Problem
Our brand team was launching a campaign, which kicked off with a Super Bowl ad. We expected prospects to our homepage in response to the ad. Prospective customers recognize the brand and feel it's trustworthy, but they don't always comprehend the features and benefits. So, our goal was to create a page that emphasized our network of consumers and merchants, communicated core benefits, and explained how PayPal works.
Approach
We used a collaborative, content-led approach to define the page narrative during a design jam with product, marketing, brand, design, and engineering. Content strategy outputs from that day are included below. We measured success through customer research, survey, bounce rates, and new activations.
My role
I led part of the design jam to encourage starting with customer empathy and defining the tone and narrative according to customer needs and state of being. I wrote all the copy on the page, and provided creative direction and editorial support for the video linked to below, which was created as part of the redesign.
As part of the redesign, we launched a video in a new design style. Our goal was to create a comprehension focused video aligned with the narrative and goals of the page. I was part of the team providing creative direction and edited the video script.
One of the outputs of the design jam, used to inform visual and content design
One of the outputs of the design jam, used to inform visual and content design