Background
Joined a freshly built in-house Design team at Posti(the Finnish Post) and leading the digital Product Design of its primary consumer facing channel — OmaPosti to deliver the world-class customer experience and accelerate the company-wide digital transformation journey.
When I was onboard, OmaPosti was a 3-years-old cross-platform digital service (Android, iOs, and Web) with about 1 million monthly active users. It offers features including digital mailbox, parcel tracking and invoice payment and has been one of the most used digital services in Finland.
When I was onboard, OmaPosti was a 3-years-old cross-platform digital service (Android, iOs, and Web) with about 1 million monthly active users. It offers features including digital mailbox, parcel tracking and invoice payment and has been one of the most used digital services in Finland.
Impact
I played a big role in rolling out of the new version of OmaPosti design by cooperation with feature designers and product teams; I created smart UX/UI solutions that resolve the constraints introduced by the new front-end development approach — replacing the native Apps with Web-based ones, which largely improved consistency across Apps and Web ends.
Moreover, I paired with the product owners to leverage customer feedback and quantitative analytics to identify key areas for improvements, and redesigned, tested and shipped high-quality iterations to lift the customer experience and App review scores to 4.3/5. To cope with the merging local competitions, thought exercises and co-creation workshops were facilitated with the key stakeholders to explore and shape the new product vision and roadmap.
Moreover, I paired with the product owners to leverage customer feedback and quantitative analytics to identify key areas for improvements, and redesigned, tested and shipped high-quality iterations to lift the customer experience and App review scores to 4.3/5. To cope with the merging local competitions, thought exercises and co-creation workshops were facilitated with the key stakeholders to explore and shape the new product vision and roadmap.
Not to mention the efforts channeled into establishing product design processes and and cross-development team collaboration rituals.
OmaPosti App views
Design consistent cross platform user experiences — iOS, Android and Web
As the OmaPosti channel design lead, a big part of my time was dedicated to improving the UX/UI inconsistency across the three platforms (iOS, Android, and Web) on which the product is operating. It went hand in hand with the development objective of streamlining the variations and speeding up the release process.
My starting point was to pull together a universal version of the design to serve as a basis for cross-team collaboration(sharing comments and giving input). This was followed by pinpointing several critical users flows in three different platforms based on the usage data before the design iteration.
Based on those, platform-specific guidelines, unified Interaction Design patterns and refined UI components were created with conscious “compromises”. The guiding principle I chose was to finding the balance between native "App" and browser "Web’" experiences while keeping a fairly good level of usability.
My starting point was to pull together a universal version of the design to serve as a basis for cross-team collaboration(sharing comments and giving input). This was followed by pinpointing several critical users flows in three different platforms based on the usage data before the design iteration.
Based on those, platform-specific guidelines, unified Interaction Design patterns and refined UI components were created with conscious “compromises”. The guiding principle I chose was to finding the balance between native "App" and browser "Web’" experiences while keeping a fairly good level of usability.
OmaPosti Cross Platform Design Overview V1 (iOS, Android and Web)
Modality Unification (Bottom sheet)
OmaPosti Guidelines V2
Improve the product experience in an agile and iterative process
Since the launch of the new version of OmaPosti, the product owners and I closely followed up with the customer feedback through different channels(App reviews, Customer Services and Analytics) on a weekly basis, and kept re-prioritizing the design tasks according to the criticalities.
One of the major iterations was to fix and raise the poor Inbox experience based on the existing frontend structure. The new concept was highly appreciated by both the test users and internal teams. The redesign process took about 8 weeks by having another designer supporting part-time. The specific steps include 1. Heuristic Evaluation 2. Challenge and Goal Definition 3. Concept Iteration 4. Moderated A/B User Testing (qualitative) 5. UI Finalisation 6. Documentation 7. Development Support.
One of the major iterations was to fix and raise the poor Inbox experience based on the existing frontend structure. The new concept was highly appreciated by both the test users and internal teams. The redesign process took about 8 weeks by having another designer supporting part-time. The specific steps include 1. Heuristic Evaluation 2. Challenge and Goal Definition 3. Concept Iteration 4. Moderated A/B User Testing (qualitative) 5. UI Finalisation 6. Documentation 7. Development Support.
Inbox view(before iteration)
Inbox view(after iteration)
Strategically redesign new App feedback dialog
The OmaPosti App Feedback and CSAT system were incomplete across different user flow due to the pressing deadlines of the previous releases. It had negative implications on the overall App store review score. Also, the product team missed one of the most efficient and reliable means of evaluating the current customer experience.
I took a collaborative approach to bring different feature teams on the same page and gain input from the key product owners and stakeholders. The final concept not only tackled the challenge practically but also created a feedback system for collecting insights strategically, which would be tied closely to the existing feedback ones.
I took a collaborative approach to bring different feature teams on the same page and gain input from the key product owners and stakeholders. The final concept not only tackled the challenge practically but also created a feedback system for collecting insights strategically, which would be tied closely to the existing feedback ones.
Define Challenge & Success Measures (App Feedback Dialog)
Refined User Flow (App Feedback Dialog)
Explore and shape the new product narrative for 2023
Another of my contribution as the platform design lead was facilitating the new product narrative exploration with the Senior Product Managers. The two explorations were organized in tailed 2-4 weeks Design Sprints with the focuses on Vision Revisit and Narrative Envision respectively. Specifically, a few new strategic directions were explored and visualized through user stories supplemented with prototypes.
Other activities includes comprehensive auditing the current product status, researching the unfulfilled needs and other desires, reviewing the local competitions, and following-up with the industry foresight.
Product Narrative (Potential Direction X)