UPS, recognizing the growing importance of e-commerce and the challenges small businesses and consumers face in competing with major retailers, partnered with AKQA to develop an innovative mobile solution. This digital initiative aimed to simplify logistics for both shoppers and shippers, creating a virtuous cycle that benefits small businesses, consumers, and UPS. The project sought to revolutionize the UPS mobile app experience, empowering small businesses and enhancing customer satisfaction.

As a UX Director, I collaborated closely with Strategy and Creative Director Sarah Lockwood and Executive Director Thad Goad, initially leading the UX direction for the winning pitch that secured this opportunity. Over the course of a little over a year, our team embarked on an ambitious journey to completely redesign the UPS app from the ground up. My role involved spearheading the UX direction and processes within a small, dedicated team that maintained close, daily communication with the client throughout the process. We established a methodology that placed a strong emphasis on feature conceptualization and prioritization.