Since March 2017 I’ve had the opportunity to be the lead designer for PayPal Business, a mobile app that helps 1.7 million small business owners track their sales and create invoices.
I created a communication framework for the app home screen, to provide task guidance and serve relevant, actionable pieces of information to merchants.
My research partner ran separate studies, to learn how small business owners use the business app Vs. the web portal. There was an overlap in the problems users faced:
We had the opportunity to engage users by providing front and center information so merchants can complete tasks, and grow their business with PayPal.
If done right, customer would be able to clearly understand, act, value, and board to PayPal services without confusion and delay.
I collaborated with the web home screen team to audit the wide range of messages we were communicating to our users. As expected, we were using all types of affordances, from notifications to banners and pop-ups.
After the audit we created a priority model to govern the order of appearance of the messages and user actions.
While the home screen on web was designed for focus and multi-tasking and context-switching, the mobile home feed needed something different: We optimized for information delivery on-the-go. This should be concise, and taking into account that users spend about 2 minutes in the app to perform basic tasks.
I designed and tested ways to surface different levels of information. The challenge was to make a good use of the reduced space on mobile, while providing relevant content upfront.
The first proposal ( proved to be better for scalability, discoverability and action during usability tests and our feedback sessions with the team.
After various tests, and a thorough evaluation with content, engineering, product leads and our sister web team, we agreed to move forward with the stacked card summary model.
It was time to prepare a live test adding content from otheWe went after teams that managed high-priority information and were in need of a communication platform. I worked with them to obtain information about the tasks and flows they needed to surface.
Both mobile and web teams worked in tandem to provide a seamless experience and parity of messages in the home feed. I kept close communication with content writers, engineers and designers, so our guidelines were in place and scalability taken into account, ensuring consistency for future cards.
These explorations set the tone to the rest of the project, showing how different customers would live distinct experiences.
Many stakeholders debated the idea of providing messages in a carrousel, while others felt that a stack of cards was more engaging. To discover which approach was better, we ran an A-B controlled test with both messaging forms, each to 10% of our population.
Prioritized tiles based on urgency.
In the app, there are specific areas in the feed, where messages appear. Their position in the feed represent different levels of urgency.
The design is moving towards the idea of a personalized experience. As the merchant takes action over a specific tile, this tile evolves in content, relevancy and even position in the home feed.
Targeted recommendations are placed in low priority positions in the feed. Action is encouraged, not necessary.