Impacting billions of people by optimising worldwide payment UX.
When EMV® 3DS needed to establish consistent, user-tested authentication standards across banks, card networks, and merchants worldwide, they partnered with Caboodle and Ipsos Mori to create a solution with lasting industry impact:
Developed and tested 80 multi-language prototypes that shaped the foundation of global 3DS payment authentication standards
Streamlined UX research with a custom-built prototype access tool, accelerating testing across diverse markets and languages
Transformed complex technical requirements into clear UX guidelines, making consistent, secure payment experiences accessible to designers, developers and merchants
Watch case study:
Early alignment (with visuals) is key
In our first collaborative workshop we co-created each and every variant, including new features and UX enhancements. There were many flows and complex use cases to cover, so visual journey maps helped bring alignment quickly.
Trust issues
Recognised logos have built in trust. This can impact how people behave during their user interviews so we created faux brands to neutralise this impact.
Multi-language prototypes are tricky!
Once we had designed and built the prototypes for each flow we combined human and AI to translate every word. This was done with a combination of components and variables.
Realism brings deeper insight
The prototypes had to feel real, including device native notifications, and real-world progress indicators.
Cross device UX
Payment authentication happens across all kinds of devices, including gaming consoles like Xbox. Each prototype was designed and built according to these specs to ensure a seamless experience.
Making life easier for researchers
Each researched needed easy access to each flow. So we built a flow variant hub along with a pre-agreed codename for each variant. We also included things like secret hit spots to reset each prototype.
User testing to iterate designs
Small copy tweaks made all the difference at this scale. Small changes can be a challenge to keep track of across multiple markets. Variables made this manageable as one change in one place updated that change across all flows.
Capturing insights on-the-fly
We captured every design change in Figjam and ported all insights across to Airtable to share with the wider teams. We used coloured sticky notes to make insights scannable in Figjam.
Making the findings accessible
This amount of research created a lot of data. To make it easy to digest, we built and co-authored the 3DS UX guidelines. What was once trapped in PDFs was now brought to life with easy navigation and interactive prototypes.
Turning complex insight into recommendations
Live prototypes, visual examples and clear recommendations for specific use cases made for a smooth, engaging UX.
You've done the research. Ready to see if we're the right fit?
Partnerships from £6k pm