PayPal Express Checkout

PayPal Express Checkout

BACKGROUND

This project was a dual-brand intiative for macys.com & bloomingdales.com to build a 3rd party payment option on the bag and checkout pages. This initiative complements responsive design initiatives in 2015 to create a more cohesive desktop to mobile phone experience. The information architecture for bag and checkout pages for macys.com & bloomingdales.com are similar, so the product manager and I worked with visual design and development teams in San Francisco (macys) and New York (bloomingdale's) throughout the project.

PROBLEM

Global expansion in Asia & Abu Dhabi, United Arab Emirates (UAE) necessitated payment options that are available for both international and domestic customers.

SOLUTION

1. Express Checkout Button - entry point on the bag page for quick 3-click checkout experience for guest users.
   
2. PayPal as a Tender Type - entry point during the standard checkout process for signed-in users.
   

OUTCOME

Designed the flow and experience for the Macy's & Bloomingdale's express checkout experience on the bag page and selecting PayPal as a payment during standard checkout.

Implemented on iOS, mobile, desktop and tablet.

IMPACT

$50M increase in revenue, 3-months after launch.
Supported multi-national expansion strategy providing a 3-step easy checkout for customers worldwide.
Increase in average order value.
Significant decrease in cart abandonment rates for mobile-web and iOS.

ROLE

Lead UX Architect

TOOLS

Sketch
Adobe Illustrator
Adobe Photoshop

TIME

2015 / 2016

COLLABORATORS

Rory Scott (Product Manager)
Mike Saia (Visual Design Manager)

My Contributions

Research

I collaborated w stakeholders from Macys, Bloomingdales and PayPal to determine business needs, as well as prioritization of features and goals.

Competitive Analysis

Complete analysis of competitor bag and checkout pages, 3rd party payments of features and information architecture.

Stakeholder Engagement

Actively in contact with other teams in the purchase and delivery domain to make sure roles and responsibilities were set and agreed upon.

Wireframes

Created wireframes for desktop, mobile web and app flows with PayPal as a payment option for bag and checkout.

Prototype

Created a click through prototype to test the bag and checkout flows with PayPal as a payment option including all the permutations in the flow.

Strategy, Research & Process

We took a brand-agnostic approach, with flows that would work for both brands since the information architecture is almost identical for both brands. I conducted collaborative sessions and workshops with Macy's & Bloomingdales product owners, developers, and visual designers.

In terms of process, I met with various PMs in the purchase and delivery domain to understand how the PayPal flow would affect other programs such as loyalty programs, gift cards, promotions, buy online/ pick-up in-store, and gift items to understand the constraints, stakeholder needs and opportunities.

I then conducted a competitive analysis of various e-commerce websites and how PayPal was used across the web.

As the first MVP, we implemented the express checkout on the bag page. (featured in cover). For the second MVP, we implemented PayPal as a tender-type. For the third MVP, our team tested three variations of the PayPal call-to action to determine which button style performed best. Desktop, mobile-web and app versions were accounted for with each MVP iteration.

User Flows

1. Express checkout with the entry-point on the bag page

2. Tender type  under the payment section during checkout.

MVP 1

The first part of the project was to implement the express checkout button on the bag page; a call-to-action button that allows users to use their PayPal acount for purchasing goods at macys.com & bloomingdales.com.

MVP 2

Incorporate the PayPal tender-type feature in the checkout flow for signed-in and guest flows.

MVP 3 

The third phase of this project was to A/B Test several iterations of the PayPal buttons to determine which performed best. 

Outcome and Impact

For Macy's, the project earned $50 million in revenue, three months after PayPal express checkout was launched. In addition, there was an increase in average order value, and significant decrease in cart abandonment.

The brand-agnostic approach turned to be a successful strategy as we completed first two MVP's ahead of schedule, in-time for the Thanksgiving & Holiday shopping rush in 2015. 

PayPal express checkout & tender type are live at macys.com & bloomingdales.com. You can also use the payment features in the app, available for both Apple & Android. 

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