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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).

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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

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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.

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2. Test explorations in each tool for viability

Example

Personalization tool:

Main improvements

  1. Efficient use of the screen real estate (width)

  2. 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'.

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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:

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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.

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"I really like what I am seeing and think 

 this is definitely on the right track."

- Product Ops

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

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"This is exactly what we have been  needing!"

- Marketing Ops

"I have to have this right now! When can I get this?!"

- Product Ops

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"This will make doing my job so much

easier and faster!"

- Message creator

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Style guide snippets

Colors
Colors

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Banners
Banners

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Data grids
Data grids

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Colors

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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!

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(WIPs used to generate Stakeholder discussions)