— Worldpay EMV

Encouraging customer adoption of a multi-step terminal software update.

Crafting messaging to encourage customer adoption of a multi-step terminal software update.

Designing a suite of products that allows customers to holistically interact with financial management

INDUSTRY:
Financial Services

CORE OFFERING:
Self-Service Product Update Design

PROJECT:
Worldpay EMV Terminal Update

ACTIVITIES:
Content Strategy, Experience Design, Responsive Design, UX Testing, Communications Strategy, Web Development, Email Marketing, Direct Mail

The Ask

Customer adoption of a multi-step self-service process to make their terminals EMV ready.

Worldpay is the fastest growing company in the merchant services and card processing industry. With the industry’s adoption of chip cards (EMV), Worldpay needed to encourage their customers to download software to their credit card payment terminals in order to make the transactions more secure.

The Solution

Create a self-service communications campaign to encourage customer adoption of a necessary software update for their payment terminals.

Macquarium conducted UX testing to create a multi-channel communications campaign strategy to communicate the significant changes to Worldpay customers. We knew that this campaign would be the first demonstration of the evolving delivery processes within the Worldpay communications department, and we would need a strong understanding of customer service associates as well as customers who would be receiving these communications. The channels we determined would be best to deliver the message of the update and liability shift were: email, robocalls, print and a microsite.

Using the insights gained from testing we began crafting the messaging relating to the liability shift and the device software update instructions. Given the self-service element of the update, it was critical that the information about the software update be as user friendly as possible. With an eye to reducing call center volume relating to the update, we built a microsite to communicate the two-pronged message. We then created a highly visual step-by-step slideshow with instructions to clearly explain the software update installation process.

We also created emails, print materials and robocall scripts to deliver the messages and direct. Worldpay customers to the microsite To simplify the adoption process, we used customer data to ID each customer’s specific terminal device(s), in order to personalize the communications they received.

Our communications campaign resulted in a 45% conversion rate in software downloads and a significant fraud savings to Worldpay and their customers by effectively transitioning customers to more secure EMV ready terminals. As a result of the successful campaign, Worldpay’s communication team was awarded the “Working the Worldpay Way Award” for redefining how to develop effective customer experiences.

The communications campaign resulted in a 45% software download conversion rate.

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