role
UX designer
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approach
Vision, UCD, PAM (Post Agile Methodology)
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tools
Axure, Hotjar, Miro, Confluence and Jira
I completed more than six projects during my mandate for Swiss Post. The most extensive of these was My Post.
Additional projects from this mandate can be found here.
Vision and Goalsetting
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I applied various Design Thinking–based innovation methods to identify a new central platform for Swiss Post customers that would serve as a key touchpoint within the overall customer journey.​
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Research Phase
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At the beginning, I conducted various analyses to identify the user needs of both private and business customers. This included analyzing and comparing international postal services, such as Austria Post and La Poste in France. The following phases were part of the research phase:
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Qualitative research: interviews and contextual inquiry
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Competitive analysis
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Concept development and prototyping
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UX Approach Before Development
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Usability Testing
Once the initial idea had evolved into a concept, I conducted usability tests to validate it and gain further insights for extending the concept. In total, I carried out 25-30 usability tests during 3 iterations.
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Personas and User Story Mapping
Based on the evaluation of the usability tests, I created two personas, a primary and a secondary persona, both described in detail.
I used a user story map as the first step toward developing a consistent customer journey. This was later refined using screen flows. An excerpt of the user story map can be seen in the image below.
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Second Iteration
Based on the screen flows, I developed a new tailored prototype to test the revised concept. Another six usability tests were conducted, and the results were incorporated into the detailed design.
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Detail conception
To prepare for agile development and support requirements engineering, I created various detailed concepts, such as data sets for individual elements, naming of sections, wording, and content.
Agile Development​
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During agile development, I worked closely with developers and continued to deliver individual concepts, such as for empty states, empty page loaders, paging, integrations, and the customer journeys of new online services that were continuously being added.
In parallel with the development of My Post for private customers, I conducted the research phase for business customers. The focus was on validating the business customer vision and identifying additional needs through observation.
User feedback and Analytics (Quantitative Research)​
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User feedback and -behaviour were collected using Hotjar to obtain quantitative insights such as heatmaps. Additional integrations with other analytics tools, such as Google Analytics, were also available. A further step involved defining an evaluation strategy.
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PubliCar from PostAuto
Design of marketing content and execution of experiments to increase visibility.
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Search, Help & contact page
Improvement of usability across four iterations.
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UX for OptIn topics
User-needs-driven concepts with clear communication.
PostCard Creator App
Extension of the existing concept with an editor.
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E-Archiv Content-Page
Extension of the existing concept with an editor.
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Learnings
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The distinction between the vision phase, the user-centered design (UCD) phase, and the actual development phase was a key aspect that needed to be clearly communicated across the entire team. This was essential in order to establish the UX approach and build a shared understanding of an iterative way of working.
From my perspective, a user story map now represents one of the most important foundations for developing a holistic customer journey, especially when multiple features and services are involved and dependencies need to be made visible.