UPS

Enhancing Digital Engagement with Unified Customer Experiences

As a global leader in logistics, UPS has embarked on an ambitious project to unify its digital sites, enhancing user experience across various platforms. This initiative is designed to streamline operations, increase customer engagement, and leverage UPS’s vast capabilities more efficiently.

PROJECT OVERVIEW

UPS desired to enhance the digital experience for its customers by integrating its various online platforms. The goal was to create a cohesive, seamless user experience that not only improves customer interaction but also drives efficiency and boosts employee satisfaction and customer loyalty across global markets.

ECOSYSTEM & MARKET

packages delivered daily

in global logistics

countries and territories presence

worldwide shipping customers

worldwide employees

MY ROLE

As the lead experience strategist, I was tasked with orchestrating the unification of UPS’s digital experiences. My responsibilities included understanding the broader organizational, business, and technological landscapes, conducting a thorough analysis of the existing digital ecosystem, and identifying strategic opportunities.

I led the development of a comprehensive experience strategy roadmap, defining user stories and journeys, and ensured the vision was maintained throughout the implementation process.

THE APPROACH

The development of the strategy involved a detailed competitive analysis and the evaluation of existing digital touchpoints and target audiences to identify areas for improvement and integration.

The project required close collaboration with various stakeholders from multiple business units to ensure a unified approach that aligns with UPS’s business objectives and user needs.

Special emphasis was placed on enhancing digital experiences for employees and small to medium-sized businesses, focusing on tailored solutions that streamline operations, improve accessibility, and foster a more intuitive interaction with digital tools designed to support their unique needs, as well as crafting an optimal information architecture that supports intuitive user interactions across platforms.

RESULTS

The result of this strategic initiative is a streamlined, more engaging digital experience across all UPS platforms. The unified sites now offer enhanced functionality, personalized interactions, and a consistent look and feel that reinforces the UPS brand.

workshops and interviews

reports and documents analyzed (1700+ pages)

sites audited (200+ pages)

personas and journeys crafted