently tie in a tally of points earned from the user’s loyalty programs, and has an awkward redemption flow (Figure 6-14). Isis Wallet does this quite well, presenting any loyalty cards and offers the user has selected in the transaction with one NFC tap. Ideally, loyalty features within a mobile wallet should be executed in a transparent, lightweight manner, no matter the form factor. This allows users to earn savings in an effortless way, and gives them an incentive to use a mobile wallet over a plastic card for this purpose.
Offers and Coupons
Merchants have employed offers and coupons for 125 years to get people to walk in their doors; we know the coupon system works.[73] Bargain-conscious consumers tend to love them, so retail brands go out of their way to find more efficient ways to get them into consumers’ hands, like getting coupons into mailers, newspaper inserts, and on a stand in store lobbies. Merchants generally strive to make coupons as portable and “redeemable” as possible for consumers—for example, by creating perforated tearouts for coupons, and printing them on the back of purchase receipts.
Discovery
Much of the initial development that goes into building an offer experience is put toward content—that is, gathering local and national deals from aggregators or working directly with brands. However, even an app with thousands of name-brand coupons can be rendered useless if the user isn’t given an effective means of searching for them. Four mobile location-search best practices are best applied here, including:[74]
Allow users to search by zip code or current location
Give users control of search results with both a map and list view
Let users limit search results to categories they are interested in
Show meaningful icons or thumbnails on overlays that show the merchant and the deal
Groupon (Figure 6-15) is a great example of these practices.
Redemption
Once users have zeroed in on a deal they are interested in, the detail view should give a very clear description of the offer, when it expires (if applicable), where to find the merchant, and how to redeem it, as seen in Google Offers (Figure 6-16). A well-designed offer screen with a clear and obvious redemption method is much more likely to be used before the expiration date. Here, Google has kept the redemption barcode at the top, so that even if the details and stipulations of the offer run long (as is often the case with coupon marketing content), users won’t miss the barcode.
Keep in mind that your consumer is not the only user in this scenario; offering details along with a large, easy-to-find promo code will make it much faster for the sales cashier to apply the offer to the purchase. This is evident in Eureka Offers’ coupon detail screens (Figure 6-17). Target’s new coupon app, Cartwheel, takes this efficiency one step further by binding several coupons to one barcode, which is helpful to both the sales cashier and the customer for applying multiple discounts to one purchase (Figure 6-17).
Context
Mobile is a natural next step for putting savings literally right into the consumer’s hands. That means that context is the key to making mobile coupons a strong incentive to use a mobile wallet. While searching for coupons before a shopping trip is a common use case, presenting an offer at the exact moment that it’s most relevant to users (i.e., when they are in the store with their phone) instantly makes that offer more palatable. It should be no surprise, then, that 63% of users would be more likely to buy something in a store if they were served up a location-enabled coupon as they walk in.[75] A great example of this is when RetailMeNot (Figure 6-18) uses geofencing to send push notifications that tell users when they are near a participating merchant.
Personalizing deals
As users browse available deals, apply familiar “favoriting” or “saving” patterns to let them build a repository of offers they are most interested in. If you think about it, this really is just the mobile version of coupon clipping!
This should be as simple as a button that saves a single offer to a My Coupons tab, as seen in RetailMeNot. Mobile wallets should also let users customize the deals they are shown by marking their favorite brands, as Isis Wallet has done in a cutesy manner by letting users “love” a retailer (Figure 6-19, right).
A gestural approach to this interaction can be seen in Eureka Offers, where users drag and drop tempting deals into a “drawer” of saved offers (Figure 6-20). This is a helpful metaphor that impresses upon the user exactly where in the app these offers are saved, so that it’s easy to go back and find them for later use.
Mobile Travel
Mobile wallets can also make an impact on streamlining the often-frustrating experience of travel. In this vein, consumers are warming to the idea of using their mobile devices to keep track of their travel plans and boarding passes. SITA, which provides IT infrastructure to the airline industry, surveyed over 2,400 airline passengers across the world in 2013, and found that 58% wanted to get flight status updates on their mobile device, and 66% would be interested in having a mobile boarding pass.[76] A mashup of mobile payments with transit applications is a convenient way for users to manage their journeys from start to finish.
Traveling can be fraught with confusion and misinformation. Airlines and transit agencies are not known for being progressive with technology, and moving between modes (from bus to underground train to elevated train) can be a hassle when the various ticketing systems are not interoperable. Travelers have to be vigilant in finding posted schedules, maps, and arrival time displays at each station in order to know approximately when their flight will depart, or how to get from one area of the city to another on which lines.
With mobile devices, travelers now expect real-time updates on key factors like departures and arrival times. With public transit systems that use smartcards, like London’s Oyster card or Tokyo’s Suica card, users need to know how much money is left on their cards and have an easy way to reload them. In these areas, mobile wallets are well suited to help users avoid lines at the turnstile and ticket kiosks. They can help the user keep track of paper boarding passes and cards, and generally make the logistics of travel less challenging, regardless of the method used (NFC, barcodes, BLE, etc.).
Transit
NFC has been deployed in transit systems most successfully in places like Japan, South Korea, and Singapore, where millions of passengers can not only tap their phones to get through the turnstile, but also link their bank account to the wallet app for easy card reloads. In 2011, riders using KT’s Cashbee mobile transit app (Figure 6-21) to get around Seoul had tapped their phones 30 million times, which works out to about $9.5 million.[77] Instead of users having to wait in line to check the balance of their card or add money, the app automatically reloads the card over the air if the balance drops below a preset limit.
The updated balance of the card is easy to find, and there is a transaction history screen that logs the last 20 rides. NFC is especially nice to have in underground transit stations where data coverage is minimal at best. If a passenger needs the latest train schedule, he can tap his phone on one of the NFC-tagged posters in the station. Passengers can even transfer money to their friends’ Cashbee cards by bonking phones together.
In the US, a few NFC initiatives in transit have sprung up, the most recent being Isis offering free bus rides to trial users in Salt Lake City and Austin. The first was in 2008, when Sprint, First Data, and VivoTech (a POS solutions company) worked together to bring NFC payments to the BART system in the San Francisco Bay Area as part of the EZ Rider program. NFC-enabled phones (Figure 6-22) were handed out to 250 test participants, who could then link debit or credit cards to the device and load up their BART card.[78]
Smart posters were displayed in BART stations where users could tap their phones and get directions to the nearest Jack-in-the-Box restaurant, where they could then bring the phone to pay for their meals. After the four-month trial was over, riders had taken 9,000 trips on BART with the phone, and reloaded their mobile BART cards 800 times.[79]
When you are integrating transit services into a mobile wallet, it’s best to keep the features lightweight. Passengers will first want to know their transit card balance, so that should be the most prominent, along with a log of recent activity: payments made with the card, and credits from the funding source. If the mobile wallet is enabled with NFC, employ the Tap & Go contactless mode so that the user doesn’t have to open the app to tap her phone at the turnstile, for speedier transactions. Ideally, the app should talk to the transit agency’s real-time feed of train schedules combined with the device’s GPS data to show incoming trains at the station closest to the user (Figure 6-23).
Air Travel
Recently in the world of air travel, airlines have been providing travelers with digital boarding passes via email or within their mobile apps, which the passenger can then show at the gate. This is indicative of efforts within the industry to simplify the airport experience to be more like the transit model, which employs self-service paradigms: passengers check themselves in at a kiosk, find where they need to go, and get where they are going without having to wait in line to talk to an attendant.
A mobile version of the boarding pass is much harder to lose, and the mobile wallet can then act as a concierge throughout the passenger’s flight experience, pulling in services like mobile check-in, flight status updates, luggage tracking, and seat requests. A great example of success in this area can be seen in Air New Zealand’s mPass app (Figure 6-24), which also shows users their air miles balance and notifies them when a flight is boarding or delayed.
Apps like Apple’s Passbook and Google Now (Figure 6-25) began to support boarding passes from several airlines, such as Air Canada, Air China, Alaska, Virgin Australia, and Lufthansa. A boarding pass linked to the app will pop up on screen right when you need it—as you enter the airport property—and it will be updated with the latest departure gate and boarding times. Within four months of Passbook’s launch in 2012, gate attendants at United Airlines were scanning 20,000 mobile boarding passes a day.[80] Of course, Passbook supports other types of ticketing partners, like Amtrak trains, concert tickets from EventBrite, movie tickets from Fandango, and Major League Baseball tickets.
These small revolutions in air travel have caused airlines to take a hard look at the experience design and features of their own mobile apps. United Airlines, in particular, has revamped its iOS app (following Google Now’s contextual index card model, with a sprinkling of Windows Metro) so that it can be customized by the user (Figure 6-26).
In addition to the boarding pass, users can check in, view their club membership card and points, convert local currencies, swipe through airport maps, and see the weather at their destination.
Summary
People adopt new technology into their lives only when it suits their needs and doesn’t get in the way. Fads will fall to the wayside, and true, lasting innovations become subsumed into the daily fabric of mundane tasks that people do in the course of working, living, and playing. And yes, sometimes...shopping.
I strongly believe that the concept of mobile wallets is a prime example of technology solving real-world problems. To undertake the shaping of something that is so personal and unique to the individual using it is no small feat. These aren’t easy problems to solve, having so many moving parts and complex ecosystems driving the service environment of the finance, commerce, and travel verticals. That’s all the more reason, then, for UX designers and product visionaries to turn their microscope to these services, and see how we can improve and shape them for the near future. I feel that good design should be applied to the everyday with as much fervor as the next big social media startup.
Though here we have touched on a few of the possibilities, there are other areas where mobile wallets can alleviate friction by streamlining processes and content gathering—namely, government services, identification, and healthcare. This is just the beginning!
[64] Mark Twain, Life on the Mississippi (Boston: James R. Osgood & Co., 1883), Chapter 44 (http://bit.ly/1qVnwNR).
[65] A deep-fried puff pastry covered in powdered sugar, made famous in New Orleans by Café Du Monde in the French Quarter.
[66] “Mobile Year in Review 2010,” ComScore MobiLens, February 2011.
[67] Ernst & Young, Mobile Payments Report, slide 3, June 2012 (http://slidesha.re/1qVnIN6).
[68] First Data 2013 Global Universal Commerce Consumer Tracker Study (http://bit.ly/1qVnTbc).
[69] “2013 Mobile Wallet Consumer Report,” Vibes, August 2013 (http://bit.ly/1qVnZQf).
[70] Kevin Fitchard, “US Mobile Wallet Users Spent $500M in 2012—Nearly All of It at Starbucks,” GigaOm, June 4, 2013 (http://bit.ly/1qVo7ix).
[71] Phillip Britt, “5 the Magic Number for Loyalty Cards: Study,” Polaris Marketing Research, August 6, 2012 (http://bit.ly/1qVoeL4).
[72] Aaron Tilley, “Customer Loyalty Tech Startup Belly Raises Another $12M from Andreessen Horowitz,” Forbes, August 28, 2013 (http://onforb.es/1qVolq5).
[73] Kim Gittleson, “The First Coupon,” WNYC.org, June 17, 2011 (http://bit.ly/1qVoxpl). One of the first widely circulated coupons may have been in 1887: vouchers for free bottles of Coca-Cola—a five-cent value!
[74] For a fantastic collection of design patterns in this search mode, see Theresa Neil, Mobile Design Pattern Gallery, 2nd edition, http://www.mobiledesignpatterngallery.com/ (Cambridge, MA: O’Reilly Media, 2014).
[75] Lauren Johnson, “Mobile Coupons Trigger 51pc of Consumers to Shop In-Store: Study,” Mobile Commerce Daily, June 24, 2013 (http://bit.ly/1qVoJVr).
[76] “Passenger IT Trends Survey 2013,” SITA, 2013 (http://bit.ly/1qVoOse).
[77] “Korea Blazes Trail for NFC,” GSMA, November 2013 (http://bit.ly/1qVoZ6S).
[78] Ryan Kim, “BART Tries Pay-by-Phone System,” San Francisco Chronicle, January 30, 2008 (http://bit.ly/1qVp2zJ).
[79] “BART Trial of Pay-by-Phone Technology Called a Success,” BART.gov, October 6, 2008 (http://bit.ly/1qVpePg).
[80] Christina Bonnington, “Apple’s Passbook Is a Surprise Success for Developers,” Wired, December 20, 2012 (http://wrd.cm/1qVpii0).