PayPal Website Navigation
As an UX Research intern, I set out to uncover the problems with the current PayPal Business website navigation and information architecture.
I planned, developed, and executed a tree test study to identify the key problem areas in the current IA and tested two new navigation hierarchies in order to systematically identify better alternative designs.
The current information architecture (IA) had vague and unclear labels. Important labels for high-priority tasks were hidden in secondary or tertiary navigation levels. Most of the “tools” were categorically dumped into a label called “All Tools.” Discovery was challenging for users and label names such as “Resolution Center” were unintuitive.
Designers and content writers hypothesized two alternative IA’s. They wanted rapid, iterative user feedback.
Encourages specific behavior for merchants to utilize certain features. Based on PayPal consumer website.
IA’s created by PayPal UX designer Joanne Cho
Maintains action-based and task-oriented labels. Hypothesizes appropriate groupings and modes that a merchant would understand.
Rapidly evaluate two new hierarchical structures alongside current IA according to real-world tasks.
Gain insights on time spent navigating through IA’s & path directness.
Create a framework to test future designs and Inform future navigation design iterations.