Posti 📦
improve the digital service experience for Posti's unlogged B2C-customers
INTRODUCTION
The Posti project embarked on a mission to revolutionize the digital parcel delivery experience for unlogged B2C customers in Finland. Focusing on urgent domestic shipments, our team combined innovative UX/UI design, user-centered research, and advanced route optimization techniques. Our goal was to make urgent parcel sending more intuitive, efficient, and transparent, catering to the fast-paced demands of modern users.
MY ROLE
I contributed to the overall design process and oversaw aspects related to product scoping, user flows, wireframes, rapid prototyping, and usability testing.
Additionally, I conducted user research, facilitated co-workshops, and contributed in synthesising research findings to produce viable ideas.
TEAM
2 designers, 2 software engineers
TOOLS
Miro, Notion, Figma
PROBLEM DISCOVERY
People don’t want to send
urgent parcels with Posti.
Text
HMW make it easier and more transparent for unlogged users to quickly send parcels with Posti?
OUR SOLUTION - DELIVERY ROUTE PLANNER
A feature that helps users quickly find the most efficient and convenient delivery route.
Discover the quickest delivery path!
🚚 The process 📦
RESEARCHING PROBLEM SPACE
People don’t want to send
urgent parcels with Posti.
Text
COMPETITIVE BENCHMARKING
Content
Content
VALIDATING OUR ASSUMPTIONS
Interviews with 20+ participants shared the struggle of …
We conducted semi-structured interviews with target users to validate our initial findings and further understand how people currently form habits, their motivations and challenges.
Urgency isn't seen as a value of great priority in Posti's services
IDENTIFYING THE PAIN POINTS
Lack of reliability and time estimations were stopping the customers from sending urgent parcels with Posti.
Through thorough research and user interviews, we identified several critical pain points affecting customers' willingness to use Posti for urgent parcel deliveries. A major concern was the lack of clear and reliable delivery time estimations, leaving users uncertain about when their parcels would arrive. Additionally, users found it challenging to determine the most convenient and efficient drop-off and pick-up locations due to inadequate information and mapping tools on Posti's platform. Another significant issue was the perceived complexity and time-consuming nature of the parcel sending process, particularly for those choosing to remain unlogged. These findings highlighted the need for a more user-friendly, transparent, and efficient service, aimed at rebuilding customer trust and satisfaction in Posti's capability to handle urgent deliveries.
Other key insights found were that…
Website makes the sending process feel lengthy 🥱
The website's complex navigation and lack of clear information, such as finding suitable drop-off locations or closest delivery points, contribute to a cumbersome and time-consuming parcel sending experience.
Lack of accountability on delivery times 🚚
The website's complex navigation and lack of clear information, such as finding suitable drop-off locations or closest delivery points, contribute to a cumbersome and time-consuming parcel sending experience.
DEFINING PERSONA AND GOALS
Consolidating our key insights into a goal-oriented persona.
Laura
34, lives in Turku, admin assistant
Lifestyle 🤸♀️
In a hurry, seeking the fastest route
Wants a clear estimate of delivery time
Will take a parcel to a specific drop-off location if that helps the delivery get faster to their destination
Pain points 😥
Not knowing when a parcel will be delivered
Uncertainty of the best drop-off location and its effect on delivery time and convenience for both sender and receiver.
USER STORYBOARDING
Placing the persona in an ideal context scenario helps identify the minimum required functions of our MVP.
At this stage, our primary goal is to extract a list of design requirements that we have to support in order for these ideal scenarios to happen. These requirements would then lead our idea generation phase.
BRAINSTORMING STORYBOARD
Placing the persona in an ideal context scenario helps identify the minimum required functions of our MVP.
At this stage, our primary goal is to extract a list of design requirements that we have to support in order for these ideal scenarios to happen. These requirements would then lead our idea generation phase.
APPROACHING THE SOLUTION
Placing the persona in an ideal context scenario helps identify the minimum required functions of our MVP.
At this stage, our primary goal is to extract a list of design requirements that we have to support in order for these ideal scenarios to happen. These requirements would then lead our idea generation phase.
Design goals
SYSTEM ARCHITECTURE
Consideration for our persona's context directed a user flow focusing on minimum steps and time.
We mapped out key path scenarios that gets our users to their most prominent use cases within the least amount of steps. Since our users are also likely to be tracking their habits amongst doing other things, we intentionally hid other secondary functions to limit user's engagement with the app to the bare necessity.
I want to …
ITERATIONS FROM USABILITY TESTS
3 rounds of moderated tests informed iterations that helped refocus hierarchy and navigation.
We asked the participants to complete several scenarios and observed their movement patterns, mental models and ability to complete their goals. Through multiple rounds of feedback, we were able to decrease the cognitive load from our users and make key information more accessible at a higher level.
THE FINAL MVP PRODUCT
Flow name
PROJECT TAKEAWAYS
A deeper understanding of ideas when placed within context, and not just in vacuums.
COPY