FedEx Office e-Commerce modernization
FedEx • July 2020 - May 2022
Over a two year period, I worked with FedEx Office to modernize their commercial and retail eCommerce print products and service platforms. My design team worked alongside researchers, developers, product managers, sales, and marketing to implement custom technology and solutions that integrated products such as Magento, Mirakl, and Canva.
Challenge
They sought out a partner to provide UX resources and guidance to fix broken agile processes and properly break down work to deliver on product and business objectives.
Impact
I aided the redesign of the Office.fedex.com eCommerce experience netted $1M in revenue in during it’s first 4 weeks as a soft launch.
The team
1 design lead, 2 designers, 1 researcher, 2 agile coaches, 1 UX manager 1 engagement manager
Timeline
July 2020 - May 2022
My role
Design lead, ADA remediation and processes, high-fidelity design, and development handoff
The approach
At the commencement of our FedEx partnership, I functioned as a pod designer supporting commercial design work. I along with my fellow Dialexans recognized gaps in the value stream’s execution of SAFe Agile practices. Lack of adequate requirements, constant design rework, lack of transparency from development teams signaled siloes within the value stream. With agile coaching in progress, I transitioned into a design lead role, managing two designers in the retail pod. As we advised the client, we implemented design work while modernizing their internal processes.
R E T A I L T R A N S F O R M A T I O N
Understanding the existing ecosystem
In the early months of working with FedEx, we consistently delivered on the essential high-priority needs for the FedEx Office’s digital products. We began to dedicate effort to developing a comprehensive source of truth for their entire retail & commercial platforms that would inform the design thinking activities that followed.
P R O C E S S
Defining the future
We held workshops, ideation sessions, journey mapping, competitive analysis, and reviewed voice of the customer data to inform the new eCommerce experience.
We were asked to focus on the checkout flow of the retail experience. We examined a variety of eCommerce flows including, Office Depot, Walmart, Zazzle, The UPS Store, Minted, Shutterfly, Moo, Vistaprint, Sephora, and Staples. We held an affinity mapping workshop to make note of our observations of site architecture and features. Then we noted common observations which led us to key themes and insights.
D E S I G N
Third-party product pages
I diligently created proof of concept designs for the FXO homepage, various category pages, checkout process, and user profile sections.
FedEx website showcasing custom branded boxes, featuring various box designs and a person organizing boxes with packaging materials.
FedEx website homepage featuring advertisements for custom picture framing, home decor inspiration, and office articles, with navigation menu and footer.
FedEx webpage showing direct mail services, videos, articles, and subscription options.
Screenshot of a retail webpage featuring various face masks and accessories, including reusable and recycled options, with promotional banners and product descriptions.
FedEx website homepage featuring promotional clothing section with various button-down shirts, including men's and women's options, and a header banner about promotional clothing. Navigation menu at top with categories and a purple footer.
D E S I G N
Profile ideation
FedEx Office user profile page with account details, contact information, and navigation menu.
FedEx online account dashboard showing recent order for a brushed gold photo frame, account info, profile details, and promotional offer for 50% off canvas prints.
An online project management dashboard for FedEx Office, displaying user profile, project folders, and navigation menu with promotional banner at the top.
FedEx Office online account page showing user profile, recent orders, promotional offers, and navigation menu.
FedEx Office account page showing order history, profile info, and promotional banner.
FedEx Office online profile page showing account information, contact details, store location, address book, and payment method.
FedEx Office online account dashboard showing user profile, project folders, and navigation options.
FedEx Office online platform main page showing user profile greeting Holly, various design and printing templates such as thank you cards, brochures, calendars, and photo books, a promotional banner, and footer with contact information and social media links.
FedEx online account webpage with profile info, account settings, connected social accounts, notification preferences, and customer research section.
D E S I G N
Checkout
Online shopping cart page from FedEx website showing one item, a multi-sheet package, priced at $42.29, with options to update cart, proceed to checkout, or continue shopping.
FedEx Office online checkout page showing store pickup options, zip code search, pickup location map with multiple FedEx stores marked, and a list of pickup times at different locations.
FedEx Office online checkout page showing order summary for a Gwn Endurance Tee priced at $42.29 with one item in the cart. The page has step indicators for Shipping, Payment, and Review & Submit, with Payment highlighted. Payment options include Credit Card and FedEx Office Account. The bottom purple footer contains links for Feedback, Site Map, Terms of Use, and Security & Privacy.
FedEx order review page displaying shipping address, delivery method, payment method, order summary with one item - Gwyn Endurance Tee priced at $42.29, and a submit order button.
FedEx order confirmation document showing order details, shipping address, delivery method, payment info, and a purchased Gwyn Endurance Tee.
Outcomes
MORE THAN $1M IN REVENUE & 1.1 M MONTHLY VISITORS
In the first four weeks, the new .com experience earned $1M during it’s soft launch to customers. Our researchers and designers delivered seamless designs to enhance conversions on fedexoffice.com.
RETIRED 4 LEGACY PLATFORMS
We decommissioned four aging commercial products and enhanced their customer experiences as we transitioned to the new infrastructure and expanded their partner ecosystem.
ENHANCED TEAM COLLABORATION
FedEx stakeholders told us that our leadership on the project helped them collaborate as one team. Our unique approach helped them improve their processes which aligned the vendors and teams who began to collaborate on a unified process and outcome
