Streamlining parcel account management, cutting customer queries by 30%.
Role: UX Designer
Tools: XD, Photoshop, Illustrator
Duration: 5 months
Challenge
Hermes has struggled with negative PR regarding its delivery service. Operating with a network of 18,000 couriers, it had become difficult to control their customer experience. The digital experience demonstrated these issues as users encountered confusing navigation, limited service options, and frustration while managing their accounts.
As part of a 3-year digital transformation project with McCann Worldgroup, It was my task to reimagine the experience through a design thinking approach. My focus was to understand both business constraints and customer pain points, then translate those into a scalable, intuitive digital product that could rebuild trust and streamline interactions.
Research & Insights
I approached the redesign from a user’s perspective. I worked closely with the research team to identify real customer frustrations. Through user surveys and usability testing, we ironed out the key usability issues within the account management journey.
Key pain points included:
Difficulty locating essential features like order tracking.
Lack of timely notifications and delivery updates.
A frustrating mobile experience due to poor optimisation.
These insights formed the foundational principles for design decisions aimed at improving clarity, accessibility, and responsiveness across all breakpoints.
Goals
Based on research and insights, my redesign aimed to create a more intuitive navigational structure that allowed quick access to key features such as order tracking and parcel management. A core objective was to implement real-time notification systems to allow users to be informed throughout the process.
Guiding principles
I approached the design phase in three principles that shaped every decision, ensuring the solution was thoughtful, strategic, and user centred:
Clear & Simple - Design an intuitive interface that minimises steps and reduces cognitive load.
Inclusive - Ensure accessibility across all user types by using responsive layouts.
Scalable - Apply atomic design principles to build flexible, reusable components that support iteration.
Site map ideation
To support user needs, I collaborated with developers and project managers to create a sitemap that clarified how the account management section fits into the overall global website. It addressed key user insights by organising features for easier access and task completion.
The sitemap guided the creation of low-fidelity wireframes, with continuous input from the research team to ensure the design remained viable with user behavior and expectations in mind.
Wireframing and prototyping
The UX phase involved iterative design cycles to ensure all my concepts addressed both user needs and business objectives. I created low-fidelity wireframes to establish a clear structure and collaborated with stakeholders through prototypes to validate design progression.
My goal was to modernise Hermes by including accessibility and flexibility throughout. The design emphasised clarity, ease of navigation, and adaptability across multiple touchpoints.
To enhance the brand feel, I introduced a vibrant new color palette aimed at improving usability. Alongside a fellow designer, we developed a set of contemporary icons that brought personality and coherence to the user interface, drawing inspiration from leading modern digital brands.
Design choices
A dashboard overview summarising the status of parcels.
A intuitive navigation to provide access to orders, addresses and payment methods.
Enhanced tracking to provide users with parcel updates.
A mobile-first focus to ensure responsiveness and usability.
Outcome
The project successfully met Hermes’ objectives, delivering a refreshed account management experience that significantly improved usability. Users responded with positive feedback, highlighting the simplicity, accessibility, and clear navigation.
The redesigned UI featured a clean layout, vibrant color palette, and bold iconography, all aligned with Hermes’ refreshed identity. These elements were validated through user research, ensuring accessibility standards were met.
Key enhancements such as real-time tracking, intuitive navigation, and a concise dashboard—led to higher user engagement.
Impact
-30%
+50%
Customer queries
Self-service updates
↑
Higher satisfaction
Key learnings
Iterations are essential for aligning business needs with user goals.
User research is a key for making informed design decisions.
Accessibility and clarity should guide every visual and interaction choice.