OVERVIEW.
The FedEx Office Print Solutions project focused on transforming how customers discover and select print products by shifting the experience from product-first browsing to intent-driven exploration. Instead of presenting users with a long list of print options, the solution introduced industry- and occasion-based entry points that align with real-world needs—such as events, business marketing, and everyday operational materials. This approach helped bridge the gap between what customers were trying to accomplish and the products available to support those goals.
Through a combination of industry research, customer behavior analysis, and SEO insights, the experience was strategically structured to guide users from uncertainty to confident decision-making. Content was organized around use cases, supported by clear product groupings, visual examples, and educational guidance to reduce confusion around formats, materials, and sizing. A modular page framework was developed to ensure consistency and scalability across multiple verticals, allowing new pages to be produced efficiently while maintaining a cohesive user experience.
As a result, the Print Solutions pages improved product discoverability, streamlined navigation, and created stronger pathways to product detail pages. The experience supported over 1.75 million visits and 1.46 million unique users, with increased engagement driven by paid and organic channels. More importantly, the project established a scalable, insight-driven content ecosystem that enhanced customer understanding, reduced decision friction, and aligned business goals with user needs.
