UPS partnered with our CX team to create a streamlined and intuitive online experience that meets the company's logistical needs while communicating the brand purpose and strategy through storytelling. My team's initial engagement was intended to:
• Evaluate the current state of UPS and its competitors, determining opportunities for audience influence and market differentiation
• Initiate a plan that prioritizes ROI, melding content and data strategies within a unified experience framework
• Deploy a migration strategy to optimize platform capabilities, streamline workflows, and enable operational efficiencies

The ultimate goal was to provide UPS with a consolidation strategy and design that would take 11 disparate websites into a singular experience that connected the entire organization for prospects, customers, and employees. 

Our approach to creating a connected vision for UPS. To deliver strategic recommendations to UPS for a consolidation strategy, we conducted over 24 workshops and stakeholder interviews, analyzed 80 reports and documents, evaluated nine competitors, audited 11 websites, and crafted seven personas and user journeys.

Guiding UPS from a consolidation toward a unification strategy required considerable consultation and change management. Articulating the requirements needed to pivot the approach involved a series of presentations with the executives.

Based on the strategy for the unification of site experiences, four potential approaches to unification were explored and incorporated into the overall design strategy.

Each persona's experience was considered along the same journey with UPS.

Based on our understanding from progressive client discovery sessions, we determined that a single user persona would not be adequate to cover UPS's user needs. Therefore we created something new in UX that we called "User Scenarios". These user scenarios depict the customer journey (from Discovery to Advocacy) for 7 different "user groups".

In order to understand how the individual audiences could possibly interact with a "unified" UPS, the UX team created something new that we called "User Scenarios". These are very much like user flows but instead of looking at a single site we examined the possible flows and interaction points within the unified UPS ecosystem at every point along an audience's journey.

After many client meeting sessions, it was determined that the redesign of the UPSers Intranet was to take priority before unification. After several discussions with the UPS UX and Design System teams it was determined that wireframes would not be necessary and that we were to design mockups using UPS's design system. Through collaboration, several new components were designed and integrated into the UPS design language.