Optimising the EMV® 3DS Payment Experience: UI/UX Design Guidelines

In e-commerce purchases where EMV® 3-D Secure (EMV 3DS) solutions are used, user interface (UI) and user experience (UX) design refers to the look and feel of the screen that consumers interact with on their device during authentication with their card issuer. In this post, EMVCo EMV 3DS Working Group Chair Elint Chu explains how new EMV 3DS UI/UX Guidelines can help card issuers, merchants and EMV 3DS solution providers take a consistent, familiar and efficient approach to EMV 3DS UI/UX design that instils consumer trust in the authentication process and optimises the checkout experience. What has EMVCo published? EMVCo has published EMV 3-D Secure (EMV 3DS) UI/UX Design Guidelines in an interactive online format for implementers of EMV 3DS, including merchants, card issuers and solution providers. The guidelines are publicly available for anyone to access free of charge at: https://3ds-ux-guidelines.emvco.com/. What is EMV 3-D Secure UI/UX design? EMV 3DS is a fraud-prevention technology that enables consumer authentication, without adding unnecessary friction to the e-commerce payment process that often leads to abandoned purchases. The EMV 3DS Specification provides a common set of requirements product providers can use to integrate this technology into their solutions to support seamless and secure e-commerce payments. EMV 3DS user interface (UI) and user experience (UX) design refers to the look and feel of the screen that consumers interact with on their device during authentication with their card issuer. This includes how visual components (e.g., logo, colour, iconography, etc.) are displayed in various device layouts, and how information is presented and communicated to guide them through the steps for verifying that they are the legitimate cardholder. How does the consumer authentication process work for EMV 3DS transactions? For e-commerce purchases where EMV 3DS solutions are used, the process works like this: Consumer uses a payment card to make an online purchase on a mobile phone, tablet, laptop or other device. To confirm that the consumer making the purchase is the actual cardholder, the merchant uses EMV 3DS for authentication. This involves sending data to the issuer so they can approve the transaction, which includes information about the transaction, payment method and device being used. The issuer reviews the data, decides the type of authentication needed, performs it and then processes the transaction per the usual authorisation process. For transactions that are higher risk, EMV 3DS provides an additional layer of security by validating that the individual making the purchase is the legitimate cardholder. In these cases, the issuer can choose to prompt the consumer to authenticate themselves using a challenge, such as a one-time-passcode, knowledge-based questions, biometrics or other method. Why is EMVCo introducing the EMV 3-D Secure (3DS) UI/UX Design Guidelines? EMVCo developed the EMV 3DS UI/UX Design Guidelines to support implementers of EMV 3DS solutions in deploying a validated, consistent, and optimal approach to authentication that maximises efficiency and minimises opportunities for consumers to leave an e-commerce site before completing a purchase, known as ‘shopping cart abandonment’. Key to this is providing user interfaces that look and feel consistent and familiar to consumers and instill comfort and trust in the authentication process. How are the guidelines different than the UX/UI requirements in the EMV® 3-D Secure – Protocol and Core Functions Specification (EMV 3DS Specification)? The guidelines are supplemental to the EMV 3-D Secure User Interface Templates, Requirements, and Guidelines chapter in the EMV 3DS Protocol and Core Functions Specification and provide recommendations for optimising the EMV 3DS consumer authentication process to provide a consistent, familiar and seamless user experience. Has EMVCo published a resourc