ABOUT

Lead Designer & Creative Director | PayPal Membership Renewal Initiative
Spearheaded the end-to-end visual strategy and product design for the overhaul of PayPal’s premium membership ecosystem. Partnered with product and marketing teams to transform the user lifecycle, driving higher retention and brand loyalty.

UX/UI Overhaul: Designed an intuitive, high-conversion renewal flow that simplified tier selection and benefits visualization across web and mobile platforms.

Visual Identity: Established a refreshed, cohesive creative direction—including premium iconography, motion graphics, and typography—that aligned with PayPal's modern brand guidelines while elevating the "premium" feel.

Business Impact: Implemented data-driven design iterations based on user testing, resulting in a measurable reduction in churn and an increase in overall user lifetime value (LTV).