Why more people don’t use the mobile passport app
This article was first featured in the Startup here
Have you ever flown into a major US airport and seen some US citizens zip through passport control, mobile phones in hand? They must have global entry, right? Guess again.
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:
Reason #1: Advertising fatigue. Digital marketing experts estimate that most Americans are exposed to 4,000 to 10,000 ads per day. Given this overload, most people have become used to ignoring ads around them. This is even truer when travelers are coming off of a (probably long) international journey.
Reason #2: Brand confusion. Even if travelers notice that some people are zipping through the customs line, they may automatically assume that those people paid extra fees for Global Entry, which has more brand recognition and awareness than Mobile Passport.
Reason #3: Optimism. People may assume the passport control line will move quickly and so isn’t worth the effort of downloading an app. Unless they are extremely impatient (like me), they’re unlikely to immediately search for a solution to get out of the line. This is exacerbated by the fact that the Mobile Passport line doesn’t have any clear and apparent signage distinguishing it from the other lines, so users can easily miss it.
How can the Mobile Passport team remedy some of these issues?
Below are some strategies the Mobile Passport team can use to remedy some of these issues and attract more users:
Clearly distinguish the lines. When people first join the line, they’re unlikely to take time to download an app if the line is moving or they don’t clearly see that the Mobile Passport section has no line. Clear, which helps fliers zip through the security line at the beginning of their journey, does a great job of distinguishing between the usually long TSA line and the much shorter and faster Clear line. Mobile Passport could benefit from clear markings showing users how much shorter and faster the Mobile Passport line is at any given time.
Attract users when they’re bored. Again, people are unlikely to take the time to download an app if the line they’re in is moving. But what about when they first land, when taxiing to the gate or while waiting for the large group of people seated in front of them to remove their baggage and leave the plane? That’s a perfect time to attract users. Mobile Passport could benefit from partnering with airline agencies to mention the app during this time.
Emphasize free stuff. People love free stuff, and the Mobile Passport could benefit from emphasizing this at every opportunity. This will also help distinguish it from the paid Global Entry service. Mobile Passport did recently switch to a freemium model, but the free version still has full functionality. Mobile Passport could emphasize that their service is free when implementing the two strategies above to really drive home the benefits of using the service.
Photo Credit: Amanda Bartel on Unsplash
