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.
D E S I G N
Profile ideation
D E S I G N
Checkout
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