UPS A better way to deliver

Problem

When online giants make fast delivery the norm, local shops get left behind. UPS wanted to change that to give independent businesses the same fast, easy shipping power as the retail giants, helping them keep their customers and thrive on their own terms.

Background

While people want to support small businesses, easy returns from major online retailers has raised customer expectations to new standards. UPS is uniquely positioned to create a virtuous cycle, helping small businesses simplify shipping and delivering a better experience for customers.

Ambition

To increase customer loyalty and drive revenue for the trusted UPS network, taking the complexity out of global shipping so that small businesses can compete with the giants. When local shops can easily sell worldwide, it brings new life and opportunities to communities everywhere.

IDEA Easy shipping for all

Partnering with UPS, we mapped out the future of their digital tools. We rebuilt the UPS app around simple, everyday actions. Users can now send packages with a single tap, get instant quotes and track deliveries visually. By integrating familiar smartphone features like the camera and contact list, we made the entire process straightforward. The new app makes sending and receiving effortless for everyday customers, while giving small business owners the practical tools they need to manage deliveries from their phones.

An intuitive, mobile-first experience designed to scale small businesses.

Role

Strategic service blueprint
01

Strategic service blueprint

Fostered loyalty among small businesses and consumers, to outpace competitors and bypass platform middlemen.

Core insights and unifying strategy
02

Core insights and unifying strategy

Identified key insights to envision a platform that simplifies the experience for both small and medium-sized businesses.

Primary research
03

Primary research

Performed extensive research to map out over 50 product capabilities into a cohesive experience.

Design system and creative execution
04

Design system and creative execution

Leveraged a design system to deliver rapid iteration, native component integrations and a brand-consistent experience.

Agile implementation methodology
05

Agile implementation methodology

Adopted a SAFe Agile framework, streamlining the integrated delivery and development process from concept to launch.

Experience and channel strategy
06

Experience and channel strategy

Capitalised on high smartphone penetration to deliver effortless task completion, driving loyalty and adoption.

Performance measurement framework
07

Performance measurement framework

Measured success through key performance indicators, including app downloads, NPS, and Customer Effort Score.

08

Global roll out

Exceeded nearly every goal by making the app easier and more satisfying to use, resulting in record downloads.

“You’ve been excellent partners. You were absolutely a part of the UPS team and made us better at every turn.”
- Olga Sulyagina, Vice President, Digital Experience, UPS

Result

The reimagined UPS mobile app surpassed all performance benchmarks. Originally launched as a beta with frequent user-testing, the fully released app achieved widespread adoption and earned high ratings from both businesses and consumers.

By exceeding industry standards for satisfaction and ease of use, this collaborative partnership proved that even the largest, most established brands can successfully drive digital transformation.

  • 2.5M

    First-time download within 6 months

  • 48%

    Increase in CSAT score from 2.5 to 3.7

  • 89%

    Increase in Net Promoter Score from 21.5 to 39.5

  • 44%

    Increase in UMUX score from 48 to 69.5

  • People’s Voice Winner

    App and software

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IDEA Easy shipping for all