Arizona World Usability Day 2012 Keynote Presentation, Nov. 8, 2012 Rick Tilghman, Senior Director of User Experience Design, PayPal Topic: Delivering payments in a ubiquitous computing world Digital services continue to assume an increasingly essential role in daily life. Devices are shrinking and fragmenting, analog products are evolving digital capabilities, and new products are displacing established business models. In short, digital is absorbing an increasing array of specific, nuanced, and ever more essential behaviors and needs. As we confront this rapidly evolving world of ubiquitous computing there are a number of important questions we’re asking at PayPal. What are the implications for the future of payment services? What is the role of usability and UX? How do we evolve to address an accelerating and diversifying marketplace?

1. World Usability Day 2012
Designing the
Future of Money
Arizona World Usability Day 2012 Celebration
PayPal Scottsdale
November 8, 2012
Rick Tilghman, Senior Director of User
Experience Design, PayPal
sponsored & hosted by

2. Usability Day 2012
Delivering payments in a ubiquitous computing world
October 19, 2012

3. INTRODUCTION
Digital services continue to assume an increasingly essential
role in daily life. Devices are shrinking and fragmenting, analog
products are evolving digital capabilities, and new products are
displacing established business models. In short, digital is
absorbing an increasing array of specific, nuanced, and ever
more essential behaviors and needs.
As we confront this rapidly evolving world of ubiquitous
computing there are a number of important questions we’re
asking at PayPal. What are the implications for the future of
payment services? What is the role of usability and UX? How
do we evolve to address an accelerating and diversifying
marketplace?
2

4. The World After iPhone (AI)

5. AFTER IPHONE “AI”
The
past
5
years
has
seen
a
revolu1on
in
connected
devices…
with
whole
new
segments
and
pla9orms
June, 2007 2008 2009 2010 2011 2012
4

6. EXPONENTIAL GROWTH
By
2014
almost
1
billion
smart
phones
will
be
sold…
annually
5.4
275+
600+
1000+
years
million
million
million
Since
iPhone
debut
iOS
Devices
sold
All
smart
phones
Non-­‐PC
devices
(2007)
since
2007
sold
since
2007
sold
since
2007…
yep,
that’s
a
billion.
5

7. ACCELERATING ADOPTION
Smartphones
and
tablets
are
the
most
rapidly
adopted
technologies
in
history
The
compound
effect
of
technology
will
only
accelerate
this
trend
6

8. AN EVOLVING LANDSCAPE
Digital
is
an
increasingly
cri1cal
part
of
daily
life
7

9. AN EVOLVING LANDSCAPE
The
“smart”
ecosystem
con1nues
to
evolve
and
expand
8

10. AN EVOLVING LANDSCAPE
Services
con1nue
to
be
transformed
and
disrupted
9

11. AN EVOLVING LANDSCAPE
Compe11ve
barriers
are
being
reduced
or
eliminated
by
the
digital
infrastructure
10

12. AN EVOLVING LANDSCAPE
Digital
is
shrinking
the
world…
at
an
accelera1ng
rate
11

13. Payments In The Land Of Ubiquity

14. FUTURE OF PAYMENTS
Where
is
the
“wallet”?
13

15. FUTURE OF PAYMENTS
Everywhere…
wallet
is
a
ubiquitous
framework,
not
a
“device”
14

16. FUTURE OF PAYMENTS
Increased
flexibility
and
adaptability
are
cri1cal…
for
all
customers
15

17. FUTURE OF PAYMENTS
“Big
Data”
is
an
increasingly
important
focus…
16

18. FUTURE OF PAYMENTS
…but
data
is
only
valuable
when
it’s
ac1onable
Aggregated
industry
Real-­‐1me
guidance
Dynamic
pricing
to
and
market
insight
to
enable
and
drive
help
merchants
increase
relevancy
behavioral
change
improve
efficiency
17

19. FUTURE OF PAYMENTS
Customers
increasingly
expect
more
value
from
providers
Rela7onship
Personalized
Enablement
Opportuni7es
Global
Seamless
Adaptability
Financing
18

20. FUTURE OF PAYMENTS
Payment
“roles”
are
more
fluid
and
complimentary
19

21. FUTURE OF PAYMENTS
The
environment
is
more
intelligent
and
reac1ve
20

22. WHO WILL WIN?
• Experiences
that
concentrate
on
servicing
and
are
able
to
support
ubiquity
• Experiences
that
flexibly
adapt
to
contextual
factors
and
changes
• Experiences
that
focus
less
on
passive
informa1on,
more
on
enabling
ac1on
• Experiences
that
grow
to
meet
con1nually
increasing
servicing
expecta1ons
• Experiences
that
incorporate
a
nuanced
view
of
customer
roles
and
behavior
• Experiences
that
capitalize
on
technology
and
environmental
changes
21

23. UX, More Important Now Than Ever

24. EXPERIENCE = PRODUCT
You
can’t
separate
the
product
from
the
experience
23

25. DOUBLING DOWN ON BEHAVIOR
The
ability
to
solve
experience
problems
is
product
cri1cal
24

26. DOUBLING DOWN ON BEHAVIOR
Deciphering
nuanced
contextual
behaviors
enables
breakthroughs
25

27. DOUBLING DOWN ON BEHAVIOR
Experiences
that
deliver
on
a
value
proposi1on
are
the
key
26

28. UX / USABILITY IS THE KEY
User
centered
design
already
provides
the
techniques
we
need
ASSESS ANALYZE Archetypes /
Personas
Competitive
Review
Existing
Research
Stakeholder Research Scenarios /
Industry Findings Journeys
Insights
Analysis Assumptions
Matrix
Concept
Exploration
Screening,
Recruiting, and Experience Brief
Inquiry Materials Capabilities Matrix A B
User
Sessions
C
INVESTIGATE CONCEIVE
27

29. UX / USABILITY IS THE KEY
Design
capabili1es
are
cri1cal
to
delivering
immersive
experiences
REDACTED
28

30. UX / USABILITY IS THE KEY
Research,
tes1ng,
and
analy1cs
inform
and
refine
the
product
29

31. PayPal – Evolving The UX Approach

32. ASSESSING THE MODEL
Tanks
are
great…
unless
your
enemy
is
an
airplane
31

33. ASSESSING THE MODEL
With
extended
release
cycles
you’ve
lost
before
you
begin
32

34. ASSESSING THE MODEL
Waterfall
is
a
roadmap
to
obsolescence
33

35. ASSESSING THE MODEL
The
risks
are
too
high
to
commit
millions
and
years
to
a
product
that
“should”
work
34

36. RETHINKING PROCESS
Shorter
cycles
to
enable
faster
itera1on
Mobile
First
and
Lean
UX…
and
a
dash
of
pragma1sm
35

37. RETHINKING TEAMS
Co-­‐loca1ng
and
streamlining
to
reduce
overhead
and
increase
velocity
36

38. RETHINKING TOOLS
Consolida1ng
tools
to
increase
efficiency,
reduce
barriers,
and
foster
collabora1on
37

39. RETHINKING WORKFLOW
Reducing
overhead
and
enabling
repeatability
with
living
paferns
38

40. RETHINKING COMMUNITY
Fostering
internal
transparency
to
increase
awareness
and
collabora1on
39

41. RETHINKING TESTING
Smaller
cycles
for
rapid
feedback,
bigger
cycles
for
broader
insight
40

42. Putting It All Together

43. UNDERSTANDING THE LANDSCAPE
This
is
the
1p
of
the
ubiquitous
iceberg,
the
world
is
waking
up
42

44. ROADMAP TO SUCCESS
Success
will
driven
by
contextually
adaptable
experiences,
not
devices
43

45. IDENTIFYING THE CHALLENGE
It’s
not
enough
to
“understand”
customers.
You
need
the
process
to
iden1fy
and
adapt
to
shiging
behaviors…
44

46. PUTTING IT ALL TOGETHER
UX
is
the
answer,
but
we
must
adapt
to
this
evolving
landscape…
45