PayPal Business is a native app that helps 1.2 million small business owners across the globe review and control their sales operations at PayPal: Send invoices, view the progress of their sales, get in touch with customers when disputes arise, track their business loans and review transactions.
With the help of my manager, I put in place the design operation process for a team of two, that included a centralized file system, documentation to track historical changes and a sprint planning site that me and my design partner updated every two weeks to keep work transparent.
I led my team to create a research-informed design practice. We tested designs bi-weekly using a variety of techniques like interviews, card sorting or prototype testing, involving product managers and engineers into the process of asking questions and debriefing.
In just a year, my team had conducted more user research studies than any other at the company, and engineers and product managers were invested in the process.
Being a Lead Designer on my team meant also elevating the craft of associate and intern designers. I used paired design to be a sounding board for their work and give them resources to improve their designs. I assigned them projects that stretched their capabilities and helped them unblock initiatives in conflict by fostering dialogue with stakeholders.
One of the first, and most basic goals I had for the app was to create alignment with PayPal for web.
I reduced the number of font variations we used from 16 to 4, also reducing the app size, set up a tile system and general guardrails for our home screen that resulted in a flexible, yet regulated layout, where all basic elements from the web experience were translated to mobile while maintaining information integrity. The tile system would be later adopted by our official UI system and used across many teams.
While I wasn't maintaining the style guide alone, my role was to oversee its consistency and correct application of patterns in the app, and addition of implemented patterns to the app supplemental library.
To inform our product and design strategy and understand our users' neeeds, I collaborated with our research team to conduct a diary study. We went to the workplaces of small business owners in the U.S. and India to learn about the lives and habits of small business owners, and identify differences and commonalities between service providers and product sellers.
Some deliverables that came out of this work, were two well defined personas and journey maps that were used to tell the story of the common SMB merchant to our team and leadership, and a new understanding of the service provider: An audience that was neglected in the past, and that opened new opportunities in our roadmap.
I helped my team brainstorm on new initiatives for our yearly roadmap, focused on improving efficiency of payments for merchants on-the-go. I generated an opportunity statement, and made sure that the planned initiatives took into account the merchants' needs we clearly saw in our research.
A series of interviews and card-sorting exercises helped my team learn how users categorize the information on the app, and how are their behaviors different on web vs mobile.
We made some adaptations to the navigation bar to reflect how people used the app leaving the bottom tabs for highly used features. A quick action button triggers commonly used flows, so users can make the most out of their time.
The app homepage is an optimal location for Merchants to be guided on business objectives and tasks, but small business owners didn’t have a way to know what tasks were important for them to do at PayPal. They wanted actionable data, insights and tasks relevant to their business.
Our mission was to help people have at a glance view that highlights the overall status and pending actions at PayPal, tailoring the experience to each person as they progress throughout their journey with PayPal.
I worked in collaboration with the home screen team for web, to come up with a Home Framework that scaled well and reliably presented the same information in both platforms.
I defined discrete areas for information in order of criticality to give users a sense of permanence, and other teams at PayPal a set of rules to add not only their notifications, but features and cross-sells.
One of my challenges was to maintain the same hierarchy as the web home screen, and condense all in a single feed, without overwhelming the user. I achieved it by creating zones of expandable notifications, and defining guardrails around the permanence of notifications and cross-sells if not attended.
We launched a pilot displaying notifications of different levels of importance to merchants, to learn how feasible was the notification model, calibrate our guardrails and provide a non-disruptive experience.
I spent the last 6 months with the app team bringing even more consistency with the company latest UI patterns and guidelines teaming up with the home web team.
100% growth YoY
Every year we doubled our user base, and maintained a 4.3 star rating on both Android and iOS app stores.
Removed feature silos
The home framework design took information out of the silos of features and pages, adding transparency to the app.
Added patterns to UI library
The card patterns were adopted by other teams and added to our official UI library.