Problem: How might we encourage visitors to spend the entirety of a financial gift before returning home?
As a worldwide sponsor of the 2016 Summer Olympics in Rio, Visa created and managed the entire payment system infrastructure and network throughout all venues including stadiums, press centers, points-of-sale (POS), Olympic Superstores, and the Olympic Village. Visa also introduced new technologies and innovation throughout Rio, focusing on new ways to pay including wearable payment methods. One of those payment technologies used near-field communications (NFC) in the form of an elegant black ring. For exclusive guests who visited the Olympics, Visa provided a custom-fit ring with a prepaid gift of approximately R$200 ($50 USD) to experience innovative payment methods. But what if these guests didn't use all of the money given to them?
Solution: Present an opportunity to donate any remaining balance to a designated charity.
Visitors would attend Visa's payment expo, in which they could purchase souvenirs with their payment ring while learning about payment innovations. Before exiting the expo, visitors would pass an interactive exhibit showcasing the "Projeto Educacional e Cultural: Sabendo Mais" at the Complexo Da Maré, a charitable organization providing services to disadvantaged youth. This interactive exhibit would allow users to make a donation, in the form of a payment, to Sabendo Mais.
Design challenge 1: Prompt users to interact with the exhibit.
GMR, a marketing services company, contracted to build a bespoke table and frame used to house a large touch-screen, computer, and NFC reader. A video production company provided a 3-minute story describing the charity and the beneficiaries of its services. The idea was to let this video play in a loop on the table, enticing curious bystanders to investigate before exiting. However, it wasn't immediately clear what to do at this table, since it wasn't an obvious point-of-sale. Users would have to be self-directed to initiate a transaction.
Solution: Overlay a coach mark in 3 languages, instructing the viewer what to do.
Because Visa built this experience in Brazil, not everyone who visited would speak English. The primary languages of visitors would be Portuguese, Spanish, and English. A coach mark instructing the viewer to "Tap your ring on the reader to donate" alternated through the 3 languages. If a user touched the touch-screen instead of tapping the reader, the coach mark animated to grab attention.
Design challenge 2: Provide a user flow that encourages users to donate any balance remaining in their gift account.
Since this was a one-of-a-kind product for a highly specific experience, there wasn't a lot of time for user research or testing. We used common sense and followed a simple model for payment transactions.
Solution: Diagram a user flow and identify decision points.
After diagramming out a user flow in a flowchart (pictured below), we identified how to check the account for a balance, the number of options to present to the user, and a simplified transaction method, including feedback for a successful donation or a problem in the process.
Results: Successful implementation but without usage metrics
View an animated mockup of the experience (pictured below). Because this was a site-specific installation for the Rio Olympics, results were difficult to obtain.
Physical and digital product development.
GMR provided the physical product construction (pictured below). I provided the user interface design (illustrated in the animated mockup above).