UPS

How might we define and design a new digital platform to help small businesses survive an ever-changing landscape?

With over 30 million small and medium-sized business in the U.S. alone, there is a great opportunity to connect with these businesses and create tools specifically aligned to their everyday needs. Our client was excited by the opportunity to utilize their vast network and capabilities, and create a refined digital experience for the small business community.

Our team engaged in a series of remote and in-person interviews with business owners in 4 key U.S. markets as well as client stakeholders and employees. The research conducted exposed several key areas of pain from navigating unknown waters, disparate connections of business tools, and a general lack of knowing where to turn first when problems arise.

Over 53 interviews were conducted, resulting in a vast array of synthesized learnings. However, a paradigm of need quickly revealed itself under an umbrella of Support through empowerment, mentorship, partnership, and unification.

Over the following months, the client team joined us at our offices in Chicago for 2 week long design sprints with the goal of setting the first foot toward a solution for engaging and assisting a passionate, but anxious, market. The design sprints culminated low resolution prototypes which were reviewed by a handful of participants as the team collected real time feedback.

With sprints and continued research complete, the experience design began to take shape. Our design centered around a notion of relatability to the small business audience, with support, self-service, and data-backed insights as key experience drivers.

Key responsibilities:
User and stakeholder research
Workshop facilitation
Visual design
Creative direction
Client presentation