Paddle customer portal.

Role

Senior product designer

Role

Senior product designer

Timeline
24 weeks, 2024-2025

Project type
Zero-one, end-to-end design

Team
9 people

Impact

Delivered the #1 customer-requested feature end-customer self-service — reducing support burden and enabling sellers to focus on revenue growth, which directly benefits Paddle.
Introduced an out-of-the-box solution that improved the sales proposition and helped win new customers by eliminating the need for bespoke portal builds.
Led Paddle’s first B2B-to-B2C product experience, designed mobile-first to meet modern user expectations for self serve customer account handling.

• Time to Value was increased by surfacing key insights automatically and reducing user effort.

• Increased customer retention by solving a requested portal improvement.

• Helps win new deals and (POV) trials by delivering key values and enhanced reporting metrics to both the potential customer and our internal sales and support teams.

Problem

Paddle customers wanted to spend less time managing subscription requests and more time growing their businesses, making a customer portal the most requested feature in 2024.

Challenges

• This was Paddles first B2C product offering, which meant we had complexities around storing payment methods, customer details and authentication

• It needed to be fully responsive and mobile first?

• There was no team in place to deliver this at the start. It was just myself and a Senior PM.

• This was Paddles first B2C product offering, which meant we had complexities around storing payment methods, customer details and authentication

• It needed to be fully responsive and mobile first?

• There was no team in place to deliver this at the start. It was just myself and a Senior PM.

Solution

A mobile first customer portal which allows our customers, customer to self manage their subscriptions.

The customer portal needed to work out of the box and be accessible to a global audience on any device, anywhere. By allowing the buyers (our customers, customer) to self manage their subscriptions it would allow sellers (our customers) to free resources on developing their business instead of managing subscriptions.

Solution

A mobile first customer portal which allows our customers, customer to self manage their subscriptions.

Add, remove and manage payment methods

Update invoices, crucial if addresses are missing for tax needs

Cancel subscriptions within

a few clicks

View payment history and pay past due transactions

Discovery and learnings

Customer interviews and rapid feedback

The PM and I started by speaking with a wide range of customers to better understand our target audience and form strong early hypotheses. We chose to prototype early and gather quick feedback, creating branded prototypes tailored to individual customers.

Large and enterprise sellers didn't have a need for our customer portal

Sellers wanted the portal to look and feel like their website and products

Ideal for small to medium sized sellers who couldn't build their own

Competitor analysis of Stripe, Lemon Squeezy, and Chargebee

Early iterations, concepts and ideas

Prototypes and testing

Continuous feedback

I iterated through multiple prototypes, often breaking down user journeys to test specific parts in isolation. Since the target audience was B2C, I leveraged user testing platforms to continuously recruit participants and gather valuable insights.

Final designs