FedEx: SMB Experience
Efficiency Delivered
FedEx reached out wanting to improve their promotions offering, targeted towards small and medium sized businesses (SMBs).
The existing experiences (both internal and customer facing sites and apps) were a combination of legacy and manual systems, dated best practices, and non-implemented enhancements that culminated in elevated abandonment, lengthy user flows, and glacial-paced internal setup times for new promotions and offerings.
My team’s challenge was to deliver a simplified, ideal promotion-to-activation journey that included a dynamic promotional offer experience, translated into actionable deliverables to accelerate prioritization and implementation of vision.
Utilizing a human-centered design approach, my team successfully:
Facilitated a series of user/stakeholder interviews (US and UK)
Led design-thinking workshops
Developed personas and user journeys
Service Design Blueprints
Ideated new features
Produced wireframes to support both the SMB users' and the FedEx marketers' needs
Defined and implemented a simplified design system
Conducted/documented user testing
FedEx Marketer specific assets and deliverables
FedEx Customer specific assets and deliverables
The end solution centered around a universal dashboard environment that acts as a one-stop-shop for both these groups, where they can create promotions, view metrics around these promotions, and see pricing calculations in real-time.
