Challenge
Over the past decade, PayPal acquired a number of brands and businesses to expand its merchant offering — but without a unifying strategy for how they fit together. The result was a fragmented experience: business customers had no clear way to understand or navigate PayPal's full suite of products. The challenge was to bring these brands into a single, coherent experience on the marketing site.
Solution
Our team led a two-year effort to unify the marketing experience end-to-end — deprecating and retiring legacy brands, migrating existing customers to a single sign-on experience under PayPal, and consolidating fragmented content across the marketing site. Rather than patch the existing structure, we started from the ground up with a new information architecture built around customer needs — moving away from a site that reflected PayPal's org chart and toward one that reflected how businesses actually think about their goals. We branded this initiative the PayPal Open Platform, unifying the experience across both logged-out and logged-in customer journeys.
Impact
-
35%
increase in conversions
-
200%
increase in feature engagement
