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

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"Caboodle are agile, and you can tell that they care about the work. They also have the brains and the guts to back it up."

Simon Jones

Former UX Research Director

In our first collaborative workshop we co-created each and every variant, including new features and UX enhancements.

Recognised logos have built in trust. This can impact how people behave so we created faux brands to neutralise this impact.

We designed each flow in Figma, using a combination of ML and human translation to test across markets. For flows that required a high level of interaction, we converted into coded (React) versions.

The prototypes had to feel real, including device native notifications, and real-world progress indicators.

Payment authentication happens across all kinds of devices, including gaming consoles like Xbox. Each prototype was designed and built according to these specs.

For the researchers, we had to make it easy to access each variant to test in their market. So we built a flow variant hub along with a pre-agreed codename for each variant.