Project Type: Brand Center Design
Role: UX Researcher | UX Designer
ABOUT PROJECT
I was part of the team that worked with PayPal to redesign their Brand Central platform, a crucial resource for internal employees and external partners. The project aimed to transform it from a simple asset repository into a dynamic, user-centric tool that fosters brand consistency and community.
Problem:
The existing Brand Central platform suffered from a fragmented user experience, a difficult-to-maintain system, and outdated content. Users struggled to find the right assets due to poor navigation and disorganized content, leading to frustration and a sense of disconnection from the brand's story.
Goal:
The goal was to make Brand Central a platform that inspires users to become creators and ambassadors of the brand—embodying PayPal’s values through a simple, intuitive, and community-driven experience that’s scalable, future-ready, and supports a new governance model.
PROCESS
BRAND AND MARKET UNDERSTANDING
Client Workshop
I joined a two-day workshop with key PayPal stakeholders to align on vision, goals, and KPIs. Through collaborative “dreams and dreads” discussions and the HEART framework, we defined what success would look like for the project.
USER UNDERSTANDING
User Personas
A set of personas: The Brand Builder, The Brand Activator, and The Brand Partner, captured diverse user needs, from quick asset access to inspirational content. These profiles guided design decisions and ensured relevance across audiences.
FINAL RESULT
The concept centered on a Minimum Lovable Product (MLP), establishing a solid foundation before scaling. Built on Frontify’s predetermined components, the team reimagined and expanded their use to deliver a unique, elevated experience. The result was a cohesive and intuitive flow that served both internal teams and external partners.
