ABOUT THE New Logistics
The new logistics is a program designed by UPS that targets C-level executives and other decision makers from small and midsize companies to help them run their business more efficiently. The program covers the spectrum of marketing from email to events, to branding displayed on the side of the trucks, to the website all driving to user engagement and lead generation.
Their existing site was built using a technology that didn’t allow for easy editing and addition of new content. The navigation structure was too advanced for its intended audience. The overall site experience didn’t permit the exploration of the rich content resulting in abandonment.
As primarily responsible for the website integration into their new marketing campaign, we worked with the team of usability engineer, Information Architect, and Designer to craft an experience that is in line with their other efforts, boosted engagement and increased lead generation efforts.
We started by taking the pulse of our audience by testing a working prototype of designs; we combined the data received with other existing data supplied by the client to refine the experience and develop the site.
We focused our efforts on providing our busy audience with a platform in which to learn more about services and associated products available but always providing a single click from live communication and first submission. The site aligned with business activities so users can easily select their area is of interest. Navigation is simple, and elements are reiterated from screen to screen, and available at all times.
ABOUT UPS Healthcare
Single page user experiences were still new. Clients are still uncomfortable with the idea of a single page and the potential for a high bounce rate. The target audience was also C-suite level executives who were most likely viewing it on mobile devices. The compelling content was judged to be the best way to help draw users down the page. Separate but related topics were siloed into discrete experiences.
Target audience spent 250% longer on the page and sign up for the white paper was greater than the target of 8%. Since this was a single page experience, the page had triggers alerting us how many people scroll down the page. Simple infographic animations and interactions help make the page more scannable and scrollable. Greater than 50% scrolled all the way down.
PROTOTYPES & PROCESS
Director of User Experience
Associate Director of User Experience