According to PayPal's 2016 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 onboarding figures and engagement rate for PayPal.
2016 PayPal Consumer Segmentation Research Data Distillation revealed a total of six major consumer segmentation within the PayPal user base. Among the six segments, I selected three highest performing consumer segments to tailor the My Benefits experience to.
2016 PayPal Consumer Segmentation Research Data Distillation revealed a total of six major consumer segmentation within the PayPal user base. Among the seven segments, I selected three highest performing consumer segments to tailor the My Benefits experience to.
The top 3 customer segments were selected by two metrics: monthly discretionary spending and PayPal usage.
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.
Based on the segmentation synthesis results, we decided to create a dashboard that would help users discover new benefits, track their benefits' progress, and to easily activate / deactivate particular benefits.
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.
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.
Pay After Delivery. Purchase Protection. Free Return Shipping.