![](https://static.wixstatic.com/media/7d30e3_b408c56f769e43b1b9cfe4badb5dd6af~mv2.png/v1/crop/x_0,y_43,w_2135,h_1206/fill/w_1129,h_632,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/PP%20monitor%201.png)
PayPal : cxpSTUDIO suite
A new web internal Product & Marketing message and campaign creation platform.
DURATION: 12 months to MVP
This platform creates:
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Notifications
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SMS
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Push
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Alerts
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Emails
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PayPal.com placements
My role
Sr UX / UI Designer, Strategist, Lead
Duration: 18 months MVP
Ownership:
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UX
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UI
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Research
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Content
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Strategy
Stakeholders
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UX / UI Designers: 1
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Internal user groups
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Engineering (FE / BE / Architect) / QA / Test, multi-geo)
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Content Writers (not dedicated)
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Product Owners
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Project Managers
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Managers
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Directors & VP / EVP
Problem Statement
Omni-channel Product and Marketing users need a way to easily; create, monitor, and manage, messages and campaigns, in multiple touchpoints and regions, in order to ensure accurate, timely, and effective communication, driving user-specific actions, engagement, and conversions, globally, increasing PayPal trust, brand, reputation (and revenue).
![multichannel diagram](https://static.wixstatic.com/media/7d30e3_dff1ac92caf24b31ace61da2b582adbd~mv2.png/v1/crop/x_706,y_0,w_309,h_350/fill/w_53,h_60,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/multichannel.png)
UX Strategy
Create a platform suite approach for home-grown tooling, addressing the foundational user pain points identified.
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Discoverability
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Conforming UI and behaviors
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Leverage assets
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Efficiency in maintenance
![Migrating from multiple products to one](https://static.wixstatic.com/media/7d30e3_3206f95408fa49c7b6636d5ff1493950~mv2.png/v1/fill/w_60,h_32,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202021-03-20%20at%208_30_24%20AM.png)
![Key capabilities thimbnail link](https://static.wixstatic.com/media/7d30e3_1ab4a56a04d24f748cb5fae11e0a8c38~mv2.png/v1/fill/w_99,h_56,al_c,q_85,usm_0.66_1.00_0.01,blur_3,enc_auto/Screen%20Shot%202021-03-30%20at%209_29_02%20AM.png)
Challenges
Resources
Engineering teams were limited and frequently under-staffed.
Release schedules
Each product had different release schedules.
Evaluations
Evaluate each products, users, tasks, structure, strategy.
Communications
Ensure all Stakeholder Teams are in the loop.
UX Methodologies
1. Evaluate 3 main products for MVP suite inclusion
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Personalization Studio
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Segmentation Portal
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SPF
The focus for MVP was on the heavy-lifter tools, for
the key users defined. The remaining home-grown
tooling and other users are slated post-MVP.
![end to end ecosystem thumbnail](https://static.wixstatic.com/media/7d30e3_0c87538c981c42acb5b84287e3425978~mv2.png/v1/crop/x_184,y_259,w_864,h_384/fill/w_123,h_54,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/cep%20ecosystem%20slide.png)
2. Test explorations in each tool for viability
Example
Personalization tool:
Main improvements
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Efficient use of the screen real estate (width)
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More usable & robust data structure
Sample deck: PS Phased-in Suite
Sample deck: CaaP Phased-in Suite
Sample deck: SPF Phased-in Suite
Before
"After" rough exploration for POC
3. Define users & tasks for MVP
Of the 7 identified users, we chose
the 4 main user roles identified as
'super users'.
![Role definition thumbnail](https://static.wixstatic.com/media/7d30e3_603b9136fd5343cfb7db83aabfe5c23a~mv2.png/v1/fill/w_63,h_29,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202021-03-27%20at%208_58_31%20PM.png)
4. Create Critical user journeys
Based on user interviews, we
identified a number of journeys.
We prioritized the phased-in
approach that made sense from
a usability and flow standpoint.
Examples:
![Screen Shot 2021-03-23 at 12.21.58 PM.pn](https://static.wixstatic.com/media/7d30e3_56f719ec94164eb29100ff97c098081c~mv2.png/v1/fill/w_65,h_41,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202021-03-23%20at%2012_21_58%20PM_pn.png)
![Screen Shot 2021-03-23 at 12.25.56 PM.pn](https://static.wixstatic.com/media/7d30e3_54b365c69836481ea885273f581189c7~mv2.png/v1/fill/w_64,h_28,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202021-03-23%20at%2012_25_56%20PM_pn.png)
![Screen Shot 2021-03-23 at 12.29.11 PM.pn](https://static.wixstatic.com/media/7d30e3_870587348fc445d489d0f5982364f007~mv2.png/v1/fill/w_64,h_36,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202021-03-23%20at%2012_29_11%20PM_pn.png)
Outcome
The solution really resonated with users, and addressed 85% of the user and Engineering pain points that will be phased in over 24 months.
The remaining 15% was tabled for future discussion on back-end heavy lifting modifications.
User gains
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12 weeks > <5 days
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Self-service message creation and delivery.
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Addressed 85% of User and Eng major pain points in MVP
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Significant user experience improvement
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USABILITY
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ROBUSTNESS
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DISCOVERABILITY
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Engineering gains
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Significant reduction in Eng engagement
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Significant reduction in FE/BE development time
![](https://static.wixstatic.com/media/7d30e3_51c96c7c7e634f04aee13effad99dcd8~mv2.jpg/v1/crop/x_52,y_1,w_226,h_177/fill/w_77,h_60,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/woman%201.jpg)
"I really like what I am seeing and think
this is definitely on the right track."
- Product Ops
"I have to have this right now! When can I get this?!"
- Product Ops
![](https://static.wixstatic.com/media/7d30e3_08ee4bbe11bd4de09ba7c78632070ec5~mv2.jpg/v1/crop/x_113,y_0,w_175,h_147/fill/w_71,h_60,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/man%201.jpg)
![](https://static.wixstatic.com/media/7d30e3_88c01d5c111c479591453cbe935e5940~mv2.jpg/v1/crop/x_46,y_1,w_234,h_179/fill/w_78,h_60,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/woman%202.jpg)
"This is exactly what we have been needing!"
- Marketing Ops
"This will make doing my job so much
easier and faster!"
- Message creator
![](https://static.wixstatic.com/media/7d30e3_b5b00bef5fe64ac3a2fb95191db24144~mv2.jpg/v1/crop/x_42,y_4,w_208,h_174/fill/w_72,h_60,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/man%202.jpg)
Style guide snippets
![Colors](https://static.wixstatic.com/media/7d30e3_09b0662adf0942f3be86d8e6a4c06cce~mv2.png/v1/fill/w_49,h_53,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/7d30e3_09b0662adf0942f3be86d8e6a4c06cce~mv2.png)
![Banners](https://static.wixstatic.com/media/7d30e3_b8533df4c7424c69bab0bb04a43d7e62~mv2.jpg/v1/fill/w_147,h_78,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/7d30e3_b8533df4c7424c69bab0bb04a43d7e62~mv2.jpg)
![Data grids](https://static.wixstatic.com/media/7d30e3_55201acb58f1416c945872c1df89223f~mv2.jpg/v1/fill/w_147,h_140,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/7d30e3_55201acb58f1416c945872c1df89223f~mv2.jpg)
![Colors](https://static.wixstatic.com/media/7d30e3_09b0662adf0942f3be86d8e6a4c06cce~mv2.png/v1/fill/w_49,h_53,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/7d30e3_09b0662adf0942f3be86d8e6a4c06cce~mv2.png)
The style guide showed and explained why the enterprise UI needed to be a modification from the PayPal UI consumer spec.
Takeaways
What an amazing experience!!
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It amazes me how neglected internal users frequently are, but they still seem to find ways to get their job done with sub-optimal tooling.
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Even addressing low-hanging fruit can make a huge improvement in operations and perception.
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Understanding the Engineering limitations/dependencies can lead to creative ways to solve user pain points.
It is always challenging to make something seem simple. The nuances of creation, experimentation, and performance analysis, of cross-channel messaging, was a fantastic challenge for everyone involved. The intricacies of experimentation alone were quite an eye-opener and extremely satisfying to tackle.
The implementation of a suite integration evolution is no small feat, and I am so proud of our Stakeholder Teams and the insights and hard work to make this an amazing success for both internal users and PayPal Customers!
![lock_edited.jpg](https://static.wixstatic.com/media/7d30e3_b39e3e436d924e74942c48cd5eb51033~mv2.jpg/v1/crop/x_5,y_0,w_220,h_225/fill/w_31,h_32,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/lock_edited.jpg)
![Item is mocked](https://static.wixstatic.com/media/7d30e3_b39e3e436d924e74942c48cd5eb51033~mv2.jpg/v1/crop/x_5,y_0,w_220,h_225/fill/w_31,h_32,al_c,q_80,usm_0.66_1.00_0.01,blur_3,enc_auto/lock_edited.jpg)