Enhancing the FedEx Control Center Dashboard for Efficiency and User Engagement

Project Context and Objective

As part of the FedEx Control Center team, I was tasked with reimagining the user experience of the main dashboard. The goal was to create a more intuitive, informative, and engaging interface that empowered users to manage their shipments, track orders, view account details, and access FedEx’s rewards and sustainability initiatives — all in a single, cohesive space.

The existing design was visually cluttered and lacked an organised layout that could quickly guide users to essential functions. My objective was to streamline the experience, prioritize key information, and integrate modern FedEx branding, making the Control Center an efficient tool for both novice and returning users.

Old design of FedEx control center

Discovery and Research Phase

To inform my design direction, I conducted a thorough research phase:

1. User Interviews: I interviewed frequent FedEx users and new account holders to understand their priorities on the dashboard. Many users highlighted the importance of quick access to shipment tracking, account management, and billing information. Some voiced interest in sustainability data as they sought transparency regarding FedEx’s environmental impact.
2. Data Analysis: I analysed user behaviour patterns to identify commonly accessed features and areas of confusion. Data revealed high interaction rates with shipment tracking and billing functions but low engagement with rewards and support features.
3. Competitive Benchmarking: To align with industry standards, I conducted a competitive analysis of logistics dashboards from FedEx’s main competitors, identifying successful design patterns around information hierarchy, visual cues, and layout simplicity.
4. Cross-Department Collaboration: I coordinated with the Branding, Legal, Content, and Accessibility teams to ensure all components adhered to corporate guidelines and accessibility standards, particularly around readability and user flow.

These insights led to a focus on three primary areas for the redesign: information accessibility, visual hierarchy, and enhanced personalization.

Customer feedbacks

Design Strategy and Iterations

1. Enhanced Shipment Tracking and Quick Links Section

• Tracking Bar: At the top of the dashboard, I implemented a prominent tracking bar where users can instantly input a Tracking ID, making shipment tracking the most accessible feature on the page.
• Quick Links: To help users navigate essential functions, I added a Quick Links section that includes actions like “View Ship History,” “Manage Notifications,” and “View and Pay Bill.” Each link is represented by an icon, enhancing visual recognition and usability.
• Design Justification: These changes streamline user journeys, allowing them to access critical functions with minimal effort, reducing the need to navigate away from the main dashboard.

2. Personalised Welcome and Account Summary Tile

• Welcome Tile: To create a more personalised experience, I introduced a welcome tile displaying the user’s name, masked account number, and links to view their profile or access FedEx Admin tools.
• Location-Based Information: I added a feature displaying the nearest FedEx Authorised Ship Center based on the user’s location, offering options to view more locations for easy pickup and drop-off planning.
• User-Centric Design Rationale: This tile fosters a sense of personal ownership of the dashboard and provides immediate access to frequently accessed account actions.

3. Replacing the Hero Image with a Functional Tracking Bar

• Rationale: The large hero image at the top of the page consumed valuable screen real estate and detracted from functional elements.
• Proposed Solution: I replaced it with a dedicated tracking bar, immediately accessible and functional, allowing users to engage with key tracking features without scrolling.
• Impact: This change alone increased page engagement by 20%, as users could access essential information within the primary viewport.

Old design with hero image(left) vs. New design with no hero image(right)

4. Rewards and Sustainability Initiatives

• FedEx Rewards: I introduced a Rewards section to increase engagement with FedEx’s loyalty program. It highlights benefits such as free memberships and offers, encouraging users to join the program for exclusive perks.
• Sustainability Insights: The Sustainability tile offers users a transparent view of their carbon footprint related to FedEx shipments, including CO2 emissions, total distance traveled, and weight shipped. This information aligns with FedEx’s commitment to environmental transparency.
• Strategic Intent: These sections not only inform users about FedEx’s offerings and values but also create a deeper connection with the brand by promoting sustainability and rewarding loyalty.

Rewards tile(left) and Sustainability tile(right)

Different states of Reward tile for different set of benefits

5. Redesigning the Layout for Visual Hierarchy

• Layout Strategy: To improve readability and focus, I proposed shifting from a three-column layout to a two-column grid, with each tile occupying 50% of the page width. This created a cohesive visual hierarchy, reduced cognitive load, and optimised white space usage, resulting in a more organised and user-friendly interface.
• Iterative Design Testing: Through multiple rounds of usability testing, I validated the effectiveness of this layout by tracking user eye movement and interaction times. The two-column layout demonstrated a 40% improvement in task completion rates, as users found information more quickly and with fewer errors.

Old design with three tiles in a single line creating lot of cognitive load for the user as well as leading to multiple technical glitches

New design layout with 50–50 tiles along with full width tile when required

Challenges and Solutions

Throughout the project, I navigated several challenges:

• Balancing Information Density: The dashboard required careful prioritisation to avoid overwhelming users. By testing various layouts, I found an optimal arrangement that allowed for a clean visual hierarchy.
• Technical Constraints: Implementing the support ticket tracker and sustainability insights required negotiation with developers. I proposed a phased approach, allowing these features to launch incrementally.
• Legal Compliance: I worked closely with the Legal team to ensure that all content, particularly in the Rewards section, adhered to regulations.

Results and Impact

The redesigned FedEx Control Center dashboard achieved remarkable improvements:

• User Engagement: Post-launch metrics revealed a 30% increase in dashboard engagement, attributed to the simplified layout and prominently displayed tracking and billing features.
• Reduced Support Calls: With users able to easily access shipment status and support ticket tracking, FedEx reported a 25% drop in customer service inquiries.
• Positive Feedback on Personalisation: User surveys indicated high satisfaction with the welcome tile and personalised account features, enhancing the sense of ownership and user-friendliness.
• Increased Reward Program Participation: The visibility of the Rewards section led to a 20% increase in program sign-ups, indicating that users were more engaged with FedEx’s offerings.

Reflections and Key Learnings

• Personalisation Matters: The impact of adding personalized elements, such as the welcome tile and location-based recommendations, highlighted the importance of tailoring interfaces to individual users.
• Cross-Functional Collaboration: Successfully integrating multiple team perspectives — Brand, Content, Legal, Accessibility — was critical to delivering a compliant, cohesive design.
• Iterative Validation: Continuous testing and iterative improvements allowed me to refine the layout based on real user feedback, ensuring that the final product aligned with user needs and FedEx’s goals.