Case Study
The FedEx Identity Website
An elegant solution to a complex problem

If you saw Castaway, you will remember that FedEx was cast in a major role in that movie. But what had to happen behind the scenes before FedEx got the part? If you know anything about corporate identity management, you know that the producer didn't just get to use FedEx planes and uniforms without some deep dialogs with FedEx. The FedEx Identity site is about streamlining those sorts of requests, and automating the process as much as possible.

FedEx gets every kind of request imaginable to use its identity. It appears on trucks and planes, boxes and uniforms, shirts and hats, on TV, and even at the movies. The FedEx brand touches so many different audiences that it takes an entire department within the corporation just to manage how that brand is used and received.

When a national catalog company started using the FedEx logo to promote FedEx shipping to their customers FedEx needed to ensure legitimate and correct usage of its identity. A simple, small scale-site was created so that businesses could download approved logo artwork and photos. The site conveyed very specific guidelines regarding where and how the identity could be used; logo placement, size, treatment in text, colors and more had to meet strict standards.

The rest of the process was handled manually. The requestor would send their catalog, movie script, web page -or whatever they were producing - to FedEx. A FedEx employee, tasked with being the "gate keeper," would decide whether the request should even be considered, and, if so, who would need to approve it. They would hand carry it to the appropriate person who would eventually return it, possibly requiring revisions before it could be used. The gatekeeper would then contact the requestor and communicate the required changes. Often there were several cycles of revisions and resubmissions, requiring approval from many parties, including the legal department.

As demand grew the process became cumbersome. At the same time, FedEx was expanding its business beyond express shipping to include other shipping companies and services. With each new service offering, the number of marks and logos grew and the task of managing the FedEx identity grew increasingly complex. It was time for a more sophisticated solution.

The Solution
FedEx approached Onlinefocus of Mountain View, CA to tackle the problem. The solution was launched in 2003, and recently won the Web Marketing Associations Best In Category award for the transportation industry.

The new site at www.fedexidentity.com allows businesses to go online to get approval for their usage of the identity. Not only can they download logos, photos and usage guidelines-any documents that FedEx needs to see, such as TV scripts or print materials can be uploaded by the requestor and viewed online by the designated approvers. The request is moved through a workflow customized to the type of project in which the identity will be used. The requestor knows at all times where their request is in the approval queue.

Diverse Users with diverse needs
Three important requirements form the basis of the redesigned requestor interface.
1. The process must be painless - FedEx did not want to risk non-compliance by making it cumbersome. Existing applicants, already familiar with the approval process, want quick access to the downloadable resources and the application form. New applicants-by far the majority-need more instruction and "hand-holding." Onlinefocus designed separate paths for the two user groups.

A guided 'wizard' walks first time users step-by-step through the process of acquiring resources and requesting permission. This ensures that they understand and complete the process with confidence and accuracy.

Users who already know the process, can take a short-cut directly to the resources they need. The abbreviated workflow lets them bypass information they don't need, such as the identity usage guidelines, while still making the supportive information easily accessible to review if needed.

For both user groups the left hand navigation area numbers all the steps and makes it clear which step the user is on. This orients them to the entire process and encourages them to participate in all the steps.

2. Because the approval process and appropriate resources vary according to the type of project, different information and files are made available depending upon the project type. After users indicate whether they want access to logos, photos and copy, they are shown only resources and guidelines relevant to the items they need.

3. A separate but connected administrative web site enables the FedEx brand management team to efficiently manage the approval process online.

An administrative dashboard displays the most urgent information first. On the home page, red text alerts the administrator to requests with fast approaching deadlines that are stuck in the approval queue. The administrator can easily see where they may need to intervene to keep the request moving through the process.

New requests are displayed in a separate table. The administrator can click through to view the details of any new request and put it into the approval queue if it meets certain criteria.
As the request moves through the approval workflow, applicants, the administrator and approvers are all kept informed through a system of automated emails. Approvers can attach comments identifying contingencies for approval.

By transforming what was still mostly a manual process to one that was automated, significant burden is lifted from the FedEx resources who handle all the requests.

The system also allows FedEx to track requests through a series of reports. The administrator can run reports based on activity during specific time periods, project types, or type of resource download. This way, FedEx can easily analyze usage requests. They can, for example, determine how many requests came in for using the identity in movies, how many logos were downloaded, or whether requests increased during a particular marketing campaign.

The Process
Onlinefocus applied its user-centric design philosophy to create the site. They began the process by interviewing key stakeholders at FedEx to ensure buy-in and establish a clear understanding of the business goals of the project. Next they interviewed users who were representative of the target market to gain an understanding of their goals, needs and objectives related to using the FedEx identity. The primary administrator was also interviewed to understand her needs related to workflow, and content priorities. This investigative phase identified key factors the design should address such as the diversity of the users mentioned earlier.

Onlinefocus then began designing the information structure and interface that could meet these requirements. Interactive mockups were developed to test the design concept on representative users. By testing mockups with actual users over a period of time, the designers were able to experiment with creative solutions to the interface challenge. User testing mitigated the risk that the project would move into the more costly development phase based on untested assumptions. As the design was refined and tested the solution gelled, and the product moved into development.

FedEx reports that the approval process has been streamlined and improved for both the applicants and the FedEx administrators.

View the site at www.fedexidentity.com. Founded in 1995, Onlinefocus is, a
Silicon Valley based, web design, development, and creative agency, with offices
In Mountain View, Memphis, Boca Raton, Cincinnati and Portland. (www.onlinefocus.com).(650) 605-6500