Redesigning the Welcome Experience at PayPal
Redesigning the Welcome Experience at PayPal
Redesigning the Welcome Experience at PayPal
Redesigning the Welcome Experience at PayPal
My Role:
My Role:
My Role:
UX Designer - Visual Design, User Flows, Rapid Prototyping
UX Designer - Visual Design, User Flows, Rapid Prototyping
Team:
Team:
Team:
Maggie Xie - PM Cindy Liu - UXW Abby Euyang - UXR
Maggie Xie - PM Cindy Liu - UXW Abby Euyang - UXR
Timeline:
Timeline:
Timeline:
3 Months, Launched in March 2024
3 Months, Launched in March 2024
Overview
Overview
Overview
As PayPal embarked on a transformative journey to redefine its global payment experience, I joined in as a UX Design Intern, tasked with redesigning our early life communication experience. This project aimed not just to update, but to fundamentally change how new users perceive and engage with PayPal, aligning with our new brand identity and rewards system. I led the end-to-end design of the new welcome experience, proposing a North Star vision for tailored communication based on user cohort, context, and goals within the application. The initial release was successfully launched in the first week of March, reaching all global markets. The tailored experience strategy is set for release in a second iteration.
As PayPal embarked on a transformative journey to redefine its global payment experience, I joined in as a UX Design Intern, tasked with redesigning our early life communication experience. This project aimed not just to update, but to fundamentally change how new users perceive and engage with PayPal, aligning with our new brand identity and rewards system. I led the end-to-end design of the new welcome experience, proposing a North Star vision for tailored communication based on user cohort, context, and goals within the application. The initial release was successfully launched in the first week of March, reaching all global markets. The tailored experience strategy is set for release in a second iteration.
As PayPal embarked on a transformative journey to redefine its global payment experience, I joined in as a UX Design Intern, tasked with redesigning our early life communication experience. This project aimed not just to update, but to fundamentally change how new users perceive and engage with PayPal, aligning with our new brand identity and rewards system. I led the end-to-end design of the new welcome experience, proposing a North Star vision for tailored communication based on user cohort, context, and goals within the application. The initial release was successfully launched in the first week of March, reaching all global markets. The tailored experience strategy is set for release in a second iteration.
Context
PayPal is Transforming it's core Value Propositions
The Problem
The Problem
PayPal's initial user communications, such as confirmation and welcome emails, were significantly out of step with the brand's evolution and new rewards system, they were not aware of the new value props. With engagement rates highlighting their importance—50% of new signups engage with the welcome email, impacting millions annually—the need for a redesign was clear.
Objective
Objective
Revise welcome experience flow and confirmation emails and notifications to highlight new rewards and improve user engagement and app interactions, using an updated 2024 UI design. We want users to start using the app and know about the rewards system right of the bat.
Solution
Solution
A new welcome experience flow was designed to educate users along their first touchpoints about the new Paypal. A first iteration was launched to the global market and it's currently live. The foundation for next steps and email personalization was set.
Focused on Safety
Fast Payments
P2P Transactions
Focused on Rewards
Cashback & Shopping
Exciting ways to earn
Fastest & Easiest Payments
Creating a New Paypal
Metrics
KPI's
Activation Rates
Activation Rates
How many users finish the flow and activate.
Reengagement Rates
Reengagement Rates
% of users who perfom a second action at the app.
Open Rates
Open Rates
% Of users who inititate the welcome journey.
CTR ( Click through rates)
CTR ( Click through rates)
Ratio of clicks on the actions of the welcome journey,
Downstream Metrics
Offers Saved
Offers Saved
% of offers saved of activated users.
Weekly Login
Weekly Login
Average weekly login's per activated user.
Weekly Login
Average weekly login's per activated user.
Methodology
Double Diamond + Design Thinking
Empathizing with New Users
Understanding where new users come from & Intentions
Checkout
Checkout
The user is shopping and creates an account through checkout.
Implicit intention in shopping and secure payments.
They could be interested in rewards and introduce to them cashback options.
P2P Transaction
P2P Transaction
User is receiving a P2P transaction and hasn't created an account.
They are probably going to be receiving payments.
They could be interested in sending or receiving more payments, and using that money directly.
PayPal.com or App
PayPal.com or App
They directly entered the app
Could be curious about the different things Paypal could offer.
They could be interested in the multiple offerings of the new Paypal experience.
Define
Previous Welcome Experience Flow
No personalization
Vanilla content
Old value propositions
Lack of consistency with the new 4.0 design
Proposed Flow & Northstar Vision
Personalization
Understanding User Context and Intent
Updated to the 4.0 PayPal Design system
Ideation
Note:
These are represntations of a few of the iterations and ideas presented to the Paypal Leadership team.
The rest of designs and mocks are property of paypal
Leadership Review
Newly found constraints
The initial designs, while fresh and modern, prompted valuable feedback from leadership, highlighting the need for clearer calls to action and considerations of legal constraints.
The initial designs, while fresh and modern, prompted valuable feedback from leadership, highlighting the need for clearer calls to action and considerations of legal constraints.
Inflexible system templates limited design possibilities.
Inflexible system templates limited design possibilities.
Legal constraints on wording to avoid being flagged as marketing
Legal constraints on wording to avoid being flagged as marketing
A shortage of approved assets, such as illustrations or images, for early life communications.
A shortage of approved assets, such as illustrations or images, for early life communications.
Prototype
Note:
The 3rd Design was prototyped and tested
The full prototype flow is property of PayPal
User Tests & Findings
Driving Research to Validate Our Approach
Understanding user expectations was crucial for delivering a relevant experience. I spearheaded the user research efforts, organizing the study brief and getting a readouts by my UXR partner in 2 weeks. This proactive approach allowed us to test our hypotheses and assumptions, aiming to significantly enhance activation rates.
Research Readout & Main Insights:
Strong comprehension of benefits
Strong comprehension of benefits
Users were excited to learn about cash back and the newer value props. They clearly understood the benefits.
Users were excited to learn about cash back and the newer value props. They clearly understood the benefits.
Positive response to tone, design & friendliness.
Positive response to tone, design & friendliness.
Participants described the email tone as informative, friendly, and welcoming. Did not feel pushy or spammy.
Participants described the email tone as informative, friendly, and welcoming. Did not feel pushy or spammy.
What is the benefit of the app?
What is the benefit of the app?
There was a disconnect between the value props stated in the email and the app, users didn't what they were getting by downloading.
There was a disconnect between the value props stated in the email and the app, users didn't what they were getting by downloading.
Too Many Steps To Activate
Too Many Steps To Activate
Users were not expected to be taken to either the app or to download it. The expectations set were not clear enough.
Users were not expected to be taken to either the app or to download it. The expectations set were not clear enough.
Initial Launch
Continous Improvement Approach
Continous Improvement Approach
Initial information was lacking, are there email guidelines, legal constraints, or marketing? Alongside my content partner, we kicked off an initial strategy with the limited information and interpretation of the scenario. The deadline was tight.
Note:
The 3rd Design Porotyped was tested and Launched
It's currently live for the US market and other countries worldwide.
Project Takeaways
Navigating Constraints with Agile Solutions
Navigating Constraints with Agile Solutions
We adapt to limitations to create the best possible experience. For major beneficial changes, we escalate to leadership. This ensures the project progresses effectively, integrating content strategy and technical feasibility from the start.
User-Centric Approach to Product Development
User-Centric Approach to Product Development
This user-centered feedback loop helped us ensure that our communications were not only visually appealing but also effectively met user needs and expectations.
Involve cross-functional partners from the beginning
Involve cross-functional partners from the beginning
It ensured that the project was progressing holistically — effectively accounting for content strategy and technical feasibility early.
An Opportunity to Educate New Users
An Opportunity to Educate New Users
Refreshing the welcome communications
PayPal's initial user communications, such as confirmation and welcome emails, were significantly out of step with the brand's evolution and new rewards system.
With engagement rates highlighting their importance—50% of new signups engage with the welcome email, impacting millions annually—the need for a redesign was clear.
PayPal's initial user communications, such as confirmation and welcome emails, were significantly out of step with the brand's evolution and new rewards system.
With engagement rates highlighting their importance—50% of new signups engage with the welcome email, impacting millions annually—the need for a redesign was clear.
PayPal's initial user communications, such as confirmation and welcome emails, were significantly out of step with the brand's evolution and new rewards system.
With engagement rates highlighting their importance—50% of new signups engage with the welcome email, impacting millions annually—the need for a redesign was clear.
PayPal's initial user communications, such as confirmation and welcome emails, were significantly out of step with the brand's evolution and new rewards system.
With engagement rates highlighting their importance—50% of new signups engage with the welcome email, impacting millions annually—the need for a redesign was clear.
Main Goal
Revise welcome and confirmation emails and notifications to highlight new rewards and improve user engagement and app interactions, using an updated 2024 UI design. We want users to start using the app.
Revise welcome and confirmation emails and notifications to highlight new rewards and improve user engagement and app interactions, using an updated 2024 UI design. We want users to start using the app.
Revise welcome and confirmation emails and notifications to highlight new rewards and improve user engagement and app interactions, using an updated 2024 UI design. We want users to start using the app.
Revise welcome and confirmation emails and notifications to highlight new rewards and improve user engagement and app interactions, using an updated 2024 UI design. We want users to start using the app.
The Challenge
Creating an Initial Strategy With Limited Information
Creating an Initial Strategy With Limited Information
Initial information was lacking, are there email guidelines, legal constraints, or marketing? Alongside my content partner, we kicked off an initial strategy with the limited information and interpretation of the scenario. The deadline was tight.
Initial information was lacking, are there email guidelines, legal constraints, or marketing? Alongside my content partner, we kicked off an initial strategy with the limited information and interpretation of the scenario. The deadline was tight.
Initial information was lacking, are there email guidelines, legal constraints, or marketing? Alongside my content partner, we kicked off an initial strategy with the limited information and interpretation of the scenario. The deadline was tight.
Creating a Northstar Vision
A Tailored Strategy for Diverse User Cohorts
Leveraging technical capabilities, we recognized the potential to differentiate our approach by user cohorts, such as their entry points—be it PayPal.com, our app, during checkout, or through P2P transactions. This insight guided us to design highly relevant experiences tailored to each user's intent and pathway. This strategy isn't just about immediate engagement; it's about envisioning and facilitating the next steps in the user's journey with PayPal, significantly enhancing the impact and effectiveness of our communications strategy.
Leveraging technical capabilities, we recognized the potential to differentiate our approach by user cohorts, such as their entry points—be it PayPal.com, our app, during checkout, or through P2P transactions. This insight guided us to design highly relevant experiences tailored to each user's intent and pathway. This strategy isn't just about immediate engagement; it's about envisioning and facilitating the next steps in the user's journey with PayPal, significantly enhancing the impact and effectiveness of our communications strategy.
Leadership Review and Feedback
Newly found constraints
The initial designs, while fresh and modern, prompted valuable feedback from leadership, highlighting the need for clearer calls to action and considerations of legal constraints.
The initial designs, while fresh and modern, prompted valuable feedback from leadership, highlighting the need for clearer calls to action and considerations of legal constraints.
Inflexible system templates limited design possibilities.
Inflexible system templates limited design possibilities.
Legal constraints on wording to avoid being flagged as marketing
Legal constraints on wording to avoid being flagged as marketing
Legal constraints on wording to avoid being flagged as marketing
Legal constraints on wording to avoid being flagged as marketing
User Centered Design
Driving Research to Validate Our Approach
Driving Research to Validate Our Approach
Understanding user expectations was crucial for delivering a relevant experience. I spearheaded the user research efforts, organizing the study brief and getting a readouts by my UXR partner in 2 weeks. This proactive approach allowed us to test our hypotheses and assumptions, aiming to significantly enhance activation rates.
Understanding user expectations was crucial for delivering a relevant experience. I spearheaded the user research efforts, organizing the study brief and getting a readouts by my UXR partner in 2 weeks. This proactive approach allowed us to test our hypotheses and assumptions, aiming to significantly enhance activation rates.
Key Insight
Revise welcome and confirmation emails and notifications to highlight new rewards and improve user engagement and app interactions, using an updated 2024 UI design.
Revise welcome and confirmation emails and notifications to highlight new rewards and improve user engagement and app interactions, using an updated 2024 UI design.
Research Readout & Main Insights:
Strong comprehension of benefits
Strong comprehension of benefits
Users were excited to learn about cash back and the newer value props. They clearly understood the benefits.
Users were excited to learn about cash back and the newer value props. They clearly understood the benefits.
Positive response to tone, design & friendliness.
Positive response to tone, design & friendliness.
Participants described the email tone as informative, friendly, and welcoming. Did not feel pushy or spammy.
Participants described the email tone as informative, friendly, and welcoming. Did not feel pushy or spammy.
What is the benefit of the app?
What is the benefit of the app?
There was a disconnect between the value props stated in the email and the app, users didn't what they were getting by downloading.
There was a disconnect between the value props stated in the email and the app, users didn't what they were getting by downloading.
Too Many Steps To Activate
Too Many Steps To Activate
Users were not expected to be taken to either the app or to download it. The expectations set were not clear enough.
Users were not expected to be taken to either the app or to download it. The expectations set were not clear enough.
Project Takeaways
Continous Improvement Approach
Continous Improvement Approach
Initial information was lacking, are there email guidelines, legal constraints, or marketing? Alongside my content partner, we kicked off an initial strategy with the limited information and interpretation of the scenario. The deadline was tight.
Project Takeaways
Navigating Constraints with Agile Solutions
Navigating Constraints with Agile Solutions
Adapting to limitations to create the best possible experience, considering these challenges. When a major beneficial change is needed, we escalate it to leadership. This approach ensures the project moves forward effectively, considering both content strategy and technical feasibility from the start.
Adapting to limitations to create the best possible experience, considering these challenges. When a major beneficial change is needed, we escalate it to leadership. This approach ensures the project moves forward effectively, considering both content strategy and technical feasibility from the start.
User-Centric Approach to Product Development
User-Centric Approach to Product Development
This user-centered feedback loop helped us ensure that our communications were not only visually appealing but also effectively met user needs and expectations.
This user-centered feedback loop helped us ensure that our communications were not only visually appealing but also effectively met user needs and expectations.
Leveraging existing resources
Leveraging existing resources
PayPal's design resources were abundant - it was important to know who to ask, involve to save time and keep agile solutions.
PayPal's design resources were abundant - it was important to know who to ask, involve to save time and keep agile solutions.
Involve cross-functional partners from the beginning
Involve cross-functional partners from the beginning
It ensured that the project was progressing holistically — effectively accounting for content strategy and technical feasibility early.
It ensured that the project was progressing holistically — effectively accounting for content strategy and technical feasibility early.
Next Project
Next Project
Next Project
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