PayPal : cxpSTUDIO suite
A new web internal Product & Marketing message and campaign creation platform.
DURATION: 12 months to MVP
This platform creates:
Sr UX / UI Designer, Strategist, Lead
Duration: 18 months MVP
UX / UI Designers: 1
Internal user groups
Engineering (FE / BE / Architect) / QA / Test, multi-geo)
Content Writers (not dedicated)
Directors & VP / EVP
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).
Create a platform suite approach for home-grown tooling, addressing the foundational user pain points identified.
Conforming UI and behaviors
Efficiency in maintenance
Engineering teams were limited and frequently under-staffed.
Each product had different release schedules.
Evaluate each products, users, tasks, structure, strategy.
Ensure all Stakeholder Teams are in the loop.
1. Evaluate 3 main products for MVP suite inclusion
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
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
"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
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.
"I really like what I am seeing and think
this is definitely on the right track."
- Product Ops
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
Significant reduction in Eng engagement
Significant reduction in FE/BE development time
"This is exactly what we have been needing!"
- Marketing Ops
"I have to have this right now! When can I get this?!"
- Product 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.
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!
Additional deliverable examples
Product-specific wireframe decks
Draft working flows
Feature exploration decks
Features in as-is structure