General Assembly UXDI Interview

Interview presentation describing how I would redesign the Post Office experience for the GA UXDI.

Transcript

1. September 29 2015 Katie Valentine The Post Office: Redesigned General Assembly UXDI
2. Brief • The brief is to redesign 3 key elements of the Post Office experience. • Whilst the online experience through postoffice.co.uk is very good, the end to end experience is flawed in several respects. This includes customers having to wait for long periods of time, dealing with an often confusing queuing system and a perceived lack of staff.
3. User Research Findings KEY PAIN POINTS • Long queues • Queuing system is not intuitive • Lack of staff • Difficult to get the correct proof of postage documentation • Brand confusion between the Post Office and Royal Mail 3 AREAS OF FOCUS • Address long queue times • Redesign queuing system • Compensate for limited staff in branch
4. Persona #1 Sophia: Busy Collector • 32 years old, HR Manager • Lives in London with her husband, no children CURRENT STATE Frequently shops online and visits the Post Office about twice a month to either collect parcels that couldn’t be delivered to her while she was at work, or post returns. She usually visits on a Saturday, but is trying to pack a lot into that day including household and admin chores, spending time with her husband and catching up with friends. She finds the staff at the Post Office efficient, but is frustrated by the long queues. She hates wasting time. DESIRED OUTCOME During a visit to the Post Office she sees a poster advertising the queue-busting app, Quick Collect. She downloads the app there and then and uses it the next time she has to collect a parcel. She logs-in, reserves a time to pick up her parcel and goes directly to the ‘Quick Collect’ window when she arrives. The staff quickly locate her package and she is in and out, and can continue on with her day.
5. Persona #2 Graeme: Money-Saving Traveller • 25 years old, Social Media Manager • Lives in London with his parents CURRENT STATE Visits the Post Office 3-4 times a year shortly before he is due to go on holiday. He uses the Post Office to buy foreign currency as he believes he gets the best rate from them. He has a Travel Money Card from the Post Office which he uses, but also likes to have some cash on him. He usually visits the branch closest to where he works on a weekday. He finds the layout confusing, the Bureau de Change window is often unstaffed and doesn’t have a separate queuing system, which means he ends up queuing needlessly. This annoys him and can mean that he spends most of his lunch hour in there. DESIRED OUTCOME On entering his local Post Office branch he sees that the layout is clearly divided into Quick Collect, Bureau de Change and regularly queuing. He uses a ‘ring for assistance’ bell at the window which brings a member of staff to him as soon as she is free. His queuing time is much less and he didn’t have to think about where he needed to be.
6. Persona #3 Maeve: Frequent Banker • 76 years old, retired • Lives in Essex with her husband, has three grown-up children CURRENT STATE Visits the Post Office every week to collect her pension, which is paid into her Post Office Card Account, and pay in cheques. She visits the same branch at the same time every week when her pension is due. Sometimes she stops by at other points during the week to pay in any bills. Her biggest frustration with the Post Office is going there on pension day and seeing several vacant windows with no staff. She perceives this to be a severe staff shortage which impacts on her waiting time. She feels let down as a customer. DESIRED OUTCOME When going to collect her pension she sees that one window is dedicated to pension collection. This means that she has to queue for a much shorter time and feels like the Post Office has personalised her experience. It also makes her want to take out insurance with the Post Office as she feels so looked after.
7. Solution to minimise long queuing times Quick Collect App Consumers can enter the delivery number from their “Sorry we missed you” note and arrange a date and time to collect their parcel. Once they arrive at the Post Office they can proceed straight to the Quick Collect window, where their parcel will be waiting for them.
8. Quick Collect App
9. Solution to improve the queuing system and compensate for limited staff New Branch Layouts Adjusting the layouts of the branches to make the queuing system more intuitive will improve the end to end experience. Local branches will know what days people’s pensions are ready to collect. On these days they can close one window off from regular services and dedicate it to pension collection instead, reducing the wait time for those customers.
10. New Branch Layouts
11. Next Steps • Validate solutions through user testing. • Initial testing for the app would include removing the headers from the sketches and asking users to describe what they were seeing, to ensure it was a logical journey. • Initial testing for the branch layouts would include evolving the sketch by creating visual mock-up of a branch to test users reactions.
12. Thank You