Mail Redirection Online Application

Summary

The online Mail Redirection application form is a major touchpoint for AusPost customers online. The old form was dated and had a number of usability issues so a project was kicked off to redesign the experience from the ground up.

My role

I was the primary product designer assigned to the project. I worked with a UX researcher, content writer, and design lead to help define the direction and experience.

Process

Initial research & defining principles

There was a significant amount of research that had been done prior to kicking off the project. This helped define the strategy and was a major input into communicating the need to uplift the experience.

We began by reviewing all relevant research. This led us to create a number of principles to follow while redesigning the experience. We then ensured these were shared with the core stakeholder group, seeking its endorsement of them. These principles were very useful for the duration of the project in communicating design decisions and allowed us a point of reference when communicating potentially contentious choices.

In addition to the key principles, the research also enabled us to identify the major issues with the current experience, and the points in the flow which required the most attention.

Customer journeys

Some of the key pain points we set out to resolve were:

• Communicating the cost more clearly to customers

• Assisting users to navigate the eligibility requirements

• Increasing overall form conversion

• Limiting distractions to allow customers to complete the task as quickly and easily as possible

With these pain points in mind, I created a number of customer journeys. These were iterated on multiple times through design critiques, sharing with colleagues, and discussion with the development team. These provided me with a strong starting point when moving into the design phase.

The 'Triage' concept

A concept which we were keen to test was guiding users through the eligibility requirements and providing them with a price, rather than relying on them to digest this themselves. The concept preceded the application form itself and could be completed independently as a 'calculator'.

I created a plethora of different versions and iterations of this concept which were then taken to customer testing.

Through feedback from customers, we realised this added significant complexity. This was especially evident with questions associated with one particular customer segment. Given the small size of this segment, we decided to move away from this concept and cater to the large majority of customers to whom these questions were not relevant.

To ensure we were addressing the primary pain points of price and eligibility, the product information pages (prior to the application form) were uplifted to surface this information in a much clearer manner.

Outcome

Following this research, I changed the flow based on the feedback and worked towards preparing the designs ready for development. Given the complexity of the Mail Redirection product from an operational perspective, this phase of the design process was lengthy as there were many different customer types, mindsets, and operational quirks that I had to consider. This experience was also to be one of the first products which would incorporate the new AusPost branding.

Post-launch analytics

An aspect of the development in which I was heavily involved was defining the metrics we wanted to capture once live. Given we planned to optimise this product after launch, gathering the correct metrics was crucial to being able to achieve this.

Below are some of the core metrics we captured after going live (as of 24/07/20):

• Conversion rate (full price flow): 50.9% (improved from 32.6%)

• Conversion rate (concession flow): 27.4% (target was 20%)

• Conversion rate (upsell at end of flow): 37.5% (target was 30%)