PayPal Web Redesign
Role: Visual Design Lead | UX Design Lead for Summary
Led the visual design for the major redesign of PayPal's consumer website, which launched globally to 24 countries and 154 million customers in May 2014. The old website had 194 words, 54 links and buttons and 14 distinct components, and was not optimized for mobile. This redesign focused on simplifying the customer interface, responsive web design, and incorporating mobile first methodology.
“PayPal.com just got an app-inspired face-lift designed to make it easier for you to check your balance, transfer money, and — most importantly for PayPal — do business with its merchant partners.”
Before & After
Significant improvements include responsive web pages, mobile first design, simplified user experiences, multiple added features, and a modern interface design.
The old Summary page was full of links, marketing ads, and too many things competing for the customer's attention. The redesigned Summary page focused on putting Activity, balance and linked accounts in the forefront.
The old Activity page had unnecessary redundant info and lacked visual hierarchy. The redesigned Activity page groups transactions within pending or completed sections for easier scannability and to eliminate redundancy.
The old transaction details was full of unnecessary information and difficult to scan through and comprehend. The redesigned transaction details groups the information in logical sections, uses friendlier language and has a simplified layout.
The old wallet page was tucked within the user's profile and hard to locate. The redesigned wallet page provides a dedicated space where a customer can get a quick snapshot of their PayPal balance and linked accounts.
“I have not seen a visual designer or many designers in general take the lead like you do when provided little to no direction on frequent occasions. Your wonderful attitude, persistence, and passion are key to this team’s success and the project’s success.”
Additional Screens
“Nicky’s most significant contribution? Hmmm...let me think. Well, she single-handedly designed the look and feel for the new logged-in PayPal experience to be rolled out globally in 2014 (and did so in about 2 weeks time)...so there’s that!”
User Engagement
Frequently focused on ways to increase customer engagement and comprehension to help build long-last relationships with customers.
(LEFT) Designed a module that encourages customers to complete their account setup. This module produced a 27% increase in overall account completion, 18% increase in account completion among new customers, and a 12% increase in customers linking their bank. (RIGHT) Concept for continuing to increase customer engagement post 100% account setup completion through gamification using badges.
Designed an enclosed yet prominent space for marketing to promote new products and educate customers. The concept was to have all three circles within the blue bar frequently switch out based on various marketing campaigns and product testing. However, the "Pay or Send Money" placement on the blue bar was so successful in increasing the number of person to person transactions that it now has earned a permanent spot on the marketing bar.
Designed a marketing guidelines document to educate PayPal's marketing team on the best practices for designing successful campaigns in this space.