Project Overview

An Post, the national postal service of Ireland, aimed to enhance its mobile application to better serve users and remain competitive in the digital era. The focus was on improving the user interface (UI) and user experience (UX) to increase user engagement and satisfaction. This case study explores the background, challenges, process, and outcomes of the redesign project.

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The challenge

The previous version of the An Post app faced several issues:

• Low user engagement
• High drop-off rates
• Poor onboarding experience
• Low conversion and retention rates

User feedback from app store reviews highlighted the need for a redesign to address these issues.

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The process

The redesign process followed the Double Diamond framework, consisting of four phases: Discover, Define, Develop, and Deliver.

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Discover

User Research

Conducted interviews and usability tests to understand user preferences, expectations, and pain points.

User Research

Analysed similar apps (Postnord, UPS, DHL, GLS) to identify strengths, weaknesses, and opportunities for improvement. This helped us understand what competitors are doing right, their strength, their lapses, and weakness, but most importantly a way to improve a product to achieve a competitive advantage for both the business and customers. We carried out an analysis that carefully compares different sports applications that are similar to An Post, to see how this research can help in improving the experience for the users. I also looked at the reviews to ascertain their user’s painpoints.

Although these platforms share similarities in terms of functionality, they still differ in a lot of ways. One major difference is that they don’t provide directly national or international digital stamps which is one of the services that An Post offers.

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Define

Develop

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Deliver

• Conducted usability testing on the redesigned prototype to gather feedback and refine the design.
• Implemented a new design system and micro-interactions to enhance the user experience.

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User Research Findings

During interviews, several pain points were identified:

• Poor onboarding process
• Difficulty understanding the UI
• Lack of engaging elements
• Poor navigation

These insights informed the redesign, focusing on simplifying flows, enhancing visual appeal, and adding engaging features.

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Solution

The redesigned app included:

• Improved onboarding process
• Streamlined navigation and layout
• Enhanced visual design with a focus on aesthetics and usability
• Features such as item tracking, safe spot setting, and digital stamp purchasing
• New design system and micro-interactions for a more engaging experience

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Outcome

The redesign led to significant improvements:

• User Engagement: Increased by 40%
• Task Completion Rates: Improved by 35%
• User Errors: Reduced by 25%
• Customer Satisfaction: Increased by 30%

The positive feedback from users and the improved metrics demonstrated the success of the redesign in meeting user needs and business goals.

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