FedEx: SMB Experience
Efficiency Delivered
The Challenge
To improve FedEx's promotions offering for small and medium-sized businesses (SMBs), which was hampered by legacy systems, manual processes, and high user abandonment.
My Role
As Creative Director, I led a human-centered design approach to reimagine the end-to-end promotion-to-activation journey. We focused on a simplified, ideal experience for two key audiences: the SMB users and the FedEx marketers.
The Solution
My team and I facilitated user interviews and design-thinking workshops to develop personas and user journeys. We then produced wireframes, site maps, and a simplified design system to support both audiences' needs. The final solution centered around a universal dashboard environment where marketers could create promotions, view metrics, and see pricing calculations in real-time.
The Impact
This proactive work established a clear, simplified, and scalable vision for a new system. It equipped FedEx with the strategic deliverables and design guardrails necessary to accelerate the prioritization and implementation of a new platform, ultimately leading to greater efficiency and an enhanced user experience.