FedEx wanted to diversify its capabilities by adding product discovery and shopping to its customer experience. How can we bring this value to shoppers of all kinds through a whimsical shopping experience called ShopRunner?

As the Experience Consultant on the project, it was my job to develop and execute the customer strategy for the app, including questions like: Which capabilities will be most impactful to these segments of users? How will the app serve in the larger ecosystem of touch points, including a customer website and a B2B customer portal? What is the business able to deliver on in terms of logistics, transparency, and communication throughout a shipping journey? I managed a group of UX/UI designers for this project, and worked collaboratively with technology and product to deliver and execute the final roadmap.

Below you’ll see a few of the activities I led for this project.

Thanks for scrolling! My favorite part of this project was creating data-driven personas and journeys. “Data” is often thought of as only quantitative numbers, but there was a wide variety of data that went into these, including: a quantitative research study with current and prospective users, trends in the industry, product data from ShopRunner’s website, reviews from happy and unhappy customers on the Better Business Bureau, and behavioral archetype research around the 9 types of shoppers (just to name a few!)