When I started at FedEx, the brand was struggling to modernize their UX language which was often seen as jargon-filled, outdated, and self-centric. Research showed that this disconnected language caused confusion and distrust with customers.
I made it my mission to humanize the entire user copy experience. Every word I write is strategically designed to build trust, create transparency, and save wasted revenue by reducing customer calls.
I even helped create a new UX Voice & Tone guideline that helps maintain conversational quality and consistency.
One thing I've been particularly proud of is abolishing long-used FedEx words like "Tendered" and "Delivery Exception". The average customer has no idea what these phrases mean.
Copy improvements include:
Updating SMS messaging
Messaging strategy
Email
Registration pages
Tracking page copy
Microcopy
OTP security pages
Virtual Assistant conversational flow copy
FedEx UX voice and tone guideline examples
FedEx App copy
Here you'll see a complete redesign of the FedEx app onboarding experience.
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