Kerry Express
Delivering a Modern UX for Thailand's Leading Courier Service
Kerry Express delivers more than 15 million boxes a month in Thailand. On either end of these deliveries are businesses and customers who want to send or receive shipments as quickly as possible. To satisfy them, Kerry’s website needed to be findable, simple to navigate, and easy to accomplish tasks on.
Overview
As Thailand's premier B2C and B2B parcel delivery service, Kerry Express needed to give its main website a facelift. Seeking to rebrand, the company wanted to provide a modern user experience, improve its visibility on search engines, and implement effective parcel tracking for its users.
Our solution
To accomplish these goals, we gathered a team of experts from across our UX research, design, development, and digital marketing teams to examine and improve the site's UX/UI, technical performance, and search engine optimization. In the end, we delivered a site that is findable, responsive, and easy to use.
+25 new target keywords
Within 4 months, over 25 target keywords ranked on the first page of Google, with 14 in the top 3
First-class UX design
Simplified service discovery and FAQs allow for more digital transactions and less customer service queries
Mobile-first design
An intuitive mobile-first responsive design delivers an experience aligned with consumer behavior
UX/UI design
We split our design process into two parts: log-in screens and non-login screens. This enabled us to gear our design systems toward two different audience groups: users who have yet to convert and users who have already registered on the platform.
1. Non-login pages
For non-login pages, we revamped Kerry’s individual service pages to follow best practices for conversion rate optimization (CRO) on landing pages. This helped the client retain and convert more visitors.
2. Login pages
For log in pages, our UX designers developed creative and intuitive flows to help users easily complete various tasks. These included design flows for users to request parcel pickups, manage shipments in bulk, set up cash-on-delivery payments, and more.
Web development
Once Kerry Express’s team approved our designs, we applied our Scrum process and proceeded to break various development milestones into sprints, allowing us to prioritize core functionalities and deliver the product to the client iteratively.
Aside from rebuilding the website from scratch, we developed various functionalities to improve the overall user experience. This included creating a custom search map to help users find the nearest Kerry Parcel Shops and adding a filter for services like Next Day Delivery and Self Collection.
In addition, we rebuilt the site's Easyship functionality, an all-in-one parcel management system that allows businesses to track and organize parcel deliveries in bulk.
Search engine optimization
To help Kerry Express expand their online presence, we executed an end-to-end SEO campaign, ranging from keyword strategy and content production to technical SEO implementations.
After Kerry approved our content and keyword strategies, our content team created 10 landing pages in both Thai and English, each designed to target separate keyword groups.
Our technical SEO team also worked closely with our development team to execute a seamless site migration and establish an SEO-friendly technical foundation for Kerry's new website.
Less than three months after launch, the site saw significant improvements in its keyword rankings, including 26 new target keywords ranking on the first page of Google and 14 new keywords in the top three positions.
Final words
Morphosis is pleased to have taken part in this project. These accomplishments would not have been possible without the help of our team, and most importantly, our client.