The Post Office:
Creating a consistent omni-channel experience
The nation’s second favourite brand needed to drive a more consistent experience across its instore and online offering. Guess who they asked to improve their digital assets?
The Post Office saw a major opportunity to grow its revenues.
With banks leaving the high street, there was a gap in the financial services market. The Post Office had the branch network to take advantage: 99% of the UK population lives within three miles of the postal service.
At the same time, the organisation knew its digital offering wasn’t fit for one the UK’s most trusted brands. This was especially true of the financial services element. The use of third-party providers meant that quality was inconsistent, and customers had to duplicate information.
The answer was to create a high-quality, omni-channel customer experience, by aligning its online and instore propositions.
When it came to enhancing its digital assets, The Post Office approached The Unit to help understand – and deliver – the art of the possible.
The project was a highly collaborative effort. Working with the client’s senior leadership team we prioritised the most under-performing financial products.
We then ran a design sprint for each product to get to the root of the problem, and identify and test potential solutions. This enabled us to present strategic recommendations on how to turn each product around.
The Post Office wasn’t looking for a ‘big bang’ solution. It wanted to make a series of short sharp improvements to its digital offering, by deploying a number of compelling new services.
Our job was to deliver the front-end assets that would underpin the optimum customer experience; The Post Office would then integrate these into its CMS.
For each product on the priority list, our UX and interaction design experts worked from the service design methodology in order to:
- find out how customers used the product, and where the experience fell flat
- quickly create prototypes to address customers’ pain points
- validate the prototypes through research and user testing
- iterate and hone the customer journey based on our findings
Customers now get a far smoother and more consistent journey when accessing the products digitally. This has driven a 400% uplift in conversions in some cases.
We’ve also given The Post Office a single view of its financial services customer base across all third-party providers.
What’s more, our recommendations have given the organisation a better strategic understanding of how to deploy an effective omni-channel approach to customer service.