UPS

Background

The Small Business (SB) hub was an initiative to develop a digital hub to demonstrate that UPS understands small businesses and can provide real value and inspiring them to sign up for bundle of services. This was aimed at prospective and current UPS customers to sign up and ultimately, use UPS products and services more. 

At launch, the SB hub had the following sections: 

1. Bundle Sign-Up → A tool that helped users find and sign-up for the UPS bundle of services, solutions and products to meet their unique shipping and logistics needs.
2. Business Analysis → Provided users with custom content by having them answer a series of questions. 
3. Expert Content → Helped users find the most useful and relevant logistics information for their business. This personalized hub highlighted the latest articles case studies and videos based on their interests and businesses like theirs.

Goal & Challenge

The goal of the study was to help inform the development of the site by doing the following:

• Understand behavioral insights around registration
• Assess satisfaction and acceptance of the overall flow 
• Gather feedback on the task experiences to include navigation systems and core models (cues and triggers, content and help areas)

Approach

An in-person 1:1 User Experience Study was designed as part of the pre-launch measurement study. The results were utilized to help guide the next phase of SB hub development.Sessions were conducted in-person in two key U.S. markets. 

Results

[Expert Content]

• Case Study - All respondents loved the case study used on this page. The idea of a case study that's to the point (bulleted out with a summary) was very appealing because it was quick and maybe help inform their own business. A few expressed that this isn't the kind of content they would expect to find on a UPS site.
• Nuture Stream Sign-up - The value of signing-up would have to be communicated upfront in order for respondents to be willing to sign-up. One thing that most expressed would be a reasonable exchange would be offers or discounts. The frequency of the newsletter would also need to be clearly indicated to show it's not going to clog up their inbox (e.g., every 2-4 weeks).
  

[Bundle Sign-up]

Most were ok with the length of the process for signing up as long as they understood the value of having the UPS CONNECT KIT. The steps (e.g. "1. Get My UPS ID", "2. Create a UPS Account") led to some frustration because respondents thought it indicated the number of pages. The progress bar was a better way of setting expectations on the length but the increments of progress were inconsistent. The LinkedINled some to believe their actions here would be broadcasted out to their connections and that caused hesitations to use the functionality. Most appreciated the "What is your biggest logistics challenge?" because it showed that UPS cares about them and wants to tailor this to them. The "Communication Preferences" was ok but respondents expressed they would not likely opt-in unless there's value for them such as a coupon/discount offering. The "Bill My Account" again raised questions on cost and some would be likely to abandon the process because of it.

[Business Analysis]

• Questions Page - All most all respondents liked this section because it seemed that by answering the questions this tool could help him/her get a customized solution for their needs. The amount and quality of the questions were well received.
• Results Page - Most respondents liked the idea of a "one-on-one" with an expert. The length of time that was acceptable was 15 mins. Some thought this was another sales-call and would hesitate to go through with it. Most didn't understand the purpose or saw value in the Supply Chain Map.