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Case-study: Postal Service Personalized Gift ShopEnd-to-end customer experience for access to Postal Services
Learn how-to solve UX Challenge
@zohdi_rizvi
Objective: To maximize the end-to-end customer experience for access to Postal Services.
Background:
Postal Organization globally continues to look for ways to engage and retain customers for use of postal products and services through mobile technology. Recognizing an opportunity to maximize customer volume and wait times at Post Office retail locations throughout the country, Organization has conceptualized Personalized Gift Services. These services will allow customers to purchase, personalize, and ship gift items (e.g., seasonal merchandise, greeting cards, books, candy, gift packages, etc.) through a streamlined, informative, and intuitive mobile experience.
The customer’s experience will begin after purchase of a gift item affixed with a barcode (QR code). Scanning of the code using the Personalized Gift Services application will guide and prompt the customer through a seamless process to create a personalized message and to select and purchase delivery options for the item. Organization believes this will provide a service of convenience for customers and help promote already existing mail / package delivery services, through marketing and ease-of-use.
UX Challenge
ObjectiveTo maximize the end-‐to-‐end customer experience for access to Postal Services.
To design an optimal mobile solution for customers of the Postal Service to purchase, personalize, and ship gift items available at Post Office retail locations
Requirement
Proposed Solution
The customer’s experience will begin after purchase of a gift item affixed with a barcode (QR code). Scanning of the code using the Personalized Gift Services application will guide and prompt the customer through a seamless process to create a personalized message and to select and purchase delivery options for the item.
Fictional Postal Service Company Name: In Store Shipment Inc
Fictional Logo
Let’s create the Mobile UX for Postal Service
To build a great UX of any web or mobile app, we need to know
• Who is in need of solution?• What are customer’s pain-‐points?• What scenarios will lead customer to use the app?
Therefore, we’ll first create
Personas Storyboards Task Flow Diagram Application Map
Customer Segmentation
Working Professionals Friends & Family Couples
UX Personas
Alex representsWorking Professionals
Tim representsFriends & Family
Sarah representsCouples
UX Personas
Alex Mathews, Marketing Manager, Boston Consulting, US
Being a workaholic professional, I usually face the embarrassment of forgetting special occasions of my life, like wedding anniversary “Goals: To make every occasion of life special / Never miss important dates
Pain-points: Forgets important dates, pathetic shipment experience.
Needs: Reminders, best in town deals & offers and quick delivery.
Challenges: Very busy to browse clunky websites or spend days in physical stores to findPerfect gifts for soulmate.
Tech-savviness
Online Shopping
Physical Store Shopping
Aged 32, MBA Stanford University
Hobby: Playing Chess
Marital Status: Married
Aspirations: Hassle-free in-app shopping experience
Nationality: US Citizen
UX Personas
Tim Smith, Junior Accountant, US Bank
Being an expat in US, I miss my family a lot, and connected with them via Internet“Goals: To support my family and raise my daughter
Pain-points: Can gift unique items only when he returns to Australia (vacation leaves)
Needs: Global Express Delivery of items to his family.
Challenges: Finds online shopping difficult and unreliable
Tech-savviness
Online Shopping
Physical Store Shopping
Aged 37, B.A Sydney University
Hobby: Movies and Gardening
Marital Status: Married, one daughter
Aspirations: Easy and quick solutions that can help him send gifts and items back to his family
Nationality: Australian
UX Personas
Sarah Jones, Psychology student at American University, Dubai
I am in a long-distance relationship with Adam since last one year andI want to tell him how much I love him. “Goals: To work in tech-roles and live happily with Adam
Pain-points: Inability to customized and personalize gifts
Needs: Painless experience of shopping online for books, magazines, DVDs and gifts
Challenges: Do not believe in one size fits all kind of solutions
Tech-savviness
Online Shopping
Physical Store Shopping
Aged 22, Student
Hobby: Listening to Music
Marital Status: Committed
Aspirations: Best offers and deals alerts & reminders in the nearby physical stores
Nationality: United Kingdom
UX Storyboard
A BSarah, came to know about In Store Personalized Gift shop through TV Ad and wants to experience it today.
She went to the nearby Postal Service Retail Store (InStore)
She went inside the Personalized Gift section and found ManUnited Merchandise (T-Shirts) very cool and decided to purchase it for her boyfriend - Adam. (Adam is die heart fan of ManUnited)
Select Recipient
C
D
She takes out her smartphone, and scans the barcode affixed on the t-shirt with the InstoreMobile App, which she has already downloaded
The InStore Mobile App quickly identifies the product. Sarah decided to personalize the T-shirt’s back with Adam’s name. Then she decided to checkout, hence she next selects/creates the recipient and then selects the Instore delivery modes (Regular/Express Shipment) and finally paid the amount via her credit card. Voila! she receives an instant order confirmation and the very next moment she started tracking the shipment…
Shipment Delivered
E
F
Within week time, the InStore Shipment team has managed to ship the gift to Adam!
Next day, Sarah receives a push & in-app notification, that her shipment has been delivered successfully.
Sarah, loves the new shopping experience!
Task Flow Diagram
Personalized Store
Postal Service Backend
Search & Select the Gifts
Gift Delivered Successfully
Download Mobile App Scan the Product’s Barcode
Personalize the Gift
Select Shipment Mode Select/ Add Recipient
Checkout
Have Mobile App?
Yes Add More Gifts?
No
No Yes
Mobile App Journey
Track Shipment
Delivery Process
Task Flow Diagram
Backend Process
Front end Process
Mobile App Journey
Application Map
Splash Screen
Signup
Login
Account Help/FAQsScan Gifts
Barcode/QR CodePick-up
Shipments
Home
Gifts Description
Personalize GiftsAdd to Shopping Cart
Select / Add Recipient
Select Shipment Mode
Review, Confirm and Payment
E-Receipt
Send Order DetailsTo InStore Team
Send Order Confirmation Email
Orders
Track
Logout
Checkout
Application Map
Add more?
Yes
No
High-Fidelity Wireframes
Scan the QR code to view it on IPhone 6
http://bit.ly/InStore_Mobile_App
Or open the following URL on your Iphone 6:
Login Screen Home Screen
A
BLogin or Register
Scan the gift’s barcode or QRCode
E
C
Scan with Built-in Barcode/QRCode Scanner andPress to Scan & identifyProduct
D
Proceed withpersonalization ofselected product
Go back to scan other product
Scan the Product Product Description
F
F
Customize the productWith available customizationoptions
G
Add the product to Cart
I
Add more products
J
Or Proceed to checkout
H
Shopping CartBubble Notification
Personalize the Product View Cart
K
Select or Add recipient
L
Select Shipment Mode M
Enter Credit Card Details
N
Review & Pay
Shipment Details Payment Details
Accounts Page
O Track Shipment
Success Page Track Shipment
Zohdi RizviUser Experience Professional
MBA (Marketing) – IBS Ahmadabad, India
Inbound Marketing Certified from Hubspot Inc.
Mobile UX Certified from IDF
[email protected] | @zohdi_rizvi | mauxism.com