Fedex Small Business Center

B2B User Experience Strategy
User Experience Strategy
UX Audit
Information Architecture
Low-Fidelity Prototyping
User Interface Design

Overview

FedEx’s Small Business Center is a subdomain of FedEx.com, emphasizing content marketing and soft-selling FedEx services to small business owners via useful shipping tips and educational articles. Through a digital agency partner, we worked with FedEx in Canada and the U.S., focusing on improving the overall user experience for customers and prospects and optimizing specific pages for conversion.

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

  • 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

Engagement details

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

We further supported the small business team by preparing UI designs and iterations on the Fedex.com home page to explore various methods to highlight the Small Business Center's content offering and engage small business owners visiting the .com website.

Toolset

Axure RP
Low-fidelity prototyping
Sketch
User interface design & high-fidelity prototyping

Explore our other work

SurveyMonkey
Product design
TrueIQ™
Social media monitor app
General Motors
Digital storytelling
FM Systems
B2B eCommerce Websites
First National LP
B2B/B2C Website
Western Archrib
B2B Website
Carta
Product design
Vericor Power Systems
B2B Website
American Society of Clinical Oncology
Association/Healthcare UX Strategy
FedEx
Small Business Center
Air-Tite Products
Ecommerce website
Fitmethod
Mobile app UX and UI