Small Business Center

back end development
ux audit
front end development
mood boards
visual design
usability testing
user flows
low-fi prototyping
information architecture

FedEx’s Small Business Center is a subdomain of with an emphasis on content marketing, soft-selling FedEx services to small business owners via useful shipping tips and educational articles. Through a digital agency partner, we have been working with FedEx in Canada and the U.S. since 2016 with a focus on improving the overall user experience for customers and prospects and optimization specific pages for conversion.

In the client’s words, there was “something wrong with our Small Business Center, but I can’t articulate what it is.” This statement initiated a detailed UX audit through which we evaluated the current website and proposed numerous updates to improve content engagement and ultimately nudge users to conversion points.

My role in this project

  • Conducted a competitive review of similar services available such as WeightWatchers®, MyFitnessPal® and Noom®
  • Developed an overall user flow depicting service onboarding, food logging and integration with 3rd party services
  • Designed and built an extensive set of high-fidelity prototypes using AxureRP
  • Created a detailed property map that presented technology requirements alonside user interactions within the application
  • Completed a full branding exercise including mood boards, logo concepts and associated collateral
  • Designed various app screens and user flows using Sketch
  • Liaised with app developers throughout MVP process
Mobile app visual design samples
Unlike other weight loss apps, Fitmethod aims to simplify the often laborious process of finding and logging food.

In three simple interactions, a food can be entered into the user's food diary. User behavior is rewarded with achievements and educational content around nutrition. is some text inside of a div block.
Navigation and flow samples
The "My day" dashboard provides users with an overview of their current food diary with macronutrient and exercise activity visualizations.
Visual identity mood boards
As part of the rebranding exercise, I developed initial logo concepts paired with mood boards to demonstrate the corresponding design languages.
High-fidelity prototyping
Using AxureRP, I developed an extensive set of high-fidelity mobile prototypes that simulated key tasks like onboarding, logging food and entering physical activity.
User journey mapping
I developed a hybrid user journey / technology diagram that presented user movement through the app alongside key technology decision points. This was developed in parallel with business modelling.
Competitive review
As part of my competitive review, I diagramed one of the key differentiators for Fitmethod - simplified food logging. In this diagram, the number of overall interactions are compared between MyFitnesspal (a key competitor) and Fitmethod for logging a simple food like a banana, and a more complex food like a sandwich.

Our role in this project

  • Conducted a detailed heuristic audit of the current FedEx Small Business Center digital property
  • Prepared medium-fidelity wireframe prototypes to depict recommended updates and enhancements
  • Worked with FedEx client teams to prioritize changes and coordinate with internal publishing teams
  • Consulted with FedEx’s AEM resources to explore the feasibility of upgrades
  • Performed updates to AEM pages and templates for select recommendations/updates
  • Prepared visual design concepts (adhering to FedEx’s branding agency’s guidance) for key pages with Small Business content

This project was unique in that it was conducted while FedEx was undergoing a complete redesign of its global property, As a result, our recommendations needed to be tempered with many unknowns surrounding the final visual design and launch dates.

As the new visual design rolls out across FedEx properties, we continue to work with the U.S. Small Business team to implement the enhancements proposed in our recommendations report, working with various implementation teams on the FedEx side.

View additional assets from this engagement

View more work samples

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