Using contextual interview, focus group, persona, scenario to define the problem.

1. Group Assignment One
Group One
Andrea, Hermione, Nicole, Sophia, Taylor, Vivian

2. The Product We Chose…

3. Contextual
Interview • To find the problem
Interpretation Session &
Affinity Diagram • To define the problem
Focus Group • To triangulate data
Persona & Scenario • To frame the problem
Agenda

4. Contextual Interview
John
26 years old
Bank staff
Credit card
payment
Taobao
Water and
electricity fees
Movie tickets
Go Dutch
Hayward
23 years old
NGO staff
Cash
Octopus card
Credit card
Andrea
23 years old
Student
Money transfer
Pay fees in
convenient
store
Max
23 years old
Student
Cellphone card
value adding
Lottery ticket
Taobao

5. Contextual Interview
Hayward: Payment Behavior

6. Contextual Interview
Andrea: Payment Behavior

7. Interpretation Session
Interviewees: John, Taylor, Annie, Hayward
Set Roles:
• Presenter: Taylor, Nicole, Vivian, Sophia
• Sequence Modeler: Andrea
• Factoid Writer: Nicole, Taylor
• Participants: Andrea, Sophia, Nicole,
Taylor, Vivian, Luo Meng,
Hu Qingxin
• Moderator: Vivian

8. Interpretation Session

9. Affinity Diagram

10.  Using QR code to
pay is practical
X QR code scanners
sometimes doesn’t
work well.
 Financing without
going to the bank
and check balance
of payments
records
X The inconvenience
of keeping small
changes.
 The convenience of
adding value to
cellphone card and
transportation card,
X More secure
environment
 Administration fee
free and the
connection of
different banks
X Large amount of
money
withdraw, waiting
in line, APP
design, and
security.
X Daily payment
and identify code
free, Security
problem, better
software and
hardware.

11. Insights
QR code scanner doesn‟t
work well
A convenient access to the
balance of payment
record can intense the
ability to monitor account
balance and encourage
rational consuming
Small changes could be a
troublesome issue
People expect their
rechargeable card could
be charged automatically
Security is the most
concerned problem
Mobile App should
cooperate with more
banks
Some memory functions
can greatly reduce the
data volume that
interviewees need to
memorize before
Users prefer to use mobile
applications to pay small
amount of payments
Some UI design is
unsatisfied
Interviewees accept
relatively lower safety
level in order to improve
the convenience
Some functions requires a
certain user base to get
promoted
Hardware plays an
important role in mobile
payment implementation

12. Section One: the general emotion and acknowledgement about mobile payment
Triangulate data: focus group
• Do you ever use mobile payment? If you have, what product or
services do you use mobile payment to pay for and which mobile
payment software do you use? If not, which factors lead to not use?1
• Which benefits do mobile payment bring for you? And what‟s your
expectation?2
• Do you feel afraid of mobile payment? And what are your worries?3
• How could you make balance between security and convenience for
mobile payment?4
• How many people around you have used mobile payment? Do their
adoption have effects on you? Take an example.5
• Do you ever use QR code to pay bills? What are the conveniences
and inconveniences during the process?6

13. Section Two: specific mobile payment behavior
Triangulate data: focus group
• Have you ever use mobile platform to manage your finance? Which
financial program do you engage in? What are the conveniences
and inconveniences during the process?
1
• Have you ever use mobile platform to add values? Which values do
you add? What are the conveniences and inconveniences during the
process?2
• Have you ever use mobile platform to transfer bills? Which kind of
bills do you transfer? What are the conveniences and
inconveniences during the process?3
• Have you ever use mobile platform to pay bills? Which bills do you
pay for? What are the conveniences and inconveniences during the
process?4
• Have you ever use NFC (near field communication) to pay bills?
Which bills do you pay for? What are the conveniences and
inconveniences during the process? What do you think about its
future?
5
• How do you deal with small charges, especially coins? Why?
6

14. Results
Triangulate data: focus group
No. 1, 3, 4, 5, 6, 7, 8, 10 and 12
No. 2, No. 9 and No.11

15. Annie
A 21-year-old student who comes from An‟hui province but studies in
Beijing Normal University. As a student, she has no income so her
living expense totally depends on her parents. Living cost in Beijing is
a not a small amount of money, especially for her working-class
parents. Every month, she got 1500 yuan from her parents, which can
only cover the basic living needs.
Annie‟s Goals:
“Every mouth I need to spend half of the day for transferring money, I really hate wasting my time in the bank, but I
have no choice.”
”Now I‟m used to buy everything in Taobao, I even recharges mobile bills on Taobao. Taobao is soooo omnipotent!!”
“But this is not enough for my usage, so whenever there is public Wi-Fi, I „ll „loiter‟ the net(蹭网), even though I know
there may have some security issues. ”
Task: Transfer, online payment, recharge
Goal：Save money
Pain point：Wasting time and security issues
Frame problem: persona and scenario

16. John‟s goal
“It can only be paid in 7-11, because other store don‟t have this kind of scanner. And sometimes the QR-code is not
readable if the paper is damaged by me.”
“Working in bank is an advantage to me, I have more knowledge of financing. But the problem is I don‟t have much
time to deal with it. ”
“We pay by AA. One person pays all the bills to the restaurant and others pay their personal bill to he/she. But I have
some embarrassing experiences. Sometimes they don‟t have small change in their wallet and forget to pay it back to
me afterwards. But they are my colleagues anyway, I don‟t feel comfortable to ask my money back. “
Task: Bill payment, financing, go-Dutch
Goal: Save time
Pain point: mobile security, small change problem, inaccessible of QR code.
Frame problem: persona and scenario
John
A 28-year-old male who works in BC (Bank of
communication)，Guangzhou. Working in the bank is
extremely hard with more than 10 working hours per day
and few holidays.

17. Scenario
Bill
payment
Financing
Small
changes
Value-
adding
Money
transfer
Payment

18. • Haley is 32 years old office lady who always takes money management very
seriously. She has several financial service managers to help her purchase fund and other kinds
of financing products. But with the increasing of the financing knowledge, Haley finds that there is
no need to listen to the tedious lecture of her financial managers promoting the financing products
which she is not interested in and totally a waste of time. Haley wants to make her own
decision and purchase any funds she likes without even leaving her bedroom. And
magic happens. Haley finds a new way to do money management without going out. By this
way, Haley was surprised to find that she could check her own financial record and purchase
funds and other kinds of financial products anytime and anywhere.
Scenario
Financing

19. • Vincent is a 26-year-old white-collar worker in a foreign invested enterprise. On
weekends, he always likes hanging out with some friends, and having dinner together. This week, after
five busy working days, he was able to meet some of his friends at the dinner time on Saturday as
usually. They had a happy time during the dinner talking about the time when they are in the university.
At the end of the dinner, Vincent paid for the whole bill by his credit card at first, and his friends were
supposed to pay him for their own share by cash. However, changes were not enough to pay back to all
of his friends to balance the bill, and Vincent was reluctant to keep the coins from his friends since
there was not a proper place in his wallet to keep coins. Changes are always a troublesome issue in go-
dutch, and Vincent became kind of impatient about the issue. At this time, one of his friends offered a
good suggestion, and the problem was solved in a short time. Vincent got back to the happy and
relaxed mood as that during the dinner.
Scenario
Small Changes

20. Limitation
1. Number of participants in contextual interview is small
2. All females during affinity diagram & focus group
3. Our focus group questions are not very oriented

21. Thank You!