UPS.com
Welcome to the New UPS.com
Honorary Webby Award Recipient, Best User Experience, 2024
Digital Transformation
Challenge
UPS.com was too big and confusing. Customers were having a hard time finding what they wanted. Research showed that 76% of customers couldn’t find what they wanted in our 300,000 pages. So… It was torn down and started from scratch.
Approach
The vision was to create a website that is simple to understand, easy to use, and beautiful to look at. A holistic, user‑centered approach grounded in UX and UI standards, focused on clear information hierarchy, intuitive navigation, and accessible interaction patterns to reduce cognitive load and guide users naturally throughout the experience.
Usability best practices informed structure, responsiveness, and consistency, while a new visual design language rooted in UPS’s history informed typography, spacing, color, and component systems. By aligning UX strategy with refined UI execution, the result is an experience that feels intuitive, inclusive, and polished, with the customer at the center of every design decision.
Solution
1. Cut the Fat
Reduced pages by 98%, while still keeping the top 20% most-visited pages.
2. Simplified It
Created impactful content that covers the top five tasks: shipping, tracking, billing, claims & support.
3. Created a New Look
Created impactful content that covers the top five tasks: shipping, tracking, billing, claims & support.
4. Put the Customer First
Started writing content for our customers, not UPSers.
Before
After
Before
After
The Results
Largest NPS Increase
Net Promoter Score increased to 42 over three years, our largest increase ever.
Highest SEO Authority
Increased SEO authority by five points to 89, beating all competitors.
Share of Wallet
We saw a boost in customer willingness to use UPS over competitors.
Better for Customers
Consumer mobile experience increased 20 points in Forrester assessment.
Better for Businesses
Net Promoter Score increased to 42 over three years, our largest increase ever.
Better Design
Decrease in desktop home page bounce rate.
Easy to Find
Increased organic search impressions and 50% higher clicks YOY.
Easy to Do
Faster for customers to complete their tasks.
Easy to Use
Of customers found what they wanted through site navigation.