PayPal 'My Benefits'
Overview
My Benefits offers a comprehensive and easy-to-use dashboard that summarizes all available PayPal benefits for the user. It aims to increase user engagement with various PayPal benefits.
Problem statment
Many consumers displayed confusion towards PayPal’s benefits.
According to PayPal's 2017 Consumer Segmentation research, many consumers think that PayPal is confusing because of the fragmented experience, making it difficult for the existing and non-users to discover and fully realize the benefits of using PayPal as their primary payment method. Solving this issue is expected to increase the on boarding figures and engagement rate for PayPal.
Project scope
I was tasked to create dashboard modules that accommodate for the three possible user types: potential, new, and existing users.
So based on the consumer research I identified six major consumer segmentations within the PayPal user base. Among the six segments, I selected three highest performing consumer segments to tailor the My Benefits experience too.
User research
User research involved really analyzing PayPal's 2016 Consumer Segmentation research data to fully understand where the confusion was coming from.
Top 3 consumer segments were organized and categorized into the following:
Insights from segmentation synthesis
In order to better understand the problems and needs of our main segments, I identified keywords (nouns, action verbs, and adjectives) from interviews across the three consumer segments and came up with a coherent theme for each of the segments by affinity diagramming.
Synthesis conclusion
A coherent theme present across the three segments was that they would appreciate convenient ways to see multiple financial options and advice that would help them make better financial decisions.
Common keywords: Ease of use, Active advice, Convenience, Guidance, Transparency, Decisions, Choices, Options.
Project direction
Create a cohesive dashboard with all of PayPal benefits.
Based on the segmentation synthesis results, we decided to create a dashboard that would help users discover new benefits, track their benefits' progress, and easily activate / deactivate particular benefits.
Feature Hierarchy
I first identified all types of available PayPal benefits, and explored the different sub-elements for each of the benefits. For example, Purchase Protection feature would consist of several sub-elements such as: enrollment status, open a dispute and dispute progress.
The features were then customized with the three types of users in mind: Potential, New, and Existing.
Iterations
The key question was: How to utilize the module's real estate so that it contains useful information for the different types of the users, while giving useful assistance to the top three target segments?
I explored this question by iterating different types of elements within the confined space of the modules.
My Benefits page includes multiple modules that each represent a single PayPal benefit. The modules include real-time data and actionable CTAs to allow management of your PayPal benefits.
The content of the modules are dynamic; they will adjust according to the user three user states: Potential Users, New Users, and Existing Users.
Potential users will see persuasive targeted messaging as their empty-state. The messaging will persuade new users by showing them the popularity of the particular PayPal benefit. Together with the Sign Up CTA which allows easy on-boarding process for willing potential users, they will boost PayPal on-boarding figures.
New Users will be shown a placeholder image with an "Open a dispute" CTA which allows them to take immediate actions when needed.
Existing Users can real-time track their current progress of their opened dispute, and take multiple actions such as "View All Returns" and "Open a dispute".
Potential users are met with persuasive targeted messaging with a "Sign Up" CTA.
New users can take immediate actions through the "Open a dispute" CTA.
Existing users can view real-time tracking of current progress, and multiple actions CTA.
The go-to dashboard for all PayPal benefits.
Pay After Delivery. Purchase Protection. Free Return Shipping. Take control of all PayPal benefits without compromise.
Results
Increase in protection, reward, and offer benefits by 32%
Decrease in confusion from users of available benefits
Improved perception PayPal benefits
