MasterCard Identity Check is pioneering a new technology that lets online shoppers verify a transaction with a snapshot of their face (or a tap of their finger) instead of a password. The service is currently live in 37 countries with further rollout underway. Media response to “selfie pay” was unprecedented.

Passwords are a pain. 30% of online. Over 30% of online purchases are abandoned at checkout because consumers cannot remember their passwords. What's even worse, from a security perspective is that 51% of people use similar passwords over and over.

Contactless cards, smartphones and smartwatches already enable new payment experiences in bricks and mortar shops. Online shoppers are expecting the same easy experience for their payments in online stores.

Our research showed that mobile purchasing had set new expectations around ease of use. And traditional online shopping needed to catch up quickly. They wanted the convenience and simplicity of not having to remember a complicated password but struggled with how anything non-native could be as secure. 

Biometrics are a new development in terms of consumer adoption. Facial recognition even more so. As with any step-change in customer behaviours we needed to create an experience that overcame the shock of the new / fear of the strange. We needed to design for trust. 

During checkout in a web store, the consumer will receive a pop-up on their mobile phone, through which they can authorize the payment easily via finger scan or selfie recognition. Now it's not about what you know but who you are. Simple!

92%

rate MasterCard Identity Check as more convenient than passwords

90%

of cardholders would like the biometric identification system to replace passwords

83%

trust MasterCard Identity Check is more secure than passwords

75%

of users trust biometrics will reduce fraud

60%

would strongly recommend MasterCard Identity Check to family or friends

Role

Global Creative Director, Experience Design

Skills

Creative Direction, UX Design, Interaction Design, Information Architecture, Strategy, UX Research, Branding & Identity, Staff Leadership & Development

Team

Jason Connolly, Kalpesh Rathod, Yandis Ying

Agency / Launch

SapientNitro / 2015