Order Journey
Post Office Parcel Comparison: A UX Design Case Study
As Experience Design Director, I led the transformation of Post Office's digital parcel services, simplifying comparison across 12+ courier services. Our innovative approach earned us the prestigious 2024 UK Digital Experience Award in the Financial Services category.
Project Overview
1
Project Scope
Complete redesign of the parcel comparison platform with a cross-functional team of 8 designers and 6 developers.
2
Timeline
6-month delivery timeline from January to June 2024
3
Objective
Create a market-leading comparison experience whilst maintaining the trusted Post Office brand identity.
The Challenge
Uncharted Territory
This was Post Office's first venture into digital comparison services, requiring collaborative guidance in an unfamiliar market space.
Shared Expertise
We leveraged both our team's knowledge and Parcel2Go's industry experience to define requirements and shape the vision for this new digital offering.
Complex Integration
Joining forces with an initial trio of courier services demanded meticulous planning under the trusted Post Office brand. As we expanded our partnerships, maintaining seamless integration became increasingly critical to our success.
Strategic Approach
User-Centred Design
Conducted 18 in-depth user research sessions to understand pain points and expectations.
Mobile-First Philosophy
Optimised for the 71% mobile user base with responsive designs that scale beautifully.
Simplified Comparison
Focused interface showing only key differentiators, reducing cognitive load.
Personalisation
Incorporated intelligent recommendations based on previous shipping patterns.
My Role as Experience Design Director
Team Leadership
Directed a team of 8 designers and researchers, creating a collaborative and innovative design culture.
Executive Communication
Presented directly to Post Office C-Suite executives, securing buy-in for bold design decisions.
Project Management
Created detailed roadmap for phased implementation across 4 departments.
Design System
Established new design system aligned with Post Office brand whilst enabling modern digital experiences.
Design Process & Methodology

Discovery
18 user interviews, 4 stakeholder workshops, and competitive analysis of 8 rivals.
Prototyping
Rapid iteration through 5 design cycles with continuous user feedback.
Testing
Usability testing with 35 participants and A/B testing of 8 key features with 5,000 users.
We implemented Design Sprint methodology to rapidly validate concepts, creating 4 detailed user personas that guided our design decisions throughout the project lifecycle.
Project Deliverables Showcase
A visual collection of key designs created during this project. These samples demonstrate our user-centered approach, showcasing the interface elements, comparison tools, and responsive layouts that formed the core of the Post Office parcel comparison service.
These designs represent the culmination of our iterative process, incorporating user feedback and accessibility considerations while maintaining the trusted Post Office brand identity.

Figma

Post Office Build

Created with Figma

Results & Impact
46%
Increased Conversion
Dramatic improvement in conversion rate within first quarter of launch.
+42
Improved NPS
Customer satisfaction scores jumped significantly from the previous +12.
19%
Market Share
Recovered from 14% to 19%, reversing the previous downward trend.
1.3M
Parcels Processed
Substantial volume in first 6 months with 31% higher average transaction value.
Accessibility at Our Core
WCAG 2.1 AA Compliance
Exceeded accessibility standards across all user journeys. Every feature underwent rigorous compliance testing.
Cross-Device Accessibility
Optimised for screen readers and voice assistance. Works seamlessly across all device types.
Inclusive Testing
Engaged diverse user groups including visually impaired and motor-limited participants in our testing panels.
Post Office's commitment to serving all community members drove our accessibility focus. We improved colour contrast ratios by 40% and simplified navigation paths for users with cognitive limitations.
Project Timeline
Our structured approach ensured methodical progression through all project phases while maintaining flexibility to incorporate user feedback.
Discovery Phase
Weeks 1-4
  • Conducted 18 user interviews and 4 stakeholder workshops
  • Analyzed 8 competitors to identify market opportunities
  • Developed 4 detailed user personas
Design & Prototyping
Weeks 5-12
  • Implemented Design Sprint methodology
  • Completed 5 rapid design iteration cycles
  • Established new Post Office design system
Testing & Refinement
Weeks 13-18
  • Conducted usability testing with 35 participants
  • Performed A/B testing with 5,000 users across 8 key features
  • Made accessibility improvements to meet WCAG 2.1 AA standards
Implementation & Launch
Weeks 19-24
  • Phased rollout across 4 departments
  • Executive presentations to secure final approval
  • Post-launch monitoring and optimization
The project timeline was carefully structured to balance thoroughness with efficiency, allowing us to deliver significant improvements within a 6-month timeframe.
Lessons & Reflections
Brand Balance
Successfully navigated the challenge of balancing innovation with established brand expectations, creating something fresh yet familiar.
Stakeholder Management
Developed effective strategies for navigating complex stakeholder environments and building consensus across departments.
Mobile-First Validation
The project reinforced the critical importance of mobile-first design, validated by our strong mobile conversion metrics.
Future Opportunities
Identified exciting potential in personalisation engines and predictive shipping to further enhance the customer experience.
Curious to learn more about me?
Dive deeper into my design philosophy, creative process, and UX insights on my personal website unknown link. There you'll find case studies, thought leadership articles, and a behind-the-scenes look at how I approach experience design challenges.

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