FedEx Spark: A Connected Commerce Platform for Small to Medium Businesses
ROLE
Benchmarking, Strategy, Design Lead, UX Design, UI Design
CLIENT
FedEx (fdx)
ABOUT THE PROJECT
FedEx Spark is a comprehensive platform designed to empower small to medium-sized businesses by providing tools to streamline operations, track shipments, manage facilities, handle returns, and analyze performance. This platform connects the entire customer journey, making it easier for businesses to grow and optimize their processes. As a lead UX/UI designer on the project, I played a key role in shaping critical features, including onboarding, facilities management, and loading experiences, while also contributing across various other components of the platform.
Research & Discovery
For the experience of onboarding users to Spark, my research process began with a competitive and comparative analysis of top platforms like Shopify, Asana, Flipboard, and Duolingo. This deep dive allowed us to benchmark industry best practices and identify ways to differentiate FedEx Spark. I then categorized onboarding into three essential phases: Identity, Capability, and Support. This phased approach ensured a personalized onboarding experience, guiding users through setup and use in a way that aligned with their specific needs, from initial account setup to optimizing their operations.
UX Design
A primary responsibility for the UX was focused on the Facilities section of the platform. I designed this area to allow users to seamlessly add, manage, and scale their facilities network. This included the implementation of a Smart Dependency System that allowed users to define relationships between facilities, ensuring the most efficient facility was used for each order. This system enhanced overall fulfillment efficiency, reducing errors and improving customer satisfaction.
We also future-proofed the platform by designing a feature that lets users upload a list of facilities in bulk, making it easier for businesses to expand their operations quickly. Additionally, I collaborated across the board, providing UX support for other areas of the platform, ensuring a cohesive experience throughout.
Spark Onboarding user flow
Facilities home page
Edit Capabilities screen
Edit Location screen
Edit Facility Hours screen
UI Design
I designed the user interface to be clean, intuitive, and scalable, ensuring a seamless experience across all device types. I applied this approach not only to the key features I led—such as Onboarding and Facilities—but also to various other areas of the platform, ensuring the entire system was cohesive and user-friendly. Each feature was designed with simplicity in mind to make complex business operations feel straightforward and accessible.
Welcome screen
Capability selection screen
Selected capabilities
A preview of the loading screen. Skeleton screens preview content while an orange loading bar along the top signifies progress.
Design Systems
We built FedEx Spark on the existing FedEx ‘Bolt’ design system, but I worked with developers and designers to adapt and extend it to meet the platform's specific needs. This involved creating new components, updating existing ones, and revising usage guidelines based on feedback and real-world testing. As part of my role, I led the design of the platform's loading experiences.
Drawing on research, I recommended a Progress-Oriented Loading strategy that emphasized visible progress rather than wait time, reducing user frustration. I also proposed Engaging Loading Pages that used loading screens to reinforce brand messaging and promote other features, turning wait time into an opportunity for positive user engagement. Lastly, I implemented Skeleton Screens to provide a sense of gradual progress, improving the overall user experience.
Branding
While developing FedEx Spark, we maintained consistency with the established FedEx brand but also pushed it forward by modernizing the platform’s look and feel. This was reflected in color schemes, typography, and graphic elements that created a modern, cohesive identity for Spark while staying true to the brand’s roots. Our work on branding enhanced user trust and engagement across the platform.
