New Experience Launch – VISA Pass

Problem: As payment method digitization increased over the last 5 years, VISA sought to protect its customer brand loyalty. VISA was looking for a way to increase the likelihood that retail shoppers would choose VISA instead of Mastercard at the checkout.

Solution: Through interviews and observation, we identified an opportunity to narrow the scope and address a problem that VISA could solve for both the retailer and the shopper: checkout efficiency and experience.

Process: Through secondary research we learned a wave of new electronic payment methods were flooding the market intending to speed up the checkout process and make it more secure, but instead—because of the wide assortment of electronic payment methods—the checkout experience was more confusing at the register than ever. Do I swipe or insert the chip? Can I scan my phone with Apple Pay? And some retailers, like Starbucks were side-stepping VISAs fees through in-app payment.

As we began primary research, we sought to understand the consumer pains and identify ways VISA could improve retailer and consumer loyalty through a more seamless checkout process. We interviewed retail sales and checkout staff, spoke with executives at VISA’s largest retail partners, and interviewed and observed customers in the checkout line.

One key insight we uncovered: Both the retailer and the customer were frustrated with the clunkiness of the checkout process. Also, in the case of drive through purchases, the customer wasn’t just concerned with the security of the payment, they were also concerned with their personal safety!

We honed in on this idea and focused our ideation on improving the drive-through experience. Through rapid prototyping and storyboarding we were able to gain consumer feedback on several ideas, eventually settling on VISA Pass, an automated payment platform that works much like open road tolling—no need to take out your phone or wallet when in the drive through. Order ahead at your favorite fast food joint via the VISA app, drive through the VISA Pass lane at the drive-through and your order will be waiting at the pick-up window.

We decided McDonald’s, as one of VISA’s largest retail partners, would be a brand to launch the idea with because of the heavy competition in the fast food market for fastest drive-through.

For VISA, VISA Pass keeps their brand top of wallet and provides more robust relationships with retailers. For retailers, the checkout process becomes fuss-free, with more opportunities to customize and build positive brand interactions. For consumers, this solution is safer and less stressful!

Outcome: VISA’s marketing and innovation team loved the idea! It was a real-world implication for their online VISA Checkout product.