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HAZZARD COUNTY DESIGN STUDIO

FedEx | ShopRunner

August 14, 2025 Ben Barnes
Fedex Shoprunner Design System built using Figma
Fedex Shoprunner Design System documented in Storybook
Fedex Shoprunner Design System color palettes

ShopRunner (FedEx) — Scaling a Unified Design System Across B2C & B2B Platforms

Role: Director of UX/UI (Bottle Rocket)
Client: FedEx – ShopRunner
Platforms: Desktop, Mobile Web, iOS, Android, Merchant Dashboard (B2B)
Scope: Cross-platform product expansion, design system creation, and governance

Strategic Challenge

ShopRunner — an Amazon Prime–style membership program acquired by FedEx in 2020 — offers free two-day shipping, free returns, and member-only discounts through its network of retail partners.

The company had an existing desktop and mobile web presence but wanted to:

  1. Expand into native iOS and Android apps for consumers.

  2. Develop a merchant-facing dashboard (B2B) for managing sales, returns, and customer engagement.

To maintain brand and experience consistency across multiple teams and platforms, we needed a scalable design system that could align diverse product groups while supporting rapid development.

My Role & Leadership

  • Partnered with product leads across consumer and merchant experiences to identify shared needs and technical constraints.

  • Directed the creation of “Bolt”, a cross-platform design system that provided both a visual identity framework and reusable coded components.

  • Established governance processes to manage component creation, version control, and cross-team adoption.

  • Led design-development alignment by ensuring a 1:1 relationship between the Figma design library and Storybook code library.

Key Initiatives & Outcomes

1. Bolt Design System Development

  • Created a comprehensive Figma library covering typography, color, iconography, spacing, and responsive component patterns.

  • Partnered with development to build a matching Storybook code library, ensuring visual and functional parity across all products.

  • Standardized UI patterns to streamline workflows and reduce redundant design effort.

Impact:

  • Enabled product teams to design and build faster, with fewer inconsistencies.

  • Reduced QA feedback cycles by ensuring components were vetted in both design and code before release.

2. Cross-Team Alignment & Governance

  • Brought together B2C and B2B product teams in recurring governance meetings to review, approve, and prioritize new components.

  • Created shared documentation and usage guidelines to support onboarding and future expansion.

Impact:

  • Improved transparency between product teams, eliminating duplicate work.

  • Increased cross-platform consistency, strengthening the ShopRunner brand experience.

3. Product Launches Powered by Bolt

  • Launched updated desktop and mobile web experiences with modernized UI.

  • Released new iOS and Android apps for consumers.

  • Developed a merchant dashboard (B2B) with consistent UI patterns, improving usability for partners.

Impact:

  • Delivered a cohesive visual and interaction language across all platforms.

  • Improved efficiency for both design and development teams, enabling faster feature rollouts.

Conclusion

The Bolt Design System unified ShopRunner’s growing ecosystem under a single source of truth for both design and code. By embedding governance, fostering cross-team collaboration, and ensuring parity between Figma and Storybook, we created a scalable foundation for future product growth — while delivering a consistent, high-quality experience to both consumers and merchants.

In Portfolio Tags Digital Experience, Design System, UX/UI, Web Design, Digital
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