FedEx Services provides corporate services to other FedEx operating companies. Specifically, all marketing, sales, pricing, data analytics, forecasting, finance, customer service, information technology, and their respective organizations (and cost centers) reside inside FedEx Services.
Career Takeaways:
✅ I left my mark on a major brand by pushing their boundaries, and creating new guidelines. My work led to the shipping progress tracker being reimagined in a more meaningful way. I learned how to operate effectively within a multi-national corporation. I got to get my feet wet giving direct presentations to VP’s and Presidents within a massive organization. Being the one to establish the UX and Design process for such a large company was a great opportunity, and I’m happy to say that they still follow those guidelines today.
Project Overview:
FedEx was looking to reimagine their mobile application experience. I was tasked with the creation of their UX and Design Process, managing the designers on the project, and leading on the end-to-end design of the new mobile app alongside IA Collaborative.
The old look & feel of the FedEx Mobile App grew out of deep contextual research, user co-creation, and consideration of the current FedEx Brand and its future. The goal of this new app design is to both preserve FedEx brand identity throughout various digital experiences and propel it into the future with a forward-thinking design.
Challenges:
- Silo’d organization with “needs” sometimes being at odds.
- Large organization with a lot of purple (red) tape.
- Legacy backend systems and an anti-OpenSource policy.
- Massive international customer base.
The Process
Quantitative & Qualitative Research
- Ethnographic research was performed around the world to understand the experience customers go through when both shipping and awaiting a shipment.
- Combination of open and proctored surveys were used to understand what the current customers thought of the mobile app.
Define Phase:
Understand the user
- Identify the primary user
- Identify profiles (user, task, environmental)
- Develop personas
- Define what users want/need to do
- Pinpoint user goals
- Develop user stories
Understand current state
- Document current experience
- Analytics review
- Pinpoint usability issues
- Competitive analysis
- Benchmarking
Ideation Phase:
Identify design scope
- Identify user testing scenarios
- Storyboard user flows (inputs/outputs)
- Identify screens for user validation
- Explore multiple design options (parallel)
- Level set on UX scope (happy path vs. all possible designs)
- Determine level of functional fidelity needed (paper, wireframe, proto, etc.)
- In-house or outsourced design
Develop iterative, low/medium fidelity designs
- Brainstorm design options through sketching
- Mock up basic concepts
- Develop wireframes (static, click-thru, mobile, etc.)
- Explore information architecture
Develop high-fidelity prototypes
- Determine best tool for simulation (iRise, HTML, other)
- Determine number of screen sizes for simulation
Apply GUI standards
Wires & Flows:
Final Designs:
