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Paddle self-serve migration journey

Role

Senior product designer

Role

Senior product designer

Timeline
12 weeks, 2024-2025

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

Team
7 people

Problem

Customers want to grow on the new billing platform but need a fast, seamless migration. Delays risk churn and Paddle aims to migrate all classic users to reduce costs and boost revenue.

The current migration process is manual and sequential, placing a significant strain on Paddle’s internal resources. As a result, customers face long wait times before they can be fully migrated , delaying their ability to scale operations and improve their own customer experiences.

Solution

A self serve-migration journey within the dashboard

  • Provides a way to migrate on their own with minimal support

  • Ideal for 80% of classic Paddle customers

  • Reduces Paddles need to hire more staff to manually migrate

  • Suitable for customers with less than 10k subscriptions

  • Empowers customers to decide who migrates and when, putting control firmly in their hands.

  • Speeds up customer adoption of new billing platform for Paddle

Discovery

Gathering it all together

  • Started by speaking to our customers, the PM and I spoke with those motivated to migrate

  • We lifted data from snowflake to identify ideal migration candidates

  • Worked with and consulted our back-end engineering team

  • We learnt what restrictions were from our old monolith platform

  • TBC

  • TBC

Centralising our discovery
The PM and i spent 3 weeks speaking to customers, mapping out any current user flows and looking at our data

User interviews

What we learned from our discovery

  • Started by speaking to our customers, the PM and I spoke with those motivated to migrate

  • We lifted data from snowflake to identify ideal migration candidates

  • Worked with and consulted our back-end engineering team

  • We learnt what restrictions were from our old monolith platform

  • TBC

  • TBC

Centralising our discovery
The PM and i spent 3 weeks speaking to customers, mapping out any current user flows and looking at our data

Ideation workshop

Internal collaboration

I led a two-part ideation workshop designed to spark fresh thinking, surface hidden insights, and unite cross-functional Paddlers turning collaboration into a catalyst for shaping the project's future direction.

  • In the sessions we had engineers, solutions, PMs, design and support team members

  • The session proved highly effective, resulting in two clear and compelling migration journey ideas that set the stage for next steps.

Prototype and testing

Headline needed

  • Started by speaking to our customers, the PM and I spoke with those motivated to migrate

  • We lifted data from snowflake to identify ideal migration candidates

  • Worked with and consulted our back-end engineering team

  • We learnt what restrictions were from our old monolith platform

  • TBC

  • TBC

Centralising our discovery
The PM and i spent 3 weeks speaking to customers, mapping out any current user flows and looking at our data

Centralising our discovery
The PM and i spent 3 weeks speaking to customers, mapping out any current user

Final designs

Mark Slater 2025