Optimising Royal Mail’s Business Experience to Bring Clarity
Optimising Royal Mail’s Business Experience to Bring Clarity
Optimising Royal Mail’s Business Experience to Bring Clarity
Optimising Royal Mail’s Business Experience to Bring Clarity
Optimising Royal Mail’s Business Experience to Bring Clarity
Improving IA, personalisation, and tone of voice increased task completion by 48%.
Improving IA, personalisation, and tone of voice increased task completion by 48%.
Improving IA, personalisation, and tone of voice increased task completion by 48%.
Improving IA, personalisation, and tone of voice increased task completion by 48%.
Improving IA, personalisation, and tone of voice increased task completion by 48%.
Role
Product Designer
Role
Product Designer
Role
Product Designer
Role
Product Designer
Role
Product Designer
Team
Developer, User Researcher
Product Owner, Copywriter
Team
Developer, User Researcher
Product Owner, Copywriter
Team
Developer, User Researcher
Product Owner, Copywriter
Team
Developer, User Researcher
Product Owner, Copywriter
Team
Developer, User Researcher
Product Owner, Copywriter
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Responsibilities
UX/UI Design, Usability Testing
Competitor Audits
Challenge
The business section of the Royal Mail websitesite was underperforming. Confusing navigation, cluttered pages and corporate tone made it difficult for business customers to complete key tasks such as managing returns. These issues led to high abandonment and low task success rates.
My goal to simplify navigation, clarify pricing and help customers make confident decisions quickly.
Challenge
The business section of the Royal Mail websitesite was underperforming. Confusing navigation, cluttered pages and corporate tone made it difficult for business customers to complete key tasks such as managing returns. These issues led to high abandonment and low task success rates.
My goal to simplify navigation, clarify pricing and help customers make confident decisions quickly.
Challenge
The business section of the Royal Mail websitesite was underperforming. Confusing navigation, cluttered pages and corporate tone made it difficult for business customers to complete key tasks such as managing returns. These issues led to high abandonment and low task success rates.
My goal to simplify navigation, clarify pricing and help customers make confident decisions quickly.
Challenge
The business section of the Royal Mail websitesite was underperforming. Confusing navigation, cluttered pages and corporate tone made it difficult for business customers to complete key tasks such as managing returns. These issues led to high abandonment and low task success rates.
My goal to simplify navigation, clarify pricing and help customers make confident decisions quickly.
Challenge
The business section of the Royal Mail websitesite was underperforming. Confusing navigation, cluttered pages and corporate tone made it difficult for business customers to complete key tasks such as managing returns. These issues led to high abandonment and low task success rates.
My goal to simplify navigation, clarify pricing and help customers make confident decisions quickly.
Key Impact
📉 Bounce rates dropped significantly
✅ 48% increase in task completions
⚡ Decision confidence increased
Key Impact
📉 Bounce rates dropped significantly
✅ 48% increase in task completions
⚡ Decision confidence increased
Key Impact
📉 Bounce rates dropped significantly
✅ 50% increase in task completions
⚡ Decision confidence increased
Key Impact
📉 Bounce rates dropped significantly
✅ 48% increase in task completions
⚡ Decision confidence increased
Key Impact
📉 Bounce rates dropped significantly
✅ 48% increase in task completions
⚡ Decision confidence increased
Research & Insights
Working with business customers, we identified the main friction points:
Slow Access
Pricing tools and quotes were buried or inconsistent
Unclear Navigation
Headings didn't reflect real task
Mobile Frustration
Poor responsiveness, hidden calls-to-action
Trust Gaps
The language tone felt too corporate and distant
Research & Insights
Working with business customers, we identified the main friction points:
Slow Access
Pricing tools and quotes were buried or inconsistent
Unclear Navigation
Headings didn't reflect real task
Mobile Frustration
Poor responsiveness, hidden calls-to-action
Trust Gaps
The language tone felt too corporate and distant
Research & Insights
User surveys, usability testing, and analytics revealed.
Slow Access
Pricing and quotes frustrated users
Navigation Unclear
Headings inconsistent, tasks were buried
Mobile Issues
Poor responsiveness, hidden calls-to-action
Trust Gaps
The Language tone felt too corporate
Research & Insights
Working with business customers, we identified the main friction points:
Slow Access
Pricing tools and quotes were buried or inconsistent
Unclear Navigation
Headings didn't reflect real task
Mobile Frustration
Poor responsiveness, hidden calls-to-action
Trust Gaps
The language tone felt too corporate and distant
Research & Insights
User surveys, usability testing, and analytics revealed.
Slow Access
Pricing and quotes frustrated users
Navigation Unclear
Headings inconsistent, tasks were buried
Mobile Issues
Poor responsiveness, hidden calls-to-action
Trust Gaps
The Language tone felt too corporate
These insights shaped a simpler, purpose-led architecture and a more human voice.
These insights shaped a simpler, purpose-led
architecture and a more human voice.
These insights shaped a simpler, purpose-led architecture and a more human voice.
These insights shaped a simpler, purpose-led architecture and a more human voice.
These insights shaped a simpler, purpose-led architecture and a more human voice.
Navigation & Journeys
To make content easier to find, I restructured the business section around four clear categories:
Send
Track & Manage
Grow Your Business
Help
Each was mapped to a core journey:
UK Shipping
Tracked 24/48
Tracked Returns
International Business
This ensured every path aligned with real business goals, not internal structures.
Navigation & Journeys
To make content easier to find, I restructured the business section around four clear categories:
Send
Track & Manage
Grow Your Business
Help
Each was mapped to a core journey:
UK Shipping
Tracked 24/48
Tracked Returns
International Business
This ensured every path aligned with real business goals, not internal structures.
Navigation & Journeys
To make content easier to find, I restructured the business section around four clear categories:
Send
Track & Manage
Grow Your Business
Help
Each was mapped to a core journey:
UK Shipping
Tracked 24/48
Tracked Returns
International Business
This ensured every path aligned with real business goals, not internal structures.
Navigation & Journeys
To make content easier to find, I restructured the business section around four clear categories:
Send
Track & Manage
Grow Your Business
Help
Each was mapped to a core journey:
UK Shipping
Tracked 24/48
Tracked Returns
International Business
This ensured every path aligned with real business goals, not internal structures.
Navigation & Journeys
I rebuilt the business section around four clear categories:
Send
Track & Manage
Grow Your Business
Help
And mapped four core user journeys:
UK Shipping
Tracked 24/48
Tracked Returns
International Business
This ensured every path aligned with real business goals,
not internal structures
This ensured every path aligned with real business goals,
not internal structures
This ensured every path aligned with real business goals, not internal structures
This ensured every path aligned with real business goals,
not internal structures
This ensured every path aligned with real business goals, not internal structures
Design Principles
Clarity - Reduce noise, spotlight top tasks
Efficiency – Fewer clicks, faster outcomes
Empathy – Plain language, reduce anxiety
Design Principles
Clarity - Reduce noise, spotlight top tasks
Efficiency – Fewer clicks, faster outcomes
Empathy – Plain language, reduce anxiety
Design Principles
Clarity
Reduce noise, spotlight top tasks
Efficiency
Fewer clicks, faster outcomes
Empathy
Plain language, reduce anxiety
Design Principles
Clarity - Reduce noise, spotlight top tasks
Efficiency – Fewer clicks, faster outcomes
Empathy – Plain language, reduce anxiety
Design Principles
Clarity
Reduce noise, spotlight top tasks
Efficiency
Fewer clicks, faster outcomes
Empathy
Plain language, reduce anxiety
Rapid Prototyping
I developed low-fidelity and high-fidelity prototypes for both desktop and mobile. Through iterative testing with real business users, we validated navigation flow, price visibility, and layout responsiveness before development began.
Rapid Prototyping
I developed low-fidelity and high-fidelity prototypes for both desktop and mobile. Through iterative testing with real business users, we validated navigation flow, price visibility, and layout responsiveness before development began.
Rapid Prototyping
I developed low-fidelity and high-fidelity prototypes for both desktop and mobile. Through iterative testing with real business users, we validated navigation flow, price visibility, and layout responsiveness before development began.
Prototyping & Testing
I developed low-fidelity and high-fidelity prototypes for both desktop and mobile. Through iterative testing with real business users, we validated navigation flow, price visibility, and layout responsiveness before development began.
Rapid Prototyping
I developed low-fidelity and high-fidelity prototypes for both desktop and mobile. Through iterative testing with real business users, we validated navigation flow, price visibility, and layout responsiveness before development began.
Interactive Price Calculator
I created a interactive calculator directly on service pages (e.g. Tracked 24/48) to estimate costs by parcel weight, quantity and size.
Why It Worked
Removed ambiguity, built trust.
Impact
Users felt confident before committing.
Interactive Price Calculator
I created a interactive calculator directly on service pages (e.g. Tracked 24/48) to estimate costs by parcel weight, quantity and size.
Why It Worked
Removed ambiguity, built trust.
Impact
Users felt confident before committing.
Price Calculator
I created a interactive calculator directly on service pages (e.g. Tracked 24/48) to estimate costs by parcel weight, quantity and size.
Why It Worked
Removed ambiguity, built trust.
Impact
Users felt confident before committing.
Price Calculator
I created a interactive calculator directly on service pages (e.g. Tracked 24/48) to estimate costs by parcel weight, quantity and size.
Why It Worked
Removed ambiguity, built trust.
Impact
Users felt confident before committing.
Price Calculator
I created a interactive calculator directly on service pages (e.g. Tracked 24/48) to estimate costs by parcel weight, quantity and size.
Why It Worked
Removed ambiguity, built trust.
Impact
Users felt confident before committing.
Service Filters
On service landing pages, I introduced filtering options:
Notifications (SMS/email)
Inflight delivery
Timed delivery windows
Compensation value
Why It Worked
Reduced overwhelm, supported quick comparisons.
Impact
Business users reported faster, more confident decisions.
Service Filters
On service landing pages, I introduced filtering options:
Notifications (SMS/email)
Inflight delivery
Timed delivery windows
Compensation value
Why It Worked
Reduced overwhelm, supported quick comparisons.
Impact
Business users reported faster, more confident decisions.
Service Filters
On service landing pages, I introduced filtering options:
Notifications (SMS/email)
Inflight delivery
Timed delivery windows
Compensation value
Why It Worked
Reduced overwhelm, supported quick comparisons.
Impact
Business users reported faster, more confident decisions.
Service Filters
On service landing pages, I introduced filtering options:
Notifications (SMS/email)
Inflight delivery
Timed delivery windows
Compensation value
Why It Worked
Reduced overwhelm, supported quick comparisons.
Impact
Business users reported faster, more confident decisions.
Service Filters
On service landing pages, I introduced filtering options:
Notifications (SMS/email)
Inflight delivery
Timed delivery windows
Compensation value
Why It Worked
Reduced overwhelm, supported quick comparisons.
Impact
Business users reported faster, more confident decisions.
Final Design Highlights
Simplified navigation bar with four categories
Real-time tracking interface improvements
Responsive layouts optimised for all devices
Search with auto-suggestions and filters
Clearer, lighter content tone
Decision-support tools (calculator & filters)
Final Design Highlights
Simplified navigation bar with four categories
Real-time tracking interface improvements
Responsive layouts optimised for all devices
Search with auto-suggestions and filters
Clearer, lighter content tone
Decision-support tools (calculator & filters)
Final Design Highlights
Simplified navigation bar with four categories
Real-time tracking interface improvements
Responsive layouts optimised for all devices
Search with auto-suggestions and filters
Clearer, lighter content tone
Decision-support tools (calculator & filters)
Final Design Highlights
Simplified navigation bar with four categories
Real-time tracking interface improvements
Responsive layouts optimised for all devices
Search with auto-suggestions and filters
Clearer, lighter content tone
Decision-support tools (calculator & filters)
Final Design Highlights
Simplified navigation bar with four categories
Real-time tracking interface improvements
Responsive layouts optimised for all devices
Search with auto-suggestions and filters
Clearer, lighter content tone
Decision-support tools (calculator & filters)
Outcomes
✅ Faster task completion and fewer errors in testing
✅ Navigation rated clearer and more intuitive
✅ Price transparency improved confidence
✅ Mobile-first layouts boosted completion rates
Outcomes
✅ Faster task completion and fewer errors in testing
✅ Navigation rated clearer and more intuitive
✅ Price transparency improved confidence
✅ Mobile-first layouts boosted completion rates
Outcomes
✅ Faster completion and fewer errors in testing
✅ Navigation rated clearer and more intuitive
✅ Price transparency improved confidence
✅ Mobile-first layouts boosted completion rates
Outcomes
✅ Faster task completion and fewer errors in testing
✅ Navigation rated clearer and more intuitive
✅ Price transparency improved confidence
✅ Mobile-first layouts boosted completion rates
Outcomes
✅ Faster completion and fewer errors in testing
✅ Navigation rated clearer and more intuitive
✅ Price transparency improved confidence
✅ Mobile-first layouts boosted completion rates
What Worked
✅ Clear navigation anchored by user journeys
✅ Mobile-first layouts boosted completion rates
✅ Decision tools (calculator & filters) added real value
What Worked
✅ Clear navigation anchored by user journeys
✅ Mobile-first layouts boosted completion rates
✅ Decision tools (calculator & filters) added real value
What Worked
✅ Clear navigation anchored by user journeys
✅ Mobile layouts boosted completion rates
✅ Calculator and filters added real value
What Worked
✅ Clear navigation anchored by user journeys
✅ Mobile-first layouts boosted completion rates
✅ Decision tools (calculator & filters) added real value
What Worked
✅ Clear navigation anchored by user journeys
✅ Mobile layouts boosted completion rates
✅ Calculator and filters added real value
Issues
❌ CMS restrictions limited visual flexibility
❌ Aligning tone/copy across stakeholders took time
❌ Live chat surfaced late and needed separate integration
Issues
❌ CMS restrictions limited visual flexibility
❌ Aligning tone/copy across stakeholders took time
❌ Live chat surfaced late and needed separate integration
Issues
❌ CMS restrictions limited visual flexibility
❌ Aligning tone across stakeholders
❌ Live chat surfaced late
Issues
❌ CMS restrictions limited visual flexibility
❌ Aligning tone/copy across stakeholders took time
❌ Live chat surfaced late and needed separate integration
Issues
❌ CMS restrictions limited visual flexibility
❌ Aligning tone across stakeholders
❌ Live chat surfaced late
What I learned
This project reinforced that clarity and control build trust, especially for busy business customers making operation decisions. Simpler copy reduced cognitive load, while real user testing revealed hidden fraction early.
And most importantly, designing decision support tools created both user and business value which helps Royal Mail empower it's customers to act with confidence.
What I learned
This project reinforced that clarity and control build trust, especially for busy business customers making operation decisions. Simpler copy reduced cognitive load, while real user testing revealed hidden fraction early.
And most importantly, designing decision support tools created both user and business value which helps Royal Mail empower it's customers to act with confidence.
What I learned
This project reinforced that clarity and control build trust, especially for busy business customers making operation decisions. Simpler copy reduced cognitive load, while real user testing revealed hidden fraction early.
And most importantly, designing decision support tools created both user and business value which helps Royal Mail empower it's customers to act with confidence.
What I learned
This project reinforced that clarity and control build trust, especially for busy business customers making operation decisions. Simpler copy reduced cognitive load, while real user testing revealed hidden fraction early.
And most importantly, designing decision support tools created both user and business value which helps Royal Mail empower it's customers to act with confidence.
What I learned
This project reinforced that clarity and control build trust, especially for busy business customers making operation decisions. Simpler copy reduced cognitive load, while real user testing revealed hidden fraction early.
And most importantly, designing decision support tools created both user and business value which helps Royal Mail empower it's customers to act with confidence.