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UPS

A global UX strategy and responsive system for a multi-year logistics engagement.

This engagement began as a strategic effort to reshape UPS’s customer-facing digital ecosystem. Over five years, I led research, strategy, and the definition of a responsive design system that supported an international launch and a long-term digital transformation.

Duration

5+ years

A long-running engagement spanning strategy, research, and responsive system delivery.

Approach

Research-driven strategy

User research, analytics, stakeholder interviews, and competitor assessment guided the design direction.

Outcome

Responsive launch

UPS launched the first responsive country experience in 2018 after a phased redesign and design system build.

Impact

Regional consistency

Enabled a repeatable platform for localized experiences with consistent global UX and design patterns.

Opportunity

UPS needed to modernize its digital experience for a global customer base. Existing experiences were outdated, fragmented, and difficult to maintain. The business wanted a more consistent, responsive platform that could support localized commerce and international growth.

What I owned

  • Led the UX strategy and definition of the digital experience roadmap.
  • Oversaw stakeholder interviews and user research across regions.
  • Defined the responsive design system and page templates for global rollout.
  • Managed alignment between creative, engineering, and business teams through a long-term engagement.

Approach

We began with a diagnostics phase: analytics review, competitor benchmarking, and stakeholder interviews. From there, we defined a strategy summary and a suite of responsive design comps. The work included wireframes for templates, interactive prototypes in multiple languages, and usability testing to validate global user flows.

A major pivot came when the client prioritized responsive design, which required reworking assumptions and ensuring the system supported both desktop and mobile experiences consistently.

Outcome

The new UPS experience went live in the first country in 2018, backed by a stronger design system and pattern library. The engagement became a multi-year partnership, and the work positioned UPS to deliver a more flexible, maintainable digital platform across regions.

Reflection

This project reinforced the value of thinking beyond individual screens. The long-term success came from building a shared system and a process that could adapt to changing executive priorities and global localization needs.

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