Barclays Cycle Hire
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Transcript of Barclays Cycle Hire
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Barclays Cycle Hire
Understanding payment and release experience
DebriefMarch 2014
BCH Future Payment
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1Background
and Objectives
2Headlines
3Cycle Hire Experience
4Pre Journey
5Payment and
Release
6Return and
Receipt
7Recommendati
on
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Introduction
Barclays Cycle Hire launched in July 2010, and since then has become an iconic part of London. In that time, over 28 million cycle hires have been taken and there are now over 190,000 members
The scheme is now entering an exciting period of transition as the Barclays sponsorship comes to an end in 2015 and Serco, the scheme operator, contract ends in 2017
TfL are now keen to explore the future of Cycle Hire, with a particular focus on how customers feel ‘in the moment’ of paying and releasing the bikes and what payment / release experiences could meet their future needs
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Objectives
Business objective
Research objectives
What does the future of BCH look like and in particular, how can payment and release mechanisms be optimised to meet customers needs and expectations?
To understand the different types of payment mechanisms used by BCH customers in their lives eg contactless, mobile, apps, pay as you go, online
To explore future trends for payment channels To explore current pain points and issues with BCH
payment – both PAYG and those with registered keys To understand what level of payment integration
customers want across travel modes e.g. same accounts / same methods
To explore how BCH customers would like to make payments for BCH and release bikes in the future
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Methodology
Three x 2hr observation / Intercepts at BCH docking
stations
(Waterloo, Liverpool St and Hyde Park. Two sessions during the morning peak and one session
during the afternoon. All conducted on weekdays
Waterloo: Mon 07:30-09:30 3/3/14
Liverpool St: Fri 07:30-09:30 7/3/14
Hyde Park: 14:30 – 16:30 4/3/13
Pre task: payment experiences in context
Photograph and upload their experiences and
concerns of using different payment mechanisms via
Memento app
Six x 1.5hr Focus Groups
Understand their experiences of BCH
Payment and Release and explore future needs and potential solutions
Tues 11/3/14
Thurs 13/3/14Mon 17/3/13
1 2 3
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Focus group sample
Group BCH usage Location
1 Regular key users Inner London
2 Occasional key users Outer London
3 Regular card users Inner London
4 Occasional card users Outer London
5 Early payment adopters Inner London
6 Non/ lapsed users Outer London
Total number of participants: 40
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More detailed sample criteria
Customer Segments: Key users: have registered keys (not annual members)
Regular: Use BCH at least once a fortnight . Occasional: Use BCH at least once to every 6 months Card users: Use debit / credit cards at docking stations
Regular: Use BCH at least once a fortnight. Occasional: Use BCH at least once to every 6 months Early payment adopters: Regular/Occasional BCH users and early adopters of new payment
technologies (apps, contactless, mobile, digital wallets) Non/Lapsed users: Key barrier to using BCH is payment
Other recruitment criteria A mix of gender (split by group) though weighted in favour of men to reflect BCH usage A spread of ages (from 18-45) All non rejecters of new payment technologies All smart phones users, open to/using mobile apps A mix of payment technology usage (contactless, apps, online, mobile) A mix of travelling within central zone and /within the BCH expansion zones (West & East)
Key Headlines
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Key Headlines There appears to be a significant opportunity to increase both frequency of use and overall satisfaction
with Cycle Hire by:
1. Simplifying the payment and release system –a real pain point and barrier for all card (regular and occasional) users. Customers want a one step payment and release process similar to the payment journey of key users
2. Integrating the payment and release mechanism with other TfL methods of payment e.g. Oyster (and Contactless as a backup) because they’re:
– Effortless – intuitive and fast (known brand and user experience)
– Secure – small payments, no pin entry and a separation of travel budget from bank account
– Integrated with Tfl - fits with existing travel payment behaviour and eliminates confusion on the current payment structure
3. Adopting new technologies to maximise positive Cycle Hire usage experience – customers are keen to take control of their Cycle Hire usage. There’s a lot of interest in managing the Cycle Hire experience through an app/online account.
– Customers express interest in control of every aspect of Cycle Hire, including: identifying docking stations/bike availability, journey planning, pre-payment, tracking usage/expenditure/mileage, gamification of eco benefit/fitness etc
By addressing all three areas, it would significantly reduce customers payment and release pain points and signify that Cycle Hire is a viable alternative mode of travel and a more obvious member of the TfL family
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Summary: What the ideal customer journey looks like
Pre Journey Payment and Release
Return Receipt
Registration
Cycle Hire app with Journey planning tools and real-time information
Two tier online registration process
1. Simple and anonymous
2. Full with account accessed via app
Oyster/Contactless touch in Effortless (intuitive and
fast) Integrated with TfL Secure
Confirmation of correct return of bikes visually or audibly
• Oyster/Contactless touch out
Regular users – receipt recorded on their personalised account via app/online
Occasional users – receipt of payment to be given post-journey via SMS or app
Cycle Hire Experience
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Two different experiences of Cycle Hire exist
Key Holders
Journeys are more regular with a mix of
leisure and commuter rides. They love the
sense of freedom and fun and good value that
Cycle Hire offers
Card users
Journeys are irregular, more spontaneous and primarily leisure rides.
Enjoy the novelty of finding a different way to get around London
The payment and release process will need to support both types of customer experience
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Two starkly different Payment and Release journeys
Registration
Receive key
Arrive at docking station
Insert key, release and ride
Find a docking station
Check if bikes available
Click through multiple screens
Get a code on paper
Punch code in
Key holders Card users
Pay for it (chip and pin)
Release bike
Wait/queue for terminal
After a one-off registration, Payment and Release feels quick and effortless
Check if bikes available
One off event
Per trip
Per trip
Payment and Release feels quite cumbersome and clunky
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Payment and Release is a pain point Payment and Release is a multiple step
process which feels lengthy and inefficient• Customer needs to interact with both
touch screen on terminal and bike dock• Every time they hire a Cycle
Impacts overall customer satisfaction of journey
• Requires significant effort and time to hire a bike
• Doesn’t feel seamless, especially compared to other transport modes
Payment and Release is not a paint point Key is always on them
• Often attached to their set of keys Payment and Release is a one step process
• Bike dock is sole touchpoint– No need to access terminal
• Insert key, release bike and you’re away Impacts overall customer satisfaction of
journey and frequency of trips• Hiring a bike is quick, easy and effortless• Seamless transport mode
Payment and Release impacts overall satisfaction and frequency
Key holders
Ultimately, users want to replicate the customer journey of the Key Holder. It’s quick, has minimal steps and feels effortless.
Card users
“The payment is the worst part of the scheme by far – it’s so clunky and old-fashioned.” (card user)
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For many, Cycle Hire is not viewed as an integrated member of the TfL family
Cycle Hire is currently perceived as an outlying mode of London transport
• Sits outside the core TfL transport modes• It’s viewed as a distant cousin rather than a core family member
• Customers are not sure who is responsible for Cycle Hire• Is it Barclays, Boris or TfL?
• The current payment and release system do not aid this lack of perceived integration
• Cycle Hire feels like it has a different payment system from other transport modes
– Eg Oyster, Contactless accepted on bus and The Tube• Able to use weekly/monthly/annual seasons tickets on other
modes
“Since it’s not on Oyster it doesn’t really feel connected to the rest of
the system”
“I work for Barclays and we used to get people coming into our
branches all the time trying to make inquiries about the bikes”
By updating the Payment and Release system, there is an opportunity to make cycle hire feel more integrated and increase the frequency of consideration
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New payment technology is a growing expectation…
More and more, new payment technology is being used in everyday London life
Contactless (in particular) is greatly appreciated• Simple, one-step payment process• Minimal fuss, minimal hassle
There is an appetite for new payment technologies to expand into ever more avenues of London life
Cycle Hire is perceived as an iconic, modern-day, progressive scheme and a great fit for new payment technologies
Contactless
“I bought some food in marks and spencer, I
used contactless as I was only buying a few items.”
“Bus journey paid contactlessly from my
Barclaycard”
App Payment
“I use the Asda app to do my grocery
shopping”
“Paid for a women's top from eBay with PayPal.”
E-Wallet
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Security is a necessary hygiene factor
Despite the appetite for new, expedient payment technologies, customers are still very much preoccupied with security
• It’s an ongoing concern• Media abound with stories of stolen funds and identities
Across payment types, there are a number of factors that help customers feel more secure
• Capped amounts– Eg can on spend up to £20 on contactless payment
• Separation of payment– Payment systems which are linked but separate to your
bank account– Eg Oyster, PayPal
The new payment and release system for Cycle Hire will need to look and feel secure to assure customers
“Paying with my Starbucks app is so quick and so easy. The only
problem I have to use my card to reload the money through the app
and I worry about its security”
“I think contactless is a great way of paying because of how quick and
easy it is, but I do worry in case I drop my wallet or my card”
“I love the speed of contactless, but it makes me
nervous - I read that contactless payment can be
hacked with very simple components”
Pre Journey
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Customers want Cycle Hire to be integrated into journey planning and better info about bike availability
Lack of information – many unsure where to find and how to find docking stations. Also unclear as to how many bikes are available/operational (both in the moment and online)
Lack of integration: TfL journey planning tool/other journey planning tools do not offer Cycle Hire clearly as a travel mode
WHAT CUSTOMERS WANT
Cycle Hire incorporated into journey planning tools:
• Suggested as a viable alternative mode by TfL when planning journeys
• Details of closest docking station location
Real-time information: Availability of bikes to be clearly signalled at docking stations through more audio/visual cues
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Customers already embracing pre-journey information
Opportunity for TfL to develop or endorse and recommend a go-to, TfL branded cycle hire app
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Registration currently not meeting customer needs for Cycle Hire
Confusing – All Card User’s understanding of registration is confused
• Misconception that registration is tied to an annual subscription
• Which they don’t want to pay for
Unclear benefits – For Key Users, the benefits of registration are not understood or appreciated
• Regular/registered users highly value the minimised payment & release process, but do not see benefits of registering beyond this
WHAT CUSTOMERS WANTA choice of a two tier registration system: Basic registration (anonymous)
Simple chip and pin registration of Oyster/Contactless Card at terminal• Allows for spontaneous use of Cycle Hire• Fits with needs of more Occasional user
Full registration (Customer information)Online registration of Oyster/Contactless card accessed via an app/online• For the more regular customer• Creates a customer account with
additional benefits– eg ability to track usage and
expenditure• Part of TfL account
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Opportunity to maximise completion of online registration
To encourage as many people to sign up for registration we need to remove any confusion• Ie registration is not the same as a subscription. There is no annual or monthly fee
And we also need to clearly communicate the benefits in signing up:• Faster payment and release• Personalised account with all the tools and info you need pre, during and post journey
Communicate to customers that by registering they will speed up Payment and Release process when hiring a bike
Provide a personalised account with clear benefits ‘pre, during and post journey’
Pre-journey• Preload payment of Cycle Hire• Journey planner with Cycle Hire• Closest and docking station location • Real-time information: availability of bikes• Info on preferred docking station/s
During-journey• Journey timer
Post-journey• Record of journey (date, time and final payment)
– Ability to print online receipt• Engaging and motivating info… gamification of eco benefit/fitness (eg
miles per trip, total miles cycled, calories burnt, furthest travelled by bike etc)
• Reporting of fault function• Comparison of expenditure across modes
1. Faster payment and relese
2. Provide a personalised account
Payment and Release
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Customers find the payment structure confusing
The current payment structure does not feel intuitive to customers Confusing
• Feels like you pay twice:• Once for an access period• Once for a per use charge
• Unclear what 24hr/7day access entitles• And how that access period fits with
30mins ‘free’• Card Users also frequently assume that
acquiring a Key requires monthly or annual subscription
Lack of consistency with TfL• Cycle Hire payment structure not felt to be
aligned with other structures in TfL travel• Pay once only…per trip, one-day
travelcard, weekly pass, monthly pass, annual pass
• Time limit is not on any other mode
WHAT CUSTOMERS WANT
Simplification and Consistency with other TfL payment structures
“I had no idea you didn’t have to get a monthly subscription to the scheme to get a key…I’m going to
register as soon as I get home”
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The current payment system for Card Users is a significant pain point
For all card users, the payment system feels at odds with the bike journey experience
Slow – felt to require too many steps to pay. Does not utilise up-to-date technology to maximise speed of payment
Frustrating – perceived as an out-dated system and not like payment systems utilized on other London transport
Unsafe – concerns about getting credit/debit cards out on streets, particularly at night
WHAT CUSTOMERS WANT Effortless
• Fast… Payment and Release collapsed into a one-step process.
• Intuitive… process is simple and does not require explaining.
• Easy… can pay and release with something I always carry on me
Secure
• Small payments, no pin entry
• Separate from bank account (able to budget for travel)
Integrated
• A payment system that fits into their London travel payment world
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Ultimately, customers want the benefits of Oyster transferred over to Cycle Hire
“If I could use Oyster it would make it so much
quicker – you could just touch in
to get the bike, then touch out at
the end”
“I can’t understand why they haven't already allowed us to use our Oyster cards? If they
did I would use it so much more”
Consistently, across both Key and Card Users, customers desire Cycle Hire to be integrated with Oyster:
Meets core needs of being effortless (fast, simple and easy) and secure
A familiar brand with a familiar ‘touch in touch out’ user experience
• Oyster (both card and yellow card reader) is instantly recognised and understood
• It’s strongly associated with TfL• And the benefits of Oyster are universally known
Connects ‘my’ London travel• Incorporates Cycle Hire into my wider travel
behaviours• Payment is contained within a single TfL account
“Oyster is travel in London. It’s the tube , bus and
tram. If cycle hire were to use Oyster card it would say
Cycle Hire is a part of TfL”
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Contactless felt to be a good back up/alternative to Oyster
“Over the last few months I’ve become really confident using contactless. It’s great and if I
run out on money on my Oyster, I’ll use it on the bus”
Contactless is perceived as necessary as a back up when Oyster is devoid of fundsHowever, doesn’t share the same benefits of Oyster
Eg (connection to wider system/usage history/separation of funds etc)
Meets core needs of being effortless and secure. • Fast, one-step process• Already in wallet, simple touch-in, touch-out
process• Secure as has a £20 cap
A more familiar method of payment• Retailers and other and TfL modes already
offer contactless, helping customers feel more comfortable using this technology
Consistent offering of TfL• An expectation that more and more elements
of TfL will offer contactless
“It’s available everywhere and the way everything is going.
It’s even available on the bus”
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Release working really well for Key Holders but less so for Card Users printed codes feel outdated and time consuming
Key Users happy with the current release system
Fits with their needs of Cycle Hire
Effortless, easy to use and fast
• One-step Payment and Release process
At a basic level printed codes do the job, but are perceived negatively
Process is time consuming and outdated
• Printing on paper feels out-fashioned and wasteful
• Uncertainty as to whether code is punched-in
– No physical or audio feedback to confirm codes are punched in and code is correct
Key Holders Card Users
“I tried to use the Barclays bikes twice but both times I had problems with using the stupid codes – I gave up after that.”
Card Users want to mirror the Release experience of Key Holders
“I feel really smug when I’m at a docking station and I see people
struggling with their printed codes”
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The ideal payment and release solution is a one-step ‘touch in, touch out’ payment that feels integrated with TfL
WHAT CUSTOMERS WANT
Payment and Release collapsed into one-step
Effortless – release and go. A process that feels aligned with the freedom of the bike journey
Fast – Tap/touch-in and release. Doesn’t involve multiple steps
Intuitive and simple to use - no uncertainty as to whether bike will release or not
Integrated – with other TfL payment modes
Return and Receipt
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Customers seek clear confirmation that bikes have been returned successfully
WHAT CUSTOMERS WANT
Audible/Visual confirmation that bike has been successfully returned and docking process is completed
• ‘touch out’ function would signify end of their transaction
• Intuitive as replicates familiar usage behaviour of Oyster/Contactless
Docking Cycle Hire bikes often a concern. Especially for occasional users
Uncertain of whether they have returned and locked their bike successfully
Concerned about being overcharged• Have heard negative experiences of
incorrectly docking bikes and being charged for extended usage
“I’m always worried about the bike not being docked correctly
and having to pay £100 or more”
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Current paper receipt process seen as wasteful and old fashioned
Receipt feels somewhat old fashioned and introduces another unnecessary step in the process
The length of the receipt also feels wasteful and unnecessary
WHAT CUSTOMERS WANT
Regular users are keen for receipts to be recorded on their centralised online account via an app
Less frequent users want the receipt of payment to be given post- journey via a simple SMS or email
• Provides sufficient reassurance that they haven’t been overcharged
Recommendations
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Develop or recommend and endorse a definitive Cycle Hire app (also accessible via web) with location/availability and real-time information
Recommendations moving forwards
Pre Journey
Create a two-tier registration• Occasional users – chip and pin at terminal, anonymous• Regular users – online registration process which culminates
with a personalised account
Registration
Integration with Oyster (and Contactless as an alternative)• Touch in to pay and release bike• A payment structure in line with other TfL offerings
Pay and Release
Audible/Visual confirmation that bike has been returned (Touch out with Oyster)
• Regular users – receipt linked to account• Occasional users – SMS (or email) receipt
Return and Receipt
Appendix
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Biometrics is seen as futuristic yet limited
Bio metrics seen as futuristic and secure• Feels like brand new technology• And highly secure
– Your fingerprint is completely unique!
But there are some limitations (actual and perceived) and concerns Performance is reportedly intermittent
• Some who already experienced using (eg iPhone 5S and laptop biometric) talk about needing to ensure entire fingerprint is scanned and it only working 1 in 4 times.
Concern around giving highly sensitive data to TfL• Perception that this is an unnecessary exchange of personal details a
casual mode of transport – Heightened by their confusion over who runs the scheme… ‘would
Barclays have my fingerprint?’ Perceived potential for vandalism for such a sensitive piece of kit And most importantly, biometrics not felt to offer the benefits of integration
that Oyster and Contactless does• Eg payment and release collapsed into a single step • All my travel payment in one place
“I had this at work and the scanner
only worked every 1 in 4 times – you
have to do it at the right speed and get
the whole finger scanned or it doesn’t work”