Case Studies
Key case studies showing how UX improves experiences, delights users and achieves important strategic goals.
​
Case 1: From Many to One – With the Voice of the Customer Leading the Way
The Goal
Combine multiple local, regional and global solutions—which offered unique and common functionalities, varying UI designs and served diverse user types—into one new “voice of the customer” digital shipment management experience. ​​
The Challenge
We needed to gain customer research data in order to design from the customer’s feedback perspective. And to move from the "develop, deploy, get user feedback afterward" application development methodology to a UX approach based on user research data to lead the vision.​
The UX Factor
I championed the company's first-ever UX approach to this major company-wide initiative. Leaning into the "voice of the customer" objective, I advocated for a design based foremost on what users—of all sizes, types and sectors, whether new, novice, expert, guest or account holder—told us they needed and that would improve their experience. It was a transformative approach that required considerable buy-in across the organization and being open minded to learning from customer research and discovery.
I establishing a deeply researched approach (extensive customer research, competitive and industry)—in fact it was the the company's largest digital experience customer research project. This allowed us to:​​
-
Gather qualitative and quantitative feedback from users around the world
-
Employ a variety of research methods (one-on-one interviews, moderated focus groups, onsite observation visits, online surveys and navigation studies)
-
Conduct expert UX analysis
The research was enlightening. We learned a lot about our customers’ needs that we didn’t know!
-
Those learnings inspired considerable creative UX thinking and possibilities
-
Our findings formed the basis for a new design system and exciting new features and functionalities
-
We also re-envisioned the information architecture and navigation, and defined a user-centric content strategy
And because we sought to not only to improve the user experience, but delight users as well, we conducting multiple rounds of usability testing, finessing the design based on additional feedback.
Key Outcomes
-
Delivered a flexible, global solution that catered intuitively to different types of users and needs
-
Quick feature acclimation and positive customer experience responses
-
Increased shipment volumes, “self-serve” capabilities and decreased customer support and training needs
-
Successful UX approach became the standard for application development process, road mapping and release cycles
Case 2: Saving Time is Popular!
The Goal
Explore ways to offer time-saving and easy-to-use capabilities and features. ​
The Challenge
Customers told us that saving time using our solutions was very important to them, but several of the applications required too much time to use, learn and navigate. Users wanted options to quickly populate fields as they prepared an online shipment. ​​
The UX Factor
UX designed interactions that allowed users to reuse shipment details so that they did not have to retype everything every time. UX introduced a variety of time-saving, reusable features and functions such as favorites, saved and default settings, copy from past, and flexible customs invoice templates, commodities lists and document upload options. ​
​Key Outcomes
-
Copy from Favorites and Past became the most popular dashboard feature for quickly creating new shipments
-
Volume users enjoyed being able to create and reuse customized customs invoice templates and commodities lists
Case 3: Simple and Intuitive Really Pays Off
The Goal
Evaluate how value-add services are presented and explore ways to help increase sales for those add-ons.
The Challenge
Customer research indicated that users were overwhelmed and discouraged from purchasing add-ons.
A la cart options such as shipment insurance or alternate delivery services upgrades were presented at the end of the flow, as part of a long list of options with generic descriptions. In some cases, options were displayed that may not have been applicable to the user’s origin or destination countries or their type of shipment.​​
The UX Factor
UX focused on aiding users with easily making selections in an intuitive way. Long lists were eliminated, replaced with only displaying applicable options using simple checkboxes and understandable description detail. Value-add items were displayed intuitively at the most relevant places in the flow using subtle visual emphasis for highly desired options.​
Key Outcomes
-
Increased sales for the most desired options
-
Increased user satisfaction feedback
-
An additional €70+m in revenue for value-add services was generated over initial 2-year period
Case 4: Eliminate Hurdles to Get Started Quickly
The Goal
Understand pain points, examine how to simplify the process and reimagine the registration flow.​
The Challenge
Years of adding excessive data fields, complicated sales lead qualifier steps and profile preferences set up to the registration flow had created a burdensome, overly technical process that could take users a long time to complete and login for the first time. Tutorial videos created to assist users were lengthy and mostly ignored.
The UX Factor
UX designed a highly streamlined registration flow that allowed users to login and start transacting quickly, while still gathering enough details for prompt suitable sales lead generation.​ Onboarding features and alerts from the dashboard subtly educated and encouraged users about setting up other profile preferences.
Key Outcomes
-
Increased registered users and user satisfaction
-
Introduced option for Guest users to register after transacting
-
Gradual increased use of additional profile setting features
-
Became a vital channel for sales lead generation
Case 5: Tips, Advice and Helpful Content Along the Way is the Best Way
The Goal
Communicate complex customs regulations and mandatory data requirements to help users accurately prepare shipping documentation to avoid delays with customs authorities.​
The Challenge
Customs regulations for international shipping can be complicated and continually changing. New and novice users struggled to understand and stay on top of regulation changes which could result in their providing inaccurate or insufficient required commodity details in their customs documentation, which potentially could cause delays the customs screening process. Content-heavy web pages and guides were provided to help communicate customs regulatory information, but users told us this was overwhelming and they instead wanted to get help along the way as they transacted based on selections they made in the flow. As well, users expected understandable help content and error messages for critical required fields to help them avoid mistakes. ​
The UX Factor
UX created a variety of intuitive, flexible features for displaying helpful content, tips, mandatory field messaging and critical alerts in a natural, understandable and uncluttered way throughout the flow. Message color coding established visual indicators for the difference between informative versus critical content.
Key Outcomes
-
Increased user satisfaction survey ratings
-
Increased shipment data detail accuracy
-
Increased internal stakeholder satisfaction and process improvement