Paypal Giving Redesign

Redesigning the paypal giving feature to be more accessible.

Overview

Launch UX Bootcamp Project:

This project was done through Launch. Launch is an intensive project based 16 week program aimed at giving students training in areas such as design thinking and creating design artifacts in Figma and Sketch.
Role: Co-UX designer, along with partners Tien Tran and Selene Vitela.
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Location: Remote
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Brief: Identify an issue with the process of giving a donation on Paypal and create high fidelity mockups of a design solution.

Problem Statement

How might we design the Paypal web page to increase visibility and usage of the giving functionality?

User Research

To stay true to Paypal’s diverse user base, our team wanted to interview participants what a wide range of qualities.
  • 10 Participants
    • Participants were between 18-30 years old.
    • Participants ranged in online payment experience from avid users to newer users.
Target Users: Paypal has a large and diverse user base.

Ethnographic Interview

Why were these interviews conducted?

These tests were conducted to understand how a users would navigate through the current Paypal system. Users were asked to complete standard Paypal tasks as our team watched them navigate through the site to identify Paypal’s current donation navigation.

What questions were asked to our users?

  • Could you show us how you would make a donation on Paypal?
  • Could you lead us through the process of setting World Wildlife Fund as you favorite charity?
  • Can you check to see where your donations would show up on your dashboard once made?

What did we learn from this process?

  • 0/5 participants knew about PayPal charity donations
  • 3/5 participants navigated Send and Request first which is an area where users can send and request money from other users.
    - Users thought to navigate here because donating to charity has to do with the transfer of money
  • Finding the charity section was difficult, every user made 1-2 errors when trying to navigate to these pages by clicking the wrong path.
    - When getting to the charity page, the donation process was straightforward to users. Users went through donation process similar to any other online payment process.

Non-directed Interview

Why were these interviews conducted?

These test were conducted to get a user perspective on using Paypal as well as donations. These conversations focused on understanding the underlying feelings that users have towards donation and whether people would be willing to donate more if there was a more convenient way of donating.

What questions were asked to our users?

  • Do you donate to charity, and if so, how do you usually donate?
  • What motivates you to donate or possibly what are the reasons why you do not donate?
  • What might incentivise you to donate more often?

What did we learn from this process?

  • Users expressed that they were hesitant to donate through external sites like Paypal because they were not sure where the money goes.
  • Users do not go out of their way to donate. All the participants did not have go-to charities and do not often think about charities unless it pops up in their life.
    - example:  going to the grocery story and being able to round up to donate to charity.
  • When asked what would make users more inclined to donate, users stated that they want the process to be convenient and easily integrated into their schedules.

Use Case and Flow

Sample Use Case

Actor

Caring, college student Catherine

Basic Flow

Logging onto the PayPal website, navigating to the donation area, and making a donation to charity of choice

Alternatives

  • Navigates to the send and request area upon logging in
  • Navigates to the favorite charity button
  • Checks her activity and then navigates to the send and request area

Design Decisions

Here are the main issues we found and how we strove to solve them.

Problem 1: Navigation

Issue: Users had trouble detecting the navigation to charity page/
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Solution: Include options to navigate to charity from send and request page, a page often visited in our user test when donations were mentioned. We wanted to be more flexible in terms of navigation and offer a more clear information scent.

Problem 2: Trustworthy Image

Issue: Users were hesitant to use Paypal as a middle man because they were not sure where the money was going.
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Solution: Emphasize that Paypal covers the fees of donations and be transparent about how the system works as well as where the money goes after a payment is made.

Problem 3: Convenience

Issue: Users did not want to take more time out of their day to donate.
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Solution: Inform users of opportunities to donate while they are going through their regular routine. Provide useful information about tax write-offs so users would be more inclined to donate.

More prominent navigation in areas users tend to look.
Rearrange content to emphasize transparency of Paypal Giving process.
Make the process more convenient for users.