A New Experience for UPS Partners in Europe
Client: UPS
Agency: BORN Group
Services: Content Strategy, Copywriting,
Stakeholder Research
Related Practices: UX, Business Analysis
This is a case study from one of my favorite projects to date. It demanded a holistic approach to content strategy that required close collaboration with UX designers and internal UPS stakeholders at all levels.
Goal and Approach
UPS engaged BORN Group to create a B2B portal for its delivery partners in Europe. The portal would serve two purposes:
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Promoting the benefits of being a local delivery partner in Germany and the United Kingdom.
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Serving existing partners across numerous internal services for vehicle and fuel rebates, subcontractor management, uniform and livery procurement, and subcontractor recruitment.
These two sites would need to be templates for further expansion throughout a network of global domains.
Understanding The Needs of UPS Stakeholders
To work with an organization this vast, you get to appreciate the mastery of operating in harmony. If you're everywhere, you need to function
without friction.
I was on a dedicated team: a UX strategist, and me, conducting working sessions with key UPS stakeholders managing European operations. Our sessions guided us through the journeys of all users: prospective delivery partners, current partners, and UPS admins.
I thought of other organizations of this scale, and how they must transcend cultural barriers to provide support and necessary information. If you start your day well before dawn, drive delivery routes, or manage staff, the tools at your disposal have to be easy to use
and procure.
Content and Design Collaboration
Information Architecture
Building an effective website begins with a solid information architecture. To ensure a user-friendly experience, I worked closely with our UX designer to create a clear and intuitive content structure. We meticulously mapped out the user journey and crafted an architecture that aligns seamlessly with it. This collaborative effort resulted in a website that guides users effortlessly through their UPS Delivery Partner experience.
Content Hierarchy in Line with User Journey Maps
I crafted a content hierarchy and page layout with UPS' library of modules. The intent was to mirror the user journey maps we developed, starting with introductory content appealing to new users' cursory knowledge of UPS followed by more tactical information on responsibilities, benefits, and other partnership details. Whether users are exploring eligibility criteria, enrolling in the program, onboarding, acquiring uniforms and vehicles, hiring personnel, or managing delivery routes, they can easily access the relevant information at the right time.
Copywriting and Development of FAQs
I took charge of creating and developing FAQs that provide comprehensive context on the entire UPS Delivery Partner lifecycle. This involved not only answering the typical questions users might have but also proactively addressing potential concerns and clarifying ambiguities. From eligibility criteria to enrollment, onboarding, uniform and vehicle procurement, personnel hiring, and delivery route management, the FAQs serve as an invaluable reference point for users at every stage of their journey.
Let me help you deliver
Having spent a lot of my career working with smaller companies, working with UPS of this scale helped contextualize my role as a UX and SEO-driven content strategist within a broader organization.
I'm here to support you, whether you're launching a new program, vertical, or expanding your business into new markets,