UPS · UX Team Lead · 2019–2024

Simplifying UPS.com for Customers in 220+ Markets

UPS.com had grown to 300,000 pages, and 76% of customers couldn't find what they came for. We tore it down and rebuilt it around five tasks. The Forrester UX score rose from 40% to 92%, and the site was named a 2024 Webby Award Honoree for Best User Experience.

Role

Senior Web Content Designer and UX Team Lead

Team

UX, product, engineering and business teams; mentored 15+

Scope

220+ country and language sites

Recognition

2024 Webby Honoree, Best User Experience

Redesigned UPS.com homepage with tracking front and center — Homepage: tracking first, because that's what most people came to do

UPS Tracking Support page with cards for each tracking situation — Tracking Support: one card per situation, built from shared components

The Problem

UPS.com was too big and too confusing. Years of additions had left 300,000 pages spread across 220+ sites, and research showed 76% of customers couldn't find what they wanted.

The goal: make it simple, make it easy and make it look great, across every country and language at once.

The Approach

98%

Cut the Fat

Pages removed, while keeping the 20% of pages that drew the most visits.

Simplify Around Tasks

Shipping, tracking, billing, claims and support: content rebuilt around the top five reasons people visit.

Design System

A new component system balancing imagery, color and content, with shared patterns and editorial standards for every team.

Results

40% → 92%

Forrester UX score

+16 NPS

To 42 over three years, the largest increase ever

25%

Faster for customers to complete their tasks

75%

Of customers found what they wanted through navigation

−41%

Homepage bounce rate

+124%

Organic search impressions, with 50% more clicks year over year

+20 / +12

Forrester points for consumer mobile and small-business desktop

+18%

Customer willingness to choose UPS over competitors

Chapter · The UPS Store

One Brand, One Experience

The UPS Store ran as a separate site with its own look, voice and navigation. I redesigned its information architecture and folded it into UPS.com as a microsite, using the same design system, so customers saw one brand idea everywhere.

110 → 8

Pages

−75%

Ongoing maintenance

Before: the old standalone The UPS Store site. After: the new microsite inside UPS.com

Making It Last

A redesign across 220+ sites only holds if every team builds the same way. I set up shared UX patterns and editorial standards across UPS.com, and mentored and trained 15+ team members in UX, CMS and accessibility.

The same approach shaped my later work: cut what isn't used, organize around what people come to do, and build a system others can maintain.

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