Biometric payment cards have ticked several important boxes in the last year. The technology has achieved certification from major payment networks, costs have reduced, and manufacturing has become simpler, and the first commercial launches have begun. Many banks offers this technology to their customers, it is important to consider design. The payment card is one of the few remaining physical relationships customer have with their bank. Mobile centric challenger banks have captured the attention of consumers with design and UX. For traditional banks, there is a huge opportunity to strengthen relationship and build customer loyalty especially when launching a new technology.
‘Modern’ and ‘personal’ designs were the Highest rated designs by all age groups. The Chinese market ranked a techy feel as important with over 50% marking it as preference. Consumers feels that the biometric sensor in the card is something to be excited about and to show off. Consumers are quickly frustrated and they will abandon new technology if they are complex or very difficult to use. Poor design can easily lead to poor UX. Consumers used to feel engaged and excited from the get go to make biometric payment cards a success.
Design and UX is shoe-horned is after the fact but for consumers, it is priority. For banks rolling out this exciting technology, factoring in ergonomics and design from the start guarantees their customers – and prospective customers – have something they can be proud of, use, trust and maybe even talk about.
