Optimising Royal Mail’s Business Experience
Optimising Royal Mail’s Business Experience
Optimising Royal Mail’s Business Experience
Optimising Royal Mail’s Business Experience
Optimising Royal Mail’s Business Experience
Improved IA and tone, driving a 48% rise in task completion.
Improved IA and tone, driving a 48% rise in task completion.
Improved IA and tone, driving a 48% rise in task completion.
Improved IA and tone, driving a 48% rise in task completion.
Improved IA and tone, driving a 48% rise in task completion.
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
Mobile screens refining Royal Mail service pages with clearer navigation and simplified comparisons.
Mobile screens refining Royal Mail service pages with clearer navigation and simplified comparisons.
Context & Challenge
Royal Mail’s business site helps organisations send and track mail, but confusing navigation, buried pricing, and corporate language made core tasks slow and frustrating especially on mobile. This drove high abandonment and support calls. My role was to redesign the experience around customer goals: simplify journeys, surface pricing, and give users confidence to choose the right service quickly.
Context & Challenge
Royal Mail’s business site helps organisations send and track mail, but confusing navigation, buried pricing, and corporate language made core tasks slow and frustrating especially on mobile. This drove high abandonment and support calls. My role was to redesign the experience around customer goals: simplify journeys, surface pricing, and give users confidence to choose the right service quickly.
Context & Challenge
Royal Mail’s business site helps organisations send and track mail, but confusing navigation, buried pricing, and corporate language made core tasks slow and frustrating especially on mobile. This drove high abandonment and support calls. My role was to redesign the experience around customer goals: simplify journeys, surface pricing, and give users confidence to choose the right service quickly.
Context & Challenge
Royal Mail’s business site helps organisations send and track mail, but confusing navigation, buried pricing, and corporate language made core tasks slow and frustrating especially on mobile. This drove high abandonment and support calls. My role was to redesign the experience around customer goals: simplify journeys, surface pricing, and give users confidence to choose the right service quickly.
Context & Challenge
Royal Mail’s business site helps organisations send and track mail, but confusing navigation, buried pricing, and corporate language made core tasks slow and frustrating especially on mobile. This drove high abandonment and support calls. My role was to redesign the experience around customer goals: simplify journeys, surface pricing, and give users confidence to choose the right service 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
Using surveys, usability tests, and analytics, several themes emerged:
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
These findings pointed towards a simpler, purpose-led information architecture and a more human, supportive tone of voice.
Research & Insights
Using surveys, usability tests, and analytics, several themes emerged:
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
These findings pointed towards a simpler, purpose-led information architecture and a more human, supportive tone of voice.
Research & Insights
Using surveys, usability tests, and analytics, several themes emerged:
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
These findings pointed towards a simpler, purpose-led information architecture and a more human, supportive tone of voice.
Research & Insights
Using surveys, usability tests, and analytics, several themes emerged:
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
These findings pointed towards a simpler, purpose-led information architecture and a more human, supportive tone of voice.
Research & Insights
Using surveys, usability tests, and analytics, several themes emerged:
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
These findings pointed towards a simpler, purpose-led information architecture and a more human, supportive tone of voice.
Strategy & Information Architecture
I rebuilt the business section around four clear categories aligned to mental models, not internal teams: Send, Track & Manage, Grow Your Business, and Help.
Within this IA, four core user journeys were mapped and prioritised; UK Shipping, Tracked 24/48, Tracked Returns, and International Business, so every main path reflected real business goals.
Trade Off
Some niche services were deliberately nested deeper to keep the main navigation focused on the highest value journeys, trading instant access to edge cases for clarity on the most common paths.
Strategy & Information Architecture
I rebuilt the business section around four clear categories aligned to mental models, not internal teams: Send, Track & Manage, Grow Your Business, and Help.
Within this IA, four core user journeys were mapped and prioritised; UK Shipping, Tracked 24/48, Tracked Returns, and International Business, so every main path reflected real business goals.
Trade Off
Some niche services were deliberately nested deeper to keep the main navigation focused on the highest value journeys, trading instant access to edge cases for clarity on the most common paths.
Strategy &
Information Architecture
I rebuilt the business section around four clear categories aligned to mental models, not internal teams: Send, Track & Manage, Grow Your Business, and Help.
Within this IA, four core user journeys were mapped and prioritised; UK Shipping, Tracked 24/48, Tracked Returns, and International Business, so every main path reflected real business goals.
Trade Off
Some niche services were deliberately nested deeper to keep the main navigation focused on the highest value journeys, trading instant access to edge cases for clarity on the most common paths.
Strategy & Information Architecture
I rebuilt the business section around four clear categories aligned to mental models, not internal teams: Send, Track & Manage, Grow Your Business, and Help.
Within this IA, four core user journeys were mapped and prioritised; UK Shipping, Tracked 24/48, Tracked Returns, and International Business, so every main path reflected real business goals.
Trade Off
Some niche services were deliberately nested deeper to keep the main navigation focused on the highest value journeys, trading instant access to edge cases for clarity on the most common paths.
Strategy &
Information Architecture
I rebuilt the business section around four clear categories aligned to mental models, not internal teams: Send, Track & Manage, Grow Your Business, and Help.
Within this IA, four core user journeys were mapped and prioritised; UK Shipping, Tracked 24/48, Tracked Returns, and International Business, so every main path reflected real business goals.
Trade Off
Some niche services were deliberately nested deeper to keep the main navigation focused on the highest value journeys, trading instant access to edge cases for clarity on the most common paths.
Design Principles
Clarity - Reduce noise and spotlight top tasks on every page.
Efficiency - Fewer clicks to get prices, labels, and tracking.
Empathy - Plain language that reduces anxiety and feels less corporate.
These principles guided content, layout, and interaction decisions across the experience.
Design Principles
Clarity - Reduce noise and spotlight top tasks on every page.
Efficiency - Fewer clicks to get prices, labels, and tracking.
Empathy - Plain language that reduces anxiety and feels less corporate.
These principles guided content, layout, and interaction decisions across the experience.
Design Principles
Clarity
Reduce noise and spotlight top tasks on every page.
Efficiency
Fewer clicks to get prices, labels, and tracking.
Empathy
Plain language that reduces anxiety and feels less corporate.
These principles guided content, layout, and interaction decisions across the experience.
Design Principles
Clarity - Reduce noise and spotlight top tasks on every page.
Efficiency - Fewer clicks to get prices, labels, and tracking.
Empathy - Plain language that reduces anxiety and feels less corporate.
These principles guided content, layout, and interaction decisions across the experience.
Design Principles
Clarity
Reduce noise and spotlight top tasks on every page.
Efficiency
Fewer clicks to get prices, labels, and tracking.
Empathy
Plain language that reduces anxiety and feels less corporate.
These principles guided content, layout, and interaction decisions across the experience.
Low-fi wireframes reorganising service content for clearer navigation and easier comparison.
Low-fi wireframes reorganising service content for clearer navigation and easier comparison.
Low-fi wireframes reorganising service content for clearer navigation and easier comparison.
Low-fi wireframes reorganising service content for clearer navigation and easier comparison.
Low-fi wireframes reorganising service content for clearer navigation and easier comparison.
Rapid Prototyping & Validation
Rapid prototypes were created for both desktop and mobile to explore navigation, pricing visibility, and layout responsiveness.
Through iterative testing with real business users, we validated that the new IA, surfaced pricing, and mobile layouts reduced time to complete key tasks and lowered errors before development started.
Rapid Prototyping & Validation
Rapid prototypes were created for both desktop and mobile to explore navigation, pricing visibility, and layout responsiveness.
Through iterative testing with real business users, we validated that the new IA, surfaced pricing, and mobile layouts reduced time to complete key tasks and lowered errors before development started.
Rapid Prototyping & Validation
Rapid prototypes were created for both desktop and mobile to explore navigation, pricing visibility, and layout responsiveness.
Through iterative testing with real business users, we validated that the new IA, surfaced pricing, and mobile layouts reduced time to complete key tasks and lowered errors before development started.
Prototyping & Validation
Rapid prototypes were created for both desktop and mobile to explore navigation, pricing visibility, and layout responsiveness.
Through iterative testing with real business users, we validated that the new IA, surfaced pricing, and mobile layouts reduced time to complete key tasks and lowered errors before development started.
Rapid Prototyping & Validation
Rapid prototypes were created for both desktop and mobile to explore navigation, pricing visibility, and layout responsiveness.
Through iterative testing with real business users, we validated that the new IA, surfaced pricing, and mobile layouts reduced time to complete key tasks and lowered errors before development started.
Price Calculator
An interactive calculator was embedded directly on key service pages (such as Tracked 24/48) so users could estimate costs by parcel weight, quantity, and size without leaving the flow.
Why It Worked
Removed ambiguity around pricing and made costs feel transparent.
Impact
Users reported feeling confident in their choice before committing.
Price Calculator
An interactive calculator was embedded directly on key service pages (such as Tracked 24/48) so users could estimate costs by parcel weight, quantity, and size without leaving the flow.
Why It Worked
Removed ambiguity around pricing and made costs feel transparent.
Impact
Users reported feeling confident in their choice before committing.
Price Calculator
An interactive calculator was embedded directly on key service pages (such as Tracked 24/48) so users could estimate costs by parcel weight, quantity, and size without leaving the flow.
Why It Worked
Removed ambiguity around pricing and made costs feel transparent.
Impact
Users reported feeling confident in their choice before committing.
Price Calculator
An interactive calculator was embedded directly on key service pages (such as Tracked 24/48) so users could estimate costs by parcel weight, quantity, and size without leaving the flow.
Why It Worked
Removed ambiguity around pricing and made costs feel transparent.
Impact
Users reported feeling confident in their choice before committing.
Price Calculator
An interactive calculator was embedded directly on key service pages (such as Tracked 24/48) so users could estimate costs by parcel weight, quantity, and size without leaving the flow.
Why It Worked
Removed ambiguity around pricing and made costs feel transparent.
Impact
Users reported feeling confident in their choice before committing.
Service Filters
On service landing pages, filters were added for options like notifications, inflight delivery, timed delivery windows, and compensation value.
Why It Worked
Reduced overwhelm by narrowing options to what mattered for each business.
Impact
Business users said they could compare services and decide faster.
Trade Off
Showing every possible configuration was avoided; instead, filters focused on the attributes that most influenced decisions, trading exhaustive control for speed and clarity.
Service Filters
On service landing pages, filters were added for options like notifications, inflight delivery, timed delivery windows, and compensation value.
Why It Worked
Reduced overwhelm by narrowing options to what mattered for each business.
Impact
Business users said they could compare services and decide faster.
Trade Off
Showing every possible configuration was avoided; instead, filters focused on the attributes that most influenced decisions, trading exhaustive control for speed and clarity.
Service Filters
On service landing pages, filters were added for options like notifications, inflight delivery, timed delivery windows, and compensation value.
Why It Worked
Reduced overwhelm by narrowing options to what mattered for each business.
Impact
Business users said they could compare services and decide faster.
Trade Off
Showing every possible configuration was avoided; instead, filters focused on the attributes that most influenced decisions, trading exhaustive control for speed and clarity.
Service Filters
On service landing pages, filters were added for options like notifications, inflight delivery, timed delivery windows, and compensation value.
Why It Worked
Reduced overwhelm by narrowing options to what mattered for each business.
Impact
Business users said they could compare services and decide faster.
Trade Off
Showing every possible configuration was avoided; instead, filters focused on the attributes that most influenced decisions, trading exhaustive control for speed and clarity.
Service Filters
On service landing pages, filters were added for options like notifications, inflight delivery, timed delivery windows, and compensation value.
Why It Worked
Reduced overwhelm by narrowing options to what mattered for each business.
Impact
Business users said they could compare services and decide faster.
Trade Off
Showing every possible configuration was avoided; instead, filters focused on the attributes that most influenced decisions, trading exhaustive control for speed and clarity.
Final Design Highlights
The final experience included:
Simplified navigation bar with four categories
Improved tracking interfaces for clearer status
Responsive layouts optimised across devices
Search with autosuggestions and filters
Lighter, clearer content tone
Embedded decision support (calculator and 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 categories
Real-time tracking interface improvements
Responsive layouts optimised for devices
Search with auto-suggestions and filters
Clearer, lighter content tone
Decision-support tools (calculator & filters)
Final Design Highlights
The final experience included:
Simplified navigation bar with four categories
Improved tracking interfaces for clearer status
Responsive layouts optimised across devices
Search with autosuggestions and filters
Lighter, clearer content tone
Embedded decision support (calculator and filters)
Final Design Highlights
Simplified navigation bar with categories
Real-time tracking interface improvements
Responsive layouts optimised for 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
Refined UK service pages with clearer comparisons and task-focused content.
Refined UK service pages with clearer comparisons and task-focused content.
Refined UK service pages with clearer comparisons and task-focused content.
Refined UK service pages with clearer comparisons and task-focused content.
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.
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
