How do you make efficiency beautiful?

FedEx built its reputation on efficiency and reliability, but as the market evolved, efficiency alone wasn’t enough. With growing competition from UPS, Airborne Express, and the US Postal Service, FedEx needed to stand out—not just through its services but in how it resonated with customers. Among all interaction points with its customers, the World Service Centers (WSCs) presented the greatest opportunity to deliver an exceptional customer experience and reinforce the FedEx brand. While functional, these retail spaces were designed with agents and couriers in mind, leaving customer needs—and a distinctive "FedEx experience"—largely untapped.

To transform the FedEx WSC experience, Ziba dove deep into understanding customer needs, exploring every aspect of the existing journey. We interviewed customers, observed WSC operations, spoke with couriers, and even stepped into the role of FedEx agents. This deep dive uncovered key opportunities to reduce lines, simplify drop-offs, ease customer anxiety, All while amplifying and bringing the FedEx brand experience to life. Based on varying needs for assistance and confirmation, our research identified four unique customer profiles, each driven by distinct needs —“High Maintenancers,” who need hands-on assistance; “DIYers,” who prefer independence; “Frisbees,” focused on fast, seamless drop-offs; and “Confirmers,” seeking reassurance at every step. The redesigned WSC reflects these insights with bold FedEx-branded elements and a more intuitive layout. Lower counter heights improve accessibility, while functional updates streamline workflows and meet the needs of each profile. Prominent drop-off windows cater to “Frisbees” and “Confirmers.” Well-stocked packing stations empower “DIYers,” and floor agents provide personalized support for “High Maintenancers.” This thoughtful design makes every visit faster, easier, and more in tune with the diverse needs of FedEx customers.

Ziba didn’t just design new stores; we developed a strategy and framework that empowered FedEx to deliver a consistent, superior experience for customers and agents across all WSC locations, while seamlessly incorporating its brand identity. Our flexible “kit of parts” approach adapted effortlessly to diverse settings—from Manhattan high-rises to Midwestern strip malls—and reduced installation costs by 14% by eliminating custom-built counters and desks. Within two years, FedEx rolled out the updated concept to many WSC locations. The results speak volumes: the award-winning design streamlined workflows, reduced agent labor by 15–30%, and, even after the acquisition and integration of Kinko’s, many of the functional and branded elements became enduring features of FedEx retail spaces, remaining integral to their identity today.