Ethnographic research and user testing of iZettle in Italy

Studying new electronic payment systems through ethnographic observation.

iZettle is a Swedish start-up that has launched an innovative solution for electronic payments. Now established in 11 European countries, the company has hired attoma Milan to evaluate how well its service relates to the specific payment practices of Italian customers.

After conducting ethnographic research and a series of flash interviews with shopkeepers, artisans, and customers, attoma then modeled service journeys by defining different user profiles. The agency then proposed “quick-win” recommendations for the optimization of iZettle’s interfaces for the Italian market.

Key services
customer journey mapping
focus group / interviews
usability testing