Paypal, an online payment service, provides highly visible information for customers outlining the company's buyer and seller protection services. After growing organically for years, it was clearly in need of a revamp. A redesigned content framework and visual refresh was so successful that it paid for itself in just nine months.
PayPal's Security Center offered an explanation of services and agreements for buyers and sellers, but the content was poorly organized, duplicative, unclear, used too much "legalese" and was not aligned with PayPal's brand. In addition, the content was hard to maintain across multiple sites and languages.
This effort was part of a larger initiative led by Seneb Consulting to improve PayPal's online customer experience through understanding the users' mental model when buying, selling and managing money online. In-depth customer research revealed what information customers needed to investigate their rights around making and receiving online payments. The mental model research suggested an initial framework that was then tested before adding refreshed content and a visual design.
The new Security Center featured clean, organized, easy-to-find content with a clear explanation of how customers were covered by the Programs (a reduction from 72 pages to 24 pages). Content was rewritten to be concise and as legalese free as possible.
- These changes significantly improved the customer experience and led directly to a measurable 14% decrease in calls to PayPal's Security Center.
- Overall findability, satisfaction and comprehension of information related to Purchase Protection was measurably improved. Both customers and merchants found it much easier to report spoof emails and phishing.
- A consistent look and feel supported the company's global brand and enabled regions around the world to adopt the format with minimal costs. Several countries in Europe and Asia adopted the new format soon after the U.S. revamp.