Challenge

The legacy device was deeply embedded in FedEx’s operations, used by delivery drivers, customer service staff, and airport personnel. However, it was built in an era before smartphones were ubiquitous. With nearly two-thirds of American adults now owning smartphones, the workforce expected the same level of usability and responsiveness in their work tools. The challenge was not just updating the interface—it was about redefining the interaction model entirely.

Solution

As the User Experience Lead, I collaborated with the Creative Director to drive a human-centered approach:

• User Definition & Strategy: Identified 20+ user roles and led workshops to define a primary user profile for an MVP, focusing on rapid field deployment.
• Ethnographic Research: Conducted field studies to understand workflows, aspirations, and behavioral patterns, shaping the design direction.
• Product Roadmap: Deconstructed the monolithic functionality, aligning business needs with a phased rollout of features post-MVP.
• Design Workshops: Led collaborative sessions with stakeholders, ensuring alignment on user needs and business objectives.
• Interaction Model Redesign: Created and tested a new interaction model, running iterative field tests and securing approval after three design cycles

Outcome

The project successfully redefined how FedEx couriers interact with their tools, shifting from an outdated, rigid system to a user-first, scalable platform. By prioritizing a streamlined MVP and iterative deployment, we enabled FedEx to introduce a future-ready solution faster than traditional development cycles. This initiative positioned FedEx at the forefront of logistics technology, ensuring its workforce had tools that matched the efficiency and usability of modern consumer devices.