Guiding FedEx to a complete user-centred mindset

FedEx SME E-commerce Solution

The Brief

Data Gathering

Insights Library

Product Development

Wrap Up

Overview

Segmentation

Personas

Customer Journey

Service Blueprint

Workshops

Qualitative Interviews

Ethnography

Qualitative Survey

Quantitative / Qualitative Usability Testing

Conclusion

1

2

3

4

5

#1 The Brief

Background

FedEx has primarily concerned itself with B2B shipping needs. As they shift their attention to other sector they need to develop digital capabilities to better serve those audiences. I was assigned to the SME e-commerce team as the third member, after the Product Owner and Portfolio Lead. A designer and team of developers followed a few months after. With the gap until we start developing, this was the perfect opportunity to generate insights.

The main idea was to develop an integration system to automatically transfer a recipient's order to FedEx for a quick and efficient shipping service.

Role

Lead Researcher

Challenges

Scope for exploratory research at FedEx was typically shallow. Exploratory and reactive research was the norm.
Team had never worked with a researcher before.
I was new to FedEx and logistics.
People did not know what I would generate or how they would use it.

Goal

Develop a product that assists SME e-commerce store owners. This should be a completely user-centred product, from concept to post-launch, that is 100% tested along the way.

#2 Data Gathering

In order to quickly understand the audience and develop a significant level of insights before the development team began, I ran various workshops with the team to outline our assumptions about the topic. This was used as the basis of research and align the team.

Data gathering

There was a large amount of qualitative data gathered for this project

Interviewed over 60 people from 15 countries from across the globe
Conducted multiple site visits
Managed a qualitative interactive survey with 400 respondents from seven countries

#3 Insights Library

Developed key strategic outputs to assist the product and design teams in understanding the audience. These are updated on a regular basis as we gather new insights. All development decisions are based in user research.

Segmentation

Personas (1/8)

Customer Journeys

Service Blueprint

Link to full journeys and service blueprint!

Link to full personas & segments (one) and (two).

#4 Product Development

As the designs and actual product were developing, there was a consistent need for validation. Every new development was tested multiple times. We employed a mix of quantitative and qualitative usability tests. This not only ensures we get the product right, but fosters a culture of testing and learning.

#5 Wrap Up

Within six months the project went from zero to MVP. This was seen as lightning quick at FedEx. The research conducted also contributes to the wider e-commerce team. I held global research knowledge sharing sessions with around 50 people.

This project is an example of how creating a user-centred project is quicker and beneficial for the end user. If there are ever disagreements, these are put to testing with the end-user validating our assumptions. This way we can develop a product that serves the business and user needs alike.