Towards a cashless society:

A design science research on mobile wallets

Mia Olsen
IT-University of Copenhagen, Winter 2011
IT & Business (EBUSS)

Supervisors: Jonas Hedman & Ravi Vatrapu
Keystrokes: 266,890 (equivalent to 148.3 standard pages)





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Table of contents



1 Introduction ........................................................................................................................... 6
1.1 Problem statement ............................................................................................................................... 7
1.2 Delimitation ........................................................................................................................................... 8
1.3 Summary ................................................................................................................................................ 9
2 Framing the problem ............................................................................................................ 11
2.1 The cashless society ........................................................................................................................... 11
2.1.1 Past ............................................................................................................................................ 12
2.1.2 Present ....................................................................................................................................... 13
2.1.3 Future ........................................................................................................................................ 16
2.2 Advantages and disadvantages of a cashless society ................................................................... 19
2.3 The cashless society envisioned in this project .............................................................................. 22
2.4 Summary .............................................................................................................................................. 23
3 Design Science Research Method .......................................................................................... 25
3.1 Why Design Science? ......................................................................................................................... 25
3.2 The model ............................................................................................................................................ 28
3.2.1 Awareness of Problem ............................................................................................................ 29
3.2.2 Suggestion ................................................................................................................................ 30
3.2.3 Development ............................................................................................................................ 35
3.2.4 Evaluation .................................................................................................................................. 40
3.2.5 Conclusion................................................................................................................................. 40
3.3 Design Science evaluation methods ................................................................................................ 41
3.4 Summary .............................................................................................................................................. 42
4 Design process ..................................................................................................................... 43
4.1. User groups ........................................................................................................................................ 44
4.1.1 The 10-15 year-olds ................................................................................................................. 46
4.1.2 The 20-25 year-olds ................................................................................................................. 48
4.1.3 Mothers in their mid 30s ....................................................................................................... 49
4.1.4 Business people ....................................................................................................................... 50
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4.2 Interviews............................................................................................................................................. 52
4.2.1 Results from interviews ........................................................................................................... 53
4.3 Usability goals ..................................................................................................................................... 66
4.4 Personas............................................................................................................................................... 67
4.4.1 Persona 1 The Young Teenager ......................................................................................... 73
4.4.2 Persona 2 The Young Adult ................................................................................................ 74
4.4.3 Persona 3 The Mother (M) .................................................................................................. 75
4.4.4 Persona 4 The Business Man .............................................................................................. 76
4.5 Sketches ............................................................................................................................................... 77
4.5.1 Sketch The Young Teenager ............................................................................................... 78
4.5.2 Sketch The Young Adult ...................................................................................................... 79
4.5.3 Sketch The Mother ............................................................................................................... 81
4.5.4 Sketch The Business Man .................................................................................................... 84
4.6 Scenarios .............................................................................................................................................. 86
4.6.1 Payment scenario with the Young Teenager ....................................................................... 86
4.6.2 Payment scenario with the Young Adult .............................................................................. 87
4.6.3 Payment scenario with the Mother ....................................................................................... 88
4.6.4 Payment scenario with the Business Man ............................................................................ 88
4.7 Summary .............................................................................................................................................. 89
5 Development of four wallets ................................................................................................ 91
5.1 Presentation of the prototype .......................................................................................................... 91
5.1.1 First mock-up- The Young Teenager .................................................................................... 92
5.1.2 First mock-up The Young Adult ......................................................................................... 93
5.1.3 First mock-up The Mother .................................................................................................. 94
5.1.4 First mock-up The Business Man ....................................................................................... 95
5.2 Testing the prototype ........................................................................................................................ 96
5.2.1 Result from the first iteration of tests ................................................................................... 97
5.2.1.1 The Young Teenagers ................................................................................................... 97
5.2.1.2 The Young Adults .......................................................................................................... 99
5.2.1.3 The Mothers ................................................................................................................ 100
5.2.1.4 The Business Men ...................................................................................................... 102
5.3 Presentation of the second suggestion for a prototype ............................................................ 104
5.3.1 Second mock-up The Young Teenager .......................................................................... 105
5.3.2 Second mock-up The Young Adult ................................................................................. 106
5.3.3 Second mock-up The Mother .......................................................................................... 108
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5.3.4 Second mock-up The Business Man............................................................................... 109
5.4 Testing the second prototype ........................................................................................................ 111
5.4.1 Result from the second iteration of tests .......................................................................... 112
5.4.1.1 The Young Teenagers ................................................................................................ 112
5.4.1.2 The Young Adults ....................................................................................................... 114
5.4.1.3 The Mothers ................................................................................................................ 116
5.4.1.4 The Business Men ...................................................................................................... 119
5.5 Summary ........................................................................................................................................... 121
6 Evaluation and re-design .................................................................................................... 122
6.1 Evaluation of test results ................................................................................................................ 122
6.1.1 The Young Teenagers........................................................................................................... 122
6.1.2 The Young Adults .................................................................................................................. 123
6.1.3 The Mothers ........................................................................................................................... 124
6.1.4 The Business Men ................................................................................................................. 125
6.2 Summarising the properties of the mobile wallet ...................................................................... 126
6.3 The next step in the development of the mobile wallet ............................................................ 132
7 Conclusion.......................................................................................................................... 133
8 Discussion and reflections .................................................................................................. 135
9 Contributions ..................................................................................................................... 137
10 References ........................................................................................................................ 138


Appendixes

Appendix A - Pictures of interviewees physical wallets
Appendix B - Scanned pictures of interviewees sketches




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Figures

Figure 3.1: The Design Science Model and its associated chapters 29
Figure 4.1: Illustration of factors influencing consumer behaviour 44
Figure 4.2: Maslows Hierarchy of Needs 45
Figure 4.3: Picture of the Young Teenager persona Monica 72
Figure 4.4: Picture of the Young Adult persona Peter 73
Figure 4.5: Picture of the Mother persona Anita 74
Figure 4.6: Picture of the Business Man persona Tom 75
Figure 4.7: Sketch of the Young Teenagers mobile wallet 78
Figure 4.8: Sketch of the mobile wallets icon 79
Figure 4.9: Sketch of the Young Adults mobile wallet 80
Figure 4.10: Sketch of the Mothers mobile wallet 82
Figure 4.11: Sketch of the front page of the Business Mens mobile wallet 84
Figure 4.12: Sketch of the payment window of the Business Mens mobile wallet 84
Figure 5.1: Mock-up of the Young Teenagers mobile wallet 92
Figure 5.2: Mock-up of the Young Adults mobile wallet 93
Figure 5.3: Mock-up of the Mothers mobile wallet 94
Figure 5.4: Mock-up of the front page of the Business Mans mobile wallet 95
Figure 5.5: Mock-up of the payment page of the Business Mans mobile wallet 95
Figure 5.6: Mock-up of the front page of the Young Teenagers mobile wallet 105
Figure 5.7: Mock-up of the payment page of the Young Teenagers mobile wallet 106
Figure 5.8: Mock-up of the front page of the Young Adults mobile wallet 107
Figure 5.9: Mock-up of the payment page of the Young Adults mobile wallet 107
Figure 5.10: Mock-up of the Mothers mobile wallet 108
Figure 5.11: Mock-up of the front page of the Business Mans mobile wallet 110
Figure 5.12: Mock-up of the payment page of the Business Mans mobile wallet 110
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Tables

Table 3.1: Data collection through interviews 38
Table 3.2: Data collection through user tests 39
Table 3.3: Abbreviations used in this project 39
Table 4.1: The interviewees relationships with their mobile phones 53
Table 4.2: Contents of the interviewees physical wallets 56
Table 4.3: The interviewees use of their physical wallets 59
Table 4.4: Thoughts and proposed properties of the mobile wallet 62
Table 4.5: Data on the four user groups, collected through the interviews 69
Table 6.1: A summarised list of the proposed functionality properties 127
Table 6.2: A summarised list of the proposed design properties 129












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1 Introduction

You will soon be able to make payments via your mobile phone (Scheuer, 2010).
It might sound as something from a future far, far away, but it is a headline from the
Danish newspaper metroXpress in the Autumn of 2010.
Within the last ten years or so, our world has become rapidly more digitalized. An
example of this is the Danish public citizen portal called borger.dk which forms an
online entrance to the public sector with access to public information and digital self-
services concerning topics such as family and children, residence and buildings, and
disabilities. Other examples are digital bus tickets bought via mobile phones, Internet
purchases, and social interactions made via SMS, emails and social networks on the
Internet. Two important factors that have contributed to this development are the use of
mobile phones and the use of Internet anywhere. We are more on the go than ever and
get things done while we are on the go via our digital devices. Everything is mobile.
A part of the abovementioned digital purchases is digital payments. And when
everything else is mobile, the payments have to be mobile too; we have to be able pay
for goods and services no matter where we are. Thus there is a need for an electronic
wallet an e-wallet with which mobile payments can be made.
Mobile payments are defined as: [] payments for goods, services, and bills with
a mobile device (such as a mobile phone, smart-phone, or personal digital assistant
(PDA)) by taking advantage of wireless and other communication technologies
(Dahlberg et al. (2008, p. 165). Googling mobile payments results in almost the same
definitions, but some of them only mention mobile phones and leave out PDAs and
smartphones. In the perspective of this project, mobile payments are made with
smartphones and mobile phones (from now on they will together be referred to as
mobile phones) as it is the technical device carried around by most people, and therefore
the wallet designed will be a mobile wallet.

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1.1 Problem statement

Many companies have tried to develop different mobile payment solutions, but
most of them have failed or their penetration rate has been lower than expected.
Consequently, there is no working mobile wallet yet. Dahlberg et al., (2008, p. 178)
suggest that technological development of such solutions should be directed towards a
closer cooperation with users, and Mallat (2006) suggests that future mobile payment
research should focus on usability, as this is an unexplored area of mobile payments.
Taken together, this determines that there is a lack of knowledge about what properties
would make a mobile payment solution useful for the users.

Based on the introduction this project will propose some design properties for a
mobile wallet interface.

According to Dahlberg et al. (2008, p. 172) a lot of research needs to be done to
guarantee that further studies in the area of mobile payments will be useful. Issues such
as legal ones, standards for technology and security, and consumers reasons for using
or rejecting a mobile payment solution have to be investigated thoroughly. Therefore,
this thesis is an explorative study that forms the basis of future research; it is a draft of a
design for the mobile wallet upon which construction can be continued and finalised
when standards are defined. This kind of study involves an explorative process, in this
case a design process. Explorative design processes are processes where neither
problem definition nor solution can be described precisely at the starting point. Nor is it
possible to pre-define which factors will be relevant. That is why the problem statement
does not include a specific goal.
There are several stakeholders within the area of mobile payments, which can be
roughly divided into providers and consumers. This project will have a consumer point
of view approach and will therefore include the users in the design process as Dahlberg
et al. (2008) say they should be. Another important factor is ease of use (Dahlberg &
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Mallat, 2002), and since people are different they might have different perceptions of
what is easy. Taking this into account, a sub-question arises:

Should the mobile wallet interface be standardized or differentiated with regard
to different user groups?

As the design of a mobile wallet interface is a rather unexplored issue, the not very
prevalent Design Science Research Method will be used as research paradigm. Design
Science is founded on the Art of Engineering, where it is used for the purpose of
creating knowledge through production of artifacts. Design Science is about producing
something that is new. The method is useful within this projects area as it helps
creating meaningful and reliable results in the absence of a strong theoretical
foundation. The Design Science paradigm and its method will be introduced in chapter
3.
Broadly speaking, this thesis tries to combine research and experiences from the
world of IT with the consumers valuable latent knowledge, in order to make additions
to the idea of a cashless society and to contribute to research within these areas. This is
in keeping with my education (Cand.it. in E-business), which includes work in the area
of tension between business and IT.

1.2 Delimitation

Due to the scale of this project, the development of the mobile wallet interface will
exclusively focus on Danish users. Also the sections on the concept of a cashless society
will focus mainly on Danish conditions
The project is based on the idea of a cashless society. More specifically the project
will propose a design for a mobile wallet interface that is easy to use. Thus the focus of
the project will be on the interaction between the mobile wallet and its users, i.e. within
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the area of Human Computer Interaction (HCI). This implies that the question of
whether there are alternative ways to make electronic payments was omitted.
In addition, the project will not deal with discussions on whether it is practically
feasible to have a totally cashless society, nor when it would be introduced. Although a
comprehensive assessment of the possibility of a cashless society is not irrelevant, it
will not be included because of scale reasons. Additionally, investigations of consumer
adoption of mobile payments will be left out, as e.g. Mallat (2006) has touched upon
this already.
Furthermore, the project will not get into technical details and technical security
questions such as encryption and security protocols, as these issues are well represented
in research papers already (Dahlberg et al., 2008, p. 171). Nor will it touch on legal
issues as they do not affect the usability of an interface.
As this project is an exploratory design project, the design of the mobile wallet
included a paper-based low-fidelity prototype instead of a high-fidelity programmed
prototype. Low-fidelity prototypes are most suitable for making findings in the
beginning of a design process, and therefore the programming perspective was left out
of this project.
Finally, there will not be taken a communication perspective on the projects
problem statement. Communication is strongly related to the projects problem area as it
would support the ease of use e.g. through instruction manuals. This issue will be
omitted as it contains enough material for another thesis.

1.3 Summary

The main items of this chapter are:
The need for a mobile wallet in a world where everything else is digitalized.
The lack of a working mobile wallet and consequently the wish to develop
one.
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The importance of understanding that different user groups might have
different needs.
This is the short introduction. As the concept of a cashless society and the idea of a
mobile wallet are largely unexplored topics, a lot of issues need to be researched in
order for them to be launched with success. The next chapter frames the problem that
this project is dealing with.

















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2 Framing the problem

This chapter contains a literature review on the cashless society concept and
electronic wallets (including mobile payments), with the aim to summarise findings
from past research. It is in other words, a framing of the problem that brought about the
commencement of this project.

2.1 The cashless society

Some researchers (e.g. Au & Kauffman, 2007; Van Hove, 2008; Hassinen et al.,
2007; Garcia-Swartz et al., 2006) suggest that the increased use of cashless payment
systems, could lead to a cashless society; a topic eagerly debated among IT students,
politicians, companies and banks as well. In a cashless society, payments can be made
at unmanned vending machines, at manned point of sale (POS), over the Internet, using
mobile phones, using personal digital assistants (PDAs), and using smart cards and
other electronic payment systems such as credit and debit cards. The creation of such a
society creates a complex challenge. If it were to succeed it could have a positive effect
on economy, crime, health and the environment. In a time where the Welfare states
future is up for discussion, sound financial savings and efficiency improvements are
important conditions for the future welfare level.
However, paying is an inherently social interaction each of us participates in daily,
and therefore the act of paying is so basic, that it has proved difficult to change. The
following three sections will take a look at; (2.1.1 Past) former electronic payment
solutions; (2.1.2 Present) how close we are to having a cashless society; and (2.1.3
Future) what the future of electronic payments entails.


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2.1.1 Past

In the beginning of the 2000s, early mobile content and services such as ring tones
and logos succeeded and made mobile payment services a hot topic that even survived
the burst of the Internet hype. This fact, in cooperation with the wide use of mobile
phones and the proliferation of mobile telecommunications technology, formed the
basis for the development of mobile payment solutions. Later, mobile payments were
suggested as an alternative for micro-payments at POS, where the use of cash had been
declining for many years. Lots of mobile and electronic payment solutions have been
introduced ever since, but most of them have failed or have had a low penetration rate
(Mallat, 2006 + Dahlberg et al., 2008).
Among some of those are Paybox in Germany, the Simpay initiative in Europe (Au
& Kauffman, 2007, p. 153), Mondex (Knights et al., 2007), Danmnt (Mikkelsen,
2004), Dexit (Smith, 2008), and Proton in Belgium (Loix et al., 2005). Many of them
failed due to lack of the critical user mass that was needed to create positive network
externalities for the users (Dahlberg & Mallat, 2002, p. 650). Moreover, payment is a
basic act which cannot be changed just like that. Payment is transacted in almost the
same way worldwide, and it would cause problems if each country had its own
electronic payment system. Further complications arise when companies additionally
develop their own electronic payment systems, such as those for busses, subways and
petrol. Mallat et al. (2004, p. 46) supports this argument and states that payment
solutions have to be standardised in order to be adopted by the consumers.
One of the more successful electronic payment systems is PayPal, which was
launched as far back as in 1999. Initially PayPal enabled people to perform transactions
of small payments by means of emails and PDAs. Since then PayPals system has been
re-designed and extended several times, and was acquired by eBay in July 2002
(Prashanth, 2004). Today PayPal has more than 220 million accounts (PayPals
homepage) and is predicted to surpass its parent eBay in revenue in 2014. Moreover
they are experimenting in the area of mobile payments through a partnership with a
start-up that provides stickers for mobile phones that can link the phone to some special
payment terminals in the stores (Kopytoff, 2010).
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Two other electronic payment systems that have had and still have success are the
Oyster Card in London which was introduced in 2003 (Knights et al., 2007, p. 759), and
the Octopus Card in Hong Kong which was launched in 1997 and is available in
different types that fit different needs and age (Ondrus & Pigneur, 2006). The question
is whether their success is due to the fact that they initially were introduced to collect
fares for mass transit systems, instead of trying to substitute all payments. The Octopus
Card has later been extended to include payments at convenience stores, fast-food
restaurants, supermarkets, parking meters, car parks, vending machines and service
stations.

2.1.2 Present

Besides PayPal, the Octopus Card and the Oyster Card which have been successful
for several years, are Visa payWave and MasterCard PayPass, respectively introduced
in 2007 and 2003. PayWave and PayPass are contactless payment technologies which
both uses RFID-technology, which means that you do not have to swipe your card or
insert it into another device to pay. They were primarily introduced as smart card
technology, but have since been extended to include key fobs and Near Field
Communication (NFC) enabled mobile phones. Both PayPass and payWave are
relatively young technologies and not very much like PayPal, Oyster or Octopus Card;
PayPal is so far Internet based, which PayPass and payWave are not. PayPass and
payWave aim to pay for a broad variety of goods and services and could therefore, to a
great extend substitute the Visa and MasterCards, whereas the Oyster and Octopus cards
focus on the niche of fares for mass transit systems and goods and services needed on
the go. Additionally Mastercard and Visa plan to implement PayPass and payWave in
most countries around the world (none of them is yet in Denmark), whereas the Oyster
and Octopus cards cover geographically limited areas (PayPass homepage +
payWaves homepage + Wikipedias articles on Visa and MasterCard). Thus it cannot
yet be said whether PayPass and payWave will succeed or fail in the long run.
In 2010 Visa took yet another action in the field of contactless payments, when
hiring an expert from the mobile industry, to help them take advantage of the
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opportunities that lie within mobile payments (Gormes, 2010). However, Visa is not the
only one trying to get a foothold on the mobile payments market. In the Summer 2010
Apple hired an expert specialised in NFC and mobile payment to turn the iPhone into a
wallet (Clark, August 2010). A third player in the field of mobile payments is Isis, a
joint venture founded in November 2010 and made up of AT&T Mobility, Verizon
Wireless and T-Mobile USA. The focus of Isis is to build a mobile payment network
based on NFC technology, which makes it possible to make point of sale (POS)
purchases through mobile phones. Isis will be introduced in key geographic markets
until Spring 2012. Later on it is Isis plan to create a mobile wallet that makes cards,
cash, tickets, and what else might be in a purse, unnecessary (Clark, November 2010).
So far none of them has announced specifically what they have done or what they are
doing to contribute to the use of mobile payments.
Japan is a country where many daily actions are made with mobile phones. In 2004
Sony, NTT DoCoMo (the predominant mobile phone operator in Japan) and some local
banks had formed a joint venture and launched a mobile payment system. The system is
based on Sonys chip FeliCa and allows customers to use their mobile phones as credit
cards, access cards, fare tokens on all kinds of public mass transit, and several other
utilities (phoneArena.com, 2010). The FeliCa chip is however, not an NFC chip, a fact
that is now causing problems for NTT DoCoMo who has invested millions in putting
FeliCa into phones and readers. More than 60 million mobile phones have the FeliCa
chip, but growth has stalled within the last year. What NTT DoCoMo can do is give up
FeliCa and move to standard NFC, which would open up to competition from other
NFC and chip makers and decrease cost for the chips. It would also give possibilities of
new applications and export (Balaban, 2010).
In 2010 another event happened which stands out from the above-mentioned
events, but which might prove important for the development of mobile payments.
Google launched their new Android software called Gingerbread, which supports the
use of an NFC chip in mobile phones, and hence makes it possible to make payments
through the phone. Googles CEO Eric Schmidt considers this a possible substitute for
the credit card (Breinstrup, 2010).
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In Kenya a completely different kind of mobile payment was introduced in the
beginning of 2007. Because of the fact that they do not have smartphones, their mobile
payments are transacted through SMSs. The payment system is called M-PESA (M is
for mobile and PESA is the Swahili word for cash) and was developed by Kenyas
largest mobile network operator Safaricom, which is a part of the Vodafone Group.
Within the first week more than 20,000 M-PESA accounts had been registered and two
years later in 2009 the number of accounts had reached six million, which is half of
Safaricoms customers. In order to use M-PESA the Kenyans need to register and
deposit cash to their accounts at an M-PESA Agent outlet. To send money all they need
is to enter the recipients phone number, the amount and a PIN, and afterwards confirm
the details. M-PESA can be used to sending money to any mobile phone user, paying
bills and buying goods and tickets. Some other African countries have seen attempts
like the M-PESA, but none of them has been as successful as in Kenya (Hughes &
Lonie, 2007 + Mas & Morawczynski, 2009 + Safaricoms homepage). Dahlberg et al.
(2008) point out the importance of examining cultural differences and their impact on
mobile payment services, and M-PESA is such an example of a payment system where
the culture was well-examined before launch.
It is, however, not only commercial companies that are working on the diffusion of
electronic payments. The GSM Association (GSMA) and the European Payments
Council (EPC) are working together to accelerate the deployment of services that makes
it possible for costumers to transact payments using their mobile phones (GSM Worlds
homepage). In October 2010 they published the document Mobile Contactless
Payments Service Management Roles Requirements and Specifications, with the aim
to help the various providers when starting the actual implementation of mobile
contactless payment services (EPCs homepage).
So, while the most popular payment instruments are cash, cheques, and debit and
credit cards (Dahlberg et al., 2008, p. 176) (with smart cards being the most serious
challenger to traditional cash (Dahlberg & Mallat, 2002, p. 652)), the ways to make
contactless payments and especially mobile payments are increasing. Dahlberg &
Mallat (2002) furthermore concludes that the reasons for using electronic payment
channels are advantages such as accessibility, convenience, speed, privacy and control,
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and that electronic payments are preferred in simple routine service transactions. On the
other hand, the reasons for using traditional human assistants are security concerns,
personal service, and the opportunity to get help when skills with new technologies are
lacked.
In Denmark it seems as though the advantages of mobile payments have begun to
outweigh the personal contact that comes with traditional human assistants. A research
from Statistics Denmark shows that the number of Danes who have paid for goods or
services through their mobile phones went from 2 % in 2008 to over 10 % in 2009, with
the 16-19 year-olds being the most frequent users of mobile payments. The research
also showed that mobile users in Region Zealand have a slightly greater tendency to use
the mobile phones as payment instruments than users in other parts of Denmark.
Finally, the research showed that 95 % of the Danes have a mobile phone (Tystrup,
2010). In addition to making progress in the use of mobile payment, Denmark is in top
when it comes to diffusion and employment of new technology. In 2007 the country
took first place in the World Summit Awards (WSA) in the field of eGovernment
(WSAs homepage) and in 2010 Denmark was the second most e-ready country
according to IBM and The Economist Intelligence Unit (EIU) (EIU & IBM, 2010).

2.1.3 Future

What can be learned from the abovementioned successful and less successful
examples of electronic payment systems is that some factors are important to consider
before throwing oneself into new electronic payment projects. Factors such as
technology standards and culture should be taken into account in addition to the
question on how many kinds of payment the new payment system should cover; it could
cover only payments of smaller value purchases; it could cover all payments no matter
the value size; or it could cover payments of a special kind of purchases e.g. purchases
made on the go.
Another way to be ahead of possible problems is by taking consumers opinions
into account. In late 2002 Niina Mallat (2006) did this in a research on consumers
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adoptions of mobile payments. The consumers asked were Finish, but that does not
affect the usability of her results in the perspective of this thesis (which focuses on
Danish consumers), as Finland and Denmark are relatively close to each other from a
cultural point of view (Itims website on Geert Hofstedes Cultural Dimensions).
Mallats results show that mobile payments are seen as mostly compatible with
purchases of digital content and services, and cash purchases of low value (10-100),
whereas high value purchases belong in the future. Additionally findings from the
research showed that mobile payments should be deducted from an already existing
account, that payments should be made through another technology other than text
messages, and that mobile payments should be available to all regardless of which
banks and mobile operators they are with. Other important findings are that prices for
goods have to be the same no matter the used payment method, and that transactions
need to be recorded in the phone for documentation matters. Finally, the interviewees
were very concerned about risks, but the security issue is not a part of this project and
will therefore not be discussed further. However, it should be mentioned that the
findings indicate that reliable and well-established banks and network operators are
preferred as mobile payment service providers and that they reduce the perceived risks
of mobile payments. Mallats suggestion for future mobile payment research is to focus
on usability, pricing of the service and creation of critical mass.
But this is not Mallats only suggestion. Together with Dahlberg (Dahlberg &
Mallat, 2002) she investigated what increases or decreases consumers willingness to
adopt mobile payments. Based on that, they state that viewing the proposed payment
solutions from the customers point of view is an important step on the way towards a
lasting solution, and adds that ease of use is the most important aspect of mobile
payments, and add that unfulfilled identified needs within clear consumer segments
must form the basis upon which mobile payment solutions must be build. Additionally,
they point out the importance of consumers understanding the payment solution; how to
use it and what benefits it provides. They furthermore suggest that a risk-free trial or
other educational means may help to overcome consumers reluctance to adopt, as it
might be caused by the fact that new electronic payment solutions require behavioral
change. Another important issue is that mobile payments have to be accepted widely in
order for a large-scale penetration to be possible. Further findings were that: mobile
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payments should not imply advanced multi-step procedures; PIN codes are preferred for
identification and authentication; and consumers consider mobile payment useful, if it is
able to constitute several plastic cards. Dahlberg et al. (2008, p. 178) additionally
suggest that technological development should be directed towards a closer cooperation
with users and merchants. Therefore, it was expected that some research had been done
on how to involve consumers in the development of mobile payments, together with
usability and interface design of a mobile wallet. But searching for these topics in the
library and Google Scholar resulted in papers on technical design and understanding
user motivations. Consequently, there is a need for working with usability and user
involvement when designing mobile payments solutions for the future.
When looking into the future, companies and experts agree that the mobile phone is
that technical device that they will try to turn into the new wallet, mainly because of the
number of mobile phones in use, which no other technical device can match, but also
due to the fact that most of us carries our mobile phones with us all the time. If this
mobile wallet diffuses it is very likely that some traditional payment instruments will
decrease. But it is also a possibility that the mobile wallet will just become a new way
of entering the current card and account-based payment services (Dahlberg et al., 2008).
An economist from the Danish National Bank expects further increase in the use of
mobile payments. Consumers have become aware of the advantages of mobile payment
and as their acceptance of these payments increases, a rise in the supply of goods and
services that can be bought via the mobile phone is expected (Tystrup, 2010).
In the Danish department of Nets (the former PBS) which develops and runs
solutions in the field of debit/credit cards and payment solutions, they have seen a rise
in the number of branches that want to enter the market of mobile payments (Tystrup,
2010). Accordingly, Nets expects the future to be contactless, mobile and user centred,
but not without problems. One of the challenges of mobile payments is the question on
where in the phone the payment chip should be put in order for it to be safe. Another
challenge is the lack of a clear definition of service roles and responsibility. Moreover,
there are no agreed standards for the technology and security yet. Nets suggestion on
how to boost contactless payments (including mobile payments) is by having
19

merchants, issuers and consumers cooperating, and letting consumers play the biggest
role (Munck, 2010 + Strm, 2010).
The analytical research firm IDC Financial Insights view on mobile payment
solutions is more sceptical. Their arguments for disbelieving mobile payments are Visa
and MasterCard and their massive network-advantages, which are often underestimated.
Thus it would be a waste of time if a start-up designed a brand new payment system and
thought that it would be able to give Visa and MasterCard the push. Instead, IDS
Financial Insights suggests that start-ups focus on smaller areas where mobile payments
would be useful, such as vending machines, public transportation and similar areas
already mentioned in this chapter (Buskirk, 2010).
Overall, it can be said about the future, that mobile payments may not be able to
substitute the traditional physical wallet and may therefore just complement existing
payment solutions (Mallat, 2006). But, it is also a possibility that a substitution will
happen gradually and first after several years be complete (Mallat, 2007). No matter
what will happen, exploring what properties the users find useful in a mobile wallet, is a
step on the way towards a cashless society.

2.2 Advantages and disadvantages of a cashless society

Many things have been said about the cashless society. Some are for it, some are
against it, and a lot of questions have been asked, but are not yet resolved. This section
outlines and reflects on the questions that arose when writing this thesis.
From a consumer point of view, mobile payments contain some practical
advantages in the form of queue avoidance, time and place independence, remote access
to payment services, availability (Mallat, 2006) and increased speed (Munck, 2010). But
what happens to peoples perception of money when money turns from being physical
to being virtual? It is already well-known that some people do not want credit and debit
cards or in turn discard them, due to difficulties in handling money which they cannot
see or feel. A solution to this problem is to make overdrafts impossible and the balance
20

appear clear on the mobile wallets home page. Munck (2010) points out the
advantage of seeing the balance before making a transaction.
Childrens perception of money is another issue, as they do not know how to deal
with money properly until they reach a certain age. The questions arises of whether
children would be able to handle electronic money? Or might physical money be easier
for them to handle and comprehend as they can be seen and felt? Childrens learning of
money may even be spoiled by electronic money; a possible research issue for child
psychologists. Another issue is childrens age when they start receiving pocket money
and the question on how old they are when they first get a mobile phone. Because, in a
cashless society they would need a mobile phone or a payment card to store their money
on. A cashless society would therefore force parents to their children with phones or
payment cards, if they would want to give their children pocket money a thing which
parents might be upset about. Another conclusion made on the basis of this is that in
order to have your own economy, you have to be able to handle a mobile phone or a
payment card and remember some kind of PIN/password. That might become a problem
for elderly people too, who are not used to technology or who suffer memory loss.
Another issue is the possibility of theft. If your money is stored in your mobile
phone and it gets stolen, then everything is gone and you would not even have the
possibility to call your bank or network operator to block the use of money from your
phone. A more optimistic view on this issue is that most people discover that they have
lost their mobile phone quicker than their wallet (Munck, 2010). In relation to this is the
security issue. It is a fact that electronic systems designed by some people, can be
disassembled by some other people with bad intentions and used for bad purposes
(Anderson, 2008). This opens up the possibility of theft in the case of contactless
payments. Wireless transactions of money are subject to eavesdropping, which means
that an intruder could steal your PIN/password or your money when they are
transferred. This thesis will not get into any further explanations of security, but it is an
important issue to consider.
Further questions that have arisen are: What if the mobile phone runs out of power?
Or in the case where payments are done via the Internet or a mobile network: What if
there is no network coverage where you are? Then a back-up possibility is needed. And
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what about homeless people and beggars whom most other people do not want to near?
Today you can drop them a coin when walking by them, but in the case of a cashless
society with mobile payments, you would have to talk to them and have contact with
their mobile phones through your mobile phone. Few people would to stop up to have a
conversation with a homeless person and supposedly even fewer people would want to
use their very personal mobile phone to transact money through a connection to a
homeless persons phone. Charity organisations, on the other hand, have a possible
advantage in the cashless society. They just need to create a system for contactless
collection of donations, and then no longer people can use the poor excuse that they do
not have cash.
From a company perspective, the cashless society implies advantages in the form
of savings. Cashiers and bank assistants would become superfluous and only a few
assistants would be needed to assist at self-service counters. From a governmental and
society point of view, this is however not desirable, as it means a reduction in the
number of jobs. Another advantage to the companies is the possibility of a reduction in
card production costs. When customers pay with their personal mobile phone or their
personal payment card, info on the payer is transferred together with the money, thus
omitting the need for loyalty, bonus and member cards. This is an advantage to
consumers and the environment as well, as consumers do not need to carry several
member cards, and the environment is spared excess CO2 from the production and
distribution of the cards.
In the case of a cashless society, the environment would also be spared excess CO2
due to the stop in production and distribution of money. The increased use of electronic
payment terminals would increase the use of power and therefore CO2, as would the
increased use of mobile phones. But it is not nearly as much CO2 as is let out today. By
changing the way things are distributed from physical transport to digital transport, CO2
emissions can be reduced. An example of this is Dong Energy who substituted business
travels with video conferencing and thus reduced their CO2 emissions (from Grn ITs
homepage). It is however not only an advantage to the environment. Citizens would be
less likely to become ill due to contamination from bank notes and coins, as cash carries
diseases.
22

An issue that concerns banks and the government is that the cashless society may
imply a reduce in their possibilities of control, with e.g. moonlighting. If contactless
payments are transacted over the Internet, the government is able to monitor the
circulation of money. Payments transacted from a private mobile phone via a wireless
technology to another private mobile phone, is however, not traceable. Consequently, it
has to be considered to what extent the government should control moonlighting.
One final issue that should be considered before launching a cashless society is,
what about tourists? How will they be able to make payments in country that is
cashless, when they arrive with cash in their own currency? Thus, there is a need for a
system where tourists can borrow or rent a device or a card that enables them to transact
cashless money. But it is not an easy task to design such a system, since tourists come
from different cultures and speak different languages, and they may be wary of the idea
of cashless payments. Due to difficulties involved with cashless payment they may even
consider visiting another country with easier, traditional payment methods.
All things considered, there are many issues to be addressed before the realisation
of a cashless society is possible.

2.3 The cashless society envisioned in this project

Since the cashless society is not yet a reality, it has been necessary to envision a
cashless society for the purpose of this project.
In this project, Denmark is the country in which a cashless society has become a
reality, as the cashless society has a strong and unique basis in Denmark (CFIRs
homepage). Cashless covers a broad scope of payment instruments, but this project
focuses on contactless mobile payments as they are: [...] considered to be the next
logical step in the development of mobile applications and payment services (EPC-
GSMA, 2010).
In this imaginary society, mobile phones can hold all existing payment cards and
thus enable consumers to choose how they will pay (EPC-GSMA, 2010, p. 18 +
23

Dahlberg & Mallat, 2002, p. 655). To keep track of the payment instruments in the
phones, a mobile wallet is installed on each phone.
The technology used to transact money is Near Field Communication (NFC), as:
[] it is where most likely the big players will end up (phoneArena.com, 2010).
Therefore, there is no need for an Internet connection to transact a payment, and thus no
places where the payment has to go electronically (e.g. the bank) to be approved before
it can be transacted in a stores payment terminal. If value is stored on the phone, it can
be used for payments. Hence, it is a payment solution where value is loaded to the
mobile wallet from the consumers bank account, when the consumer wants to fill it up.
This is the only action that requires contact with the bank, and it is established through
the mobile phones Internet connection.
For the purpose of security, PIN codes are the mechanism for identification and
authentication, as they are: [...] seen to improve the ease of use (Dahlberg & Mallat,
2002, p. 655) for mobile micropayments. Macropayments and account transfers
require higher security [...] (Mallat et al., 2004, p. 42), an issue for which a lot of
solutions have been developed. This project will not get into technical details of
security, but the threshold for when a payment no longer can be described as a
micropayment will be determined by the test persons, as they will be asked when testing
the prototype.

2.4 Summary

This completes the outlining of the problem that initiated the work to develop a
mobile wallet. The main items of this chapter are:
Mobile contactless payments are the next logical step in the development of
payment services, which involves the need for a mobile wallet.
No working mobile wallet is available yet.
A successful mobile wallet can be developed by directing the development
towards cooperation with users.
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The problem to be rectified is the lack of knowledge of what properties the
users find useful in a mobile wallet.
As earlier mentioned Design Science is this projects research paradigm. The
paradigm will be introduced and described in the next chapter.

















25

3 Design Science Research Method

The methodological frame for the development of the mobile wallet was, as
mentioned in chapter 1, a research paradigm called Design Science.
This chapter describes the background for the Design Science paradigm, and
section 3.2 explains the model that has been used for working with Design Science in
this project. When working with Design Science, the evaluation of to what extent the
goal has been achieved, involves some uncertainty. This problem is dealt with in section
3.3.

3.1 Why Design Science?

The choice of method was driven by the research problem, which is the
development of an artifact (the mobile wallet) with focus on the interaction between
users and artifact. This human-computer contact leads to some information producing
and processing systems, which are complex and grounded in multiple disciplines.
Consequently, questions frequently arise that have a thin or no theoretical background,
and exploring these, is where Design Science Research exploring by building proves
useful (Vaishnavi & Kuechler, 2008). Opposed to other methodological approaches,
such as positivism (focusing on a single given composite system as the typical unit of
analysis) and interpretivism (having the goal of understanding complex lived
experiences from the point of view of those living it), which both have the purpose of
finding the truth that exists (Vaishnavi & Kuechler, 2008 + Klein & Hirschheim, 1987),
Design Science explores and creates findings that lead to new knowledge through the
production of the artifact.
This distinction between the traditional natural science and the alternative Design
Science has also been made clear by Simon (1996) and March & Smith (1995). Natural
science covers among other things biological, physical, behavioural and social fields,
26

and has the goal of finding existing realities with the focus on why and how things are
(March & Smith, 1995 + Simon, 1996 + Hevner et al., 2004). Hence, natural science
mainly has a descriptive and explaining approach, and does not include the creating
perspective. Instead, natural science research develops concepts and languages to
explain the aforementioned realities, which afterwards are justified through empirical
evidence, standards of truth and explanatory models (March & Smith, 1995 + Hevner et
al., 2004). Design Science on the other hand, seeks to create things that support human
needs (March & Smith, 1995) by exploring the usability and utility of a construction
(Hevner et al., 2004). It is exactly this approach, where focus is on solutions more than
on explanations that makes Design Science capable of finding ways, where natural
science must give up. Vaishnavi & Kuechler (2008) exemplify this with the invention of
the airplane. It flew decades before a complete understanding of how it did so, and
without the artifact (the airplane), it seems unlikely that the understanding would ever
have occurred.
Design Science justifies itself by being needed within the area of Information and
Communication Technology (ICT), as it is necessary to create solutions through tests
and adjustments. The solution in this project was a design, i.e. an artifact construction.
In Design Science an artifact is described as being one of these five outputs or a
combination of them (March & Smith, 1995 + Rossi & Sein, 2003 + Purao, 2002):
Constructs are the conceptual vocabulary (e.g. notations, entities and data flows)
of a specific domain.
A model is a set of propositions (e.g. diagrams and use cases) that communicate
the relationships among the constructs. In accordance with the purpose of Design
Science, a model in this perspective, is not a depiction of the truth (as it is in natural
science), but focuses more on utility, and are therefore presented in terms of what it
does and a theory described in terms of construct relationships.
A method combines existing theories and thereby creates processes to the solution
to a given problem.
An instantiation puts together constructs, models and methods in the realisation of
the artifact in an environment. It is not the final product, but does often precede it.
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Finally, design research can contribute to better theories (or theory building) in
two ways. First, the construction phase of a design research effort can be an
experimental proof of method or an experimental exploration of method or both.
Second, the artifact can depict relationships between its elements.
In this project, all five kinds of output were present:
Constructs: The notation of the wallet designed in this project as a mobile wallet
(chapter 1), is a construct, and so are the properties whereof knowledge is lacking
(section 1.1). The abbreviations in table 3.3, which are used in this projects figures and
tables, are additional constructs. The notations of the four user groups as Young
Teenagers, Young Adults, Mothers and Business Men (sub-sections 4.1.1 4.1.4) are
constructs too. Together, they provided the language in which this projects problems
and solutions are defined and communicated.
Models: The characterisations of the four user groups (section 4.1) and the
personas (section 4.4) are representations (i.e. models) of the real users. The usability
goals (section 4.3) represent what the users want from the mobile wallet, and the
sketches (section 4.5) represent the mobile wallet itself, thus making both of them
models as well. Another model was the scenarios (section 4.6) representing how the
mobile wallet might be used in a real world situation. Furthermore, Table 4.1, 4.2, 4.3,
4.4 and 4.5 are models as well, representing the relationships between the user groups,
and the physical and mobile wallets. Pictures taken of the interviewees physical wallets
are models as well. These models used the constructs to represent the real world, i.e.
this projects problem and its solution space.
Methods: The HCI and persona practices used during chapter 4, were all methods
that helped analysing and optimising this projects problems. Hence, they provided
guidance on how to search the projects solution space.
Instantiations: The user tests of the four prototypes (chapter 5) implemented the
constructs, models and methods in a working system.
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Better theories: Table 6.1 and 6.2 are artifacts representing the relationship between
the four user groups and the mobile wallets properties, i.e. what properties the users
want the mobile wallet to hold.

3.2 The model

Takeda et al. (1990) have illustrated a model for how the work with Design Science
can commence, and the work with this project was based on this model. The choice is
motivated in the fact that Takeda et al., (1990) early on structured and formalized the
process of using Design Science. The model is also found in recent literature, such as
Vaishnavi & Kuechler (2008).
The model describes a process starting with an Awareness of a Problem. Then
Suggestions for a problem solution are drawn from existing knowledge, followed by an
attempt to implement an artifact based on the suggested solution (called the
Development phase). Afterwards an Evaluation of the implementations is made, and
finally, a Conclusion indicates that the design project is finished by deciding that the
results are good enough, and by summarizing what the contributions of the artifact
are. The phases Development, Evaluation, and further Suggestions are iteratively
performed until the results are good enough.
The Design Science Model is illustrated in Figure 3.1 and includes notations of
which chapters describe each of the phases. Below the figure is a description of each of
the phases, and how the work in each of the phases was carried out.





29














3.2.1 Awareness of Problem

Awareness of Problem is the first phase of a Design Science Research project, and
is where the problem is made more specific. The awareness of an interesting problem
typically comes from wonder or a problem in current practice that the researcher wants
to solve. The output of this phase is a description of the problem and a proposal for
researching this problem.
In this project the awareness of problem phase began prior to preparation of the
thesis proposal and continued through the early work with the project. An interest in the
concept of the emerging cashless society led to reading articles and research papers on
the subject, and it soon became clear that no working mobile wallet was available yet. A
lot of companies and organizations had tried to develop payment solutions with mobile
phones, but without the expected success. A lot of research had been done on the
Process steps
Awareness of
Problem
Evaluation
Suggestion
Development
Conclusion
C
i
r
c
u
m
s
c
r
i
p
t
i
o
n

O
p
e
r
a
t
i
o
n

o
f

k
n
o
w
l
e
d
g
e

a
n
d

g
o
a
l

Figure 3.1: The Design Science Model and its associated chapters
(Chapter 2)
(Chapter 4)
(Chapter 5)
(Chapter 6)
(Chapter 7)
30

technology of a mobile wallet, but no research could be found on mobile wallet
interface design. Hence, the proposal from this phase was to design a mobile wallet
interface that works. Chapter 2 represents this awareness of problem phase, and frames
the problem by presenting a literature review on the cashless society concept and
electronic wallets. This chapter was made to summarize findings from past and present
research within these areas, and in that way created the basis for the development of a
mobile wallet without making the same mistakes as previous attempts had did. As
Winograd says: You have to have seen a lot of things in practice and understood what
is good and bad about them, to then use these to inform your design (Preece, 2007).
Furthermore, a look into the future from the experts point of view revealed what can be
expected, and thus, what the development of a mobile wallet should consider.
Moreover, a section on the advantages and disadvantages of a cashless society was
written, to outline the questions that popped up when writing this project. As a cashless
society is not yet a reality, it proved necessary to describe the cashless society
envisioned in this project. During the design phase of the project, questions on what
standards and technologies will be used arose, and hence clarified the need for putting
up a setting for further work. Decisions on what standards and technologies were
chosen, are based on experts opinions, as well as companies and organisations
attitudes towards specific technologies.

3.2.2 Suggestion

The Suggestion phase is where the work with the proposal from the previous phase
is initiated, and a suggestion for a solution is manifested and presented in the form of an
artifact. The output of this phase is a tentative design.
This project presents a suggestion for a mobile wallet, developed by means of
Human Computer Interaction (HCI) methods, which means that the users were involved
in the design process as Dahlberg et al. (2008) say they should be. The methods used
were mainly based on Activity Theory as such methods are widely used for exactly the
purpose of bringing users into the design process. Activity Theory has its roots in the
cultural-historical psychology, and the basic idea is that we are what we do, which is
31

why activity is the fundamental unit of study. Activity consists of a subject who has a
goal, which the subject seeks to achieve through some actions. In Activity Theory,
activities are mediated through artifacts (Nardi, 1996). In this project, the mobile wallet
is an artifact. In order to make the factors in an activity clear, and thus point out possible
problems, it is necessary to observe the artifact in use, which means that user
involvement is a big part of this projects suggestion.
The practical work with the suggestion took its starting point in the users. They
were divided into four user groups based on the assumption that particularly those
groups differ from each other, regarding their needs and expectations to the wallet. The
groups were: the 10-15 year-olds, the 20-25 year-olds, Mothers in their mid 30s, and
Business people. Munck (2010) states, that the understanding of end-users behaviours
and needs is a success criterion for contactless and mobile payments. Hence, to explain
the theoretical differences between the groups, two theories were applied: Armstrong &
Kotlers (2005) illustration of the factors influencing consumer behaviour, and
Maslows Hierarchy of Needs. Armstrong & Kotlers theory was chosen as it provides a
detailed listing of factors characterising a person, and Maslows theory was chosen as it
illustrates what motivates a person. Two of the most popular theories of human
motivation are developed by Sigmund Freud and Abraham Maslow. Freud assumed that
people are unconscious about why they behave as they do, as they have many urges that
have been repressed since they were children. These urges unveil themselves when
people cannot control their brain perfectly, e.g. in dreams. Maslow, on the other hand,
wanted to explain why particular needs motivate people under particular circumstances.
His answer was that needs are ordered in a hierarchy, with the most important needs in
the bottom and the least important needs at the top (Armstrong & Kotler, 2005). For the
purpose of this project Maslows theory was chosen over Freuds theory, as Maslows
theory creates a system that makes comparisons between the four groups possible. The
empirical data used for characterising the four groups, was mainly found on Denmark
Statistics homepage and in studies of Danish consumers.
Another reason for choosing exactly these four user groups is the fact that they
loosely cover the phases of Wells and Gubars (1966) widely used consumer life cycle
32

(CLC). Research by Mallat (2006) has demonstrated the theorys feasibility in
consumer inquiry.
After having characterised the four groups, interviews with the users were
conducted. The purpose of the interviews was to get to know the users more personally
and to explore their attitude towards the cashless society concept and mobile wallets. As
the cashless society and mobile wallets are relatively new research areas with little
previous empirical work on the subjects, a qualitative approach using semi-structured
interviews was chosen for this purpose. Semi-structured interviews use both closed and
open questions, with the interviewer having a basic script for guidance, so that the same
topics are covered in each interview (Preece et al., 2007, pp. 299-300). Semi-structured
interviews were suitable for this purpose as they allowed for the focused, conversational
communication needed to gather both precise data and rich data. Focus group
interviews, which are another qualitative approach, were not seen as providing the
knowledge needed for this project, as their purpose is highlighting areas of consensus
and conflict (Preece et al., 2007, p. 343). The questions asked and their purposes will be
presented in section 4.2.
The interviewees were mainly found at Facebook among peripheral acquaintances
and friends of friends, in order to keep prior knowledge of the interviewees on a
minimum and avoid biases. A further selection criterion for interviewees was the use of
technology in their everyday lives, as this was estimated to be necessary in order for the
interviewees to be able to understand the mobile wallet concept. The number of
interviewees from each group varied between five and eight, and the total number was
26. Due to the small number of interviewees, the findings of the interviews cannot be
generalised to population. The interviews lasted between 15 and 60 minutes and were
conducted in the Western Zealand area in the Autumn of 2010. To avoid that the
artificial environment intimidated the interviewees, the interviews were held at a place
chosen by them, mainly their residence or their work place. Audio recordings of the
interviews can be retrieved by sending an email to miao_86@yahoo.dk.
If the primary objective of developing a product for a group of users is made clear,
it is easier to understand these users. This can be done by classifying the objectives in
terms of usability goals and user experience goals. Usability goals are concerned with
33

meeting specific criteria of usability, whereas user experience goals are concerned with
developing user experiences (Preece et al., 2007). However, as this project only focused
on what properties the users needed in the wallet and not on the experience they had
using it, the usability was the focal point while user experience goals were not written.
Yet, it is important to note, that the two kinds of goals are not clearly separable, since
one of the goals is fundamental to the other. But, since this project is an exploratory
study that forms the basis for future research, it is acceptable that not all perspectives of
the wallet are covered. The usability goals written for the mobile wallet are found in
section 4.3, and are based on the experts recommendations from section 2.1.3 and the
results from the interviews in sub-section 4.2.1.
After having conducted the interviews and written the usability goals, four
personas were created representing the four user groups. A persona is a thorough
description of a typical user of the system that is developed. Hence, the designers can
focus on designing the system to this user, rather than to a whole group of users. A
persona is not a description of a specific person who exists in reality, but a mixture of
an amount of user data (Preece et al., 2007). Generally, these descriptions are called
fictitious user descriptions, and many theorists have worked with different designations
for the process of working with the fictitious users. However, since Cooper (1999)
wrote The Inmates are Running the Asylum, the designation persona has been most
widespread (Nielsen, 2004). The book introduces Coopers overarching approach, Goal-
Directed Design, but it does not provide an answer on how to create and use personas.
Inspired by Cooper (1999), Pruitt & Adlin (2006) developed their own approach, to the
creation of personas to fill in this gap. Their approach is called The Persona Lifecycle
and consists of five phases that covers the planning of a persona effort, the creation,
launch and use of personas, and ROI and reuse of personas. The creation of the personas
in this project followed the proposed structure in the second phase of The Persona
Lifecycle, which focuses on persona conception and gestation. The Persona Lifecycle
has been widely cited, among others by Nielsen (2007) several times on her blog on
personas. Nielsen is both a theorist and a practitioner in the area of User Centered
Design (UCD), and best known for her Ph.D. thesis Engaging Personas and Narrative
Scenarios (Nielsen, 2004) and for having developed the 10 steps to Personas (Nielsen,
34

2007). Her approach to personas is, however, based on a Situated Action and is
therefore not compatible with the Activity Theory approach.
Collection of the data for the personas (which is actually a part of the first phase in
the Persona Lifecycle) was done through the above-mentioned interviews and
characterisations of the users. Thus, the basis for the personas was made up of both
qualitative and quantitative data, which Pruitt & Adlin (2006) believe is the best basis
for creation of personas. The low number of interviewees did not affect the usability of
the results for the purpose of creating personas, as it is more important to collect
targeted information than collecting a lot of information (Nielsen, 2007). Where
information was needed, but not found, assumptions were made. Such educated
guesses are accepted in the creation of a persona, as the creator always has
assumptions about the target user of the product (Pruitt & Adlin, 2006).
After having gained knowledge of the cashless society and the future users of a
mobile wallet, the design of the mobile wallet was conceptualised. This was done
through a sketching process that started off when the interviewees from the previously
mentioned interviews were asked to draw a sketch of a mobile wallet. As Linus Pauling
once said: The best way to get a good idea, is to get lots of ideas. Thus, the
interviewees ideas ended as sketches for four different wallets; one for each of the user
groups. The sketches from each group were then mixed into one sketch, in what Pugh
(1990, p. 75) calls controlled convergence. Pughs approach is widely used, among
others by Buxton (2007, pp. 146-150). Besides controlled convergence, which is about
discarding ideas or part of ideas, Pugh used another notion, called concept generation.
Concept generation is about expanding the scope by adding new ideas. In this project,
the new ideas came from the writing of scenarios that followed the sketching process.
To quote what Nielsen says about scenarios, since her words are hard to improve
upon: The scenario is a narrative written in a natural language. It focuses on a user
using the system. The goal of the scenario is to explore design solutions. (Nielsen,
2004, p. 12). According to Nielsen (2004), personas and scenarios are inextricably
linked, as personas are useless without scenarios. Nielsens approach to scenarios is to a
great extent inspired by Bdker (1999), who proposes three ways of using scenarios in
user-centred design. For the purpose of discussing overall conceptual problems of
35

design early in the design process, plus and minus scenarios should be used (Bdker,
1999, p. 7), and were suitable for this projetcs scenarios. However, due to the scale of
this project only minus scenarios were chosen, as these in a short but yet fruitful way,
clarify where changes are needed. And thus, the sketches are evaluated by the personas
through their interaction in the scenarios, which illuminate possible problems.
The output of the suggestion phase in this project is therefore at a practical level the
findings from the scenarios where the mobile wallet was evaluated, and at a general
level a conceptual model representing the mobile wallet.

3.2.3 Development

In the Development phase, an attempt at implementing an artifact according to the
suggested solution is performed. This phase of the Design Science Model is where most
of the design takes place. The techniques for implementation vary, depending on the
artifact to be constructed. The implementation itself can be very ordinary and does not
need to involve innovation beyond the state-of-practice for the given artifact; the
innovation is in the design, not the construction of the artifact. The output of this phase
is findings about the artifacts application and functionality.
Based on the results from the scenarios, four mock-ups were created. A mock-up is
often used as a topic for conversation in e.g. an interview, but the mock-ups in this
project were used as prototypes. A prototype is a more or less functional model that
enables stakeholders to interact with the imagined product. In that way, the prototype
can be tested by the intended users in realistic environments, which leads to the
designers becoming aware of things, they had not thought of themselves. A prototype
is a great help in the design process because of the fact that the designers are brought to
completely new considerations, when they are going to take something from inside their
minds and make it into something physical.
A prototype can be anything from a paper based version of a product, to a
programmed version of the product. In this project, the four mock-ups were printed on
paper and represented four low-fidelity prototypes, which means that they are far from
36

the final product. The advantages of a low-fidelity prototype are the low costs and the
fact, that a specific design has not been chosen and programmed, which costs time and
money to adjust. If something causes problems, a low-fidelity prototype can without
difficulty be adjusted and then tested with another test person. Moreover, test persons
are easily impressed by high-fidelity programmed versions of products and do therefore
not have much criticism (Preece et al., 2007 + Jones & Marsden, 2006). A disadvantage
by using low-fidelity prototypes is the limitation of the test persons possibility to
navigate the product. However, this only had little effect on the tests of this projects
four prototypes, as their main purpose was to test the properties of the mobile wallet and
not how the wallet is navigated.
The mock-ups were evaluated through usability tests conducted as interviews. This
approach was chosen as it opened up for explaining things to the test persons, which
was seen as necessary as the mobile wallet is a product completely new to them. When
doing this form of testing, it is important that the interviewer lets the test person do the
talking and does not put the words into the test persons mouth (Preece et al., 2007).
Still, it was allowed to ask clarifying questions. The purpose of those tests was to get
feedback from the test persons that could indicate to what extent the usability goals
from section 4.3 had been reached. It was, however, not expected that the goals would
fully be reached through this project, as the time scope only allowed for two iterations
of tests. A test will always reveal things that could be improved, and so it is possible to
test through 20 iterations without having reached the goals.
Between the two iterations of tests, the results from the first iteration of tests were
evaluated, which led to awareness of new problems in the design of the mobile wallet,
and suggestions for how to solve these problems. Section 5.3 describes this jump
backwards to the beginning, while the circumscription arrow in Figure 3.1 illustrates it.
The test persons were found in the same way as the previously mentioned
interviewees. Each mock-up was evaluated by four test persons, so the total number of
test persons was 16. The evaluations lasted between 10 and 35 minutes and were
conducted in the Western Zealand area in January 2011. As with the interviews, the
evaluations were held at a place chosen by the test persons. Video recordings of the
evaluations can be retrieved by sending an email to miao_86@yahoo.dk.

37

The output of the development phase in this project is therefore the findings from
the evaluation of the four mock-ups.

Information about how the data was collected during the interviews and user tests,
are presented in Table 3.1 and Table 3.2.



























38

Collection
method
User group
Number of
interviewees
Date Location Output
Interview
The Young
Teenagers
5
15
th
December
2010
At my
place
5 voice recordings
+ 4 pictures of
wallets + 5
sketches
3
20
th
September
2010
At their
school
3 note papers
The
Young Adults
1
25
th
September
2010
At my
place
Voice recording +
picture of wallet +
sketch
1
3
rd
October
2010
At my
place
Voice recording +
sketch
2
3
rd
October
2010
At their
place
2 voice recordings
+ 2 pictures of
wallets + 2
sketches
2 7
th
October
At their
place
2 voice recordings
+ 2 pictures of
wallets + 2
sketches
1
2
nd
December
2010
At his
place
Voice recording +
picture of wallet +
sketch
1
9
th
December
2010
At a library
Voice recording +
picture of wallet +
sketch
The Mothers
1
26
th
September
2010
At her
place
Voice recording +
picture of wallet +
sketch
1
27
th
September
2010
At my
place
Voice recording +
picture of wallet +
sketch
1
30
th
September
2010
At her
workplace
Voice recording +
sketch
1
30
th
September
2010
At her
place
Voice recording +
picture of wallet +
sketch
1
6
th
October
2010
At her
workplace
Voice recording +
sketch
The
Business Men
1
18
th
September
2010
At his
place
Note paper +
sketch + picture of
wallet
1
1
st
October
2010
At his
place
Note paper
1
25
th
November
2010
At his
workplace
Voice recording +
picture of wallet +
sketch
1
29
th
November
2010
At his
place
Voice recording +
picture of wallet +
sketch
1
2
nd
December
2010
At his
workplace
Voice recording +
picture of wallet +
sketch

Table 3.1: Data collection through interviews
39

Collection
method
User group
Number of
interviewees
Date Location Output
User test
The Young
Teenagers
2
17
th
January
2011
At my
place
2 video recordings
2
20
th
January
2011
At my
place
2 video recordings
The
Young Adults
1
12
th
January
2011
At her
school
Video recording
1 12
th
January
At his
place
Video recording
1
17
th
January
2011
At my
place
Video recording
1
18
th
January
2011
At his
place
Video recording
The Mothers
1
15
th
January
2011
At her
place
Video recording
1
12
th
January
2011
At her
school
Video recording
1
18
th
January
2011
At her
workplace
Video recording
1
19
th
January
2011
At my
place
Video recording
The
Business Men
1
17
th
January
2011
At his
place
Video recording
1
18
th
January
2011
At his
place
Video recording
1
19
th
January
2011
At his
workplace
Video recording
1
24
th
January
2011
At his
workplace
Video recording


For the sake of convenience, the user groups and their personas were designated as
abbreviations that were used in figures and tables throughout the project. The
abbreviations were these:

User group (persona) Abbreviation
The Young Teenager YT
The Young Adult YA
The Mother M
The Business Man B


Table 3.3: Abbreviations used in this project
Table 3.2: Data collection through user tests
40

3.2.4 Evaluation

The Evaluation phase consists of an analysis of the gathered findings and an
assessment of to what extent the artifact fills in the imperfections made explicit in the
proposal from the Awareness of Problem phase. As Hevner et al. (2004, p. 17) explain
it: A design artifact is complete and effective when it satisfies the requirements and
constraints of the problem it was meant to solve.
Based on the output from the Development phase it is decided if the artifact is:
useless (the project is stopped), usable but incomplete (iteration is made), or finished (a
conclusion is made). There is no formal approach to determining if the artifact is usable,
due to the nature of Design Science. Instead, it is based on a subjective assessment of
the entire process, and the problems and results the work with the artifact has led to.
The output of this phase is a choice of one of the three options mentioned just a few
lines above.
How the evaluation of this projects artifact was made will be described in section
3.3, as it required some considerations.

3.2.5 Conclusion

A conclusion indicates the termination of a design project (Kuechler et al., 2005),
and thus, the Conclusion phase contains a description and a summary of what the
artifact has contributed with.
In this project, this phase was divided into two chapters: chapter 7 Conclusion and
chapter 9 Contributions. Chapter 7 focuses on how the work with this design project
proceeded and concludes on the problem statement, while chapter 9 focuses on the
contributions of this thesis.

41

3.3 Design Science evaluation methods

As use of the Design Science Research Model leads to production of something
that is innovative within a specific context, there are no formal methods for evaluation.
Simon (1996) stresses that perfect solutions cannot be defined, whereas satisfying
solutions can.
Where the Evaluation phase focuses on what went good or badly, and decides
whether or not iteration is needed, this section provides the basis for making these
decisions. The decisions were made on the basis of a scientific evaluation of the artifact.
A falsification approach was used as it in a systematic way could identify problems with
the artifact. The concept of falsification was made popular by Karl Popper, but as he
used it in a very strict way, Vaishnavi & Kuechlers (2008) more soft approach was
adopted for this project. Their approach is based on Newells (1990) suggestion that
Theories are not like clay pigeons, to be blasted to bits with the Popperian shotgun of
falsification. Rather they should be treated like doctoral students. One corrects them
when they err, and is hopeful they can emend their flawed behaviour and go on to be
ever more useful and productive. This approach makes it possible to find minor errors
and correct these instead of throwing away the artifact. Consequently, this demands for
a high standard for justifications and self-criticism, so that errors are not ignored to keep
the artifact alive.
The literature offers different ways of evaluating artifacts. Hevner et al. (2004)
have summarized these and divided them into five general principles for evaluation,
which all open up to continuous evaluation. These five ways of evaluating are:
observational, analytical, experimental, testing and descriptive. It is important to choose
an evaluation method that matches the designed artifact (Hevner et al., 2004). The
chosen way(s) of evaluating, enables continuous evaluation, and so it is not only in the
Evaluation phase, but also throughout the development of the artifact, that an
assessment of its usability is made.
In this project, an experimental approach was used for the user tests of the
prototype, whilst the final evaluation of the findings from these user tests, was
42

descriptive. The experimental approach was chosen as it allowed for adding properties
to one user groups mobile wallet, from another user groups mobile wallet, followed by
a test to clarify to what extent the different user groups found each others properties
useful. The descriptive approach was chosen as it suits particularly innovative artifacts
(Hevner et al., 2004), which this projects artifact, (the mobile wallet) is. Hence, the
findings from testing the artifact were evaluated in a description of to what extent the
usability goals had been reached. In addition to this, Table 6.1 and Table 6.2
summarises the findings from the each of the projects phases.
A discussion of the use of Design Science as a research method for this project, and
its impact on the overall process, can be found in chapter 8.

3.4 Summary

The main items of this chapter are:
Design Science is an alternative paradigm to the traditional natural science,
and its purpose is to create knowledge through production of artifacts.
The structure of this thesis is built around the model in Figure 3.1.
The evaluations made in this project are based on what Hevner et al. (2004)
call experimental and descriptive evaluation methods.
This was the introduction and description of Design Science. Chapter 2 started the
process by creating an awareness of the problem. The following four chapters are
structured as the rest of the Design Science Model from Figure 3.1.The next chapter
does therefore represent the Suggestion, where the users are brought into the project and
a tentative design is developed.



43

4 Design process

Based on the points from the summary of chapter 2, this chapter describes how the
design process of the mobile wallet was initiated.
Throughout this project, the users were divided into four different user groups, to
explore what properties each group wanted the mobile wallet to have. The first thing
this chapter presents is therefore a characterisation of the four user groups (section 4.1
and its sub-sections). Afterwards follows a description of interviews made with people
from the four groups (section 4.2). The interviews were made to get to know the users,
their relationships to their mobile phones and wallets, and having them to help drawing
the first sketches of the mobile wallet interface. The results from the interviews are
presented in sub-section 4.2.1.
The results from the interviews contributed among other things to defining the
usability goals of the mobile wallet, which is presented in section 4.3. Usability goals
are concerned with meeting specific criteria of usability, thus making the product
developed more attractive to the user. Some of the results from the interviews were
additionally used for creating four personas representing the four user groups. A
persona is a description of a typical user of the system that is developed, and it helps the
designers throughout the design process. Section 4.4 presents the personas and how they
were created.
Section 4.5 presents four sketches of the mobile wallet interface based on the
sketches drawn by the interviewees. Sketches are used in the beginning of a design
process to conceptualise the design idea, and can be evaluated to illuminate where
changes are needed. In this project, scenarios with the four personas were used for
evaluating the sketches. Scenarios are written narratives, and in this project, they
focused on the interaction between the persona and the mobile wallet (i.e. the sketch).
The scenarios and the possible problems they clarified are presented in section 4.6.
The methods used will be explained more thoroughly in their representative
sections.
44




4.1. User groups

Different users have different wants and needs that change with age, which is why
many companies offer different products for different age and life-cycle groups
(Armstrong & Kotler, 2005, p. 187). With this in mind, this project divided the users
into four user groups, which are:
The 10-15 year-olds
The 20-25 year-olds
Mothers in their mid 30s
Business people
To explain the differences in the groups, an illustration of the factors influencing
consumer behaviour has been applied together with Maslows Hierarchy of Needs. The
theories are illustrated below.










This illustration shows that a consumers behaviour is influenced by some factors
coming from the outside (cultural and social factors) and some factors coming from the
consumer himself (personal and psychological factors). The cultural factor is illustrated
Social

Reference
groups

Family

Roles and status
Cultural

Culture

Subculture

Social class
Personal

Age and life-
cycle stage

Occupation

Economic
situation

Lifestyle

Personality
and self-
concept
Psychological
Motivation
Perception
Learning
Beliefs and
attitudes



C
o
n
s
u
m
e
r

Figure 4.1: Illustration of factors influencing consumer behaviour (derived from Armstrong & Kotler, 2005)
45

as the biggest factor, as a single culture, subculture or social class affects a lot of people.
The social factor is a bit smaller, as reference groups and families consist of a smaller
number of people, who are affected by their roles and statuses. Personal factors are the
personal characteristics that can be seen by people around the consumer, whereas
psychological factors are deep inside the consumer and thus hidden to others.
The next figure is an illustration of Maslows Hierarchy of Needs. If a need is big
enough, it motivates a person to seek satisfaction. With his Hierarchy of Needs, Maslow
explains why particular needs motivate people under particular circumstances. He says
that needs are ordered in a hierarchy, with the most important needs in the bottom and
the least important needs at the top. The most important need has to be satisfied before a
person will try to satisfy the second-most important need. The most important needs are
the physiological needs, such as hunger and thirst. The second-most important needs are
the needs for safety such as security and protection. After them comes the social needs
i.e. the sense of belonging and love, and when they are satisfied the esteem needs shows
themselves in the form of recognition and status. At top is the need for self-actualization
which can be self-development or realization of a dream(Armstrong & Kotler, 2005, pp.
155-158).










Self-
actualization
needs


Esteem needs


Social needs


Safety needs


Physiological needs

Figure 4.2: Maslows Hierarchy of Needs
46

The following four subsections theoretically explain the differences between the
four groups, with basis in these two theories. The subsections will not go over the two
theories from end to end, but merely pick out and use only the factors and needs
important in the characterisation of the four user groups. Before going on, first a
reminder that this project focuses on Danish users, and therefore the characterizations of
the user groups are based on Danish conditions. This is mentioned as the factors
influencing consumers behaviour and their needs vary from country to country.

4.1.1 The 10-15 year-olds

People from this group are to a great extent characterised by their age and life-
cycle stage. They are 10 to 15 years old and on a stage in their lives where they are
dependent on their parents, but want to make their own decisions. They are trying to be
self-conscious and to define their roles and statuses among their reference groups. One
way of doing this is by wearing the kind of clothing and having the kind of electronic
devices that reflects who they want to be. However, this life-stage is not only about
defining oneself, it is also about having friends and being popular, and in that age it
usually comes with wearing clothes accepted by the majority. Moreover, people who
are 10 to 15 years old today are particularly affected by the technological culture that
exists. They have grown up with personal computers, mobile phones and the Internet
and therefore they are used to it and take advantages of the possibilities these
technologies offers. One example of this is that most people in this group have a
Facebook profile.
Another factor characterizing this group is their economic situation as they are
financial dependent on their parents who receive child benefits until the child turns 18.
However, from the day they turn 13 they are allowed to have a spare time job with
limited working hours, and earn their own money. From their 12
th
birthday, children are
allowed to have their own debit card that can be used at ATMs, and with their parents
approval some Danish banks issues Visa Electron cards for children at the age of 12-15.
47

Founded in this characterization, the 10 to 15 year-olds needs from a mobile
wallet have been clarified by means of Maslows Hierarchy of Needs. This groups
physiological needs are satisfied as their parents buy food for them and give them
money for the canteen. So, it is a rare thing for them to buy food but it might happen
that they buy fast food or convenience food when they are out with some friends. Their
fundamental safety needs are taken care of by their parents as well, but when it comes to
a mobile wallet, it is the providers task to design a wallet which is secure, e.g. by
adding a technology that protects against overdrafts. As children have a tendency to
forget their things, including their mobile phones, some kind of access control to the
mobile wallet is needed to prevent unauthorised use. For that purpose the PIN code and
other security solutions have already been chosen (cf. section 2.3).
Their social needs are satisfied by their parents who give them unconditional love,
and by their friends, which they spend a lot of time with, both in real life and through
text messages and over the Internet via MSN, Facebook and other social media. When
looking at 10-15 year-olds Facebook profiles, it is obvious that they care about how
many friends they have, as friends give them a sense of belonging. But having friends
also supports their self-esteem and thus satisfies their need for esteem, as a big part of
being 10 to 15 years old is uncertainty about being good enough. The satisfaction of the
esteem needs is also affected by the fact that it is at this age-stage that children begin to
fall in love. Their love is mostly not deep or long-lasting, but it means a lot to them to
have a girlfriend or a boyfriend, as it makes them feel recognized. As earlier mentioned,
friends and popularity comes with wearing the right clothes and having specific
technical devices, and therefore a mobile wallet will help them when buying clothes,
makeup, mobile phones, iPods and so on (Smith & Lyngholm, 2008 + Statistics
Denmarks homepage).
The 1-15 year-olds will from now on be referred to as the Young Teenagers.



48

4.1.2 The 20-25 year-olds

People from this group is mainly characterised by their life-cycle stage, as this is
where they make major decisions concerning their future life. Some decide to take an
education; some have just finished their education and are looking for a job; and some
already have a job and a house and are pregnant. Many actions in their everyday lives
include technology, but that does not bother them as they grew up when the Internet and
other modern technologies were introduced. Another thing that characterises them all is
the fact that they no longer live with their parents and are independent of them. People
from this group have just started their own lives and the fact that many of them is taking
an education, means that their income is relatively low (the average annual income for
20-24 year old persons in Denmark is 153,475 DKK (~20,600 EUR) (Statistics
Denmarks homepage)). Unlike the 10-15 year-olds, these people have a relaxed
attitude towards having friends. It is not that important to them to get recognition from
others, as they already have defined themselves, are self-conscious, and have made
friends with people they work well with.
As with the previous group, the characterisation of the 20 to 25 year-olds formed a
basis for clarifying their needs from a mobile wallet by means of Maslows theory. This
group satisfies their physiological needs mainly when buying groceries at the
supermarket, but also when going out for lunch with friends, which is a quite common
thing for people at this age. As they have just moved from home, they have to satisfy
their fundamental safety needs themselves, e.g. by signing a home insurance policy, but
many of them forget to get such things done or chose to do without and save the money.
What they need from a mobile wallet is therefore a protection against unauthorised use,
so that in case of the mobile phone getting stolen, the loss is minimised. The choice of
security technology has been made in section 2.3.
This groups social needs are mainly satisfied when hanging out with friends, and
going out for lunch, a beer or a dance with friends. This is also the age where many
people start having serious relationships, which satisfies their need for love. Things that
satisfy this groups esteem needs have changed from the previous group. Thus the focus
is no longer on having friends and being popular, but on having success on the job or
49

during the education which leads to recognition from family, co-workers, fellow
students and friends.
It is common among people this age to satisfy their need for self-actualisation by
travelling to places far away and staying there for some months or half a year. Some do
it in connection with their work, and others do it for the experience and visit several
countries during a trip. Common to them is the need for being able to pay in foreign
currencies, and therefore it is needed from the wallet to allow transactions in foreign
currencies (Smith & Lyngholm, 2008 + Statistics Denmarks homepage).
The 20-25 year-olds will from now on be referred to as the Young Adults.

4.1.3 Mothers in their mid 30s

These people are characterised by their family and their role in it. The average
Mother at this age lives with her two children (aged 7 and 5) and the childrens father,
but they are not married. She has had permanent employment for some years and her
annual income is 304,064 DKK (~40,817 EUR) (which is the average income for 30-39
year old women in Denmark, Denmark Statistics homepage). A Mothers friends are
mainly other mothers. Many mothers friendships started during their pregnancies or
right after having given birth, as they met in Mother groups. The mothers
aspirational group, to which they wish to belong, is the group of perfect mothers with
perfect families and careers. A Mothers lifestyle is to a high extent affected by the fact
that she has children, as they demand a lot of her time and energy.
These mothers relationship with technology is another characterising factor. Born
in the mid or the end of the 70s, means that they did not use computers or mobile
phones during their years in school. Most of the mothers have however gotten used to
technology through their educations and jobs, but still they do not use technology to the
same extent as the 10-15 year-olds and the 20-25 year-olds does, and they are not first-
mover consumers in this area.
50

Clarifying the mothers needs from a mobile wallet by means of Maslows
Hierarchy of Needs, leads to this: This groups physiological needs are satisfied when
the Mother herself or her cohabiter buys groceries. The cooking and packing of lunch
backs is, however, mainly done by the Mother. Together with her cohabiter, the Mother
has signed a home insurance policy, car insurance, and other insurances to secure their
family and stability in their lives. Additionally, mothers this age have started thinking
about their old age, and have therefore started to pay into a retirement savings account.
And in that way, this groups need for safety is covered. With regard to a mobile wallet,
the mothers would need to be assured that it is a secure way of paying, as they tend to
have a tiny disbelief in technology.
These mothers social needs are largely satisfied by the family which demands her
time, but in return gives her love. Moreover, the Mother groups gives the mothers a
sense of belonging. A Mothers role in the family leads to her esteem need, which is the
wish to be recognised as a successful Mother, both by her family and people outside the
family. Based on the mothers relationship with technology, it might support their self-
esteem if the mobile wallet is easy to use and they therefore avoid problems when
paying. Another way to remedy this is by offering an instruction manual.
As mothers at this age do not have much time for themselves, their need for self-
actualisation is often not satisfied, or it is put on a list of things to do when her Mother
role allows for it (Smith & Lyngholm, 2008 + Statistics Denmarks homepage).
This group will from now on be referred to as the Mothers.

4.1.4 Business people

The term business people is broadly used and covers many job titles and age
groups. For the purpose of this project, the exact job title was not important, but the
focus was on 45-55 year-old business people, as these were assumed to differ more
from the other user groups, than e.g. a younger business person would have done.
51

This group is largely characterised by their occupation and their economic
situation, which in this groups case often are closely linked. People from this group
have a have a Higher Education and have worked in the same line of business for many
years. They have great experience in this line, and many of them have experienced
being promoted, or have started their own businesses. Their jobs involves long days at
the office and business trips e.g. to the companys branches abroad or to foreign trading
partners. They are well paid for the effort they put into their work (the average annual
income for families with at least one of the members being self-employed, top executive
or employee at the highest level, was in 2008 857,284 DKK, which means that a
Business person from this group has an annual income of at least 428,642 DKK
(~115,042 EUR), Denmark Statistics homepage). The fact that these peoples jobs
demand a lot of their time, affects their family life. They are married and have children,
but they do not have much time with their family.
People from this group did not grow up with technology, but their jobs have
required from them to use technology when the company started using it. Therefore
they are familiar with technology, which has become a part of their everyday lives.
This characterisation of the business people has led to the following clarification of
what they need from a mobile wallet: Their physiological needs are satisfied when
eating with their families, working colleagues or taking customers to lunch. These
peoples need for safety is satisfied by the fact that they have stability in their lives (and
have had so for many years), and that their economic situation secures their old age. A
Business persons wallet might contain a lot of work related payment cards and other
plastic cards, which leads to the fact that a mobile wallet maybe should be able to
accommodate these cards.
People from this group have their social needs satisfied first and foremost when
being with their family. Their working colleagues and the customers satisfies their
social needs as well, but not to the same extent. Their esteem needs are satisfied by their
success and their status at the company, which leads to recognition from their
surroundings. Finally, their need for self-actualisation might be satisfied through self-
development in the form of taking courses or postgraduate courses, or some kind of
sports (Smith & Lyngholm, 2008 + Statistics Denmarks homepage).
52

This group will from now on be referred to as the Business Men.

4.2 Interviews

The four user groups characterised in the previous section was interviewed as
described in section 3.2.2. The object of the interviews was first and foremost to get to
know the users more personally and to explore their attitude towards the cashless
society concept and mobile wallets, so empathy could be created with the users.
Empathy is an important part of effective persona creation and scenario writing (Wright
& McCarthy, 2008, 642). An additional object of the interviews was to get ideas for the
design of a mobile wallet.
The questions asked were ordered as proposed by Pruitt & Adlin (2006, p. 134),
with the introduction to the interview first, followed by a focus on the interviewees
background. Then came questions related to the key topic area of this project, and
finally they were thanked for having participated.
The questions with focus on the interviewees background concerned their age,
status, occupation, spare time, their shopping and eating out habits, whether they had
other technical devices such as laptops and MP3 players, and if they had profiles on any
social networks. The answers from these questions were used for the persona creation in
section 4.4, and they are therefore not included in the results from the interviews in sub-
section 4.2.1.
The questions related to the key topic area of this project, were split into three
parts. The first part had focus on the interviewees mobile phone; what kind of phone it
was and if the model/brand meant something to the interviewee; how much it was used,
for what purposes; where it was kept in different situations; and if it had been thrown
away or stolen, and what that meant. The second part had focus on the interviewees
wallet; what it contained; how often and when debit/credit cards/cash were used; the
importance of the wallets design; where it was kept in different situations; and if it had
been thrown away or stolen, and what that meant. The third part focused on the
53

interviewees relationship with the rapid development in technology; what they thought
about it; what they thought about mobile phones turning into a multi-functional device;
if they would want to have their wallet in their mobile phone, and if so; what they
would demand from the wallet. Finally they were asked to draw what they imagined a
mobile wallet would look like. The purpose of this part of the interview was to gain
insight into the interviewees use of their mobile phones and wallets, in order to get to
know what criteria the mobile wallet should meet to get accepted by the users. The
sketches gave an idea of how much of a physical wallets content should be put into the
mobile wallet, and what the interviewees wanted the mobile wallet to do.
Pruitt & Adlin (2006, p. 133) suggest that interviews with the purpose of getting to
know the user, also includes photos, video recording, or drawings for additional
information and artifacts. The interviewees in these interviews were therefore asked for
permission to take their picture and to take photos of the wallet. The photos of the
interviewees were used for illustrating the personas (more details on this in section 4.4),
and the photos of the wallets were used as an artifact representing the physical wallet,
which during the design process should be turned into an artifact representing the virtual
mobile wallet. The photos of the wallets can be found in Appendix A.
The next section outlines the results from the interviews.

4.2.1 Results from interviews

The interviews revealed: the content of the interviewees physical wallets; how the
physical wallets were used; how the mobile phones were used; the groups expectations
to a mobile wallet; what properties such a wallet should hold, and their thoughts about
the whole concept. Some of the findings were generic across the user groups, whereas
others were specific for a single group. For clarity, four cross tables were made,
respectively showing the interviewees relationships with their mobile phones (Table
4.1), the content of their physical wallets (Table 4.2), their use of the physical wallets
(Table 4.3), and the mobile wallets properties wished for by the interviewees together
with their thoughts about the concept (Table 4.4).
54

Explanations of the cross tables are presented below each table, together with other
useful comments from the interviews. The tables use the abbreviations from Table 3.3.
The numbers tell how many from the user group that agrees to the content / property /
thought.

Relationship with the mobile phone YT YA M B
I carry my mobile phone with me all the time 8 5 2 5
When at home, the mobile phone is at a random place
and not used for several hours
3
When at home the mobile phone is turned off 1
When at home, the mobile phone is on a table 5 3 4
When at home, the mobile phone is in the
interviewees hand or pocket
8 2
When not at home, the mobile phone is in the pocket
or in the bag
8 8 5 5
The mobile phone has been stolen 2


The interviewees were furthermore asked how important their mobile phones were
on a scale from 1 to 10. The averages within each group were respectively: 9 (Young
Teenagers), 5.6 (Young Adults), 8.4 (Mothers), and 9.6 (Business Men). However, it
should be mentioned that some of the Business Men had quite different relationships to
their mobile phones at work compared to at home. As Table 4.1 shows, one of the
Business Men even turned it off when at home.
The rest of the table shows that most of the interviewees (20 out of 26) carry their
mobile phones all the time, and furthermore describes where the mobile phone is kept
when at home and when not at home. The purpose of knowing if their mobile phones
had been stolen, was to find out how they reacted then. One of the Young Teenagers,
who had had her phone stolen, took it calmly as she borrowed a discarded mobile phone
from one in her family until her father bought her a new one. The other Young Teenager
had actually borrowed a mobile phone from her father, which she used while waiting for
a new phone she had just ordered. It was thus her fathers phone, that got stolen, and she
Table 4.1: The interviewees relationships with their mobile phones
55

had her new phone delivered within few days. Therefore, none of them were troubled
by having their phones stolen.
The data in Table 4.1 was gathered to be able to compare the interviewees
relationships to their mobile phones, with their relationships to their wallets. These
comparisons are below Table 4.3. The next table shows what the interviewees physical
wallets contained.

















56

The PW contains YT YA M B
Cash 7 5 5 2
Cash, but only coins 1 1 1
Cash, but only bank notes 2
Foreign currency 1 1
Gum 1 1
Keys 1 1 1
Drivers license for car / moped 5 3 4
Visa Dankort (debit card) 3 3 3
Visa Electron (debit card) 6 3 2
Debit card only for use in the banks ATM 4 1
MasterCard (credit card) 1 5
Health card 6 8 4 5
Bus pass / train ticket 2 5 1
Membership cards to roadside assistance services 1 1 1
Membership cards / club cards for stores 5 4 5 2
Tanning salon card 1 1
Electronic gift vouchers 4 1 1
Discount cards for kebab / pizza / jewellery 5 1
Receipts 3 3 3 3
Jewellery / hair accessories / makeup / perfume bottles 4 1
Pictures / newspaper clippings / drawings 5 3 3
USB dongle 1 1
Condoms 1 2
Fuel card 1 1
NemID code card (digital signature for public and
private services)
1 1
Business cards 1 2 2 1
Travel insurance card 1 2
PIN code keeper 2 1
Doctor /dentist / blood bank card showing next
appointment
1 1 1
Membership card to a fitness centre 1 1

Table 4.2 shows some of the contents from the interviewees wallets. The first
interesting thing in the table is the fact that two persons carry around foreign currency.
However, the Young Adult only carried around a one-dollar bill as a sort of lucky
dollar. But still, it has to be considered what to do with foreign currency in the mobile
Table 4.2: Contents of the interviewees physical wallets
57

wallet. This question might be answered in section 5.2.1 where a test person suggests an
automatic currency converter.
Another obstacle arising is the fact that the wallet has become a secure place to
keep personal things, that have nothing to do with paying, such as USB dongles,
makeup, condoms, pictures, gum and keys. Where should they be put if the physical
wallet disappears? A Young Teenager, who was especially fond of the mobile phone
becoming a multi-functional device, saw the possibilities in it and had an idea for what
to do with the keys:
I think it is very smart. You have got it all in one place and soon you might have
your car key in it [] (Young Teenager).
Even though it was only three of the interviewees who had a PIN code keeper in
their wallet, it might be a problem for them if the physical wallet is phased out. They
might need another way of remembering the PIN, maybe by means of some sort of code
keeper application for the mobile phone.
An additional important content of the wallets is the receipts. Almost half of the
interviewees had them in their wallets, but for different reasons. Some keeps the
receipts from all purchases they make, while others just keep those from larger
purchases. Some forget about the receipts in their wallets, whereas especially the
Business Men keep the receipts in their wallets for a while and afterwards store them at
home for accounting. One of the Mothers kept receipts in her wallet but lost them
anyway, and therefore missed them when she needed them for complaining about
goods. A Young Adult makes copies of important receipts on her all-in-one printer,
because of the text that often fades on receipts, thus making the receipts useless.
Consequently, these are matters that need to be taken into consideration for the mobile
wallet to become a reality.
Some contents of the PWs, were however specific for a single user group. These
contents are distributed over the four groups as follows:
The Young Teenagers: Library card, youth club card, sanitary napkins, SIM
card, and a movie ticket.
58

The Young Adults: Wildcard, student card, movie rental card, donor card,
foreign drivers license, kayak card, retirement savings card, moped insurance,
labour union card, membership card to Danhostel, optician card, card from the
State Educational Grant Scheme proving entitlement to discount on public
transportation, BroBizz card, membership card to cinema club, membership card
borrowed from another person, and a card holder.
The Mothers: Childrens health cards, a pen, cigarettes and a lighter, childrens
vaccination cards, stamps, and season tickets to amusement parks.
The Business Men: Other international payment cards, more than one Visa
card, access cards to airport lounges, car wash card, membership card to
wholesaler, hunting license, insurance card from Codan (insurance company),
hotel cards, and car rental cards.
This indicates that the four groups have different needs for the mobile wallet. The
Young Teenagers do not carry as much around in their wallets as other groups, probably
because of the fact that they still live with their parents who take care of them. On the
opposite side are the Young Adults with most contents in their wallets. This might be
because of the fact that they are young and do not have children and a family yet, and
therefore are free to do what they want. As a result, they have a lot of activities and
spend their spare time doing anything else than relaxing. The Mothers wallets are
mainly filled with things related to their children, whereas the Business Mens wallets
are filled with things related to their work.
It would therefore be more appropriate that the Mothers mobile wallet should have
room for several health cards, and the Business Mens mobile wallet have room for
several payment cards. Another challenge is how to deal with the possibility of lending
and borrowing of membership cards that sometimes occurs.
The next table shows how the interviewees used their physical wallets.



59

Use of the PW YT YA M B
Payment card is the preferred payment instrument
opposed to cash
2 3 1 5
Cash is the preferred payment instrument opposed to
payment cards
6 4
Payment card is used once a day 1 1 2 2
Payment card is used 1-4 times a week 1 2 2 2
Payment card is used 2-3 times a month 1 1
The design of the wallet is important 4 3 4
Has more than one wallet 1 3
PW is more like a small bag and holds several things 2
I carry my wallet with me all the time 2 3 3 4
I rarely bring my wallet 1 1
Have coins in the pocket 2 1
When at home, the wallet is placed on a table / in a bag
/ on the windowsill / in a drawer
6 8 5 5
When at home, the wallet is in the jackets pockets 2
When not at home, the wallet is in the pocket 5 5 4
When not at home, the wallet is in a bag 3 3 4 1
When not at home, the wallet is in the interviewees
hand
1
The wallet has been stolen 2 1
The wallet has been thrown away 1 3 1


The interviewees were furthermore asked how important their wallets were on a
scale from 1 to 10. The averages within each group were respectively: 6.1 (Young
Teenagers), 8.3 (Young Adults), 8 (Mothers), and 8.8 (Business Men), which means
that the Young Adults is the only group who considers their wallets more important
than their mobile phones. This may be due to the fact that this group carried around the
largest contents in their wallets as compared to other groups.
Table 4.3 shows that the wallet is not carried around to the same extent as the
mobile phone. Those who did not carry their wallet with them all the time were mainly
interviewees from the Young Teenager group. Some of them had coins in the pocket
instead, which is mainly because of their low consumption caused by their relatively
Table 4.3: The interviewees use of their physical wallets
60

low income. They said that they only bring their wallet if they have planned to buy
something:
(...) I bring it to school, when I know that I am going to buy food in the canteen.
My money is in it, and therefore I carry it with me. But if I am going down to the town
and I know I am not going to spend any money, I do not carry it with me. Then I just
carry some coins in the pocket. (Young Teenager).
A Young Adult leaves her wallet at home sometimes as well:
I happens that I leave home just having my payment card with me. [] when I am
going to a nightclub, I never bring my wallet. Because if I should forget the bag or
something like that, I think it is better that it is just a payment card [] and not all the
cards [] (Young Adult).
This can, however, lead to situations of panic when she forgets that the payment
card is not in the wallet, and therefore goes to the supermarket not being aware of it
until she is at the checkout and is to pay.
Those who preferred cash as payment instrument were primarily interviewees from
the Young Teenager group and some interviewees from the Young Adult group. They
only use their debit card for withdrawing money; in payment situations where they do
not have cash; or when they have planned to shop a lot:
I almost exclusively use it [Visa Electron] for withdrawing money from an ATM. I
do not like using it in stores as I want to know how much money I have on it. [...] If I
have planned to buy something expensive, then I often withdraw the exact amount from
the card via the stores card terminal, because then I have checked [in advance] if I
have the money on the card and worked out what is left afterwards [...] (Young Adult)
Most of those who preferred cash could not answer how often their debit cards
were used, as it differed from week to week and from month to month. Their frequency
in withdrawing money is therefore not included in the table above. The amount
withdrawn from ATMs varied between 100 and 2,000 DKK (~13.42 268.33 EUR).
The fact that such a big part of the Young Teenagers and Young Adults prefers cash,
suggests that cash payments should be well afforded by the design of the mobile wallet.
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One of the Young Adults and four of the Mothers did not prefer cash to payment
cards or vice versa, but used cash for paying if they had it, and otherwise they used their
payment cards. One of the Business Men preferred paying with a payment card, but
disliked being without cash as his children sometimes needed money. Another Business
Man preferring payment cards, explained that he used cash in specific situations:
[] when it is necessary. If it is possible to pay with Dankort, I do that. [] If I
am at the grocer and it comes to 20 DKK, I pay cash [] (Business Man).
Only two Young Teenagers preferred paying with payment cards. It happens,
however, in some situations that they withdraw money from the bank to store in the
wallet:
If I know that I am going to spend some money during the week, or if I know that I
will need it for the canteen, then it happens that I withdraw small amounts [as the
canteen does not accept Visa Electron] (Young Teenager).
A Mother who preferred paying with her Visa Electron, paid cash in specific
situations:
[] I have a Visa Electron card, and there are some places where I choose to pay
cash instead of using the card. Especially when filling the car with petrol [] then it
blocks of course for the money spent on petrol, but also for 450 DKK additionally,
because it does not know in advance how much I am going to spend on petrol. And that
is not always the best thing having 450 DKK on my account that I cannot spend []
(Mother).
Those who had had their wallets stolen or thrown away told that the most important
things which they missed the most were the bus passes and the plastic cards. As it seems
that the mobile phones are not stolen or thrown away as often as the physical wallet, it
might be a good idea to put the important contents such as bus passes and plastic cards
into the mobile wallet. Table 4.4 reveals if the interviewees had the same idea.
A tendency among the Young Adults and Mothers was that they limited their
access to money in some way. Some of them withdraw a fixed amount of money every
month, which was kept at home. In that way they were sure that these money would not
62

be used for anything else. Others told that they only brought a specific amount of
money when they were shopping, in order not to spend too much money. It thus appears
to be a problem for them if they have access to all their money when shopping, and the
mobile wallet should therefore have some kind of blocking mechanism as a feature.
The last table in this section shows what the interviewees thought about the idea of
a mobile wallet and their proposed properties for such a mobile wallet.

Thoughts / Properties YT YA M B
Likes the rapid development in technology 7 2 2 2
Likes the rapid development in technology, but is
definitely not a first-mover consumer
2 4 3 3
Neither likes nor dislikes the rapid development in
technology
2
Likes that the mobile phone has become a multi-
functional device
8 5 4 4
Neither likes, nor dislikes the mobile phone as a multi-
functional device
2 1 1
Likes the idea of an electronic mobile wallet 3 2 3 4
Dislikes the idea of an electronic mobile wallet 4 3
Would not use a MW before after a while 1 2 2 1
Has difficulties grasping the idea of a mobile wallet 1
Customisation of the wallet should be possible
(colours, fonts and so on)
3 4
Ease of use is important 1 5 2 4
Security 1 6 2 3
All plastic cards should be in the MW 4 6 3 3
Coins and bank notes should be shown separately 1 1 1
Radio buttons on the front page to choose what to do 1 1
Icons on the front page representing a category of
cards / functions
1 1
Icons on the front page representing each card/function 2
Balance 1 3 2 1
Currency converter 2 1
Receipts 2 3 1 2
Bus pass / train ticket 2 1 1
Membership cards 1 1
Total value of things being bought , before paying 1 1
Shortcut icon to eBanking 1 2 1

Table 4.4: Thoughts and proposed properties of the mobile wallet
63

Table 4.4 shows thoughts about technology and the idea of a mobile wallet,
together with properties proposed for a mobile wallet, all of which submitted by at least
two user groups.
The majority of the interviewees liked the rapid development in technology and
liked the fact that the mobile phone has become a multi-functional device. Moreover,
only seven of the interviewees disliked the idea of an electronic mobile wallet. Those
who disliked the idea were some Young Teenagers and Young Adults, who pointed out
the possibility of losing the mobile phone, and then having lost everything. A Young
Teenager said that she likes her wallet, and a Young Adult was afraid that the mobile
phone ran out of power. Another Young Adult (the only person who disliked the mobile
phone as a multi-functional device) argued that technology is unnecessary luxury that
makes us lazy. The problem with a lost or unusable phone was solved by a Young
Adult, who suggested that backup of the mobile wallets content should be taken and
saved on some kind of server, making it possible to get receipts and money back in case
of an unfortunate event.
As Table 4.5 shows, the preferred place to keep the wallet when not at home, is in
the pocket. However, among those who liked the idea of a mobile wallet, a Young
Adult mentioned that the wallet (which in his case was a card holder) bothered him
when he sat and it was in his back pocket. One of the Business Men had the same
problem. When asked if he ever keeps the wallet other places than in his back pocket,
he answered:
Yes, when I am out driving. But that is because I have back problems and I think,
that if I am sitting on it [the wallet], I am sitting wrongly. Therefore it lies next to me
instead of in the back pocket (Business Man).
A mobile wallet could help this Business Man, but only if all of the physical
wallets contents were put into the mobile wallet, so he could do without the physical
wallet. The idea of putting all the physical wallets contents into the mobile wallet was
commonly shared among most of the interviewees. One of the Mothers said that she
would not use a mobile wallet, if it was only for her payment card and she still had to
64

have her physical wallet for all of her other cards. A Young Teenager had the same
opinion:
[...] if you are going to do it, you should go all the way [] there is no reason for
only having some of the things in the wallet []. You can put it all into the [mobile]
wallet or nothing [] (Young Teenager).
Having it all in the mobile wallet is what Mallat (2004, p. 46) calls a full-service
suit, with the opposite being a single-purpose application. In Dahlberg & Mallats
research paper from 2002 they state that users consider mobile payments most useful if
it is able to compensate all of the plastic cards. Based on Dahlberg & Mallats findings,
and on the findings from this projects interviews, the rest of this project worked
towards a full-service suit.
Like the contents of the physical wallets, some of the properties for the mobile
wallet were only proposed by a single user group. This does, however, not mean that the
other user groups do not want the same properties in their mobile wallet, but it is an
indication of what each group think is most important to have in a wallet. To what
extent the groups want properties originally proposed by other groups, was explored
during the tests of the prototype, which is described in chapter 5. The proposed
properties are distributed over the four groups as follows:
Th Young Teenagers: The payment card should be in the mobile wallet while
the other cards should be in the physical wallet. The amount for withdrawal
should be decided by the users. The mobile wallet should be able to hold gift
vouchers and discount cards for e.g. kebab. The mobile wallet should always be
holding money, so its owner would never be without. Possibility to choose
payment method from the front page of the mobile wallet. The mobile wallet
should be structured with tabs representing categories of cards / functions.
The Young Adults: The setup should be uncluttered and simple, and the design
professional. Plastic cards should be placed in an order decided by the user. The
mobile phones homepage should have a wallet icon representing the mobile
wallet. Money should be loaded to the mobile wallet via an Internet connection
to the bank. Receipts should be ordered in folders and be possible to delete. The
65

mobile wallet should be able to hold business cards and donor cards. The mobile
wallet should provide an overview of what is being bought before paying.
Password or PIN should be demanded to make a payment. A button called
Other cards leading to the cards used most rarely.
The Mothers: The mobile wallet should have a personal picture as background.
Discretion is important, and the balance should therefore not be showed on the
mobile wallets front page. The mobile wallet should be able to hold a fuel card.
A headline should tell what you are about to do. An Approve/Pay button
should be placed in the bottom of the mobile wallet, and latest info about
payments should be shown in the top of the mobile wallet.
The Business Men: The mobile wallet should be fast to use and require as few
clicks as possible. There should not be multiple ways of performing a single
action. It is important that all payment cards run separately and not in one total
account. The mobile wallet should have a load money from the bank button, a
listing of the five most recent transactions, and a figure showing the
accumulation in money spent.
One of the Young Teenagers who suggested that the mobile wallet should be able
to hold gift vouchers, explained:
When pushing the Gift Voucher button [...] the gift vouchers should appear on
the screen, e.g. Vero Moda or H&M, and when pushing them you could see [...] how
much money was left on the gift voucher. Because, it is not always you know that, and
then you have to go and ask them [in the store] (Young Teenager).
When asked to draw a sketch of the mobile wallet, most of the Young Teenagers
were inspired by the systems they had seen on eBanking websites or ATMs. Opposed to
this, one of the Business Men was inspired by iPhones use of icons and suggested this:
The cards should be represented as icons [...] Then you would have the things that
would be in it [the mobile wallet], and when you pushes [one of the icons] the next
window pops up, which is the next interface where you can pay [...] and accept [...]. A
logical representation enabling dummies like me to figure out how it works without
having to read an instruction manual. (Business Man).
66

Another Business Man commented that he did not read the instruction manual
either. An additional factor influencing the ease of use, is the fact that some people wear
glasses:
[...] I wear glasses and am dependent on glasses. I cannot use a mobile phone
without wearing glasses. So, it has to designed to this [...] Simple and recognisable
symbols. (Business Man)
The Business Men had different opinions about what to do with the receipts. One
found them unnecessary as eBanking provides him with the evidence he might need (he
did not want a balance in the mobile wallet for the same reason), whereas another
Business Man would like to have them in a mobile wallet:
If I could get rid of the physical receipts, it would be great, but I am not sure that
the tax collector would like it. If could decide, they would be placed there [in the mobile
wallet] instead of in the form of paper receipts (Business Man).
Another Business Man suggested that the receipts should be sent to the phone and
afterwards be printed if necessary. The Young Adult, who usually made copies of her
receipts, saw this idea as more attractive than receiving paper receipts.

4.3 Usability goals

A part of the process of understanding users is to be clear about what the objective
of the designed product is. This chapter describes the objectives of the mobile wallet in
terms of four usability goals, which means that they are concerned with meeting
specific criteria for usability. The goals are based on the experts recommendations
from section 2.1.3, and the results from the interviews in the previous sub-section. The
usability goals were additionally paraphrased to criteria for usability:
Efficiency: Carrying out a common task such as paying with the mobile wallet,
should imply no more than six steps, which is the number of steps it takes to pay
with a payment card today (take the card out of the wallet place it in the
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payment terminal type the PIN click OK remove the card from the terminal
put it back in the wallet). This usability goal was chosen as it was pointed out
as important by Dahlberg & Mallat (2002), and additionally mentioned by one
of the interviewees.
Safety: It should not be possible to make a payment by mistake. This goal was
chosen as security is important according to almost half of the interviewees and
Dahlberg et.al (2008).
Utility: The mobile wallet should provide an appropriate set of functions that
will enable users to carry out their conventional tasks from the physical wallet,
in the way they want to do them. This was chosen as a criterion for usability
because of the fact that the interviewees had so many different ways of using
their wallets.
Learnability: It should be possible for the user to work out how to use the
mobile wallet by exploring the interface. This is important, as people do not like
spending a long time learning how to use a new system, and two of the
interviewees told that they do not read instruction manuals. Learnability is
especially important for interactive products intended for everyday use (Preece
et al., 2007), which includes the mobile wallet.

These criteria for usability were used during the evaluations of the artifacts
representing the mobile wallet.

4.4 Personas

This project did, however, not only focus on the persons that were interviewed in
the field study. Based on the characterisations and interviews of the four user groups,
four personas were created. A persona is a fictitious character, representing a typical
user of the system that is developed, and thus, the system can be designed for this
character rather than for a whole user group.
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For the creation of the personas, the six-step conception and gestation process
proposed by Pruitt & Adlin (2006, pp. 163-271) was applied. The words conception
and gestation are included in the process title, as the process is a part of The Persona
Lifecycle, which is an approach to the creation of personas that starts with family
planning and ends with retirement. The six steps are:
Step 1: Identify important categories of users.
Step 2: Process the data.
Step 3: Identify and create skeletons.
Step 4: Prioritise the skeletons.
Step 5: Develop selected skeletons into personas.
Step 6: Validate the personas.
Step 1 recommends that an identification of categories of users is made, as it helps
structuring data processing. This step was taken in the beginning of the project, when it
was decided that this project should focus on four specific user groups.
Collection of the raw data for the personas (which is actually a part of the first
phase in the Persona Lifecycle) was done through the interviews and characterisations
of the users. The basis for the personas was thus made up of both qualitative and
quantitative data, which Pruitt & Adlin (2006) believe is the best basis for creation of
personas.
Step 2 is where the raw data is processed to extract information relevant to the user
and product domains. This project applied the table format for the processing of the data
from the interviews, as it could provide an overview of the user groups everyday lives,
similar to the overviews provided by table 4.1 4.4. The new table, Table 4.5, is thus an
artifact communicating the data and is presented on the next page. The table use the
abbreviations from Table 3.3. The numbers tell how many from the user group that fit
the statement.



69

Data YT YA M B
Female 7 4 5
Male 1 4 5
Average age in years 14,75 22,25 33,4 50,4
Has a boyfriend/girlfriend/cohabitant 4 3 2 1
Is married 1 4
Live with parents 8
Live with boyfriend/girlfriend/cohabitant/wife/husband 3 2
Live alone 5
Live with boyfriend/girlfriend/cohabitant/wife/husband
and children
3 3
Live alone with children 2
Children have moved away from home 2
Attends secondary school 8
Is studying / training 4 1
Unemployed 1 1
Full-time employed 3 2 2
Self-employed 1
Is co-owner of a company 3
Has a spare time job 4 2
Goes shopping once a week 2 2 3 1
Goes shopping once / twice a month 3 1 1 1
Goes shopping once every third month 1 2
Goes shopping very rarely 2 3 1 3
Eats out once a week 3 2 2 2
Eats out several times a week 4 1 1
Eats out once / twice a month 4 1 2
Eats out very rarely 1 1 2
Has a smartphone, but not an iPhone 3 3 2
Has an iPhone 2 1 1 1
Has an ordinary mobile phone 3 4 2 1
Has a phone designed for business purposes 3
Sends less than 5 SMS a day 1 4
Sends 5-25 SMS a day 4 2 1
Sends 25-100 SMS a day 5 3 3
Sends over 100 SMS a day 3
Use the mobile phone for talking 0-30 min. a day 7 6 4
Use the mobile phone for talking 30-60 min. a day 2 3
Use the mobile phone for talking over 60 min. a day 1 1 2
70

Use the mobile phone for playing games 3 3 2
Use the mobile phone for taking pictures 6 5 5
Use the mobile phone for video recording 4 1
Use the mobile phones calculator 1 2 3 1
Use the mobile phones alarm clock 4 7 4 2
Use the mobile phone for emails 1 4
Use the mobile phones GPS 1
Use the mobile phones calendar 1 1 3 1
Use the mobile phone for listening to music 5 2 1 1
Connects to the Internet from the mobile phone 1 1 1 1
Connects to Facebook from the mobile phone 2 2 2
Has an iPod 2 3 1 1
Has an iPad 1
Has an MP3 player 2 4 1
Has a laptop 5 6 3 2
Has a Facebook profile 8 8 5 3
Logs in to Facebook every day 8 4 3 1
Logs in to Facebook 1-5 times a week 4 1
Logs in to Facebook rarely 1 2


Besides the data presented in Table 4.5, some of the data gathered through the
interviews were specific for each of the groups:
The Young Teenagers: This groups spare time is spent with friends, Zumba,
dancing, and playing football. Four of them have spare time jobs as well, which
are at service stations and stores, or babysitting. Those who have not got a job
receive allowances from their parents. Those who have got a laptop use it for
chatting with friends, school work, playing games and checking out web shops.
Most of the Young Teenagers who had not got a laptop or an iPhone said that
they wanted to have it. This group use Facebook for playing games, writing and
reading status updates, uploading pictures and writing with friends. In addition
to this, two of them have a Twitter profile and one has a MySpace profile. They
prefer sending SMS to calling, but when they call, it is most often to their
parents. Finally, one of them has a dog.
Table 4.5: Data on the four user groups, collected through the interviews
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The Young Adults: Their spare time is spent playing PS3 and computer games,
playing and listening to music, being with friends, shopping, watching movies,
exercising and running, and discussing the world situation. They use Facebook
for keeping contact with friends, checking and writing status updates, uploading
and looking at pictures, and more practical things such as joining and inviting to
events. Moreover, two of The Young Adults have profiles on online game sites,
and one other have profiles on dating sites. Three from this group have a pet.
The Mothers: This groups children are 1-8 years old. Their occupations are
mixed with one of them studying, one being unemployed, two being full-time
employed (respectively as a clerk in a clothing store and as a disability
assistant), and another having her own hair dresser salon. They all said that they
do not have much time for themselves, as most of their time is spent on the
family and their home. The time they have got besides that, is spent on Zumba,
running, exercising, scrapbooking, dancing (hip-hop and funk), and being with
friends. Furthermore, two of the Mothers spend a lot of time being active on
online communities. One of them is member of an online mother groups
community, and the other is member of a community for singles with children.
Both of them meet with other members of the communities, in real life as well.
Facebook is used by all five Mothers, mainly for status updates and pictures, and
joining Facebook groups for concerts. When it comes to shopping, two of the
Mothers prefer shopping from web shops, as they find it easier after they have
had children. One of them sells a lot of things on the Internet as well. The
Mothers appreciate their mobile phones even more after having had children, as
it is important to them that the day-care institutions can reach them if something
happens. Another thing that has changed for some of them, after they had their
children, is that they do not eat out quite as often as they did before they had
children. One of them said that they care about what food their child is eating.
Finally, one of the Mothers has a dog.
The Business Men: These people travel relatively much as a part of their job.
One of them is abroad 150-200 days a year, and two others are abroad 20-40
days a year. Most of them spend more time on their jobs than an ordinary job
demands, and they have therefore not got much spare time. When they are off
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from work, they spend time being with their families and neighbours, running,
skiing, golfing, photographing, kayaking, sailing, and taking courses and part-
time educations. Another thing caused by their jobs, is the fact that they send a
lot of emails every day. Three of them have profiles on Facebook, and three
have profiles on professional networks such as LinkedIn, but they do not spend
much time on these networks. The Business Man, who has an iPhone, has
downloaded a lot of applications which he uses in his everyday life, e.g.
applications for eBanking and TV programmes, and applications that can be
used during the courses he attends. Shopping is not their strong points, but one
of them told that he likes shopping electronics on the Internet.
Step 3 identifies and creates skeletons. As mentioned in step 1, it was decided in
the beginning of this project, what groups this project should focus on. The creation of
skeletons is therefore superfluous in this project together with step 4 which prioritises
the skeletons.
Step 5 is where the skeletons are enriched to become personas by adding data. The
four user groups chosen for this project were therefore added data from both the
characterisations and interviews of the groups, hence becoming detailed personas. Pruitt
& Adlin (2006, p. 230) suggest that the description of a persona is written in clusters
with headings, and that one of the clusters could contain data relevant to the product
domain, i.e. the mobile wallet in this project. It was therefore chosen that the personas
in this project should consist of four clusters of data: Life stage and everyday life;
Personality, Leisure time; and Use of technology. Storytelling was included when
writing the personas, as it makes the personas come to life (Pruitt & Adlin, 2006).
Moreover, the personas were made real by adding photos. Photos put faces on the
personas and helps believing in them. As stock photos look professional and the
models expressions were controlled when the picture was taken, they should not be
used (Pruitt & Adlin, 2006, pp. 247-248). Instead photos of the interviewees were taken
for this projects personas.
Step 6 is a validation of the personas, as it is important to make sure that the
personas reflect the data. A validation was made after having finalised the personas.
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Figure 4.3: Picture of the Young Teenager
persona Monica
In that way, four personas were created, representing the four groups. The personas
are presented in the next four sub-sections.

4.4.1 Persona 1 The Young Teenager

Life stage and everyday life
Monica is a 14 year-old girl who attends school
at Skolen p Herredssen in Kalundborg. Her parents
are separated so she and her younger sister Lina live
with their Mother Anne in a rented apartment. Anne
works at a local health care company.
Personality
Theres plenty going on in Monicas life and
thats how she likes it. Shes the kind of person who doesnt like silence except when
shes asleep. Therefore most of the time she is with friends or her boyfriend, and if not,
she turns on the TV or listens to music. Lately she started wearing makeup and now she
doesnt want to step outside without wearing any makeup. Her mom says she spends too
much money on makeup, but Monica disagrees.
Leisure time
When Monica is not in school shes with some friends or playing football. Most of
her friends are on the same local football team, that never wins anything, but they enjoy
the time together. In addition to that she babysits a little boy not far from where she
lives. It gives her some extra money and the couple she babysits for lets her use their
computer, so when the boy is asleep she passes the time surfing the Internet.
Use of technology
A lot of Monicas friends have laptops and Monica would like one too, so shes
saving up some of the money from her babysitting job. She has an old stationary PC at
home which she uses for schoolwork and social networks on the Internet. She has got a
74

Figure 4.4: Picture of the Young Adult
persona Peter
profile on Facebook and MSN and spends a lot of time chatting, writing messages and
playing on these sites. Her cell phone is one of the newer models from Sony Ericsson
and is mainly used for text messaging; she sends over one hundred messages a day.

4.4.2 Persona 2 The Young Adult

Life stage and everyday life
Peter is 23 years old and works for the local
authorities of Kge dealing with family counselling. He
and his girlfriend Camilla live in a three room apartment
in Greve and have a cat named Charlie.
Personality
Peter is a young man who has his finger on the
pulse of electronics. He is always the first among his
friends to buy new technology when it reaches the market and he enjoys the attention it
draws from his friends. He doesnt make a show of his purchases since that would
picture him as an irritating show-off. He prefers to appear perfect and cool, as well in
private as at work. His girlfriend says that he is just a big boy who easily gets fascinated
by electronic devices.
Leisure time
To stay fit Peter spends some of his time off from work on exercising. In addition
to that he likes music and enjoys listening to new songs via the Internet. When he really
relaxes Peter plays Playstation3 games with his friends.
Use of technology
Peter and Camilla have WiFi in their apartment and a laptop each. He is online
several times during the day where he checks his email, logs on to Facebook, does home
banking and takes care of all contact to the authorities. Furthermore he has a HTC
75

Figure 4.5: Picture of the Mother
persona Anita
smartphone which he mainly uses for Facebook and playing different application
games, and an iPod that makes trips with public transportation seem shorter.

4.4.3 Persona 3 The Mother (M)

Life stage and everyday life
Anita is a 34 year-old Mother to two boys; four year-
old Oliver and one-year old Casper. They live together
with the childrens father Martin in a house in Holbk.
Anita has her own hairdresser salon with three
employees.
Personality
Anita is a firm woman with an unbending will. She never gives up and she knows
how she wants her children to be raised, and that topic is not for discussion. On the
other hand she is also a kind and talkative person who likes to please her family, friends
and customers.
Leisure time
When Anita is off from work she spends most of the time on her family. She shops,
cleans the house, plays with her children and cooks. So she doesnt have much time for
herself, but when it happens she enjoys scrapbooking. Before she had kids she used to
dance a lot and it is her dream to start dancing again once there is time for it. Until then
she sticks to Zumba dancing now and then.
Use of technology
There is both a computer and Internet in Anitas and Martins home, but it is not
every day shes got time to use it. When she turns on the computer it is mostly to check
her email, shop clothes for herself and the children and to log on to social networks. She
has got a Facebook profile, but does only log on to it twice a week, and that is just to
76

Figure 4.6: Picture of the Business
Man persona Tom
check her friends status updates. She is more often logged on to an online mama
community which she signed up for when she was pregnant with Oliver to get advice
from other parents. Sometimes she attends events hold by the mama community.
4.4.4 Persona 4 The Business Man

Life stage and everyday life
Tom is 51 years old and works as IT Manager for a
large international company. He is married to Susanne
with whom he has two children an 18 year-old boy
named Jacob, and a 15 year-old girl named Stephanie. The
family lives in a large house in a residential
neighbourhood in Roskilde.
Personality
Tom is a very balanced person although he has got a lot on his plate, and both his
colleagues and family love him for that. He never rushes about but keeps calm and
always has a good grasp of the situation. He can be a hard leader and father when
necessary but otherwise he is nice and pleasant. He likes having goals in life as they
give him something to get up to in the morning, and he feels satisfied when he reaches
them.
Leisure time
Because of his job Tom is abroad at least 150 days a year, and he therefore spends
most of his leisure time with his family. Besides that he also enjoys sports in the open
air such as running, kayaking and skiing, and finally he likes photographing.
Use of technology
Tom has got a laptop and a smart phone from work which he uses both for work
related and private stuff. The smart phone is a BlackBerry and is used mainly for work
related calls and emails, and news reading. He has got profiles on Facebook, LinkedIn
and a social network only for the employees of the company. He doesnt log on to these
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networks very often, but when it happens it is mostly via his BlackBerry. When hes on
the go Tom enjoys listening to music on his iPod.

4.5 Sketches

To get a hunch of what the mobile wallet should look like, sketching was applied to
the project. Sketching is a process in itself, where design thoughts are expressed through
fast drawn sketches, which can be evaluated and re-drawn. A proponent of sketching is
Bill Buxton, a computer scientist and designer who now works for Microsoft Research.
In his book Sketching User Experiences(2007), Buxton uses Pughs (1990) notions
Concept Generation and Controlled Convergence to describe how sketching works.
Concept Generation is a phase in the sketching process where ideas are suggested and
drawn as a lot of sketches. Buxton (2007) states that drawing something on paper, leads
to new considerations and ideas that have not been touched upon earlier on in the
process. When all the ideas have been sketched, a Controlled Convergence phase is
entered where it is assessed which ideas are best. Afterwards a new Concept Generation
phase is entered, where new sketches are drawn based on what was assessed as best. In
that way the sketching process continues while the number of sketches is minimised. It
is important to remember that a sketch is not the final result, which is why a designer
should not be sad if his sketches are rejected. Rejected sketches lead to knowledge as
well and thus affects the final result (Buxton, 2007).
In this project, the sketching phase was initiated during the interviews, when the
interviewees draw their ideas for a mobile wallet (Concept Generation). Five Young
Teenagers, seven Young Adults, five Mothers, and four Business Men draw sketches.
These sketches can be found in Appendix B.
Afterwards, the sketches were mixed into one sketch for each group (Controlled
Convergence), based on similarities between the sketches, what the interviewees had
suggested during the interviews (Table 4.4), and the usability goals (section 4.3). These
new sketches are presented below in sub-sections 4.5.1 4.5.4, together with comments
on why some suggestions were chosen over other.
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Figure 4.7: Sketch of the Young Teenagers mobile wallet

4.5.1 Sketch The Young Teenager

The sketch shown here is the sketch of
the Young Teenagers mobile wallet that
came out of the abovementioned Controlled
Convergence phase. As explained in
section 4.2.1, some of the Young Teenagers
were inspired by the systems they had seen
on eBanking solutions, payment terminals,
and ATMs. That is why this sketch
contains the buttons with numbers on them,
and the Cancel, Delete, and Ok
buttons. Three of the Young Teenagers
suggested that the amount for withdrawal
should be decided by the users, which was
included in this sketch with the two boxes
above the number buttons, respectively
showing the payment amount and the
withdrawal amount. In addition to this, a sketch suggested that the money in the
mobile wallet should be shown as illustrations of coins and bank notes, thus enabling
the user to choose from the coins and coins when paying. This would, however, slow
the payment process and require unnecessary clicks, thus being incoherent with the
usability goal of efficiency.
With regard to the structure of the wallet, different ideas were proposed. Three of
the interviewees sketches suggested that all contents of the wallet should be available
from one single page. This was, however, not included in this sketch, as it is
incoherent with the usability goal of learnability. The two last sketches proposed a tab
structure and an icon structure with the tabs and icons representing categories of cards
or functions. To maintain the eBanking and ATM system look, the tabs were chosen.
The labels chosen for the tabs were Pay, Balance, Currency, eBanking, and
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Figure 4.8: Sketch of the mobile wallets icon
Other cards. The notion Pay substituted the suggestion Amount from one of the
sketches, as Pay describes what function the tab leads to, in a better way than
Amount does. The Other cards tab was included to have a place for all the other
cards, gift vouchers and bus passes that the Young Teenagers wanted the mobile wallet
to hold. Balance was included even though only one interviewee suggested it.
Nevertheless, it improves the mobile wallets utility, as it is vital to know how much
money you have got in your wallet. eBanking was included because it was suggested
as the way to transfer money from the bank account to the mobile wallet. Whether or
not this tab should remain in the mobile wallet, was up to the test persons to decide later
on in the development process. The Currency tab was included as it was suggested by
two of the Young Teenagers.
In the bottom of the mobile wallet sketch is a link leading to the receipts. Two of
the Young Teenagers suggested that receipts should be in the mobile wallet substituting
the ordinary paper receipts. As with the eBanking tab, it was up to the test persons
later on in the development process, to decide if this tab should remain in the mobile
wallet.
Finally, a Young Teenager suggested that it should be possible to choose payment
method from the front page of the mobile wallet. This possibility was not included in
the sketch in Figure 4.7, as most of the Young Teenagers preferred paying cash, thus
making a shortcut to paying with their debit cards unnecessary in most cases.

4.5.2 Sketch The Young Adult

The sketch shown here illustrates how one of the
Young Adults imagined the icon for the mobile wallet.
The icon should simply be a wallet.
The sketch shown in Figure 4.9 is the sketch of the
Young Adults mobile wallet that came out of the
Controlled Convergence phase. The Young Adults
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Figure 4.9: Sketch of the Young Adults mobile wallet
suggested quite different structures for the
mobile wallet, and it was therefore decided
that the only structure suggested by two of
the Young Adults, should be used. This
was a structure with icons representing the
various contents of a wallet. The sketch
drawn here has not been provided with
icons, but that is only because it is just a
sketch. The exact icons chosen for this
sketch of the mobile wallet, is not
important, as one of the Young Adults
suggested that it should be possible for the
user to add and remove cards as wanted. It
was however suggested that the mobile
wallet should hold an icon or button called
Other cards, to contain the cards used most
rarely. This sketch therefore contains an Other membership cards and an Other
cards button. Whether this is the right labelling and whether the users would prefer
them as icons instead of text buttons, was investigated through the user tests later on in
the development phase.
Receipts are included as three of the Young Adults wanted them. When pushing
the Receipts button a new window should pop up, with the receipts ordered in folders
and with the possibility to delete them.
Moreover, three Young Adults wanted to be able to see their balance of the mobile
wallet. It was, however, not suggested where the balance should be in the mobile wallet,
and it was therefore decided to investigate this through the test later on in the
development process. Another Young Adult wanted to be able to see the total value of
what is being bought, before paying. It was therefore decided that a push on the
payment button (the one with illustrations of coins and notes) should lead to a payment
window where the total amount is showed as well.
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Two of the Young Adults had business cards in their purses, but only one of them
suggested that the mobile wallet should be able to hold them. They were therefore
placed in the mobile wallet with a Business Card button, to be tested later on.
One of the Young Adults sketches suggested that the bank notes and coins should
be shown separately, just like the one of the Young Teenagers sketches did, and it was
therefore rejected for the same reason. The idea of using illustrations of coins and notes
to represent the payment function was, however, included in this sketch. Two other
sketches proposed a dollar sign for this illustration, but it was not used as the mobile
wallet designed in this project is for Danish users, who usually spend their money in the
form of DKK, and it therefore would be factually incorrect to illustrate the electronic
money as dollars.
The payment function was placed in the bottom of the wallet as proposed by one of
the sketches, because it was assumed that this location would support the efficiency of
the mobile wallet, as it placed the payment function right where the users thumb
usually are on a mobile phones touch screen.
The last thing included in this sketch of the mobile wallet, is the Bank button.
Two Young Adults suggested that the mobile wallet should contain a shortcut to an
eBanking function, and another Young Adult suggested that money should be loaded to
the mobile wallet via an Internet connection to the bank. In addition to this, two of the
sketches proposed a function called bank. The Bank button in this sketch leads
therefore to an eBanking function, from which it is possible to load money to the mobile
wallet.

4.5.3 Sketch The Mother

The sketch of the Mothers mobile wallet that came out of the Controlled
Convergence phase, is presented in Figure 4.10.
The five sketches made by the interviewees from this group were quite different.
One suggested that all contents of the mobile wallet quite simply should be shown on a
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Figure 4.10: Sketch of the Mothers mobile wallet
list, regardless of type of content or function.
This suggestion was rejected as it did not
provide much structure, hence being
incoherent with the usability goal of
learnability. Another sketch suggested that the
mobile wallet should have a box showing the
balance, and a Pay button, but it did not
provide a structure for any other contents of
the mobile wallet. Yet another sketch did not
provide a suggestion for a structure, but only
proposed that the wallet should hold a
payment card. The last two sketches,
however, both proposed a structure for the
mobile wallet. The first of those proposed a
structure where the user should be able to
choose what bank notes and coins to pay with, similar to the suggestions from the two
previous sub-sections. This proposal was hence rejected for the same reason. Instead,
the other sketchs proposal for a structure was applied for the sketch in Figure 4.10.
This structure has radio buttons for choosing how to pay and a Pay button. Above it is
a box showing the balance, which was also proposed by another sketch. One of the
Mothers did, however, not want the balance on the mobile wallets front page, as she
wanted discretion and disliked that other people might see her balance. But since there
were two other Mothers who wanted the balance there, it was placed there.
During the interviews, a Mother suggested that a headline should tell what you are
about to do. It was therefore decided, that when pushing the Pay button, a window or a
box appears saying something like You are going to pay to Netto and asking for a PIN
to approve the payment. Moreover, the drawing in the sketchs background that looks
like a watermark, represents a background picture chosen by the user, since two of the
Mothers sketches suggested this.
One of the Mothers sketches suggested that the mobile wallet additionally should
have a Facebook shortcut, a watch, and a calendar shortcut, but all three of them was
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rejected. They were considered unnecessary because of the fact that they were available
from other places in the mobile phone, and thus being incoherent with the usability goal
of utility, which says that the mobile wallet should provide an appropriate set of
functions.
Finally, the bottom of the mobile wallet was used for a row of buttons representing
different cards and a Load button. The Load button is for loading money to the
mobile wallet. However, it could be a shortcut to eBanking as well, as one of the
Mothers, during the interviews, said that she would like to have this in the mobile
wallet. Whether other Mothers would like this shortcut too, was explored in the user
tests later on in the development process. The different cards represented in the row of
buttons in this sketch are: a drivers license, a health card, a fuel card, a membership
card for a Danish retail store chain, and a membership card for a fashion store chain.
These cards were chosen as they were contents of the Mothers physical wallets during
the interviews. Instead of the row of buttons another sketch suggested that the cards
should be placed in what looked like a physical wallets dedicated places for plastic
cards. However, since this implied that only a part of each card would be visible, it was
considered incoherent with to the usability goal of learnability.
Furthermore, a Mother suggested that the mobile wallet should hold receipts. But
since she was alone on that wish it was decided not to include the receipts in this sketch
of the mobile wallet, and instead ask the test persons during the user tests later on in the
development process. Another Mother suggested that the latest info about payments
should be shown in the top of the mobile wallet. It would, however, be incoherent with
the usability goal of learnability, as it would place a function on the mobile wallets
front page, which would be available through the receipts, if they were decided to be
included in the mobile wallet. Whether this function would be included in the mobile
wallet later on in the development process, was hence dependent on what would happen
to the receipts.



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Figure 4.11: Sketch of the front page of the
Business Mens mobile wallet
Figure 4.12: Sketch of the payment window
of the Business Mens mobile wallet
4.5.4 Sketch The Business Man

Together, the sketches shown in Figure 4.11
and 4.8 form the sketch of the Business Mens
mobile wallet that came out of the Controlled
Convergence phase.
The structure chosen for the front page
shown in Figure 4.11 was inspired by the iPhone
structure with icons, as the Business Man who
proposed this structure had good arguments for
why the structure should be like this (see quotation
in sub-section 4.2.1 on page 60). As with the sketch
of the Young Adults mobile wallet, this sketch has
not been provided with icons.
The icons in this sketch represents a wallet (a cash payment option), a VISA card, a
MasterCard, a drivers license, a health card, a hotel card, a car rental card, a category
covering other membership cards, a category covering other ID cards, and a currency
converter. The cards were chosen as they were represented in the Business Mens
physical wallets during the interviews, and the currency
converter was a suggestion from the Business Man who
travelled the most.
Pushing the wallet, buttons lead to a payment
window shown in Figure 4.12. This window holds the
balance and a Load button, which both were proposed
in one of the sketches and both being vital to a wallet.
The focus of the window is on a list of recent
transactions which was suggested by one of the
Business Mens sketches. It was included in this sketch
as a test to explore if it would be usable in a payment
situation. After having seen what the balance is, the
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Business Man has the possibility to push the Pay button to complete a payment.
Pushing the Visa and MasterCard buttons on mobile wallets front page leads to the
same payment window, just without the Load button.
One of the sketches made by the Business Men suggested that a figure should show
the accumulation in money spent. This was not included in the sketches shown in Figure
4.11 and 4.12, as it was considered a function well beyond conventional use of a wallet.
If the mobile wallet should hold such a function, it should at least not be shown on the
front page as it would disrupt the learnability of the mobile wallet.
Two of the Business Men wanted to have receipts in the mobile wallet as well, but
none of their sketches showed how the receipts should be a part of the wallet. Receipts
were therefore not included in this sketch, as it was decided to explore more about them
through the user tests later on in the development process.
Finally, one of the Business Men, through his sketch, suggested that the wallet
should hold mail, SMS, and calendar functions as well. But as these functions were
available from other places in the mobile phone, and another Business Man said that
there should not be multiple was of performing a single action, they were not included
in this sketch.

These four sketches are the manifestation of the artifact that seeks to make it easier
for consumers to make mobile payments, and in that way change the fact that mobile
payment solutions continues to fail.
After having been through this Controlled Convergence phase where the
interviewees sketches were mixed, a new Concept Generation phase was entered, to
expand the scope by adding new ideas. The new ideas came from the writing of
scenarios, which is presented in the next section.


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4.6 Scenarios

As stated by both Nielsen (2004) and Pruitt & Adlin (2006), scenarios are implied
in the work with personas. After having created the four personas in section 4.4 it was
thus naturally to write scenarios as well. Scenarios are narrative everyday life stories
about users tasks and activities. They can be used for clarifying how different users act,
and they can show how the users might use a product that are developed for them
(Preece et al., 2007). In addition to this, scenarios enable the designers to create
empathy with the users, thus making it easier to understand and focus on the users
needs (Nielsen, 2004).
For the purpose of this project, Bdkers (1999) approach to scenarios was applied.
Bdker is the one behind the concept of plus and minus scenarios that seeks to point out
the most positive and negative outcome of a proposed design. As explained in sub-
section 3.2.2, this project only made use of minus scenarios.
Thus, the next four sub-sections present four minus scenarios with the four
personas as actors, with the purpose of identifying possible problems. Though it might
seem unlikely that the use of a mobile wallet should lead to such extremely negative
consequences as presented in these scenarios, scenario-writing is about making it easier
to think through all sorts of demands for the product that is developed (Bdker, 1999, p.
7). All four scenarios focus on payment situations, as paying presumably will be the
most used function of the mobile wallet.

4.6.1 Payment scenario with the Young Teenager

This scenario is about the negative aspects of how a payment situation with a
mobile wallet could unfold. The scenario takes place in a drug store sometime in the
future.
Monica has run out of mascara and wants some new nail polishes. After school,
she is therefore going to the drug store and finds what she wants. It is late afternoon and
87

there are many customers in the store, including in the line to the cash desk. Monica
lines up, and while waiting she SMSs some of her friends. At the cash desk the shop
assistant puts the goods into a bag and says what it comes to. Monica does however
think that is comes to more than she had expected, and wonders what could be so
expensive, but starts paying. She chooses to pay for the exact value of the goods. The
payment is however rejected, as there are insufficient funds in her mobile wallet.
Monica is embarrassed as a lot of other customers are waiting in line behind her. She
did not check her balance before initiating the payment, and now the other customers
have to wait while she is loading money to her mobile wallet. She can feel how they are
looking at her and blaming her, so after having loaded the money and paid, she hurries
out of the store.

4.6.2 Payment scenario with the Young Adult

This scenario is about the negative aspects of how a payment situation with a
mobile wallet could unfold. The scenario takes place at a bar sometime in the future.
Peter is visiting a bar with some colleagues a Friday afternoon after work. It is his
birthday so he goes up to the bar and orders a round of drinks for the colleagues. When
he is to pay, he pushes the button with the illustration of coins and notes. The window
that pops up reveals that his balance is too low to pay for the drinks. Therefore, he goes
back to the mobile wallets front page to load money. He pushes the VISA icon, as the
mobile wallets money comes from his ordinary account, which he withdraws from via
his VISA card. But this does not lead to a window where loading of money to the
mobile wallet is possible. After a few seconds, which, however, felt like a very long
time to Peter, he figures out that the BANK button leads to a window from which it is
possible to load money to the wallet. He is annoyed by the trouble and wishes that he
could still pay by ordinary cash.


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4.6.3 Payment scenario with the Mother

This scenario is about the negative aspects of how a payment situation with a
mobile wallet could unfold. The scenario takes place in a supermarket sometime in the
future.
It is afternoon, and Anita has just picked up Oliver and Casper from day-care and is
now at the supermarket to buy groceries for supper. The children are hungry and
troublesome, and therefore Anita wants to do the shopping quickly, so she can go home
with the children and give them something to eat. At the self-service check-out desk she
scans the goods, and when she has just opened up her mobile wallet to pay, Oliver starts
begging for candy from the shelf right next to the self-service desk. This interrupts her
in the act of paying as she has to keep track him and ensure that he does not take any
candy from the shelf. Meanwhile, more customers have lined up behind her. She notices
this and hurries to pay. She chooses to pay cash, presses the Pay button, types the PIN,
and presses OK, and then hurries out of the supermarket with children and bags in her
arms.
On her way out, she wonders how much it came to for the goods. She was so busy
with the mobile wallet that she did not bother looking at the screen at the self-service
desk, which usually tells how much it comes to for the goods. Furthermore, she thinks
that several customers and the cashier might have seen her balance shown in the top of
the mobile wallet, as she was waving her mobile phone around while telling Oliver not
to take any candy. She does not like that; it makes her feel uncomfortable, and she
wants to return to those days when paying cash meant paying with physical coins and
notes.

4.6.4 Payment scenario with the Business Man

This scenario is about the negative aspects of how a payment situation with a
mobile wallet could unfold. The scenario takes place at a hotel in London sometime in
the future.
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Tom is on a business trip to London. He is at the hotel and has ordered
roomservice; something to eat and drink. The roomservice is delivered by the maid who
brings a mobile payment terminal. Tom opens up his mobile wallet and presses the
wallet icon which leads him to the payment window. He is annoyed that he cannot see
what he is paying for or the price of each item, and he therefore asks the maid, who only
informs him about the total amount. He presses the Pay button and completes the
transaction.
After the maid has left, Tom returns to the mobile wallets front page and pushes
the currency converter icon to convert the amount he had just paid, to Danish kroner,
in order to know exactly how much he had paid. If he did this when the maid was there,
she would have had to wait a bit longer to receive the payment, as he would have had to
leave the payment window to convert the money, and then afterwards enter the payment
window again. He is irritated that about this clumsy structure of the mobile wallet, and
wishes that he could still pay with physical cash.

4.7 Summary

The main items of this chapter are:
The characterisation of the four user groups theoretically explained the
differences between them, and hence why exactly these four groups were
chosen for this project.
The interviews led to results usable in both the writing of usability goals,
the creation of personas, and the sketching of the first manifestation of the
four mobile wallets for the four user groups.
The writing of scenarios helped discovering where the users might have
problems, and thus created a basis for adjustments.
This was the development process of the mobile wallet representing the Suggestion
phase in the Design Science Model from Figure 3.1. The output of this phase is a
conceptual model representing what the mobile wallet should look like and what
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properties it should have. The next chapter does therefore represent the Development,
where this suggestion is turned into a prototype and tested by real users.




















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5 Development of four wallets

Based on the findings from chapter 4, this chapter describes how the conceptual
model representing the mobile wallets was turned into a functional model, and how this
functional model was further developed.
The first thing this chapter presents is therefore a presentation of four mock-ups
(section 5.1) based on the last chapters sketches and findings from scenarios. These
mock-ups were used as prototypes that were tested by real users through interviews.
Section 5.2 does therefore provide a description of the tests. The results of these tests
were then evaluated, which led to awareness of new problems in the design of the
mobile wallet. Sub-section 5.2.1 describes the results from the tests, and section 5.3
describes the considerations and new suggestions the results led to. The suggestions
were then integrated in four new mock-ups, which are also presented in section 5.3.
These mock-ups were tested through interviews as well (section 5.4), and the
results of these tests are described in sub-section 5.4.1.
The purpose of the tests was to get feedback from the test persons that could
indicate to what extent the usability goals from section 4.3 had been reached.

5.1 Presentation of the prototype

A prototype is a more or less functional model used for testing in order to explore
imagined uses. It can be anything from a paper-based outline of a screen to a piece of
software. This project created four mock-ups of the mobile wallet, which were printed
on paper and used as prototypes for user testing.
The next four sub-sections present the mock-ups that were created on the basis of
the sketches from section 4.5 and the findings made through the scenarios in section 4.6.

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Figure 5.1: Mock-up of the Young Teenagers mobile wallet
5.1.1 First mock-up- The Young Teenager

The mock-up shown here is based
on the sketch in Figure 4.7 and
illustrates the mobile wallet designed
for the Young Teenagers. Some
adjustments were made between the
sketch and this mock-up, based on the
the findings found through the scenario
in sub-section 4.6.1.
In the scenario, Monica had a
problem because she could not see
why it had come to so much for the
goods. This problem was solved by
providing a list of goods to be
purchased and their prices. The list
was placed on the mobile wallets front
page below the tabs, and did thus
substitute the possibility to withdraw
more money than the total value of the
goods. This possibility was considered
unnecessary, as withdrawing more
money than the value of the goods is
just another way of loading money to the mobile wallets account. Money can already
be loaded to the mobile wallet via the eBanking shortcut. If the mobile wallet had two
ways of performing the same action it would be inconsistent with the usability goal of
learnability.
Additionally, Monica ran into a problem because her mobile wallets account had
insufficient funds and she had not checked it before paying. This problem was solved by
including the balance on the mobile wallets front page, instead of hiding it behind a
tab. The balance tab was thus removed.
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Figure 5.2: Mock-up of the Young Adults mobile wallet
Figure 5.1 contains these adjustments, and was later on used for user testing.

5.1.2 First mock-up The Young Adult

This mock-up is based on the
sketch in Figure 4.8 and illustrates the
mobile wallet designed for the Young
Adults. Some adjustments were made
between the sketch and this mock-up,
based on the the findings found
through the scenario in sub-section
4.6.2.
In the scenario, Peter had
difficulties finding the function that led
to loading of money to the mobile
wallet. The solution to this problem
was to change the labeling of the
BANK button to Load.
Another problem was that Peter
could not see his balance before he had
entered the payment window, and then
had to go back to the mobile wallets
front page to load money before he
could complete the payment. This
problem was solved by removing the
illustration of coins and notes from the
payment button, and instead labeling it
with Pay Cash and the balance shown in brackets. In that way, the balance is visible
already on the front page before a payment is initiated.
Figure 5.2 contains these adjustments, and was later on used for user testing.
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Figure 5.3: Mock-up of the Mothers mobile wallet
5.1.3 First mock-up The Mother

The mock-up shown in Figure
5.3 is based on the sketch in Figure
4.10 and illustrates the Mothers
mobile wallet. Some adjustments
were made between the sketch and
this mock-up, based on the findings
found through the scenario in sub-
section 4.6.3.
The scenario revealed that
Anita in a stressful situation only
looked at her mobile wallet when
paying, and therefore did not notice
what it had come to for the goods,
which irritated her afterwards. This
problem was solved by writing the
value of the goods to be paid for,
above the payment possibilities on
the front page of the wallet. It
seemed logical that value of the
goods should be shown above the
payment possibilities, as the
customer often has not decided on a
payment method until the value of
the goods is known.
Moreover, Anita disliked the fact that other people probably had seen her balance
while waving her mobile phone around. This problem was solved by moving the
balance from the top of the mobile wallets front page and to the bottom of it, and in
addition to this using a smaller font size. In that way the balance would not be first thing
to notice on the mobile wallets front page.
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Figure 5.4: Mock-up of the front page of the
Business Mans mobile wallet
Figure 5.5: Mock-up of the payment page of the
Business Mans mobile wallet
Figure 5.3 includes these adjustments, and was later on used for user testing.

5.1.4 First mock-up The Business Man

This mock-up is based on the sketch in Figure 4.11 and Figure 4.12 and illustrates
the Business Mens mobile wallet. Some adjustments were made between the sketch
and this mock-up, based on the findings found through the scenario in sub-section 4.6.4.

Through the scenario it was revealed that Tom disliked that he did not know what
he was paying for before he was to approve the payment. This problem was solved by
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substituting the list of the last transactions, with a list of what is being bought. The new
list is shown in Figure 5.5.
Furthermore, Tom was annoyed because of the fact that he had to leave the
payment window to convert the currency. This was remedied by adding a currency
converter function to the mobile wallet, which instantly would convert the amounts on
the payment page to a currency decided by the user. E.g. when in London, the user
should be able to choose if the amounts should be shown in Danish kroner or British
Pounds.
These sketches were afterwards evaluated through user testing.

5.2 Testing the prototype

Because design-science artifacts are often the "machine" part of the human-
machine system constituting an information system, it is imperative to understand why
an artifact works or does not work to enable new artifacts to be constructed that exploit
the former and avoid the latter (Hevner, 2004).
The mock-ups presented in the previous section were therefore tested as
prototypes, in order to gain the understanding that Hevner mentions in this quote. Since
some usability goals were defined for this projects artifact, the mock-ups were
evaluated according to these usability goals (section 4.3). This means, that if something
in the mobile wallet was revealed to be inconsistent with the goals, through the user
tests, it had to be adjusted.
The questions asked were concerned with:

The users understanding of the mobile wallets properties
What impression they got when they first saw the mobile wallet
What they thought about the properties that was specific for the mobile
wallet compared to the physical wallet
If they would like to have any other properties in the wallet
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Mentioning three things that they liked and three things that they disliked
from the mobile wallet
If they had any other comments or questions

Afterwards, they were presented with the mock-ups of the other user groups mobile
wallets, and asked if there was anything from these which they specifically liked or
disliked. In addition to this, further questions were asked to clarify the users motivation
and opinions expressed during the tests. Finally they were thanked for having
participated.
As this is an explorative design project, the questions asked were open. The
questions concerning the users understanding of the properties were hence articulated
as: What happens when you push that button?, or: Tell me what is behind the
buttons. This allowed the users to speak freely about what they imagined each button
led to.
The next section outlines the results from these tests.

5.2.1 Result from the first iteration of tests

The tests of the mock-ups revealed where adjustments were needed.

5.2.1.1 The Young Teenagers
Starting with the Young Teenagers, their first problems were caused by the
Currency tab in the top of the mobile wallet. Both of the test persons though it was
nice to have, but said that they would not use it that much:
Maybe it should not take up such a big part of the window, but I do not know
where it should be placed instead, because you are not abroad that often []. I would
actually like if it converted automatically. And if you wanted to pay in Danish kroner,
you should have the possibility to change it manually []. Both [currencies] should be
there so you do not have to calculate it yourself (Young Teenager).
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When asked about their passports, the two interviewees disagreed. One of them
would like to have it in the mobile wallet, and the other would not:
It could be nice, but it would maybe be a too big responsibility to carry around as
a young person. I would not carry my passport around (Young Teenager).
One of the teenagers additionally suggested that Receipts and Other cards
should be switched:
It might be better if it [the Receipts] was up here [pointing at the tabs]. Maybe
something else should be here [pointing at the Receipts]. I would rather want the
Other cards down there []. I think that Other cards are more correct if they are
down there, because if you are to use a card just like that [] then I think it should be
right at the hand. (Young Teenager).
She afterwards added that Receipts should be ordered in folders, and suggested
what it should look like if you wanted to add cards of receipt folders in the mobile
wallet:
If you have got a hundred receipts, it would be difficult to keep track of them.
There could be different categories [] and you could make your own categories with
clothes and makeup and such [] in that way making it easier to navigate them. [] In
the receipts window, it should be possible to push a plus sign somewhere, if you want to
add a new folder. [] it [the settings] should be in the wallet I think [instead of in the
phones general settings](Young Teenager).
When asked if the mobile wallet should hold other things, one of the Young
Teenagers said that gift vouchers should be there as well. Already during the interviews,
the gift vouchers were identified as important to the Young Teenagers, but were by
mistake not included in this first mock-up.
It was furthermore suggested that when paying with VISA Electron, the window
should be the same as when paying with the electronic cash, but it should have a
headline that says Pay with VISA Electron.
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When presented with the mock-ups representing the other user groups mobile
wallets, both of the test persons said that they preferred the icons to the tabs:
I like the one where all the cards are visible. I like pictures []. I think it should
be structured like this [pointing at the Young Adults mobile wallet]. [] I think that
there should be an eBanking shortcut. But I do not know that the icon should be, it
could be a picture of the bank or the logo [] (Young Teenager).
Several times during the test, this user expressed that she considered the eBanking
function the way to load money to the mobile wallet.
Finally, the two test persons agreed that a password should be requested in order to
enter the mobile wallet and in order to pay.

5.2.1.2 The Young Adults
The two Young Adults, who evaluated the first mock-up of their mobile wallet,
would not use the possibility of containing business cards in the mobile wallet:
[] business cards do not belong [in a mobile wallet]. New mobile phones can
hold so many data in the contacts/phonebook with emails, addresses, private phone
numbers and work phone numbers and much more [] and so, it is completely
needless (Young Adult).
The icons in the mobile wallet were preferred to the text buttons, and it was
suggested that the Receipts button should be transferred into an icon:
It looks rather unsystematic, careless [that the Receipts button is placed where it
is]. [] you could have an icon looking like a receipt (Young Adult).
In addition to this, it was suggested that the categories of membership cards and
others cards should be discarded:
Some people do not have many cards in their wallets, so instead of having
categories, you could have a picture of each card []. I guess there is room for several
[] (Young Adult).
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One of the test persons additionally suggested that, when pushing the Pay cash
button:
[] a list should appear showing what you are paying for, in that way enabling
you to check that the right things have been entered the cash register and that it is the
right amount. Then you can approve it, and type a PIN in order to withdraw the money
[] (Young Adult).
The test persons had other things they would like to have in the mobile wallet as
well, such as travel insurance card and passport. A button called Menu or Settings
was furthermore proposed. It should be placed right above the Pay cash button, and
provide access to editing what cards the wallet should hold, and the customisation
settings. The button should be small...:
[...] as it is not a button that is going to be used very often. You enter your card
[into the wallet], and then they are there (Young Adult).
One of the test persons additionally suggested that the mobile wallet should convert
the amounts automatically when abroad:
The phone knows which country you are in. so if I go to Germany, it will present
the balance in Euros instead (Young Adult).
Because of the fact that the mobile wallet should contain so many personal things,
one of the Young Adults suggested that a PIN should be requested in order to open the
wallet. In addition to this, he suggested that the mobile wallet automatically should
close after 10 minutes, in order to prevent others from using the wallet, if they should
get their hands on the mobile phone.

5.2.1.3 The Mothers
With regard to receipts, one of the test persons from this group suggested that the
balance should be a link leading to a kind of receipts or a list formed like a bank
statement showing transactions. The other test person said that it would work for her if
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the receipts were in the mobile wallet, as she did not need to have the receipts
physically. She would, however, not keep all receipts:
I would only keep those for expensive things. I would not keep those from buying
milk and flour and eggs (Mother).
The same person later proposed an additional function for the receipts:
[...] if you keep the receipts, you could make some sort of fast search, to find out
just how much money has been spent at the drug store this month [...] so, when you are
working with your budgets or something like that, you could find out exactly what
happens to the money (Mother).
Both of the test persons furthermore explained that they had to have the possibility
of storing both their own and their childrens health cards in the mobile wallet.
Moreover, both test persons were missing the button that had led to the window they
were presented with by the mock-up. One of the test persons would also like to have her
passport in the mobile wallet, while the other test person thought it was unnecessary as
she had her drivers license for identification. They furthermore suggested that an
alternative labelling for the Load button could be Bank or Transfer.
One of the test persons proposed an extra window appearing before coming to the
actual wallet part of the mobile wallet. This extra window should contain a button
leading to the possibilities for customisation and editing the wallets contents.
When presented with the mock-ups of the other groups mobile wallets, the
Mothers said that they would prefer to have icons in their wallet, like the icons in the
Young Adults and Business Mens wallets. When pushing an icon it should lead to a
picture of the card, e.g. the drivers license. In addition to this, it was preferred to have
icons of the cards instead of having categories like the ones in the Young Adults
mobile wallet:
It could be designed in a way, that enabled the user to choose the nine most used
cards [and placed these on the front page as icons], like when the user is allowed to
chose her own shortcuts on the mobile phone (Mother).
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Both test persons concerned about the security of the mobile wallet. One of them
suggested that a password or a PIN should be entered in order to open the mobile wallet,
thus making it unnecessary to type a PIN when making a payment. She additionally
proposed that a finger print scanner could be used instead of a PIN.

5.2.1.4 The Business Men
Both test persons from this group liked the structure of the mobile wallet, and both
were strong advocates of sorting the cards in categories:
They [i.e. the cards] should be placed underneath [a category] []. Each page
should only hold 7 9 10 [icons], just like when running a slide show; you should
only have five lines of text on a slide, or else people will not be able to take it in. So:
categories and then moving downwards [to find other functions / cards] (Business
Man), and:
I think that [i.e. the categories] would be better. You could have some of the
common [cards] up in the first [row], and furthermore have a section where you could
make your own categories (Business Man).
With regard to some of the cards, it was suggested that the health card icon
should lead to a window showing your appointments at the doctor and what medicine
you use. The access to this window should be protected by use of NemID (the digital
signature for public and private services used in Denmark). Additionally, one of the test
persons saw the hotel cards and car rental cards as unnecessary in a mobile wallet, as
the mobile wallet in itself could hold the data that usually is on these cards. Therefore,
when paying for a rented car with the mobile wallet, the data that usually is on the car
rental card, would be transferred to the car rental offices system together with the
payment. It was furthermore suggested that drivers licence and health card should be
placed in the Other ID cards category, is they are not used very often. It was also
added, that a passport would be nice to have in the wallet.
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With regard to the currency converter, it was suggested that the amounts shown in
the mobile wallet should be given in both your own and in the local currency when you
are abroad:
I have seen something smart in China []. When you pay, the amount is stated in
their local currency, but it [the payment terminal] converts it to your credit cards
standard currency [] so the receipt gives both what you have paid locally and what
that is in your own currency. [] that would be a good idea (Business Man).
When asked about how they would like the receipts, both test persons replied that
they should be send to the mobile phone automatically after having paid. In that way
they are stored electronically and could thus be stored on the computer at home. It was
furthermore suggested that the receipts should be organised so you could flip through
them and make searches. One of the test persons suggested that the receipts should have
an icon on the front page of the wallet, whereas the other test person suggested that
receipts should be available when pushing the respective payment icon that had been
used for paying for the goods on the receipt. One of the test persons kept calling the
receipts transactions.
Both test persons were concerned about the security as well. One of them
suggested that a PIN or a password should be required to open the cards, and that the
windows with the cards should be closed down after a while, by some sort of time limit.
The other test person proposed an extra security beyond PIN when buying relatively
expensive things. Both of them, pointed out that PINs and passwords should not be
required too many times, as this would make the mobile wallet impractical.
It was also suggested that headlines should be used in the mobile wallet:
[...] I would like some sort of advertisement some place in the wallet, [saying]
Mias electronic wallet or something like that, so you know where you are (Business
Man).
Additionally suggestions were a button allowing the user to go a step backwards,
and that the Load button should lead to a window with standard values for loading.
Moreover, it was suggested that settings for the mobile wallet should be placed in the
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mobile phones general settings. Service messages from the payment card providers
were also proposed:
If one of those card providers sends you something, it should be shown here
[pointing at the payment cards] as some sort of indication, like when you have unread
emails (Business Man).
It was furthermore suggested that the mobile wallet should integrate other functions
from the mobile phone, by having a bar in the bottom of the wallets front page with
shortcut icons:
If it could get standardized on different platforms, you could have the most used
functions placed here [pointing at the bottom of the screen] [] calendar and email
and such things, enabling you to open [these functions] directly from here (Business
Man).

5.3 Presentation of the second suggestion for a prototype

The results of the tests were afterwards evaluated by assessing to what extent the
mock-ups of the mobile wallets filled in the imperfections made explicit in the proposal
from the Awareness of Problem phase. The assessment was based on the usability goals
from section 4.3. The findings found through the tests of the mock-ups, should thus
cover the lack of knowledge of what properties the users find useful in a mobile wallet,
by meeting the proposed usability goals of efficiency, utility, safety and learnability.
The evaluation assessed that the mock-ups were usable, but with imperfections.
The tests had led to awareness of new problems in the design of the mobile wallet, and
it was thus necessary to reconsider it, and make suggestions for how to solve these
problems.
The considerations and the new suggestions are presented in the next four sub-
sections.
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Figure 5.6: Mock-up of the front page of the
Young Teenagers mobile wallet
5.3.1 Second mock-up The Young Teenager

The mock-up shown here is based
on the mock-up in Figure 5.1 and
illustrates the mobile wallet designed
for the Young Teenagers. Some
adjustments were made between the
first mock-up and this mock-up, based
on the the findings from the user tests.
The user tests revealed that the
Young Teenagers preferred a structure
with icons to a tab structure, and that
especially the Young Adults mobile
wallet was to their liking. The structure
of their mobile wallet was thus
substituted by a structure very close to
the structure of the Young Adults
mobile wallet. This new structure
implies a front page (Figure 5.6) and a
payment page (Figure 5.7).
One major difference to the Young
Adults mobile wallet, is however, that
the Young Teenagers preferred to load
money to the mobile wallet through an
eBanking function, instead of through a specific Load button, as in the Young Adults
mobile wallet. An eBanking icon was therefore added to the icons on the wallets front
page. The Load button from the Young Adults mobile wallet was substituted by a
VISA Electron button, as one of the Young Teenagers said that she liked having her
cards right at the hand. She actually meant a category with all of her cards, but that was
before she was presented with the icons she liked so much. It was therefore decided that
the cards she most often would want to have right at her hand, probably would be her
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Figure 5.7: Mock-up of the payment page of the
Young Teenagers mobile wallet
VISA Electron card, which also fitted well
with the other payment option at the bottom
of the wallet.
The currency converter was removed
from the wallet, and the idea of an automatic
conversion when abroad, was adopted. It
was decided to ask the next test persons
about their opinion on this. Moreover, the
passport was added to this wallet with the
intention to ask the next test persons about
what they thought of it. The two first test
persons had disagreed on the passport, and it
was therefore considered a good idea to hear
other users opinions as well.
One of the test persons suggested that
the receipts should be placed among the
other cards and functions, and they were thus
given their own icon as shown in Figure 5.6.
A gift voucher for Matas (Danish drug store chain) has been added to the frontpage
as well, as it during the interviews and the user tests, proved very important to the
Young Teenagers.

5.3.2 Second mock-up The Young Adult

The mock-up shown in Figure 5.8 and 5.9 is based on the mock-up in Figure 5.2
and illustrates the mobile wallet designed for the Young Adults. Based on the the
findings from the user tests, some adjustments were made.
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Figure 5.8: Mock-up of the front page of the
Young Adults mobile wallet
Figure 5.9: Mock-up of the payment page of the
Young Adults mobile wallet
During the user tests, it was proposed that the mobile wallet during payment
situations should show a list of the goods being bought. Such a list was therefore
provided by adding a payment page as illustrated in Figure 5.9.















Since the test persons did not want the business cards in the mobile wallet, these
were removed. As were the category buttons as it was preferred to have all cards
presented as icons. Instead, the proposed passport and a membership card were added to
the wallets front page, in order to test the next test persons opinions about this.
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Figure 5.10: Mock-up of the Mothers mobile wallet
As the interviews and the user tests had revealed that the Young Adults want to
store a wide range of contents in their wallets, the Settings button proposed in the user
tests was added to the wallets front page. The button should lead to a window from
which the user could add and remove cards in the mobile wallet.
Finally, the Receipts button was turned into an icon, as this was suggested by one
of the test persons, and is in better keeping with the idea of using icons.

5.3.3 Second mock-up The Mother

This mock-up is based on the
mock-up in Figure 5.3 and illustrates
the mobile wallet designed for the
Mother. Based on the the findings from
the user tests, some adjustments were
made.
The first major adjustment was the
transformation of the text buttons to
icons in the bottom of the mobile
wallet. This was made as the test
persons preferred the icons they saw in
the Business Mens and Young Adults
mobile wallets.
The other major adjustment was
the adding of a Wallet icon to the row
of icons in bottom of the wallet. This
was added as the test persons pointed
out that there was no button leading to
the page they were presented with in the
mock-up, which confused them.
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In addition to this, the row of icons in the bottom of the wallet was added a
passport icon as a test, to see what the next test persons would think about it. The first
test persons disagreed on whether or not to put the passport in the mobile wallet, and it
was thus decided to get some opinions from other users. A membership card to a toy
store was added to the row of icons as well, to illustrate to the next test persons that the
mobile wallet was supposed to hold all kinds of cards.
Moreover, the suggestions for relabeling the Load button was considered, and
Transfer was chosen over Bank as the new label, as Bank might give associations
to an eBanking function. This button was furthermore moved a bit, to be placed right
above the row of icons. As it was a text button, it was considered as incoherent with the
icons, thus being incoherent with the usability goal of learnability. This buttons new
place was, however, not satisfying and it was therefore decided to ask the next test
persons where it should be placed.
Finally, the extra window proposed by one of the test persons, was considered an
extra and unnecessary step which the user would have to take, before entering the
wallet, and would therefore be incoherent with the usability goal of efficiency. The test
person suggested that this window should hold a possibility to customise and edit the
mobile wallet and its contents, and it was therefore decided to ask the next test persons
where they would like to have this function.

5.3.4 Second mock-up The Business Man

The mock-up presented in Figure 5.11 and Figure 5.12 is based on the mock-up in
Figure 5.4 and Figure 5.5. It illustrates the mobile wallet designed for the Business Man
and contains some adjustments based on the findings from the user tests.
The user tests revealed that both test persons were very fond of sorting the cards in
categories. It was additionally suggested that the user should have to possibility to chose
which cards should be visible and which should be placed underneath category buttons.
The new mock-up presented here did therefore not remove any cards from mobile
wallets front page, as this should be the users own decision. It was suggested that the
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Figure 5.11: Mock-up of the front page of the
Business Mans mobile wallet
Figure 5.12: Mock-up of the payment page of the
Business Mans mobile wallet
settings for adding and removing cards, should be in the mobile phones general
settings. The passport was, however, added to this mock-up, as it was considered a good
idea to ask the next test persons if they would like to have it in the mobile wallet. One
of the first test persons suggested that the mobile wallet should hold the passport, but
this was not considered a guarantee that other Business Men would want to have it in
their wallets as well.














The suggestion of amounts given in two currencies when abroad, was integrated in
the payment page, to explore other Business Mens opinions of that. Figure 5.12 does
thus give the amounts in both Danish kroner and British Pounds. This page was
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furthermore added a Back button as suggested by one of the test persons, as this was
seen as improving the utility of the mobile wallet.
Both the mobile wallets front page and its payment page had a headline added as
proposed through the user tests. The front pages headline says: Your electronic wallet
(Your could be substituted by the users name), and the payment pages headline says:
Paying cash. These were seen as improving the learnability, and it was decided to
explore if the next test persons held the same opinion.
The proposed service messages were added to the mobile wallet as well, as they
might improve the utility to some Business Men. In the mock-up, a service message is
illustrated by a yellow circle with a number.
The test persons had two different solutions for what to do with the receipts. The
solution that suggested that a receipt icon should be placed on the front page, was
applied to this mock-up. If it would not be welcomed by the next test persons, the other
solution should be tested. Since one of the test persons kept calling the receipts
transactions, it was decided to ask the next test persons what labelling they preferred.
Finally, a bar was added to the mobile wallets front page. It was supposed to hold
shortcuts to some of the most used functions in the mobile phone (in this mock-up
illustrated as a calendar, an email-function, and a weather forecast). This could improve
the utility of the mobile wallet to some users, whereas it might confuse other, and it was
therefore decided to ask the next test persons what they thought about it.

5.4 Testing the second prototype

After having identified problems in the first mock-ups and suggested solutions to
these problems through a second iteration of mock-ups, the new mock-ups were tested
in the same way as the first mock-ups.
The questions asked through the second iteration of user tests were almost the same
as the questions from the first iteration of test. The only difference was that they
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additionally were asked questions concerned with properties there had been doubt about
during the first user tests and evaluations. Further questions were asked through these
user tests as well, and the test persons were finally thanked for having participated.
The questions asked were open for the same reason as mentioned in section 5.2.
The next section outlines the results from the second iteration of tests.

5.4.1 Result from the second iteration of tests

The second iteration of tests of the mock-ups revealed where adjustments were
needed.

5.4.1.1 The Young Teenagers
Both of the Young Teenagers from this iteration of testing had ideas for what
happened when pushing the health card icon. One of them imagined that it led to a
window with personal data, and the other imagined that it led to a picture of the health
card that could be shown to the medical secretary at the doctor.
With regard to the passport, none of the test persons would want to have it in a
mobile wallet, as they did not use it very often and furthermore considered it insecure:
I think that it is a bit insecure to have it in the phone. [] try to imagine that you
lose your phone and other people can use it for travelling in your name (Young
Teenager).
When presented with the payment page of the mobile wallet, both test persons said
that they liked it, and both of them suggested that a delete button should be added:
It is like when you are at a store and you get your receipt and all the goods are on
it [] in that way you could discard [] and choose what you do not want after all
[]. I would make a wastepaper basket or a delete button, and then you could push
the at the item to mark it, and then pushing delete (Young Teenager).
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In addition to this, one of the test persons explained how she imagined shopping
with the mobile wallet:
I expect that this page [pointing at the payment page] is shown when going
around [in the store] and scanning the goods. Because, in that way they are here and
appear when you scan them (Young Teenager).
Moreover, the test persons like the idea of the automatic currency conversion, and
would want the amounts to be given in both Danish and the foreign currency.
One of the test persons had an idea for how to load money to the mobile wallet:
I think a lot about eBanking as I consider it almost the same as this phone-thing. I
think that it should be possible to do it at home [] thus loading it from your computer
at home into it [the mobile phone] (Young Teenager).
When asked if she would use the mobile phones internet connection to load money
to the mobile wallet, she replied that she would, but it would require some security.
Both persons considered what to do if the balance was too low to make a given payment
and you already were in the payment window. One of them suggested that the payment
page should have go back button or a load button like the one on the front page, but
preferred the go back button. The other test person proposed a Load button as well:
You could have a small button here that said transfer. Like this button over here
[pointing at the front pages Load button], where I quite fast could load money from
[] (Young Teenager).
In addition to this, the test persons disagreed about the balance. One of them
thought that it was too personally to have on the front page of the wallet and the other
one would like to have the balance on both the front page and the payment page.
Regarding the receipts one of the test persons was worried that the mobile wallet
should be filled if electronic receipts was a possibility, and would therefore prefer to
have an option:
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It would after all be smart. [] you could push on the phone saying yes or no to
the receipt [] that would be a good idea. [] Then you would get rid of all the
receipts you are carrying around (Young Teenager).
It was additionally suggested that the cards should be ordered in categories:
[] I think it would be smart that, instead of having all the cards on one page
[] you could gather e.g. the club cards and cards for sun tanning salons in a folder or
something like that (Young Teenager).
Among other findings, were that one of the test persons thought that the Pay cash
button should lead to a window showing coins and notes:
I think that it is a wallet where you can see [] the money and such things []
and if you had coins or bank notes [] (Young Teenager).
Regarding the mobile wallets security, one of the test persons thought that PINs
and passwords should be requested when opening each thing card or function in the
mobile wallet, except for the gift vouchers. The other test person wanted all cards and
functions to be secured by PINs or passwords.
When presented with the other mock-ups representing the other user groups
mobile wallets, both test persons stated that they disliked the Mothers mobile wallet as
it had too much content on one page.

5.4.1.2 The Young Adults
Through this iteration of tests, both test persons had problems understanding the
Load button. One of the test persons understood it after an explanation, and said that
the labelling was fine, whereas the other test person disliked the labelling of the button:
Load is quite confusing I think. It could be [labelled] in a more professional
language. Load sounds like something that you just say: Load. Maybe [it should be]
more like when withdrawing money at the bank [s ATM] (Young Adult).

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When explaining how a payment should be made, one of the test persons proposed
two new ideas:
[] it should of course be declared who you [i.e. the mobile wallet] are
connected to; if it is Netto [] or a random guy standing behind you who has
connected his phone []. And then there should be a menu showing when it has
finished loading and such things, so you know that everything is alright (Young
Adult).
One of the test persons very thoroughly explained what each icon led to. Among
those explanations, some of them were different from what had been suggested earlier
in the development process. The health card should thus, besides the personal data, hold
information about when you had taken any medication, and the Wildcard should hold a
possibility of renewal through the mobile phone. The Receipts icon should lead to a
menu with categories arranging the receipts based on what stores or date they are from.
In relation to the receipts and keeping track of what the money is spent on, the
same test persons said that a mobile wallet might be good for people like him, who
wanted to spend no more than a specific amount a week, as the mobile wallets cash
function, could hold this amount.
The test persons liked the idea of an automatic currency converter and thought that
the amounts should be given in both Danish kroner and the foreign currency. It should,
however, be possible to turn it on and off as wanted, and the foreign currency should be
given in brackets.
Both test persons thought that the settings link should lead to a window where
cards could be added and deleted, and one of them suggested additional settings:
[] maybe make it more user friendly [] font sizes and so on, which elderly
people need [] a kind of sounds instructions or something where it could be read
aloud (Young Adult).
One of the test persons furthermore said that he would like the settings function
to give the user the possibility of sorting the cards in categories. He later added that
settings also should give the user the possibility of choosing which payment method
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should be placed in the bottom of the wallet where the Pay function was placed in the
mock-up (Figure 5.8), as users might prefer different payment methods.
Both test persons liked that the passport was in the mobile wallet. It was
additionally suggested that the mobile wallet should be able to hold bus passes, and a
sort of box or icon showing how much ones phone bill has amounted to. An application
to the bank was also suggested:
[] I like having a receipt telling me how much money I have on my account. So,
if there was an app to the bank [] like kontokik [a function provided by the bank,
enabling the user to see transactions on his account, but not to transfer money] for
instance, where you could see how much money is on the account, what the money was
spent at, and when withdrawals were made [] [it should be] just kontokik, not
money transferring (Young Adult).
It was furthermore suggested that a cancel button, a Load button, and the
balance, should be added to the payment page.
When presented with the mock-ups of the other user groups mobile wallets, the
test persons declared that they did not like the Mothers and the Young Teenagers
mobile wallets. The text on the Business Mans wallets payment page, stating what
payment method is used, was however seen as useful, and should be placed above the
text stating who the mobile wallet is connected to

5.4.1.3 The Mothers
The test persons from this iteration of tests of the Mothers mobile wallet, would
like to have the passport in the wallet, but one of them stated that it should be secured in
some way. The health card should be secured as well.
One of the test persons explained what she thought would happen when pushing
the Pay button:
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[] I expect a text on the screen saying that the payment is completed. And a text
message with a receipt is sent to my phone or something like that. Nothing hocus pocus
about that (Mother).
With regard to the receipts, this test person later on stated that she would prefer to
have the receipts in the mobile wallet instead of in a text message, and proposed that
they should have an icon or a link in the bottom of the wallet, like the other icons. The
other test persons suggested that receipts should be sent to her email:
I think that they are just taking up a lot of space. They should be sent directly to
my email where I had a box called receipts, if it should have a name. They [the
receipts] should not be kept on my phone (Mother).
When asked, where the settings function of the mobile wallet should be placed,
one of the test persons answered that it belonged in the mobile phones general settings,
whereas the other mother suggested an extra window, before coming to the actual
mobile wallet, holding the settings function, just like one of the test persons did in the
first iteration of tests of the Mothers mobile wallet.
Furthermore, both test persons had problems understanding what the transfer
button should lead to. After an explanation of what the purpose of it was, one of the test
persons suggested that it should be removed from the wallet as it was superfluous;
[] by now you have Internet and such in your phone [] [and you could
therefore simply] enter your eBanking function and transfer to the account that is
connected to the phone [] (Mother).
The same test person added that the transfer button should be substituted by a
balance button, and that this button should lead to the eBanking function. The button
should be labeled with both the text saying balance and the actual amount, and the
balance showed in Figure 5.10 should thus be removed. The other test person, who did
not understand the transfer button either, said that it should be relabelled:
I would call it bank. [] Because, then you know that you are connecting to the
bank (Mother).
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One of the test persons would prefer if the wallet icon was a text button labeled
Pay.
Both test persons said that they would like to have such a mobile wallet, which
could hold all the membership cards they often forget at home. One of them even forgot
to have her card scanned, even though she had the card in her purse, and she thus
expected that the membership card automatically would be scanned when the mobile
wallet was used for paying. One of the test persons added that such a wallet could be
used for sending her eight year-old daughter to the supermarket alone, if it had the
possibility of paying for small amounts without requiring a PIN. In that way, it would
not be that big of a problem if the mobile phone was lost, as another person only could
spend the money that was already loaded to the mobile wallet. That would be like losing
a physical wallet with a certain amount of money. The same test person suggested that a
PIN should be required to open the wallet, but no PIN should be required to open the
membership cards and identification cards.
It was additionally suggested that there should be added radio buttons for different
accounts, and that these accounts should have names:
[] it should be named as the account it came from, e.g. budget account.
Because, my budget account is another account than my VISA card account. [] in that
way I could see where they came from. My daughter has an account, [and it could] be
there, and it could be that [card] you used for buying toys or clothes [] (Mother).
Further suggestions were that when having opened the drivers license, a button
should make the card flip around, thus revealing the back of it, and that having the
receipts after a purchase should be an option to the user.
When presented with the mock-ups of the other wallets, one of the test persons said
that she preferred the tab structure of the Young Teenagers wallet (Figure 5.1), as she
felt that the tabs provided a better order. The other test person said that she liked the
wallets that had separated the front page from the payment page, but disliked the lists of
things being bought. She would also like to have the eBanking function from the Young
Teenagers wallet in her wallet.
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5.4.1.4 The Business Men
The second iteration of user tests of the Business Mans mobile wallet, revealed
that drivers license, passport and health was considered ID cards, and should be
gathered in a category:
I think that they should be hidden, and in that way having a category. Because,
after all they [pointing at the health card, drivers license and passport] are not used that
often (Business Man).
In addition to this, one of the test persons suggested that all the mobile wallets
contents shown on the front page should be ordered in categories represented as bars:
[] so when I entered [the wallet] I would like to have a bar called Payments,
and when I pushed it some of this [pointing at the top row of cards] would appear. And
afterwards some ID. And then there could be a Other cards. And then I might have
the possibility of structuring it myself, if I would want an additional bar (Business
Man).
When asked where the settings function to add this extra bar should be, he
answered that it should be below the bars. The other test person suggested a category
called Other cards as well:
I think it is better to have an Other cards [] because, where is the limit? Like
this, you could put a hundred different membership cards for fitness centers and similar
into [the wallet] (Business Man).
The bar in the bottom of the front page of the mobile wallet was disliked by one of
the test persons, as he saw it as superfluous and would want the wallet only to have
contents related to payment. The other test person liked it.
The yellow circle on the VISA icon was seen as a nice service, though one of the
test persons would not use it himself. It was furthermore added, that the drivers license
in the mobile wallet, should hold a function enabling the user to send the drivers
license information e.g. to the bank, where identification often is needed.
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Both test persons would like to have the receipts placed underneath the payment
icons, instead of having a specific receipts icon as in Figure 5.11. Both test persons
additionally thought that an automatic currency conversion would by okay, if the
amounts were given in both Danish kroner and the foreign currency. The standard
values for loading suggested through the first iteration of user tests, was liked by one of
the test persons in this iteration of tests, and disliked by the other. The test persons
almost agreed that the headlines on each of the pages were nice to have, however, one
of them considered the headline on the front page as unnecessary.
One of the test persons moreover suggested the payment page as a picture of the
receipt, which after the completed payment is sent to the mobile wallet. The payment
page should therefore hold the name of the receiver of the money:
[It should] show the hotels receipt or the restaurants receipt. That is, with
name, so it can be used as receipt you can use as a voucher in your accounts
(Business Man).
During the tests, one of the test persons pointed out the importance of using the
cards in an active way if they were put into the wallet. The cards should not just be
represented as passive pictures in the mobile wallet, but instead be enabled to be used in
several situations. An eBanking function was furthermore proposed by both test
persons:
eBanking and bank statements and such it might be a natural part of this [the
mobile wallet] (Business Man).
When presented with the mock-ups of the other user groups mobile wallets, one of
the test persons said that he liked the structure of the payment methods in the Mothers
wallet. He would however like to give each payment method a name, as he had access
to several accounts. The payment methods should furthermore be structured either with
the most used cards in the top, or by categories such as private and company cards.


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5.5 Summary

This finalises the Development phase, where user tests of the mock-ups have
created the basis for evaluation of the mobile wallets application and functionalities.
The main items of this chapter are:
The sketches and findings from the Suggestion phase have led to the
creation of four mock-ups representing the four user groups mobile
wallets.
Used as prototypes, the mock-ups have been evaluated though usability
tests conducted as interviews.
Test persons have contributed to the mobile wallets properties.
Applications beyond the conventional use of a wallet have been revealed.
The next chapter evaluates the mobile wallets properties identified through the
design process.










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6 Evaluation and re-design

In order to clarify to what extent the usability goals from section 4.3 have been
reached, this chapter evaluates the results from sub-section 5.4.1, which described the
test persons evaluation of the second mock-ups. The evaluations are presented in
section 6.1.
The goal of this projects design process was to identify what properties a mobile
wallet should hold. This chapter does therefore also present two tables that summarise
the properties identified through each of the design phases. The tables are presented in
section 6.2.
Based on the abovementioned evaluations and tables, section 6.3 assesses what the
next step in the development of the mobile wallet should be.

6.1 Evaluation of test results

The next four sub-sections evaluate the results of the last iteration of tests.

6.1.1 The Young Teenagers

The test persons for the second mock-up of the Young Teenagers mobile wallet,
reflected upon how many items in the mobile wallet, they would like to secure by PIN
or a password, in order to prevent strangers spending their money or using personal
data, if the mobile phone should get lost or stolen. Both test persons considered it
insecure to have the passport in the mobile wallet, but disagreed on how many of the
wallets cards should be secured. The usability goal of safety has thus not been fully
reached, as the mobile wallet that was tested not made the users fell completely safe.
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For the utility of the mobile wallet, it was suggested that a delete button and a go
back button should be added to the payment page, and the user should furthermore
have the option of accepting or refusing receipts. The users were thus missing some
functions in the mobile wallet, which means that the usability goal of utility is
unfulfilled. In addition to this, the test persons disagreed about the balance, which one
of them considered too personal to be placed on the mobile wallets front page, whereas
the other test person would like it to be placed on both the front page and the payment
page. It is thus necessary to explore additional users opinion on where to place the
balance.
It was additionally suggested that the mobile wallets contents should be structured
in categories, which relates to the usability goal of learnability. Storing the cards in
categories would thus provide this test person with a better overview of the wallets
possibilities, hence meaning that this goal has not been reached either. Another
learnability-related comment from the user tests is the one saying that the mobile wallet
should present money as coins and notes. This indicates that some people might have
difficulties grasping the idea of electronic money, and the fact that a mobile wallet
eliminates the need for choosing what coins and notes to pay with. The mobile wallets
design should therefore, in some way help the user understanding this.
Regarding the usability goal of efficiency, the test persons had no comments
indicating that the mobile wallet would be inefficient. However, one of them imagined
that shopping with the mobile wallet meant walking around in a store with the mobile
phone in the hand, and using it for scanning goods to be bought. This implies several
additional steps in the mobile wallet than just making a payment, and it therefore has to
be explored further if this idea would work and what other users think about it.

6.1.2 The Young Adults

The tests of the second mock-up revealed that the usability goal of learnability has
not been reached by this version of the Young Adults mobile wallet, as both test
persons did not understand the Load button.
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The test persons additionally proposed a lot of new properties for the mobile
wallet, e.g. a text appearing when payment is completed, a cancel and a Load button
on the payment page, bus passes, a possibility to change the structure of the mobile
wallets front page, a bank application, and many more. All these additional properties
indicates that more utility is needed in the mobile wallet, and the usability goal of utility
has therefore not been reached.
Regarding the usability goal of safety, one of the test persons said that he would
like to know who his mobile wallet is connected to, in order not to send any payments
to strangers. This goal is therefore not fulfilled, but the test person suggested that the
problem could be solved be adding a text to the payment screen, declaring who you are
paying to.
The usability goal of efficiency was not touched upon by any of the test persons
comments.

6.1.3 The Mothers

During the user tests of the second mock-up of the Mothers mobile wallet, one of
the test persons proposed a text appearing on the mobile wallets screen when payment
is completed. The adding of an eBanking function, a receipt option, and an automatic
scanning of membership cards were proposed as well. A further suggestion was that the
payment methods should include the users different accounts, as a user might have
more than one bank account. Moreover, the test persons had different suggestions for
what should happen to the receipts if a mobile wallet was introduced, and a further
investigation of this matter is therefore needed. All these things lead to the conclusion
that the usability goal of utility is far from being reached by this version of the mobile
wallet.
One of the test persons additionally suggested that the mobile wallet should hold
the possibility of paying for small amounts without using a PIN. As this opens up for
the possibility of paying by fault and paying with a stolen mobile phone, which is
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incoherent with the usability goal of safety, it is needed to take more users opinions on
this suggestion into account.
When asked about the placement of the settings function, one of the test persons
suggested that it should be placed in an extra window, which should appear before
coming to the actual mobile wallet. This would, however, lead to an additional step that
the user would have to take in order to make a payment. Whether or not this leads to
unnecessary many steps, and hence being incoherent with the usability goal of
efficiency could be tested through a user test of a prototype holding the possibility to
interact with it. Besides this, no comments indicated that the efficiency of the mobile
wallet was not acceptable.
The transfer button caused the test persons some problems, mainly because of the
labelling. Both test persons suggested what should be done about it, but in this mock-up,
it disrupts the usability goal of learnability. The wallet icon was equally difficult to
understand to one of the test persons, who suggested a new labelling. The same test
person said that she would prefer a tab system, as it made more sense to her. It is
therefore necessary to explore what system other users from the same user group would
prefer. In turn the mobile wallet could apply that system, which in turn would support
the usability goal of learning ability.

6.1.4 The Business Men

Through the user tests of the second mock-up representing the Business Mans
mobile wallet it became clear that a category structure was preferred to the structure
with all the cards visible on the wallets front page. The mobile wallet would therefore
reach the usability goal of learnability to a greater extent, if the category structure was
applied. An additional thing that would improve the learnability, is the moving of the
receipts from their present place, into the payment methods where the test persons
thought they belonged.
With regard to the utility of the mobile wallet, the test persons disagreed whether or
not the bar in the bottom of the wallets front page should stay. The test persons
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furthermore disagreed on the questions of whether there should be standard values for
the loading of money, and if there should be a headline on the front page of the wallet.
Further exploration of these matters is therefore necessary. Besides this, it was
suggested that the drivers license should hold a send function, and that the mobile
wallets payment page should hold the name of the receiver of the money. Both test
persons furthermore wanted the amounts to be given in two currencies when abroad,
and would like to have an eBanking function in the wallet. One of the test persons
suggested that a further utility would be the possibility of using the cards in the wallet in
an active way. Another adjustment that would improve the mobile wallets utility is the
labelling and structuring of payment methods, as suggested by one of the test persons.
The usability goal of utility does therefore require both major and minor adjustments to
be reached.
The usability goals of safety and efficiency were not touched upon by any of the
test persons comments. However, if the proposed category structure is applied to the
mobile wallet, it requires an extra step to make a payment. Testing of this extra step is
necessary to ensure it is acceptable to the users, and if it is coherent with the usability
goal of efficiency.

6.2 Summarising the properties of the mobile wallet

The goal of this projects design process was to identify what properties a mobile
wallet should hold. Table 6.1 and Table 6.2 in this chapter summarise the properties that
were identified through the design process.
Table 6.1 lists the identified design properties and Table 6.2 lists the identified
functionality properties. Each list contains headlines indicating what phase of the design
process the properties were identified in. The tables use the abbreviations from Table
3.3, and a + indicates that the user group has suggested the property.


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Functionality properties YT YA M B
Interviews and interviewees sketches
A customisation function + +
All plastic cards should be in the mobile wallet + + + +
Balance + + + +
Currency converter + +
Receipts + + + +
Upload of receipts from mobile wallet to PC, enabling
printing
+
Bus pass / train tickets + + +
Total value of things being bought before paying + +
Shortcut icon to eBanking + + +
Automatic taking of backup to be saved on a server +
Amount for withdrawal decided by the user +
Gift vouchers and discount cards +
A function ensuring that the MW always holds money +
A function allowing the user to decide the order of the
plastic cards
+
Load of money via Internet connection to the bank +
Receipts ordered in folders and possible to delete +
Business cards and donor card +
An Other cards button +
An Approve or Pay button +
Latest info about payments +
A Facebook shortcut +
A watch +
A calendar shortcut + +
An email shortcut and a text message shortcut +
A Load button +
Listing of five most recent transactions +
A figure showing the accumulation in money spent. +
Controlled Convergence phase in the sketching process
An Other cards category +
An Other membership cards category +
A Bank button leading to an eBanking function with
possibility to load money to the wallet
+
A row of buttons representing different cards and a
Load button.
+
Scenarios
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A list of what is being bought + prices + +
A text giving the value of goods to be paid for +
A function enabling currency conversion of amounts
given in the wallet (currency manually chosen by the
user)
+
First iteration of user tests
A Pay cash button with the balance written on it +
A function enabling currency conversion of amounts
given in the wallet (currency automatically updated by
the phone when abroad)
+ + +
Amounts given in two currencies when abroad +
Passport + + + +
A list of what is being bought + prices +
A settings button +
Wallet icon leading to payment page +
A function allowing the user to edit categories and
which cards should be visible
+ +
Service message appearing in the case of movements
on an account
+
A bar holding shortcuts to e.g. bank and email +
Receipts leads to a window with folders categorising
them
+
The balance should be a link to a list of recent
transactions
+
Load of money via eBanking, from PC or phone +
A function in Receipts to make searches in them + +
Health card icon leads to more than one health card +
Pushing an icon of a card, leads to a bigger picture of
the card
+
Pushing the health card leads to information on doctor
appointments and your medicine
+
Data usually stored in hotel /car rental cards should be
stored in the phone and be activated automatically
when paying at a hotel or for a rented car
+
Pushing the load button leads to standard values for
loading
+
Second iteration of user tests
Pushing health card icon leads to picture of the card
to be shown when at the doctor
+
A delete button on the payment page +
Amounts given in two currencies when abroad + + +
A Load button on the payment page +
An option (yes / no) regarding receipts + +
Pay cash should lead to a picture showing coins and +
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notes as pictures
Pushing health card icon leads to information about
your medication
+
Pushing the Wildcard icon leads to possibility of
renewal
+
Pushing Receipts icon leads to a categories of
receipts based on date or where they are from
+
Possibility of turning of automatic currency conversion +
Settings holds the possibility of sound instructions +
Settings enables the user to edit categories +
Settings enables the user to choose favorite payment
method
+
Box or icon showing phone bill +
An application to ones bank account (not eBanking) +
Load of money via eBanking +
Membership cards should be automatically scanned
when paying with the mobile phone
+
No PIN when paying small amounts +
A button in the drivers license to flip it around +
Shortcut to eBanking + +
Categories: Payment, ID, Other cards, Settings +
Drivers license should hold possibility to be send +



Design properties YT YA M B
Interviews and interviewees sketches
Coins and notes should be shown separately + + +
Radio buttons on the front page to choose what to do + +
Icons representing a category of cards / functions + +
Icons representing each card / function +
Payment method chosen from the front page +
Tabs representing categories of cards / functions +
Uncluttered and simple setup +
The mobile wallet represented as a wallet icon on the
mobile phones homepage / menu
+
A list of what is being bought before paying +
Personal picture as background +
Table 6.1: A summarised list of the proposed functionality properties
130

The balance should not be showed on the front page +
A headline telling what you are about to do +
Approve / Pay button placed in the bottom +
Latest info about payments placed in the top +
Should require as few clicks as possible +
No multiple ways of performing a single action +
Payment page appearing after pushing one of the
payment methods
+
A structure similar to ATMs: Buttons with numbers +
Cancel, Delete and Ok buttons
+
All contents available from one single page +
A dollar sign icon representing cash payment +
Payment function placed in the bottom +
Cards placed in what looked like a physical wallets
dedicated spaces for plastic cards
+
Scenarios
Balance showed on the front page + +
Re-labelling the BANK button to Load +
Re-labelling the payment button to Pay cash and
including the balance on the button
+
Balance placed in the bottom and written in a smaller
font size
+
First iteration of user tests
Icons representing each card / function +
Dividing of wallet into front page and payment page,
with payment page holding the list of goods + prices
+ +
VISA Electron and Pay cash buttons in the bottom +
Receipts shown as an icon + + +
Receipts placed underneath respective payment icon +
Icons representing each card / function +
Re-labelling the Load button to Transfer +
Having an extra window before coming to the wallet
(to contain the wallets settings)
+
Sorting the cards / functions in categories +
Settings for the wallet should be in the mobile phones
general settings
+
A Back button on the payment page +
Headline on front page: Your electronic wallet +
Headline on the payment page: Paying cash +
Service message illustrated as a little yellow circle
with a number
+
Bar placed in the bottom of the front page +
131

When paying with VISA Electron, the payment page
has a headline saying: Pay with VISA Electron
+
Second iteration of user tests
Balance should only be placed on the payment page +
Balance should be placed on both pages + +
A Go back button on the payment page +
Sorting the cards in categories +
Re-labelling of load to a more professional language +
Text on payment page saying who you are paying to + +
After paying: An indication that payment is completed + +
A Cancel button on the payment page +
A Load button on the payment page +
Headline on the payment page: Paying cash +
Receipts represented as an icon +
Receipts should be sent to mail, not to phone +
Settings should be placed in phones general settings +
Having an extra window before coming to the wallet
(to contain the wallets settings)
+
Substitute Transfer button with a Balance button
(labelled balance and the actual amount) leading to
eBanking
+
Re-labelling of Transfer button to Bank +
Substitute Wallet icon with text button labelled Pay +
Tab structure +
Dividing of wallet into front page and payment page,
with payment page holding the list of goods + prices
+
Radio buttons with names of different accounts + +
Structure of radio buttons decided by the user +
Bars representing categories of cards / functions +
Settings represented as a bar below the other bars +
Receipts placed underneath payment icons +
Payment methods presented as




Table 6.2: A summarised list of the proposed design properties
132

6.3 The next step in the development of the mobile wallet

This section contains an assessment of what the next step in the development of the
mobile wallet should be. The assessment is based on the evaluations from section 6.1
and the tables presented in section 6.2.
A big challenge in the work with the mobile wallet was to clarify what
functionalities each button should have. There were almost as many opinions as there
were test persons. This was revealed in the evaluations in section 6.1, where the
usability goal of utility was the goal most far from being reached. The usability goal of
learnability was not close to being reached either, mainly because the test persons
within each group had different opinions about the structure of the wallet and kept being
inspired by the mock-ups of the other user groups mobile wallets. Table 6.1 and Table
6.2 additionally illustrates how new opinions about the mobile wallets properties kept
appearing through the design phases. The comments from the user tests did not concern
the usability goals of safety and efficiency to the same extent.
Taken together, the evaluations and the tables is a clear indication that further
research and development is needed in order to reach the usability goals. As stated in
sub-section 3.2.3, it was, however, not expected that the goals would be reached
through this project. As the test persons kept getting inspired by the mock-ups of the
other user groups mobile wallets, it would be interesting to see how close the designs
of the mobile wallets would get to each other. As all four groups in some way indicated
that settings of the mobile wallet should allow the user to edit the contents, it might be
an option to offer a standardised mobile wallet, but with the possibility of
customisation. This would however lead to a complex mobile wallet, not helping those
who want it to be simple.
The assessment is therefore that a new iteration of user tests is needed. Both to test
if the properties proposed during the second iteration of tests are liked by other users
from the same user group. But also to continue to test how close the design of the
wallets will get to each other. How this can be done will be discussed in chapter 8.

133

7 Conclusion

This thesis has proposed a set of properties for a mobile wallet. Properties that have
not until now been defined. This was done by using an Activity Theory based approach,
in order to gain an understanding of why a proposed design worked or caused problems.
This understanding was gained by bringing the users into the design process. The
mobile wallet in this project, has become a basis of future research, hence contributing
to remedying the lack which Dahlberg et al. (2008, p. 178) and Mallat (2006) together
pointed out.
The use of Design Science as research paradigm provided an approach to exploring
the mobile wallet and the users opinions about it. The paradigms call for iterations and
continuous evaluation made it possible to reveal new findings throughout the project.
The use of HCI methods has furthermore proven usable in the process of the
creation of the mobile wallet. Especially the focus on users has been applied throughout
the project. The characterisations of the user groups proved to be a good idea too. Even
though they initially were meant for explaining why there were differences in the four
groups, they showed useful in the creation of the personas as well.
The way the user tests of the mock-ups were conducted proved to be very useful
for this project, as the interview approach to the tests, allowed for explanations when
needed. And they were indeed needed. Some of users, had difficulties grasping the idea
of mobile payments. Those who understood it had, on the other hand, many questions,
especially concerning security and other aspects of mobile payments that are still
uncertain. The user tests additionally revealed that it is of great importance, when
testing an innovative product, to ask the test persons to ignore the questions of whether
they would use it, as this showed to affect a couple of the tests. Another observation
showing that some users did not quite grasp the idea, was made when some of the users
suggested that the mobile wallet should hold the possibility of reading text messages
and checking Facebook, because they would not want to be without it. Along the way, it
was therefore decided to explain to the test persons, that they still had all their other
functions in the mobile phone, and that the mobile wallet was just another function.
134

The user tests did moreover inspire to asking further questions that had not been
planned, and which might not have been asked to all the test persons. But in the given
situation, they seemed right to ask. For example, if the test persons proposed ideas that
had not been proposed before, it happened that the test persons in the following tests
were asked about this proposal, in order to have their opinion. This project was,
however, an explorative design project, and nothing was given in advance. It was
therefore all right to test several ideas. An expert is after all a person who has tested all
kinds of solutions, in order to find the right one, and to learn from those who went
badly.
Through the last iteration of user tests, several new ideas were proposed, and the
user groups were still getting more inspired by each others designs of the mobile
wallet. As the evaluation in section 6.3 thus assessed that a new iteration is needed, it is
concluded that the mobile wallet proposed by this project, is not yet ready to be
launched. It was, however, never the purpose of this project to design a fully functional
mobile wallet, but merely to broach the issue. This has been done by proposing the set
of properties for the mobile wallet, presented in Table 6.1 and Table 6.2, and by
considering if the mobile wallet should be standardised or differentiated with regard to
different user groups. As stated in section 6.3, it is a possibility that the mobile wallet
could hold a settings function allowing the user to edit the contents of the wallet, but it
need to be explored if it is desirable for the users to have a lot of options.
Due to the small number of subjects, the findings of this project cannot be
generalised to population. Instead, the findings can be generalised to theory and support
further research of the emerging mobile payments.






135

8 Discussion and reflections

This thesis, has in its effort to identify and describe the properties a mobile wallet
should have, primarily had focus on each user groups contributions to the design of
their own mobile wallet. The projects problem statement and conclusion do, however,
contain additional possibilities of how to work with covering the lack of knowledge of
what properties the users find useful in a mobile wallet.
It could thus had been tested whether it was possible to create one single mobile
wallet for all users, by having one groups test persons to test another groups mock-up.
This would explore how it would work for them and what changes they would propose.
By switching mock-ups through many iterations of tests, the possibility of having one
design satisfying all the users, could thus have been tested. This project did, however,
not have this approach, but focused on developing wallets for different user groups. It
was from the beginning assumed that a standardised wallet would hold many
customisation options, hence confusing the user. This could lead to a situation where the
user would not want to use the mobile wallet, and then we are back again where we
started. The evaluation in chapter 6 revealed that all the user groups actually had
suggested such a settings function to be added to the wallet. It is therefore needed to be
explored, how the users would use such a wallet, for instance through user tests of more
functional prototypes allowing them to interact with the artifact representing the mobile
wallet. The test persons who suggested the adding of a settings function might,
however, have done so, as they did not like to say directly that they wanted the mobile
wallet to be different from what they were presented with.
Another way of designing a product is by exploring how others have designed a
similar product, or having the user to test the similar product in order to discover
problems. It is, in other words, possible to make some findings from these similar
products, and gain an idea of how to design a product, without having spent resources
on creating an initial artifact. This approach was, however, not applied for this project,
as it could lead to biases. In addition to this, there is no working mobile wallet yet, but
some of the more successful electronic payment solutions might have led to something.
136

One final question is: What result would this project have produced, if the
traditional natural science had been applied as research paradigm?. It would probably
not have led to as many findings along the way since it would have been more focused
on identifying solutions than problems. Especially the use of user involvement would
have required its own research project, as it had not until now been applied in the
development of a mobile wallet. It would however, have led to a clear indication of why
the artifact worked. Provided that that was the case.















137

9 Contributions

This thesis provides theoretical contributions to the research in mobile wallets. The
findings suggest that:
All contents of the physical wallet should be transferred to the mobile
wallet, in order for the mobile wallet to be considered usable by the users.
Further research is needed particularly in relation to the structuring of the
mobile wallets menu and the question on whether the mobile wallet should
be standardised or differentiated.
The plastic cards contained in the mobile wallet should be used in an active
way, instead of just being passive pictures.
The mobile wallets properties identified through this project are presented
in Table 6.1 and Table 6.2.










138

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