A new post office omnichannel experience
#Postal-services #Logistics #Finance #Insurance
#Strategic-design
2018
THE Challenge
Define guidelines for the 12K national postal office spaces redesign to provide a new user experience that leverages all brand touchpoints and increases business value per customer.
The postal office is the main brand touchpoint and plays a key role in the cross-selling activities that sustain the company's business.
Postal offices characteristics vary according to size, number of staff and strategic role. This makes it harder to design an unified user experience.
In order to increase business value per customer, back office strategies need to be supported by the office space redesign.
THE SOLUTION
User experience guidelines were co-designed to guide the offices' interior redesign.
Back-office operative strategies were re-defined in order to really engage with users through dialogue and quality-time interactions.
As part of the redesigned back-office strategies, a new job role aimed at welcoming users was included in the office staff crew.
The new user experience offers a flexible journey within the post office space that integrates all other brand touchpoints.
The project co-creative and agile approach enabled the client stakeholders to collaborate beyond silos and accelerate innovation.
Project impacts
The new job role, the Welcoming staff, was included in 220 large-sized Post offices.
The project enabled stakeholders to co-define a shared vision over the right focus level on cross-selling activities without harming the overall customer experience.
The experience guidelines have been implemented on 4 pilot Post offices and then evolved to be applicable to all national contexts
The project process acted as educative experience to internal stakeholders so they could apply design-led approaches to their own challenges.
approach & methodology
A multi-disciplinary team was formed and led along a series of research and co-design activities with end users (both office staff and customers).
A kanban approach was applied to allow for structure, agility and flexibility in capacity allocation.
01
Empathising with business, staff and end users
Gathering existing data from previous client's research activities and validation/integration through on field observations and internal stakeholders' interviews.
35+
stakeholders engaged
10
business units involved
02
Experience guidelines
co-creation
Leading stakeholders and staff users through a co-design journey that transformed insights into future user experience guidelines through trends exploration, benchmarking, prototyping, storytelling.
15
paper ptototypes
4
workshops
03
Micro-moments led design strategy
Creating user experience coherence by focusing on its micro moments details and on the overall E2E experience.
Definition of the the postal office's role and synergies with other physical and digital touchpoints.
10
micro-moments
7
brand touchpoints
04
Validation of the experience guidelines
On field observations and interviews to validate the designed experience with both office staff and end users. Presentation of the new job role need and its rationale to the leadership team.
25+
users engaged
12K
offices to be redesigned
MY role
As strategic designer within a team of 2 designers, I took care of the following activities:
-
business empathy activities planning, lead and analysis,
-
co-design workshop activities planning, lead and analysis,
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user experience micro-moments design,
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design strategy definition together with the team.
