PayPal : cxpSTUDIO suite
A new web internal Product & Marketing message and campaign creation platform.
DURATION: 12 months to MVP
This platform creates:
-
Notifications
-
SMS
-
Push
-
Alerts
-
Emails
-
PayPal.com placements
My role
Sr UX / UI Designer, Strategist, Lead
Duration: 18 months MVP
Ownership:
-
UX
-
UI
-
Research
-
Content
-
Strategy
Stakeholders
-
UX / UI Designers: 1
-
Internal user groups
-
Engineering (FE / BE / Architect) / QA / Test, multi-geo)
-
Content Writers (not dedicated)
-
Product Owners
-
Project Managers
-
Managers
-
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).
UX Strategy
Create a platform suite approach for home-grown tooling, addressing the foundational user pain points identified.
-
Discoverability
-
Conforming UI and behaviors
-
Leverage assets
-
Efficiency in maintenance
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
-
Personalization Studio
-
Segmentation Portal
-
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.
2. Test explorations in each tool for viability
Example
Personalization tool:
Main improvements
-
Efficient use of the screen real estate (width)
-
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'.
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:
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
-
12 weeks > <5 days
-
Self-service message creation and delivery.
-
-
Addressed 85% of User and Eng major pain points in MVP
-
Significant user experience improvement
-
USABILITY
-
ROBUSTNESS
-
DISCOVERABILITY
-
-
Engineering gains
-
Significant reduction in Eng engagement
-
Significant reduction in FE/BE development time
"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
"This is exactly what we have been needing!"
- Marketing Ops
"This will make doing my job so much
easier and faster!"
- Message creator
Style guide snippets
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!!
-
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.
-
Even addressing low-hanging fruit can make a huge improvement in operations and perception.
-
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!
