Driving daily revenue and increasing memberships
Context
The UPS tracking page receives between 30M - 35M daily visits making this page the most visited page. This tells customers where their package is and when it will get to them. The current layout leads to confusion among some customers which leads to revenue loss and increased customer support calls.
Strategic Value
By streamlining Delivery Change and enrollment, I helped expand UPS’ customer base and deepen engagement with digital products. The improvements to account linking and visibility optimized operational efficiency, reducing costs tied to support calls.
Objectives
Increase Delivery Change revenue
Increase subscriptions
Reduce customer support calls
Reduce account association errors
Results
$400M+ additional revenue
Increased Delivery Change conversions 29%
Increased memberships 72%
Added $100k daily value
Reduced Delivery Change related calls 40%
United Parcel Service
$90B global logistics leader serving over 220 countries. UPS is a global leader in the delivery and supply chain solutions, delivering an average of 22.4 million packages per day and approximately 5.7 billion packages in 2024. Its services include domestic and international ground and air small-package delivery, freight forwarding, supply chain and logistics services, and returns solutions. With operations across the globe, UPS supports millions of shipping customers daily with guaranteed-time and ground services and a broad logistics infrastructure ensuring timely deliveries for our packages.
Change Delivery
With such high visibility on our tracking page, this experience needs to give our customers the information they need and offer the ability to control their deliveries. This allows customers to update their deliveries with a plethora of dynamic options which is a large revenue driver for UPS. The experience contained flaws that were causing issues and poor experiences for our customers.
Severed Customer Flows
Lost Revenue
With journeys being difficult for customers to navigate, there is lost revenue for UPS as customers become frustrated trying to change their delivery or understand the packages status.
Enrollment
Refining and updating the journey gave the team an opportunity to add the option to sign up as a UPS My Choice member or upgrading their current membership to our Premium offerings at UPS.
Errors
Customers visit UPS infrequently and can have difficulty remembering whether or not the have a membership. We made it easier for them to overcome this hurdle.
Refining the Customer Experience
Timeline
March 2025 - July 2025
Platform
Enterprise wide
My Role
Lead UX Designer
Background
The UPS tracking page is currently undergoing a redesign which enhances the visibility of a customer’s package and ability to take more control of their deliveries. With this update there were layers of issues and pain points addressed.
My Influence
As the Lead UX Designer, I drove the design, vision and execution all in collaboration with executive stakeholders, engineers, PMs, and research. Utilizing tools including Figma to build prototypes and journeys while analyzing data and research to make informed decisions.
Primary CTA
Call to actions need to be highly visible and easy for customers to find. The Delivery Change CTA had low visibility and high abandonment rate even when the customer did find the button.
Confusing Login
Users would forget user IDs or passwords making it more challenging to change a delivery. This added to their frustrations and prevented UPS from capitalizing on a revenue driving feature.
Goals
For the Business
Reduce opportunities for error
Making a customer remember their User ID and email created high error rates. Requiring only emails to successfully log in also created the opportunity for customers to create new accounts with minimal info.
Drive Revenue
With delivery changes being a revenue driver for UPS, the team needed to maximize those earnings by designing and refining an experience customers enjoyed.
More Memberships
More memberships for our services inherently leads to more revenue. Created opportunities to opt-in to My Choice memberships lead to exactly that.
Visual hierarchy
As designers and as a team, we need to draw the customers attention to the right items. Updating the content, layout, and CTAs tested positively with more design updates underway for an updated look.
Decrease Calls
When a journey is does it job correctly, questions are answered within the experience. This means less customer support calls which we delivered on.
For the Customers
Simplify a complex journey
With a multitude of ways a customer can verify themselves to then adjust their package delivery as necessary, our goal was to simplify the journey to get our customers in and on their way as smoothly as possible.
Pain points with experience and flow
Change delivery options need to be more visible
“It took me some time to find my delivery change options” - Roger
Modal should not have instructions. Content and. flow need to be updated
“I usually don’t read too much of what is presented to me.” - Will
Reduce opportunities for customers to fail and drop off
“Sometimes I give up trying to log into my account after a few tries.” - Sally
“I have a difficult time remembering my user ID” - Victoria
What can we do to simply log ins and account creation for our cutomers.
Process
Research, workshops, design sprints
Design Progression
After gathering initial rounds of research and data, we started with basic wireframes that prioritized pain points and drop offs. Based on feedback, we refined the layout and flow to guide users through a simplified process. In the final design, we incorporated a consistent color scheme that aligned with the brand’s identity.
Starting Point
Designers, researchers, Directors, PMs, and engineers gathered through workshops and design thinking sessions to get early ideas off the ground. We talked about various ideas that kept the customer at the forefront while maintaining team goals.
Solution
A cleaner, smoother customer experience
Easy choices, simple flow
Reducing the chances of errors and simplifying the journey by updating the design and content helped the team produce the success rates we achieved. This made it easier for customers to either log into their existing accounts, sign up for a membership or upgrade their status.
Since launching revised flow and designs, UPS tracking has…
$400M+
Additional revenue through delivery changes
29%
Increase in conversions for delivery changes
72%
Increase in 1-Click enrollment memberships
$100K+
Additional daily revenue by simplifying journeys
40%
Reduction in customer support calls
Key learnings from this project
Don’t let customers feel the complexity
There will always be technical limitations and restrictions, but it’s important to not let the customer feel these pain points. It was the teams responsibility to simplify the process and reduce any friction for the customers so they have a smooth and delightful experience.
Simple changes, big impact
This team was able to look at legacy systems that have been in place for far too long and simplify as well as update. We reduced the amount of ways a customer can fail during an experience making it easier for them to complete tasks while driving revenue and subscriptions.