I’ve been using Mobile Passport for years, after noticing a sign advertising skipping the line by downloading the app for free. Ever since then, I’m always surprised to see how many people just stand in long lines waiting their turn to see a CBP agent, never noticing the signs advertising Mobile Passport around them. Why does this free, fast, and easy service so often get overlooked? Below are some theories around why Mobile Passport’s UX, branding and marketing could be falling short in attracting new users