Business Services Industry
Studio Archetype expands UPS' online presence with a new design and more accessible tools for merchants and visitors to UPS.com
Business Wire, April 9, 1997
SAN FRANCISCO--(BUSINESS WIRE)--April 9, 1997--Studio Archetype has just announced the completion of a graphical refresh of the UPS World Wide Web site (http://www.ups.com), making the site's utilities more accessible and giving it a new look and feel.
The site's utilities, that enable users to track packages, calculate shipping costs, and locate drop-off and pick-up locations, were identified as the most popular and functional areas for UPS online customers. With this in mind, Studio Archetype highlighted the utilities by making them prominent and accessible throughout the top two levels of the site.
Studio Archetype also helped UPS accomplish their branding and usability objectives by collaboratively developing the Internet Tools section, which extends UPS brand imagery and package tracking technology to a larger Internet audience. The Internet Tools section enables merchants to download the package tracking application for inclusion in their own Web sites. It also enables those third-party sites who use UPS' services to download graphics and animations to highlight these services on their sites. Finally, Studio Archetype helped define and design the Internet Tools help function, which gives users quick-reference explanations of each of the available tools.
"Usability was the first and foremost concern when designing for the site," said Clement Mok, Studio Archetype Chairman and Founder, "and we set out to define the areas that users might find cumbersome or inaccessible. Once those areas were reorganized, and appropriate content was identified, graphics were applied to give the site a new visual voice that is in line with the company's corporate objectives."
"Studio Archetype helped us focus on the needs of our customers when looking at the areas of our site that needed improvement," said Rakesh Sapra of UPS' Internet Marketing Group. "Since our site is one that actually enables people to perform tasks, that user interaction is very important to understand. Studio Archetype helped us make those points of interaction more effective, and gave the site a more sophisticated look overall."
In order to meet UPS' goals, Studio Archetype applied a new look to the site's top two levels, the entire "service guide" section, and most of the site's package tracking utilities. Visually, the new designs emphasize UPS' global, tech-savvy image with an emphasis on flexibility and timeliness.
The UPS home page features original artwork, commissioned exclusively for use on the site. A different artist's work will be featured each month.
Studio Archetype, Inc., formerly Clement Mok designs, is an acknowledged leader in the areas of corporate identity development, information architecture, and interactive design. Studio Archetype's client list includes many from the Fortune 500 as well as emerging companies that are developing revolutionary products and services. Studio Archetype specializes in serving clients who are at the convergence of the technology, entertainment, and consumer markets and who are integrating innovative technologies into their businesses.
CONTACT: Studio Archetype, Inc.
Amy Bonetti, 415/837-1900
or
Kara Nichols, 415/703-9900
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