Kerry Express – Website Redesign
Kerry Express, the #1 parcel delivery service in Thailand for B2C and B2B, was in dire need to refresh and rebrand their main website to give a more modern look and better experience to their users and to improve their visibility on search engines. Additionally, they wanted to rebuild their customer dashboard to allow users to track and trace parcels more effectively.
UX / UI Design
Our design process was split into two phases: log-in and non-login screens. This separation allows us to gear our design systems towards different audience groups: users who have yet to convert and users who have already registered onto the platform.
For non-login pages, we revamped their individual service pages to follow conversion-rate-optimisation (CRO) landing page best practices, helping the client convert more visitors on the platform.
Meanwhile, for the log-in pages, our UX designers developed intuitive flows that allow users to complete different goals on the platform with ease, such as design flows to help users request a parcel pickup, manage their shipments in bulk, set up cash on delivery payments, and more.
Once Kerry Express’ team approved our designs, we applied our SCRUM process and proceeded to break different development milestones into sprints, allowing us to prioritise core functionalities and deliver the product to the client iteratively.
Apart from rebuilding the website from scratch, we also developed various functionalities to improve the overall user experience. One functionality Morphosis developers built was the custom search map, allowing users to search for their nearby Kerry Parcel Shops, as well as filter by available services like Sameday Delivery and Self-Collection.
We also rebuilt the Easyship functionality, an all-in-one parcel management system that allows businesses to track and organize their parcel deliveries in bulk right from the platform.
Search Engine Optimisation
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 getting our content and keyword strategies approved, our content team then proceeded to create 10 landing pages for Kerry in both Thai and English, each designed to target their separate keyword groups.
Finally, once the design of the website was finalised and the development process commenced, our technical SEO team worked closely with our development team to establish an SEO-friendly technical foundation for the website, as well as execute a seamless site migration from start to finish.
Less than three months after launch, we saw significant improvements in keyword ranking, including over 26 new target keywords ranking on the first page of Google, and 14 new keywords in the top 3 position.
Mobile First Design
An intuitive mobile-first responsive design was created to deliver an aligned experience with consumer behaviour.
Top Class UX Design
Simplification of service discovery and FAQs allowed for more digital transactions and reduced customer service enquiries.
+25 New Target Keywords on Page 1
First page Google ranking achieved for over 25 target keywords within 4 months.