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PAYPAL
cxpSTUDIO V1
NET NEW
cxpStudio was a net-new initiative I lobbied for (Engineering, Product, and Marketing Leadership team) to stop putting band-aids on disparate legacy systems and unify them in one tool, covering all the needs for PayPal Marketing to unify, build, and track user communications and campaign metrics.
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Notifications, SMS, Push, Alerts, Emails, PayPal.com placements, Campaigns
ROLE
TIMELINE
Sr UX UI Designer
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UX UI
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Research
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Content
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Strategy
1 year
TEAM
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Internal user groups
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Engineering
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Content Writers
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Product Owners
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Project Managers
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Managers
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Directors & VP / EVP
FOCUS AREAS
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Intuitive experiences
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task simplification
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contextual help reveal
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adhere to style guides and modify when necessary
>100
USERS
>90%*
EFFICIENCY GAIN
95%*
USER SATISFACTION
12 weeks to <5 days
TIME TO TASK
* Projected based on user testing
Scroll to explore
- THE OVERALL PROBLEMS
Ungoverned user communications
Omni-channel Product and Marketing users don't hav 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).
- THE OVERALL CHALLENGES
Resources
Engineering teams were limited and frequently understaffed.
Release schedules
Each product had different release schedules.
Evaluations
Evaluate each product's; users, tasks, structure, and strategy.
Communications
Ensure all Stakeholder Teams are in the loop.
- THE STRATEGY
Governed union
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
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Visibility of communications
- THE RESEARCH
Proposals and negotiation
In supporting various applications for the Product & Marketing teams, I realized that they were in dire need of a unified suite approach given the disparate and inadequate experiences in each application.
Instead of trying to put lipstick on that pig, I rallied Engineering (and gained agreement) to restructure each application, in situ for V1, to be seamlessly integrated into one SSOT suite for Marketing/user communication building, management, and metrics.
NOTE: All decks are abridged
Test POCs
Test explorations in each tool for viability for inclusion into suite V1.
We needed to see what each disparate product would look like incorporated into the Studio UX UI so I recreated each of the 3 main products into the look and feel.
Define users & tasks for MVP
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Personalization Studio
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Segmentation Portal
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SPF
Of the 7 identified users, we chose 4 main super users and prioritized the MVP tasks we would address.
Create Critical user journey POC flows
Based on user interviews, we identified our critical journeys.
We prioritized the phased-in approach that made sense from a value, usability, and flow standpoint.
Additional discovery
In working through the new suite platform, I did some user research around Emails (which is one of the suite outputs) to ensure we were on-target with out email messaging.
- THE FINAL PRODUCT (V1)
cxpSTUDIO
V1 will integrate products into the suite while remaining in their individual environments. The suite infrastructure will link to those environments seamlessly so users don't have to leave the suite and authenticate multiple times. V2 will encompass true integration into the suite infrastructure.
Below are a small part of the suite functionality.
This user is comfortable with data-dense views.
This nested method keeps them resident with a deep dive into the lowest element without leaving the page.
Users can click an entity to further inspect/modify should they want a less dense view.
The user can see the placement context in situ as well as see the performance of other placements, their longevity, and when the real estate frees up in the future for new placements.
Specific Users now have the ability to craft their asset flows with a guided low/no-code option, targeting specific devices and operating systems.
MVP is low-code, future releases will remove the code pane and allow true wysiwig construction.
- THE OUTCOME
cxpSTUDIO V1
The solution really resonated with SME users, addressing 85% of the Product & Marketing team's pain points and frustrations, as well as nearly 90% of Engineering's maintenance and reporting pain points, which 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
