Case-study: Postal Service Personalized Gift ShopEnd-to-end customer experience for access to Postal Services

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Objective: To maximize the end-to-end customer experience for access to Postal Services.

Background:

Postal Organization globally continues to look for ways to engage and retain customers for use of postal products and services through mobile technology. Recognizing an opportunity to maximize customer volume and wait times at Post Office retail locations throughout the country, Organization has conceptualized Personalized Gift Services. These services will allow customers to purchase, personalize, and ship gift items (e.g., seasonal merchandise, greeting cards, books, candy, gift packages, etc.) through a streamlined, informative, and intuitive mobile experience.

The customer’s experience will begin after purchase of a gift item affixed with a barcode (QR code). Scanning of the code using the Personalized Gift Services application will guide and prompt the customer through a seamless process to create a personalized message and to select and purchase delivery options for the item. Organization believes this will provide a service of convenience for customers and help promote already existing mail / package delivery services, through marketing and ease-of-use.

UX  Challenge

ObjectiveTo  maximize  the  end-­‐to-­‐end  customer  experience  for  access  to Postal  Services.

To design an optimal mobile solution for customers of the Postal Service to purchase, personalize, and ship gift items available at Post Office retail locations

Requirement

Proposed Solution

The customer’s experience will begin after purchase of a gift item affixed with a barcode (QR code). Scanning of the code using the Personalized Gift Services application will guide and prompt the customer through a seamless process to create a personalized message and to select and purchase delivery options for the item.

Fictional Postal Service Company Name: In Store Shipment Inc

Fictional  Logo

Let’s  create  the  Mobile  UX  for  Postal  Service

To  build  a  great  UX  of  any  web  or  mobile  app,  we  need  to  know

• Who  is  in  need  of  solution?• What  are  customer’s  pain-­‐points?• What  scenarios  will  lead  customer  to  use  the  app?

Therefore,  we’ll  first  create

Personas Storyboards Task  Flow  Diagram Application  Map

Customer Segmentation

Working Professionals Friends & Family Couples

UX Personas

Alex representsWorking Professionals

Tim representsFriends & Family

Sarah representsCouples

UX Personas

Alex Mathews, Marketing Manager, Boston Consulting, US

Being a workaholic professional, I usually face the embarrassment of forgetting special occasions of my life, like wedding anniversary “Goals: To make every occasion of life special / Never miss important dates

Pain-points: Forgets important dates, pathetic shipment experience.

Needs: Reminders, best in town deals & offers and quick delivery.

Challenges: Very busy to browse clunky websites or spend days in physical stores to findPerfect gifts for soulmate.

Tech-savviness

Online Shopping

Physical Store Shopping

Aged 32, MBA Stanford University

Hobby: Playing Chess

Marital Status: Married

Aspirations: Hassle-free in-app shopping experience

Nationality: US Citizen

UX Personas

Tim Smith, Junior Accountant, US Bank

Being an expat in US, I miss my family a lot, and connected with them via Internet“Goals: To support my family and raise my daughter

Pain-points: Can gift unique items only when he returns to Australia (vacation leaves)

Needs: Global Express Delivery of items to his family.

Challenges: Finds online shopping difficult and unreliable

Tech-savviness

Online Shopping

Physical Store Shopping

Aged 37, B.A Sydney University

Hobby: Movies and Gardening

Marital Status: Married, one daughter

Aspirations: Easy and quick solutions that can help him send gifts and items back to his family

Nationality: Australian

UX Personas

Sarah Jones, Psychology student at American University, Dubai

I am in a long-distance relationship with Adam since last one year andI want to tell him how much I love him. “Goals: To work in tech-roles and live happily with Adam

Pain-points: Inability to customized and personalize gifts

Needs: Painless experience of shopping online for books, magazines, DVDs and gifts

Challenges: Do not believe in one size fits all kind of solutions

Tech-savviness

Online Shopping

Physical Store Shopping

Aged 22, Student

Hobby: Listening to Music

Marital Status: Committed

Aspirations: Best offers and deals alerts & reminders in the nearby physical stores

Nationality: United Kingdom

UX Storyboard

A BSarah, came to know about In Store Personalized Gift shop through TV Ad and wants to experience it today.

She went to the nearby Postal Service Retail Store (InStore)

She went inside the Personalized Gift section and found ManUnited Merchandise (T-Shirts) very cool and decided to purchase it for her boyfriend - Adam. (Adam is die heart fan of ManUnited)

Select  Recipient

C

D

She takes out her smartphone, and scans the barcode affixed on the t-shirt with the InstoreMobile App, which she has already downloaded

The InStore Mobile App quickly identifies the product. Sarah decided to personalize the T-shirt’s back with Adam’s name. Then she decided to checkout, hence she next selects/creates the recipient and then selects the Instore delivery modes (Regular/Express Shipment) and finally paid the amount via her credit card. Voila! she receives an instant order confirmation and the very next moment she started tracking the shipment…

Shipment Delivered

E

F

Within week time, the InStore Shipment team has managed to ship the gift to Adam!

Next day, Sarah receives a push & in-app notification, that her shipment has been delivered successfully.

Sarah, loves the new shopping experience!

Task Flow Diagram

Personalized  Store

Postal  Service  Backend

Search  &  Select  the  Gifts

Gift  Delivered  Successfully

Download Mobile App Scan the Product’s Barcode

Personalize the Gift

Select Shipment Mode Select/ Add Recipient

Checkout

Have  Mobile  App?

Yes Add  More  Gifts?

No

No Yes

Mobile App Journey

Track Shipment

Delivery Process

Task Flow Diagram

Backend Process

Front end Process

Mobile App Journey

Application Map

Splash Screen

Signup

Login

Account Help/FAQsScan Gifts

Barcode/QR CodePick-up

Shipments

Home

Gifts Description

Personalize GiftsAdd to Shopping Cart

Select / Add Recipient

Select Shipment Mode

Review, Confirm and Payment

E-Receipt

Send Order DetailsTo InStore Team

Send Order Confirmation Email

Orders

Track

Logout

Checkout

Application Map

Add more?

Yes

No

High-Fidelity Wireframes

Scan the QR code to view it on IPhone 6

http://bit.ly/InStore_Mobile_App

Or open the following URL on your Iphone 6:

Login Screen Home Screen

A

BLogin or Register

Scan the gift’s barcode or QRCode

E

C

Scan with Built-in Barcode/QRCode Scanner andPress to Scan & identifyProduct

D

Proceed withpersonalization ofselected product

Go back to scan other product

Scan the Product Product Description

F

F

Customize the productWith available customizationoptions

G

Add the product to Cart

I

Add more products

J

Or Proceed to checkout

H

Shopping CartBubble Notification

Personalize the Product View Cart

K

Select or Add recipient

L

Select Shipment Mode M

Enter Credit Card Details

N

Review & Pay

Shipment Details Payment Details

Accounts Page

O Track Shipment

Success Page Track Shipment

Zohdi RizviUser Experience Professional

MBA (Marketing) – IBS Ahmadabad, India

Inbound Marketing Certified from Hubspot Inc.

Mobile UX Certified from IDF

zohdi.rizvi@gmail.com | @zohdi_rizvi | mauxism.com