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PayFone 1-Touch Checkout Prototypes

Holistic design approach leads to business insights

We worked with PayFone to improve their 1-Touch Checkout experience. We were initially asked to apply interaction design best practices, but ended up providing insights that helped align their product with their business strategy and brand positioning.


June‚ÄďAugust 2012

What we did

Helped PayFone clarify and unify their product, business strategy and brand positioning.

Designed a compelling customer experience that delivered on PayFone’s promise to remove friction from the mobile payments experience, while improving security and fraud protection.

Defined a set of enduring, foundational design principles to guide PayFone’s internal team towards future product development.

How we did it


Before we got started, we needed to provide a foundation of understanding, shared objectives and principles. This involved getting to know the product, its goals, competitors, and its position within the landscape.


This is where we designed key moments of the experience to inspire and determine direction.


Continuous feedback was incorporated into several rounds of design.


We created high-fidelity mockups, rounding out the customer’s experience.


Finally, we took the design all the way through development of a prototype, ensuring that  PayFone didn’t have to imagine how it might work; they could actually see and try it.

What we learned

Lab Zero approaches design problems holistically. We think about a company’s goals, strategy, identity, and customer needs when designing products. When all these elements are aligned it multiplies the benefits of good design. Where did the user come from, and where will they go afterward? This sort of analysis helps you design interfaces that anticipate user needs.

Touch interfaces are changing how we design for the web. It isn’t necessary or possible to surface every action as a button, icon or link in the way we’re accustomed to designing web/desktop interfaces. Mobile interfaces encourage (afford) more touch.

User expectations about how mobile web interfaces should behave are increasingly influenced by the rich experiences they have in native apps, but mobile web designers and developers are still constrained by browser performance, HTML5 support and limited open source libraries. We scaled back some of our initial designs to simplify animated transitions and interaction patterns modeled on native apps.

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