Apple wallet re-design
MY ROLE
Product designer
TOOLS
Figma
TIMELINE
Jan 2024 - Feb 2024
TEAM
1 Product Designers
The digital wallet market is rapidly expanding, with Apple Wallet emerging as one of the most widely used applications. However, despite its widespread adoption, key aspects of its user experience remain unintuitive—highlighting opportunities for meaningful UX improvements.
Existing digital wallet problem
Apple Wallet users often struggle to locate specific cards quickly due to the lack of categorization, labeling, and customization options—resulting in a cluttered and inefficient user experience.
Background research
Gen Z drives digital market growth.
The digital wallet market, previously at 20%, is projected to grow to 32%, reaching 41% by 2026. Notably, 79% of Gen Z—future key users—already use digital wallets.
Apple Wallet is one of the most used digital wallets.
As of 2022, 48.7% of Americans use iPhones, and 21.2% use Apple Pay. Apple Wallet usage is expected to keep growing in the coming years.
Competitor Analysis
Insights were gathered by comparing the top three most-used digital wallets in the U.S.
User personas & journeys
We created user journey maps using a Gen Z persona who uses digital wallets daily.
Design solution: Smarter search, smoother experience
Implemented customizable categories, filters, and an improved search function to help users easily organize and find their cards—streamlining the overall experience.
Project goal
Based on pain points identified through the Gen Z persona, we developed a tailored solution for Apple Wallet.
Features & iterations
Next steps
Additional user testing and iteration
The initial user testing offered valuable insights but was limited in scope. To deepen our understanding of user behavior and pain points, we will conduct additional testing. Design refinements will follow, guided by user feedback to resolve usability issues and enhance the overall experience.
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