BRAND.FEDEX.COM

At Oden I served as the UX/UI lead on the FedEx Digital Asset Manager (D.A.M.) otherwise known as the Brand Resource Center (BRC). I lead the team through the discovery phases of the system design while discerning how the new fedex.com look & feel would be applied. While the BRC migration to Adobe Experience Manager was underway, FedEx was in the midst of their largest rebrand to date.

Incremental improvements were the name of the game. We had to be flexible as new information regarding the revised identity and fedex.com changed daily.

Wireframing W/ BALSAMIQ

IMPROVEMENTS WITHIN THE EXISTING CLIENT’S WEB KIT

One of the biggest milestones in the early stages was identifying a clear content hierarchy and then properly displaying that information using the existing tools available.

1. INTRODUCE

   Introduce all users to the Brand Resource Center. The most important takeaway from the site is that the user properly knows how to interact with the FedEx brand and how they can acquire the tools to do so.

2. EQUIP

   Provide quick access for users with projects already in the brand review pipeline.

3. EDUCATE

   Provide additional resources for ways to improve the user’s knowledge of the FedEx brand so that future brand reviews become exponentially quicker.

The new look & feel of fedex.com was a game-changer. It introduced a much-needed responsive structure and an all-around user-friendly interface.

We wanted the BRC to reflect this same freshness. At this point in time, the BRC was more important than ever since users inside and outside of the FedEx brand universe would be looking to it for guidance.

While our 3-pronged approach mentioned above didn’t change much, one factor did a play a key role–the introduction of Adobe Experience Manager. AEM empowered us to drive user’s directly into the D.A.M. faster and with a much more improved accuracy than before. Equipping users of all kinds was more efficient than ever so we sought to reduce the amount of clicks needed to arrive at a user’s destination.

This was key considering the user type dictated the type of assets available to you.

REVISED PROJECT DASHBOARD

The project dashboard was built for scale. With power users in mind, we leveraged the newly redesigned FedEx icon system to save space and expedite workflow. The goal was to create a more transparent environment between users and the brand review team to encourage more widespread BRC usage and diminish the notion of brand “policing.”

PROJECT DASHBOARD CLOSED STATE

PROJECT DASHBOARD OPEN STATE

A FRAMEWORK

Once design was finalized, we took cues from the newly redesigned fedex.com to create a micro brand guide for the development team responsible for implementing Adobe Experience Manager into the BRC. As unofficial members of the FedEx Brand team, we went to great lengths to ensure a cohesive experience between fedex.com and brand.fedex.com. Our goal was to produce a UI/UX that made shipping a package and submitting a brand review nearly seamless.