Australia Post
Working with Australia Post, new concepts were developed for the MyPost personal account utilising existing Digital ID features for quick wins that met not only desirability but viability and scalability.
At its core the underlying narrative addressed the Australia Post brand and MyPost value proposition of connecting community while realigning with traditional postal services and values.
approach
Quantitative and qualitative research was undertaken across the Australia Post experience, MyPost application awareness and innovation across various industries. This research sought to gather insights and highlight the painpoints within the current state of the Australia Post journey. Key insights informed HMWs that then directed blue sky concepts with consideration of exisiting digital and physical precedents that users valued. These assets informed deep dive ideation to produce a value proposition, user tested storyboards, future state journey map and service blueprint.
outcomes
We confirmed that awareness around the MyPost personal account was poor and customers saw little value in signing up. In-depth qualitative research and synths revealed key insights and HMWs that informed ideation, integrating exisiting gig economy platforms and offering opportunity to scale. Concepts were created around a MyPost local community network utilising the exisiting MyPost Digital ID asset. These concept frameworks provided not only quick wins and moments of delight but inadvertently opportunity to build awareness around the MyPost platform. In addition, they offered scope to build upon the Australia Post brand by offering the value proposition of ‘connecting community’ and thereby a marketing campaign to drive acquisition.
my role
Sprint Facilitation - Asset, client & time management + Trello
Research - Desktop, quantitative & qualitative
Key Insights + HMW development - Synth workshops
End to End Product Ideation - Key concepts, design & creative matrix workshop
Stakeholder Presentation Lead - Mid & final sprint zoom pitch
Stakeholder Workshop Facilitation - Concept poster rose bud thorns
Storyboards - Drawing & usability testing
Co-Design of Proto Personas, Journey Maps, Service Blueprint + Horizons - Miro, Canva & Google Slides asset creation
Marketing Campaign Asset Ideation - Key concepts, copywriting & design
Marketing Campaign Brand Identity - Key concepts & copywriting
the brief
mission / goal
To put 'customer experience' at the heart
To create a 'seamless' user experience for better online servicing
objectives
Needs & expectations of MyPost personal acct + sending & receiving parcels
Define Value Proposition, Key features + Marketing campaign
pain points
Customers are unaware of MyPost personal acct. benefits
MyPost Value Prop does not match expectations or provide business value
success
A better understanding of needs & expectations of MyPost acct.
Value Prop (benefits defined) for MyPost acct. (designed with customers)
Features & solutions to improve MyPost experience and drive acquisition
research
desktop research
Notable Competitors: Amazon, Shippit, Sendle, Shopify, Uber
Postal Innovation: USPS, Swiss Post, Japan Post, Royal Mail
Notable Start-ups: Matternet, Starship, Boxbot, Agile Robotics
survey
18 responses: 87% 18-40 yrs of age / 63% female
Most important components of delivery: parcel tracking / notifications / parcel pickup flexibility / driver tracking / customer support
Key notifications: confirmation & notification of delivery
Frustrations: parcel tracking / wait time & delays / missed delivery inconvenience / inflexible delivery methods & poor communication
75% unaware of MyPost / 6% signed up / 19% unsure
1:1 interviews
14 in-depth contextual interviews
Researching first hand experiences that revealed pain points and highlights of in-store, receiving and sending experiences across a variety of delivery channels
Investigated delightful experiences with competitors
key insights & HMWs
Data from 1:1 interviews and qualitative survey feedback was synthesised through a series of workshops that revealed clusters of themes.
Through this synthesis we began to iterate a series of insights that were then re-synthed to pull out key insights. From these key insights, additional workshops were facilitated to develop HMWs that were presented to client. The two HMWs chosen offered the most value in addressing the brief and offering new solutions.
proto personas
High level Proto Personas were created to help define our journey maps, concepts and subsequently storyboards. These included:
Karen - 33 years old | Tech Professional | Bondi, NSW
Bob - 74 years old | Pensioner | Bondi, NSW
Eric - 38 years old | Postman | Bondi, NSW
current state journey map
A Current State Journey Map was developed around our Proto Persona Karen and the insights collected through our 1:1 interviews. This journey map highlighted the pain points within various physical and digital touchpoints throughout sending and receiving experiences, as well as opportunities to be explored.
creative matrix & ideation
Through a process of two Creative Matrix workshops we developed a series of Concept Posters. A rose thorn bud workshop was conducted with the team then client. From this client feedback the team selected elements from one that iterated the value proposition of ‘connecting community’. This thematic offered alignment with traditional Australia Post services and values; from here we began to iterate this journey.
storyboards
Storyboards narrated this concept and its various features through three alternative experiences. These included in-store, receiving and sending experiences.
In-store Experience: integrates the MyPost Digital ID with an express collection kiosk for efficient parcel collections
‘Receiving’ experience: utilises a MyPost community postal collection network and Digital ID to provide flexible parcel delivery & community connection
‘Sending’ experience: utilises the gig economy (eg. Uber) and new tech within MyPost to book parcel sending prior to door to door collection & delivery
‘in-store’ experience
‘receiving’ experience
‘sending’ experience
usability testing
Usability Testing of Storyboards iterated moments of delight within the concepts and their various features. Feedback was highly positive and highlighted opportunity to prioritise the implementation of specific features thereby driving awareness and acquisition. This feedback was then applied to rework existing user flows where applicable.
future state journey map
The Future State Journey Map integrated feedback from Usability Testing and iterated the ‘gainpoints’ tracked the Current State Journey Map painpoints.
brand & identity
Recognising the opportunity within the existing MyPost Digital ID we saw scope to engage the Australia Post brand of traditional postal services and values in ‘connecting community’.
MyPost marketing campaign
Digital and Physical Missed Delivery Card Campaign
MyPost general awareness through additional features
GoPro in parcel to track Australia Post sending
Live cam feeds from processing centres
standard missed delivery card
Personalised with Postman’s name
digital missed delivery card
Personalised with Recipient’s name and hyperlinks
missed delivery card - cultural iteration
Celebrating Australian cultural history
missed delivery card - sustainability iteration
Embracing carbon footprint reductions
missed delivery card - future thinking iteration
Let’s make boring mail a thing of the past, take flight & join MyPost today
MyPost scalable opportunities
Bills & letters (Govt, State Debt Recovery, utilities, telcos, etc.) pooled and aggregated
Digitally processed yet personalised Birthday / Christmas cards, gifts etc. synced to contact list that can then be distributed to family, friends, colleagues, business etc.
Feature to take passport photos within the app that Australia Post verifies, prints and posts out
Digital ID to be utilised for rental applications, electoral enrolment, utility connections etc.
value proposition canvas
A Value Proposition Canvas was composed to clearly outline the Products & Services vs. Gains.
horizons / next steps
Horizons were formulated to map out steps required to implement concepts, leveraging both quick win and blue sky ideation. Quick wins utilised existing Digital ID frameworks while blue sky thinking included partnering with the gig economy, implementing automated digital kiosks and fostering new technology such as drones.