The challenges
Joining a newly built design team and lead the consumer experience design of OmaPosti.
OmaPosti is the Finnish Post’s primary consumer-facing digital services that offers digital mailbox, parcel tracking, and invoice payment features. It is 3 years old digital product with about 1/6 of the population in Finland) as the monthly active users. The Posti teams are in the learning process of building compelling digital products.
The impact
Roll-out the new version of OmaPosti App & Web with new the Finnish Post brand which the constrains introduced by the new front-end development approach — switching from developing the native apps to pure web-based ones. Moreover, a few high quality solutions that tackle the most critical product issues based on customer feedback as well as product itself were successful delivered and prioritized for development
Due to low maturity of the product building of the team, I put quite some efforts into facilitating cross development team collaborations and shaping the product building process with more design rituals (success measures, decision making-process, follow-up process)
One of the highlights was exploring the new narrative of OmaPosti in 2-5 years by revisiting the existing narrative and workshopping thoughts exercise together with a cross disciplinary teams.
Cross platform design for App and Web solution
As the dev team devoted streamline the development process. I was tasked to pull together an UNIVERSAL version of design with the design team to accommodates all the three platforms that OmaPosti service are operating on. The platforms are Android and iOS applications (accounts for 3/4 of over all customer usage), and web pages in website (the remaining 1/4).
By making “compromises”consciously, especially from the interaction point of view, the redesign stroke the balance between ‘Application’ and ‘Web’ experiences, and keep a good usability level for all the platforms.
By making “compromises”consciously, especially from the interaction point of view, the redesign stroke the balance between ‘Application’ and ‘Web’ experiences, and keep a good usability level for all the platforms.
Follow-up with the customer feedback and iterate the most critical usability issue
To be agile in the iterative product improvement process, the key product owners and I closely followed up with the customer feedback via the customer services system, the App stores reviews and other internal channels bi-weekly; issues and needs prioritised the most criticalities via discussions.
Here is an iteration I lead to tackled one severe usability related to OmaPosti Inbox experience, which was quickly verified a few weeks after the launch. The process was 1.UX expert/Heuristic evaluation 2. Iteration kick-off challenge and goal definition 3. concept iteration (interaction design) 4. Moderated A/B testing (qualitative) 5. Interface design finalisation 6. Package and documentation 7. Development
Before iteration
After iteration
Strategic design the digital feedback experience and dialog
In addition to tactical level interface and design, I also drove a few design initiatives from a strategic point of view.
The Feedback and CSAT system which was partly missing and was inconsistent in different user flows. The process took some efforts to get different teams on the sam page, the final concept well-answered the problem and create a system for collecting insights and distribution those. The final version was put into development right after the design review.
Flow A. Reinforce the existing CSATs
Flow B. Promote additional popup CSATs
Exploring new product vision and narrative
Shaping a product vision is not an easy one for any product team. It is no exception in this case, especially for a company with a rich legacy that just started digital services development 3 years ago.
I had the privilege of co-leading this project with the head of design in 1st phase and the business owner in the second stage. The process includes activities like auditing the current product status via analytics, listening to the customers about the fulfilled needs and other desires, reviewing the competitions, and checking the foresight of the industry.
One of the highly-valued outcomes that was the concept new narrative communicated via user story with the visual mockup.
