The challenge
New shippers found themselves lost in customs forms, HS codes, and packaging rules, leading to confusion, frustration, and poor satisfaction. For FedEx this was critical: first impressions decide whether a new customer ever ships again.
What we did
We created a personalised welcome portal that acts as a one-stop shop. It walks users step by step, from customs forms and HS codes to packing tips and the best drop-off locations, then helps them register, pay, and print a label in a single flow. The portal adapts to each user's location and shipping needs, delivering just the right information at the right moment. No more last-minute panicked Googling.
How we worked
Working in an agile setup with FedEx's product and engineering teams, we started with research into where new shippers got stuck, then mapped the journey to find the moments of highest friction. Rapid wireframes and prototypes, early and frequent usability testing, and regular cross-functional design reviews kept the work aligned on both user needs and technical feasibility.
What we learned
- Simplification is harder than it looks, making something complex feel easy is the whole job.
- In an agile setting, constant communication between teams is what makes or breaks delivery.
- Always test assumptions: usability testing caught issues early and kept the experience honest.