SpeedShip^® and myUnishippers™

About SpeedShip and myUnishippers

As the Worldwide Express organization grew to include additional brands and lines of business, it embarked on an ambitious play to build-buy a new bleeding-edge, cloud-based technology platform to support both corporate operations (financial records and reporting, customer service, sales CRM, marketing automation) and customer functionality (booking, shipping, tracking, bill payment).

As the marketing designate, I participated in customer surveying and usability studies prior to the UX design of the new platform. Throughout UI design, I played an integral role in establishing design guidelines for the site, which was built as a white-label tool and skinned for each brand. This included the proofing and editing of more than 200 unique platform screens and hundreds of email, text and in-platform customer notification types.

The platform naming process was originally conducted as both an inter-organization contest and coined name exercise, although it was ultimately decided to keep the current, copyright-protected platform names. This required thoughtful work to develop both a visual identity and narrative to overcome misconceptions that the new platform was purely new skin on old technology.

To support a migration effort that would see both customers and the internal, corporate users who supported them migrating at the same time, I built out a robust intranet site on newly deployed tech (Unily), which featured FAQs, process documents, reference materials, schedules, and assets such as desktop wallpapers and customer-facing materials.

Engaging a workforce that had migrated to WFH during the COVID pandemic, we designed direct mail pieces that coincided with the migration timeline, delivering interactive materials including a poster, stickers, training road map and crowd-sourced Spotify playlist for employees. To gamify the training experience, we created intranet badges and milestone rewards including embroidered pullovers and branded Tervis tumblers.

Alerting more than 110,000 customers to the change and enabling them to successfully migrate required building a multi-touch communications campaign. For more integrated accounts connected through either an API or shopping cart plugin, I created detailed webpages and process diagrams along with email communication campaigns personalized to their unique setup. General users received a drip email campaign before, during and after their migration, and email engagement was consistently monitored and reported back to IT for live follow-up to customers who were not interacting with emails.

Customer-facing sales materials were developed to both prepare current customers for the anticipated changes as well as attract prospective customers with new functionality available in the platform.