What was the situation?
FedEx engaged Oden to update its Brand Resource Center. The site is the go-to spot for 30,000+ registered users—both internal teams and external partners—who need to learn about the brand, locate over 10,000 brand assets, and get work approved. After designing and developing the original site nearly 10 years ago, we were ready for this new challenge of completely reimagining what this site could be.
How did Oden help?
A site this integral to operations required both quantitative and qualitative analysis, so we looked at a combination of usability statistics and analytical data. We also conducted numerous user interviews.
“We kept one question in mind throughout the process: How can we improve and optimize the experience?” says Tina Niclosi, EVP at Oden. “All our decisions were backed by solid data and information.”
We began developing customer profiles that categorized users—agency partners, internal users, etc.—based on what we knew about them from the data we assembled. From there, we created personas and user scenarios that our creative and marketing teams referenced to keep users top-of-mind as we developed content and UI designs.
In search of opportunities to improve the user experience, we tested multiple site navigation structures and label options through closed card sorting exercises, along with benchmarking several online style guides.
“All this front-end work was crucial to driving the output,” says Niclosi. “If you put in the foundational work at the start, you get a purpose-made product in the end.”
What were the results?
From a big-picture perspective, the new site was met with resounding approval from site users and internal stakeholders, as evidenced by the promotion our client received after launch. Key enhancements included the following.
- More intuitive user experience. Using the profiles and personas to highlight pain points and needs, we made key adjustments to site functionality. In some cases, a simple change like adding a tool tip or rewording a field label eliminated confusion and improved the overall user experience.
- Interactive learning. To create a more interactive experience for the online style guide, we incorporated a variety of educational formats, including GIFs, which resulted in a more effective learning experience.
- Comprehensive, easy-to-understand best-practices section. During user feedback sessions, we learned that the original style guide contained multiple help-oriented sections, creating confusion for the user. Our new, comprehensive best-practices section resulted in a much more efficient and positive user experience.
“We actively moved beyond the theoretical,” says Niclosi, “and developed a site that will work for them now and in the future.”
Our work on the FedEx brand site is ongoing. To keep the site fresh, we’re continuously improving the user experience through functionality enhancements and content additions.