Driving engagement and conversion through a strategic site overhaul.
Responsibilities: UX Design, Prototyping
Tools: Figma, After Effects, Illustrator
Duration: 2 months
View mobile prototype →
View desktop prototype →
Background
The Royal Mail website is a crucial touchpoint for businesses that rely on its postal services. However, the business section of the site faced significant usability issues, leading to customer frustration.
Challenge
Royal Mail came with a problem statement regarding how to increase user engagement within the business section of their website.
User research
We approached the redesign from the customer’s perspective, using research and discovery methodologies to identify pain points. We conducted tasks such as user surveys and usability testing. The overall research highlighted the following pain points.
A complex navigation caused users to find it difficult to locate services.
Cluttered interface with a large amount of text and links.
Tasks such as tracking shipments were cumbersome.
Poor responsiveness on mobile devices.
Objective
Following the climax of the user research, I set my design aim to enhancing the experience by ensuring all content was accessible within two clicks, thus reducing the time users take spending time searching. By streamlining navigation and improving content visibility, there’s a potential opportunity to improving user satisfaction scores whilst lowering the bounce rate.
Navigational structure
One of main points from the user research stage was the navigational structure was difficult for users to navigate thus leading to frustration and ultimately increased bounce rates. The main points to consider were:
Confusing language
Landing page links don’t look clickable
No quick way to a receive a quote
Inconsistent look and feel
User journeys
Before commencing the design phase, I proposed four user journeys to the client.
UK Services
Sending parcels and letters within the UK.Tracked 24 & 48
Tracking parcels and letters from posting to delivery.Tracked Returns
Tracked parcels and letters to delivery point returns.Business International
Shipping parcels and letters overseas.
Design solution
The solution needed to be intuitive and in-line with the users’ main reasons for visiting the site. I developed four distinctive principles behind the new navigational approach.
Use simplified language making content easier to understand.
Create uniformity and consistency with the entirety of the site.
Group content in a intuitive and concise manner.
Streamline copy by using a ‘less is more’ approach.
Navigational approach
Send
Sending letters and parcels.Track & Manage
Tracking and managing your parcels and letters.Grow Your Business
Inspiration and marketing guidanceHelp
Providing customers with help.
Wireframing and prototyping
he UX stage went through iteration phases to ensure ideas had considered business requirements and user needs. Prototyping concepts allowed the client to see progression. Low-fidelity wireframes were created to outline the new structure.
I aimed to modernise Royal Mail, by providing inclusivity and accessibility. Ensuring flexibility across various touchpoints was crucial. My goal for the visual design was to create a clean interface that is easy to navigate for customers. Each element was thoughtfully considered to ensure that every decision served a clear purpose for the user.
Design choices
Streamlined navigation bar with clear categories.
Refined tracking interface with real-time shipment updates.
Improved mobile responsiveness.
User testing
Through a rigorous user testing phase the new prototype tested far more positively than the current site with much higher completion and satisfaction scores. The new navigational structure was clearer and easier to navigate for users whilst the content was more engaging with a good balance of text, imagery and iconography with new features such as a price calculator.
Key findings
The navigational structure provides a logical and intuitive starting point.
The reduction in text makes for a enjoyable experience.
The tone of voice makes the experience more accessible.
Design consistency creates more user confidence.
Outcome
The project was successful, achieving key goals and objectives for Royal Maild The refreshed business section significantly enhanced the user experience, resulting in positive feedback from users. Users praised the simplicity and accessibility of the visual design. The UI redesign significantly improved user experience with a cleaner design and better navigation.
The final design included:
A simplified navigational structure grouped by user incentives.
A fully optimised mobile experience with fully responsive elements.
Enhanced search functionality with automated suggestions.
Key learnings
Prioritising users leads to better engagement.
Reduced cognitive load with concise content.
Mobile-first approach ensured a seamless experience.