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Google Pay best practices for great payment experiences

Jenny Gove
Mobile Payments UX Lead at Google
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2018 Google I/O
May 9, 2018, Mountain View, USA
2018 Google I/O
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Google Pay best practices for great payment experiences
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About speakers

Jenny Gove
Mobile Payments UX Lead at Google
Brandon Herring
Software Engineer at Google

Jenny Gove is a user experience research lead at Google, where she conducts research on device use. Jenny's current area of focus is online Payments. Previously Jenny managed the Apps, Social, and Ads Design Research teams at Google. Prior affiliations includes Sun Microsystems, Zadu, and the Open University, UK. She received her Ph.D. from the University of Southampton in the UK.

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About the talk

Google Pay enables users to speed through checkout with peace of mind. This session will look at how to design a great payment user experience with Google Pay. You’ll learn insights from Google products like YouTube and Google Play, plus case studies and learnings from partners to help improve your payment experiences. It will also cover what you can achieve with Chrome Autofill and Actions on Google Transactions.

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Say good morning. My name is Jenny Gove and I'm a lead researcher on the Google Play pacing the gangster. Look at how to design great payment experiences with Google pay what we've learned with partner Integrations and integrating to pay into some of our end products and we'll talk about how you can easily create great art experiences to get great results. Through watching many usability studies over the years. I'm well aware. The e-commerce experiences can be the high point of frustration for uses. That's because the entire shopping

experience everywhere. You start typing in information, but something's wrong. Right but I wasn't even the phone addresses don't match. So you try again. You add your credit card number, but it's wrong. And so you try that again. You need to create an account, but the password isn't strong enough of that and you need to think again will the two passwords that match or you already have a password, but you can't remember it. Every one of these experiences opportunity for

you to decide it's not worth it at every red ever at every point of friction uses can't abandon that purchase this results in Lost sales for meet Alice and lots of invitation for uses. In fact, we recently did an order in Europe have more than 400 top site and found that very many of the basic things that we should do correctly performed on not being implemented. For example, we found that 46% of top sites to implement ever messaging in real time. So when you make a never they

don't know about it until they go to hit the submit button and then that's it and then they have to look for when the era is it means almost half of the top sites ever messaging for ease-of-use. And we found that 29% of site don't allow users to navigate back and forth in the flow Pops in the checkout experience without losing information that they've already answered but these types of issues need too much frustration for uses who was trying to complete the transaction. So it's no wonder that

69% of digital cause all abandoned if all the patches has been completed these numbers represent a significant opportunity to improve the experience for consumers and to create check out flowers that mean Delight in a simplicity. Early Edition unified are payment systems and products under one friend to go pay and today we want to talk to you about how Google pay is changing the way people pay for things online and in stores. So Google pay gives users one place to easily manage all their payment information from seeing their latest the cards and keeping sure that they're up

to date to sing their latest transactions. Google is giving users a flexible and comprehensive digital wallet. And users they can leverage this account information to speed through checkout in apps online and in-store. The app already has more than a hundred million installs, which is incredible. That's enabling top Merchants from doordash to lift to Airbnb and a lot more to enable seamless checkouts for their users. And Google pay is powering transactions across our first party properties from the Google assistant to

the Play Store Chrome YouTube and more. When developers Implement Google pay they can create experiences without payment forms super easy for users really easy for developers to implement and users with a payment method link to the Google account can check out instantly anywhere. They see the Google play button. And because hundreds of millions of payment methods are already saved to Google accounts today developers can start to implement the solution across the globe immediately and deliver at Google scale. With Google pay users are instantly ready to

check out the first time they visit an app or site or even in the guest checkout flow. They no longer need to add a payment method to every single Merchant that they want to transact with. They can zip through check out quickly and easily. And with less friction, the user experience has improved users are happier and transactions increase and we're seeing this already validated with a lot of our partners. Hotel tonight and found that customers who were enabled with Google pay or 65% more likely to complete a booking flow. An Airbnb has seen there traction volume drum 11 times

since implementing the latest version of Google Play and he's going to tell us a little bit about how we got there. So we're going to talk about some of the best principles that went into creating Google play the practices around how you can develop late check-out experiences with the system affect and a little bit about how Google pay is enabling assistive transactions with voice. The cast consumer products are dependent on the user experience. We started with the use of focused approach to meet those needs. We began to finding an

overall vision of what we wanted to do to create safe and easy check math experiences for everyone everywhere. We inform division 3 conducting foundational research. And then we carried our Landings from this into our design with. Anime x-rated on the design firm through user testing and usability testing guidelines for our community of developers by continuing to update and improve and optimize our platform for consumers and forth about a fez. So fast that involves conducting me sets to understand the broader picture the use of needs around payments and their lives and we visited different

regions across Europe and North and South America. When we visited Asia needs about the importance of speed and efficiency security and privacy and these learning curve illustrates the design work that we've done for Google Play. Chasing these lanning's we established a set of principles and created a design system that would meet those needs and we texted our designs with usability studies. And key phases of the product development. We run studies every two weeks. It's writing as we uncovered issues and we could make improvements to the product. We dedicated after the

decals and to getting it right with all uses. We also it's rated 3 conducting live experiments Without Partners and use the SATA in a complimentary way to inform design decisions. Based on what island is throughout this process with published guidelines for developers in order to take advantage of this work and make implementation clear and easy. So let's take a look at some of the principles that we established that guided us through the process Journey just talked about. First and foremost Google pay has to be fast. We know users want a quick and

easy checkout flow and experience online. We want to remove that friction with a lightweight UI that super intuitive use an easy for users. And we seen this in practice with Gametime which is an app that lets users purchase tickets for events and concerts. They want to go to Google pay is front-and-center the moment that user encounters an event. They want to attend even before they signed in there already ready to pay because of this users can check out and purchase our tickets in only two Taps Google payloads a lightweight UI it shows them their account the payment methods are

going to use one more top. They're done. It's really fast. It's super easy. And that means for Game Time users. All they really need to worry about is whether or not their favorite teams going to make the playoffs this year and I'm optimistic about mine. So fingers crossed there. This is obviously great for users. But this efficiency also leads to results Gametime found that users who had Google pay. We're two times higher to convert than users who just had a payment card save to Gametime. So in other words, even when the user has a payment method already saved with emergent the

seamlessness that Google pay can offer leads to a higher conversion rate. The second principle was around scale. So this made a few things to us. We needed to address a global audience. We needed to support a variety of payment methods. We also need to create a place where users can update their payment information once and have it available anywhere they sign in and of course, we also need to make sure we're supporting more than just the Android ecosystem that were cross-browser and we'll cross OS some of which we announced this week. So we have to enable users to check out quickly and

easily no matter where they are with our first party decorations. We already support a wide variety of payment methods and we're bringing the scalability to developers letting users ticks. However, they want to pay from leveraging all the payment methods they have on file with Google to new experiences like any money for in store in Japan and PayPal friends door. We make it really easy to implement localized buttons that lets developers reach a global audience. and we made it really easy to manage your payment methods to now users can update that information in

the Google pay app the iOS or Android or on the Google Play web and have that immediately available anywhere they're signed in this is a huge win for users, but it's a really big win for developers because it ensures that the user payment information is going to be available in work any app or site they want to transact with And of course Google painting stored anywhere, they can access the Google account. So across operating system from Android to iOS which we just announced and browsers Beyond just Chrome but into Safari Firefox and more enabling people to check out regardless of browser

preference or device presents. This expands the reach the developers have and increases the user benefits. Now we know from conducting research that one of the single physic biggest concerns that uses have with digital payments is around security hard to give you some of the security transparency and control they need to feel confident in each transaction. The importance of security as I mentioned comes up again and again and use the research we never said it's important to be secure

but also to convey that security to use us with Google pay we meet these needs from the base up from Secure Storage infrastructure card tokenization an authentication through communication such as notifications on supplemental Technologies such as device security. So that's taken place to look. I can't expect Google pay rest on Google secure data storage infrastructure using industry-standard encryption to keep your payment details safe. The transactions we support and encourage tokenization for install an online use cases uses

transacting the cards issued from supporting X can't open eyes. He's in the Google Play app and then transmit a veteran account number the token instead of the real one when they pay at participating mention. We've also watch with payment gateways the security transmitted payment credentials online. Puppy on the actual underlying technology. It's important to reinforce security to conveying information about transactions transparently, we provide transaction notification, but supposed to card so I can see his know if a transaction is being made.

Notifications is just one of the ways that way of communicating transactions to use us. We've also combining the transaction history of cross through the prophet is your website and apps installed into a single place and this device a new destination for uses to view their transactions. Device security is also important to use this when considering payments the find my device service to Pace bicycles and 168 in with a Google account and then say transsexual that device immediately.

In terms of user authentication what time are the exploring different practices? For example in the Play Store with implemented use a controller options for the scheduling of authentication as you can see here. You just can choose to authenticate on purchases on Google Play on the device and set the schedule for when this happens. I'm at the auction to switch from password to fingerprint authentication essay touches. You can see this option in settings and the request for password to confirm that the confirmation that the fingerprint authentication has been selected

option as a convenience with in that account flow. Google Play is secured in multiple ways and we continually learning about and improving the way we convey that security to all consumers so that they can transact with confidence and all of this that when you use a c Google pay annual or on your site that more likely to choose it as a way to pay because they trust it to handle that transaction security as well as quickly and easily. The last principal that we getting to review him. It's about delivering and experiences unified with UniFi. Services. I mean. Made it simple enough

for you to get started. I'm to pay anywhere with that Google accounts. Specifically, we've created a singular destination which brings together all of the payment activity under this unified RAM and then addition we've added new payment use cases and functionality to all right. when we talked about security just now we talked about the user experience principle of transparency being important and one way with chafing this through Google pay is with this unified destination for uses to see a manager that payment information on activity

for transactions and payment methods gives you a lot of peace of mind we found with the Google Play app with work together all the functionality relevant to people's brought a payment experiences. The home screen of the Google pay app shows that uses in-store payment methods as well as helpful information like that latest transactions that they made and construction information like nearby places that they can use store Loyalty cards or store gift cards. With Google pay uses now have the ability to see and manage all of that

payment information from tokens for install payments to payment message. They've already stored in this is also where users can fix anything that requires a retention such as updating existing cards or adding you cards to that account. In addition to storing matching loyalty card Google pay now store ticket. So concert tickets sporting ticket and train and plane ticket fees going to Nabi cat in one easy to find place and they can be redeemed through barcodes or NFC.

Pick up your payment functionality will also be soon soon be fully integrated into making it easier to pay friends or family back for shed expenses. I'm recently we've launched new experiences supporting mobile transit in cities like London Las Vegas and Portland an additional Transit agencies such as tram Metro Rail and bus systems in Birmingham and interpretive the West Midlands in the UK. Including support for activities like Transit loyalty and paying friends means that

Google pay can be relied upon by hundreds of millions of users as a daily transaction. I'm in this with building infested uses and a trusted ecosystem for your business is to rely on And it starts at 2 a comprehensive payment solution that keeps uses engaged and ready to pay anyway. Great, so I want to do a quick demo just to show how quick you can actually check out with Google pay so you can switch to the demo, please. So I'm going to use doordash today and

Jenny. Are you getting hungry yet a little early, but right and I've never added a payment method to this app. So I'm just going to get going here. Will do quesadilla maybe veggie. how about how about Let's do. Burrito, sounds good. All right. I'm going to add that to my cart. And so now I'm going to go check out my cards and everything there looks great. So I'm going to check out and this is the point where as a user. I start to sweat. My heart rate goes up, right because I know there's a form that's going to ask for all this information. But when I look here I'm

actually already ready to pay because I have Google pay on this phone. So I'm going to just place the order. And that's it. I'm actually not going to continue cuz I don't think we'll get to where this food is going to be delivered in time, but the burritos are on the way. So we can switch back to the slides now. Thank you. So I just want to highlight a couple of things that I think doordash did pretty well in this flow first when I was when I looked at my car, they surfaced all the relevant details and they made it really easy to review. This is a really critical

steps to make sure you're not surprising users and I'm not going to talk a little more about this later, but they made it really easy to see what I ordered. If I had special orders that made you special request fees associated with that the tax delivery excetera. And then when I got to check out they just defaulted me to Google pay as a user. I didn't have to think about it. I just have to say oh, maybe I'll try to Google pay. It just was already there and it worked. This is a huge benefit to having to avoid check out having to make users think about it, right it avoided forms and it

kept the entire flow really really smooth. Of course, you can talk to leverage this immediately would decide G. Co / space / developers. That's got all the API details for you to check out. Right now, unfortunately, we know of course that phones aren't going away. But when our use it does encounter a payment. Made lots of improvements to the experience. I made autofill an integral part of Google Play. Uses really appreciated when website save them time

by automatically feeling, my phone fell things like names addresses and credit card information on soy auto sales tax to bypass old a simple as we talked about before and these can be as you know, if they keep traveling on Virtual keyboards and small devices. Who has billions of 30-day active devices around the world? I never chooses off those devices are already attracting out with Merchants Online. And so this is a significant Pathway to enabling seamless painted everywhere. We use of his signed into Google.

All research finds that by correctly using autocomplete attributes on your phone use a complete them up to 30% faster. So by ensuring the autocomplete for the test is working correctly. You can improve the online experience. Optica Lopez you can give hints to the browser by providing both the name attribute and the autocomplete attribute on each element the house they to be also completed correctly. Autocomplete attribute values a part of the current WG HTML standard commonly used to complete attributes as shown

here and you can find me at the link provided here. Now here is a specific attributes for credit cards. One thing to take note of is at the attribute for the verification or security code. Is cccsc turning the card security code is not CC CVC or anything else. We see that sometime and that simple issue can cause you to fail not to work. So that's make sure you get that one right through an example of a common mistake. We see made with alter film. Now user experience best practice is to label phone failed outside of the feels. Like you can see here. I'm not pretty good because

of the type of information that's needed in that field Texas shown in the field that typically give examples of the source of data that would be placed. Then we've seen developers use fake placeholders instead of using face on a tribute and then use JavaScript to remove that file you and this makes it hard for autofill to determine if the user has imported default text in the field and it results in the fields not being able to failed. So that's another one to watch out for

make sure you use that you're beautiful. So by implementing these attributes correctly you can help ensure that uses don't experience ever has asked that form information is filled in more information on autocomplete on some of the areas that commonly occur with the list of the best practices can be found at this link. The novel told about users using that caused from Google Play viable to fill out how we get caught in to Google pay buy oil to fill. When are you the feels out of foam that credit card information is safe so they can go

to, which ensures that next time. The user is ready to pay without having to I've any card information again and this safe to use of a much time and effort in checking out if a number of abundance check out experiences as the ecosystem. Of course be on the hundreds of millions of, already save to Google account. By aligning order for when you go pee women showing users know that the ultrasound payment information is coming from the Google account. The end result is millions of more people who are ready to pay

and they blink frictionless. Check Camp experiences for uses imagines globally, and that's a win-win. So how can you as the bell peppers take full advantage of Google pay Jenny just walk through some really great examples of how autofill can really improve the experience when you leverage it right and you fill it out correctly when you set it up in a way that's going to work for users integrating. The button is going to make that more seamless cuz even though auto-filled awesome. It's still forms and Google pay bypasses forms altogether and so to be

effective there are a couple of things that I want to talk through that you guys can keep in mind when you're designing with Google pay. So first we covered this it's really worth reiterating make Google pay the default payment method for users. When they're new to you're either stop site or app by doing this you're going to really create that truly magical experience or payment just happens and it's not just they had to do it when they're done. They say that was awesome. Right? You just don't have to do anything and they're ready to pay before they even sign in which leads to my next Point

another really easy way to streamline. The payment experience is to allow guest checkout option for your customers account creation slows down process. It's another form to fill out it leads to more frustration and cart abandonment. There was a recent study from called the baymard research institute there any Commerce research organization? I found this forced account creation was the second biggest reason for cart abandonment. The second biggest reason so it's a very real threat to your transaction volume. And when you integrate Google pay into your guest checkout, you just make

it really easy for users to get through and get on with it. They don't have to think about it and they can complete the transaction. Once they have a successful transaction then prompton to create an account. But if you can reduce that initial friction, it's really going to significant increase your conversions. Make sure you display all relevant transaction details and what are user sees the the drawer for Google pay that's often the last thing they see before the transaction as we saw in the demo. So before they do that, you really want to make sure you're eliminating any

surprises. Any tax that exists fees Etc in that same study from The baymard Institute that I referenced they found that 23% of users abandoned purchases because I didn't see the total cost up front. So that's one in four folks. So it's again another really easy thing. You can do that's just it's going to have an impact this example here is from fancy, which is an online shopping site has a really good example of them getting a release cannibal. I can see my shipping cost and if there's taxed in the total and I can see the amount and it's all right there. I don't

have to think too much Reddit verifies what I know to be true and then also showing that I'm going to pay with Google and in this case, they're even showing that I'm going to use my AmEx So that's another important point that you can minimize your confusion when you keep if you can surface that payment method that they're also using with Google pay. This is especially important when users have more than one card on file there a lot of ways you can display The Temper Mason you can use the Google pay Mark with the card. You can simply have it in a text string in a brute kind of works for

the your side your app, but it is a really important thing that you can do to just give users again. We're trying to build trust through this process and not make users have to think and say which card should I use? What was it? So these are just ways you can streamline this experience and keep users moving. And then once they have made the purchase, it's not necessarily overwrite from a flow standpoint. They may want to go find that receipt. They may have things they need to send it to somebody there some reason right today when they've go look for that receipt or when that receipt comes

in at that point. Also, make sure you're being consistent and you're displaying the stuff for the exact same way. You displayed it throughout the process. So again build that trust keep users moving don't make him think too much about it. I think in this case, you also definitely want to show the payment method used because at this point the payments been done and this is going to just give them that full context. The buttons the Google Play buttons come in two flavors. There's a dark button. There's a light button in most cases. We really recommend that you use the dark

button because most sites out there and apps out. There are white and neon modern modern apps and sites have a lot of white face. So use that the dark button. It's really going to stand out more. It's going to give you as a really strong CCA. We've seen implementations where there are the white button on the white site and you can imagine doesn't stand out that well and use your going to miss it. So this is just another easy one keep users moving through it. Let him get on with it. If you do have a dark side then the white buttons going to work on awesome. And lastly

really quick and easy implementation. Make sure you're using one of our recommended payment processors in the demo yesterday. They showed how easy it was to set up the button and part of that is because these processes are some done a lot of the logistical work for you. They make it super easy to get started and you can get a full list of these guys at G. Co / pay / business. So hopefully these details have given you guys some come for some really concrete things. You can put into place right now to make sure that you're enabling

customers to check out really quickly really easily. If you want to know more you can go to G. Co / pay / brand and that's going to give you all the assets and how to use them and make sure in front of them correctly and then a g. Co / space / developers you can get more details about the API. So now we're going to take a look at some new experiences with Google Play. But before we just said, let's just consider that the first online digital transactions happened in the mid-1990s 20 years of research design and optimization to get people

comfortable with online purchases. The e-commerce industry has come a long way and I just seen where do Gala Hardware making that even easier for our users across a variety of devices and spice capabilities have expanded Beyond traditional experiences with what part to adopt the lessons of the last two decades to new modalities devices support. Well, the same principles of fast and efficient scalable secure and unified adjusted applicable for different modalities such as voice and conversational transaction

how these principles of Applied must change. Uncertainties as personal devices asking users to be verified their identity before completing a patches may add unnecessary friction. If it's a communal device say shared with family or perhaps friends living together verifying identity could be very appropriate or showing the use that they have control over the purchases that I made. We're watching towards providing people with the controls to make the right authentication decisions for the contact hamstring show that when

uses want to make a purchase through the assistant The Experience feels natural and easy. Let's make a payment transaction as applies to voice transactions. OK Google order my usual from Starbucks Starbucks here. That's one tall Earl Grey anything else picking that up at your usual Starbucks? Yes. Okay, that'll be $3.45. But the balance on your Starbucks Card is only $1.04. Do you want to reload your card? Yes, put $20 on it to your Starbucks card with Google pay. Your total is

$3 and 45. Are you ready to place the order? Yes. Okay. I put your order in and it'll be ready soon. Enjoy. As new devices that introduced a new interactions become possible will continue to invest in these new modalities to ensure that we present our uses with the best experiences the support that lies. With Google pay we focused on making something that's fast and efficient scale will secure and really a unified brand that's recognized around the world as something that's easy to pay right

whether that's in store online or through new experiences as soon as you showed the voice. Google pay gives users. I totally seamless checkout experience. There are hundreds of millions of payment cards on file and it's a huge benefit for developers as they start to create a seamless checkout experiences of today and also up tomorrow with the system experiences and more. You know, I think the future is definitely going to be formless right as we go into more voice. So this is really awesome stuff that we can do it kind of leaves to my final point, which is just I do think this is really

exciting time for payments. There's so much coming. There's so much cool stuff happening and I'm personally excited to see what all of you guys come up with as we move forward. I want to call out there have one more session later today. That's actually going to go into a lot more detail on the demo that Jenny just did you can learn about all the assistant actions and so check out at transactional capabilities to your actions. And that is Stage 5 at 2:30. and a reminder that we have the cementation available at these links

and we'll be adding to these as more experiences a built for Google pay. We'd love to hear from you. So don't forget to provide feedback on our session on the website schedule. I'm will be in the sandbox afterwards to take any questions. So do come and see us in time Jay and if you haven't checked out this already, you can see some really cool experiences of Future Past Experiences, including install interactive retail experiences that I need to try so do stop by and

enjoy the rest of Asia and thank you so much for coming.

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