Associate Creative Director, Experience, Aug 2020 - July 2021
On UPS, I co-led the UX/UI team on an effort to define a foundational design system that evolved into a full redesign of the UPS marketing pages. The launch earned the team kudos from Carol (CEO of UPS) – “you truly moved our world forward by delivering what matters…we are on a path to deliver the best digital experience because of you.”
We created a customer-centric framework by first developing an understanding of the UPS customer through existing research and analytics. The team also identified key design and content issues across UPS’s marketing pages and audited key competitors and comparative experiences.
We synthesized our findings to design a home page experience tailored around behavioral segments and key Jobs-to-be-Done. We also worked with our clients to drastically simplify the number of pages and to define a design system that will serve as the connective thread across UPS’s wide ranging digital ecosystem.