UPS vs DHL

Welcome to The Wireframe – your no-BS guide to digital copy and design done right.

Today, we’re diving into the world of logistics websites—a topic that’s about as thrilling as watching paint dry, but stick with me. Because while shipping might not scream excitement, the way these companies present themselves online actually matters.

Our contenders: DHL.com, which, while not exactly a work of art, at least makes an effort to communicate its offerings clearly, and UPS.com, which—let’s be real—feels like a relic of the early 2000s internet.

Now, you might be thinking, Does UPS really need a well-designed website? Everyone already knows who they are. To that, I say: That’s a lazy excuse. When your competitors are making an effort, and you’re out here making people work just to find a tracking page, that’s a problem.

DHL – A Decent Attempt at Clarity and UX

✅ Straight to the Point Navigation:
DHL gets the basics right. The homepage immediately presents the core functions—tracking, shipping, and customer service—without forcing users to dig through unnecessary fluff. You land on the page, and within seconds, you know where to go. What a concept!

✅ Clean, Modern (Enough) Design:
DHL’s branding stays consistent, using bold colors, clear fonts, and well-organized sections. Is it the most visually stunning site on the internet? No. But it doesn’t need to be. It’s functional, and more importantly, it doesn’t get in its own way.

✅ Mobile-Friendly and Responsive:
The site adjusts well across different screen sizes. Whether you’re on a desktop or scrolling from your phone in an airport, it’s a smooth experience. You can tell someone actually considered how people would be using the site instead of just throwing a desktop design onto mobile and calling it a day.

✅ Tries to Be More Than Just a Shipping Company:
DHL throws in some extra content, like industry insights and trends. While this might not be what most users come for, it at least positions them as a forward-thinking brand rather than just another shipping provider.

UPS – A UX Nightmare Disguised as a Website

❌ Cluttered, Confusing, and Just... Bad
The moment you land on on the site, you’re greeted with a sea of links, dropdowns, and menus that feel like they were designed by a committee that couldn’t agree on anything. Where do you even start? The homepage is a mess, and crucial functions (like tracking!) feel buried under unnecessary bloat.

❌ Looks Like It Hasn’t Been Updated in Years
UPS has the resources to make a killer website, yet here we are. The design feels outdated, with uninspiring visuals and clunky navigation. It’s functional enough, but it screams “corporate website that nobody actually wants to use.”

❌ Terrible Mobile Experience
If you’ve ever tried to navigate the website on your phone, I’m sorry. Buttons are awkwardly placed, text gets cut off, and the whole experience feels slightly better than trying to print a shipping label with a fax machine.

❌ Uninspired Branding & Messaging
UPS doesn’t bother to sell you on anything—it’s just kind of there. The brand voice is robotic, and there’s zero attempt at engaging users beyond what’s absolutely necessary. DHL, at least, makes a case for why you should care about them. UPS? It’s like they assume you have no choice but to deal with them, so why bother?

Quick Takeaway

A well-designed website isn’t just a nice-to-have—it’s an essential part of how a company presents itself. DHL.com isn’t perfect, but it makes an effort to be user-friendly and clear. Meanwhile, UPS.com feels like a relic, making users do extra work just to accomplish basic tasks.

Moral of the story? Just because you’re a giant in your industry doesn’t mean you can get away with bad design forever. Eventually, someone will do it better.