TNT Express / Fedex
TNT Express is an international courier delivery services company. Since 2016, it has been a subsidiary of FedEx, with its headquarters in Hoofddorp, Netherlands.
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TNT Express is an international courier delivery services company. Since 2016, it has been a subsidiary of FedEx, with its headquarters in Hoofddorp, Netherlands.
Sep 2015 – Feb 2017
The role was focused on creating Visual and UX Designs for agile scrum team TNT.com. This new product team started work in 2015 on digital content and onboarding of new customers. At the same time, other product teams started work on MyTNT and the track & trace tool. All together, we were the start of TNT Digital—a digital department that started on the fifth floor with three teams and now takes up a whole building.
Change is not easy, especially in larger companies. There are familiarities, fear, and other reason not to change. Whatever the reason, it takes a lot to implement new ways of thinking. Digital needed customer- and data-driven insights.
Trying to understand and analyze TNT Digital, we had a few key findings:
Users were unable to find the right information, hidden pages, and levels. Some pages had close to 0 page views.
Most content could only be reached one way, by navigation with too many levels and unclear titles.
TNT’s products were unclear, with no clear overview of all services.
No content was user-focused. It consisted of content that TNT wanted to tell, nothing that consumers were interested in.
TNT claims to ship everything, and they once used the slogan “Sure we can.” And they did. We found some nice TNT cases. TNT once shipped a large and fragile T-Rex from the USA to the Netherlands. While the user may not need TNT’s help with something quite as fearsome, the user can be sure that TNT has the experience to handle your shipment.
It was about showing how good the services are, and not just saying it.
We used the dino case to explain how to pack your shipment and how to handle exception goods. We thought we’d impart the wisdom and help the user avoid the common pitfalls of packing and shipping. This successful guide and case grew into something more:
A mascot for TNT Digital, a 2.5-meter-high cardboard T-Rex in the lobby. It also led to a visual means of guiding users digitally besides pretty pictures of TNT trucks.
The new component library and new visual library resulted in a new site—a site that we rolled out in Cyprus to test, and later unveiled to the rest of the world.
Cyprus: it’s small… but
17,000 users a month (0.2%)
3000+ prospects (0.15%)
The main reason for the new site was prospect activation. Complex content pages and pictures of trucks was not ideal to activate prospects, so a radical change was required. The main difference was the way we set up the new site, identifying the different consumer phases and setting up new funnels and a new structure.
For Cyprus we had the following first results:
To further optimism, we needed to focus on the contact possibilities. In the orientation phase, we saw great improvements, but the activation rate needed to grow. The bottleneck for this was mainly the contact form. For example, to receive a quote, the contact form needed to be filled in. Not ideal.
We did several tests to see what worked best. Unfortunately, technical accepts kept us from implementing features such as dynamic pricing. By making the contact options more relevant and simple, we hoped to increase the activation rate.
Onboarding flows
Form optimization
Prospect flow
User topics
We’ve gained the following results with all the optimizations.
39 Locales
Comparison between
2 Jan–18 Jan with 85,716 users
and 28 Nov–14 Dec with 87,645 users
For almost 100 years ABP has been the pension fund for people working in the dutch government and education sectors. 1 out of 6 people in the Netherlands receive or will receive a pension in the future from ABP.
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