FedEx

Overview

Role: Design Lead
Current Team: Audrey Bazyk, Caroline Culver, Katlan Henderson, Lydia Mathai, Meg Crabtree
Past Teammates: Brett Johnson, Kelsey Hopson, Michelle Chu
Timeline: Indefinite

As the lead of this project, I support my team through: coaching, delegating work tailored to their desired opportunities of growth, identifying as well as addressing pain points in processes and experiences, and fostering collaboration among my teammates, full-time FedEx employees, and designers and researchers from a competing consultancy. I consistently provide individual coaching to Dialexans (5) and client stakeholders (3) across two distinct workstreams.

As the “Human Confetti Cannon,” a phrase coined by one of FedEx’s vice president executives about me, it’s my responsibility and pleasure to foster enthusiasm around team collaboration and initiatives. I inject energy and excitement into my team’s day-to-day, and it’s this passion in how I carry myself and my presentations that have gotten me into the board room with FedEx's C-Suite executives.

Culture Overhaul

As someone who prioritizes fun and play at work, I've transformed an account that Dialexa designers feared being staffed on into a daily source of joy, growth, and stability for our organization. While winning the superlative of being "Most likely to make a dad joke" during one of our ten-week PI kickoffs, I turned what was once a tense, buttoned-up environment into a relaxed breeding ground for collaboration and endless opportunities of growth.

Dialexans have shared that FedEx is now a coveted project due to the stability as well as the positive working environment that I foster. Caroline C. emphasized, “Le continues to pour love and dedication into this account by coming up with fun, new ways to engage the team - her knack for adding a fun flare to even the most mundane conversations is signature to her consulting style.”

My advocacy for Dialexa and my team on this account has significantly elevated our organization's reputation as a formidable consulting competitor, creating opportunities for our client partners to discover and nurture new leads.

Process Improvement

For the last 1.5 years, I've worked directly with a competing firm to improve the internal design documentation process and external team member experience. Caroline Culver (Senior Researcher, Dialexa) observed, “Even contributors from a competitor look to Le for guidance, direction, and humor in shared spaces such as standups, retros, and feedback sessions/design crits.”

I've also gone above and beyond designs and prototypes by recording 45+ videos to ensure my audience of product managers, business analysts, developers, and other designers not only understand the challenges but also has a compelling visual reference for the solutions my team and I are creating. This has inspired my entire team to improve how they frame their work, showcase demos, and asynchronously request design feedback.

Design Leadership

My leadership at FedEx Office is evident in the outcomes my team delivers. For example, the Marketplace MVP launch resulted in a remarkable 137.96% increase in revenue, showcasing my ability to translate design impact into measurable outcomes and lead my teams in making the decisions necessary to achieve them. I’m not only guiding Dialexans to these results, but I’m also sought after by client personnel and even our competitors to improve their design skills, presentation abilities, and influence over stakeholders at FXO.

My ability to disarm an audience at the outset of a presentation has opened doors to speaking events and increased the visibility of Dialexa’s work to FedEx’s C-suite executives. Beyond client work, I present at events like Circuit and AIGA and receive invitations to events hosted by Adobe and TechTalk Summits. My reputation within the community is what catalyzed the opportunity for Dialexa to host the sold-out AIGA event, "Figma Unbound," and invite industry experts to our office.

I relentlessly coach my team on mastering the art of formatting presentations, ensuring that even those who weren’t involved in every design step can clearly understand the problem and see how our proposed designs offer the solution. I challenge my team to dive deeper into what stakeholder groups value and integrate those insights into their readouts, resulting in more comprehensive presentations and greater confidence in our team’s capabilities.