UPS
We rebuilt UPS.com from the ground up, slashing 98 percent of its pages and delivering a modern, user-tested design system that drove the largest Net Promoter Score increase in company history.
Problem
The legacy UPS.com experience was fragmented and overloaded. Customers struggled to complete key tasks, navigate an overly complex site structure, and trust a visual system that felt outdated. Design inconsistencies across screen sizes weakened core brand values like trustworthiness and ease. Internally, the lack of a scalable design system slowed delivery and led to duplicated effort.
Approach
We redesigned UPS.com to be responsive, scalable, and grounded in clarity. Our team tested three distinct visual design directions with more than 6,000 users to validate which best conveyed familiarity, ease, and trust. The chosen direction emphasized accessibility, warmth, and simplicity across platforms. We introduced a unified design system, streamlined user flows, and reduced total page count by 98 percent.
Outcome
Net Promoter Score increased by 42 points over three years, the largest improvement in company history
SEO authority rose by 5 points to 89, surpassing competitors
Organic search clicks increased by 50 percent year over year
Mobile UX improved by 20 points and SMB desktop by 12 points in Forrester benchmarks
Homepage bounce rate decreased significantly
Preferred design direction validated across demographics and devices
“We are on a path to deliver the best digital experience because of you.” — Carol Tomé, CEO, UPS
My Role
I directed the overall design strategy and execution, from early exploration through system rollout. I managed a team of four visual designers and co-managed a cross functional group of eight. Working closely with UPS stakeholders, I helped define the new design language, build consensus, and scale the system across the digital ecosystem.