Redesigning Royal Mail’s Business Experience
Redesigning Royal Mail’s Business Experience
Redesigning Royal Mail’s Business Experience
Redesigning Royal Mail’s Business Experience
Redesigning Royal Mail’s Business Experience
Helping business users send, track, and decide with clarity and confidence
Helping business users send, track, and decide with clarity and confidence
Helping business users send, track, and decide with clarity and confidence
Helping business users send, track, and decide with clarity and confidence
Helping business users send, track, and decide with clarity and confidence
Role: UX Designer, Copywriter
Tools: Figma, Photoshop, Illustrator
Role: UX Designer, Copywriter
Tools: Figma, Photoshop, Illustrator
Role: UX Designer, Copywriter
Tools: Figma, Photoshop, Illustrator
Role: UX Designer, Copywriter
Tools: Figma, Photoshop, Illustrator
Role: UX Designer, Copywriter
Tools: Figma, Photoshop, Illustrator
Challenge
The business section of the Royal Mail site was underperforming. The navigation was confusing and service pages were cluttered. Business customers who are already busy, struggled to complete tasks like checking prices and managing returns. This friction led to high abandonment.
Challenge
The business section of the Royal Mail site was underperforming. The navigation was confusing and service pages were cluttered. Business customers who are already busy, struggled to complete tasks like checking prices and managing returns. This friction led to high abandonment.
Challenge
The business section of the Royal Mail site was underperforming. The navigation was confusing and service pages were cluttered. Business customers who are already busy, struggled to complete tasks like checking prices and managing returns. This friction led to high abandonment.
Challenge
The business section of the Royal Mail site was underperforming. The navigation was confusing and service pages were cluttered. Business customers who are already busy, struggled to complete tasks like checking prices and managing returns. This friction led to high abandonment.
Challenge
The business section of the Royal Mail site was underperforming. The navigation was confusing and service pages were cluttered. Business customers who are already busy, struggled to complete tasks like checking prices and managing returns. This friction led to high abandonment.
Impact
📉 Bounce rates dropped significantly
✅ 50% increase in task completions
⚡ Decision confidence increased
Key Impact
📉 Bounce rates dropped significantly
✅ 50% increase in task completions
⚡ Decision confidence increased
Impact
📉 Bounce rates dropped significantly
✅ 50% increase in task completions
⚡ Decision confidence increased
Impact
📉 Bounce rates dropped significantly
✅ 50% increase in task completions
⚡ Decision confidence increased
Impact
📉 Bounce rates dropped significantly
✅ 50% increase in task completions
⚡ Decision confidence increased
Research & Insights
Slow Access
Pricing and quotes frustrated users
Navigation Unclear
Headings inconsistent and tasks were buried
Mobile Issues
Poor responsiveness, hidden calls-to-action
Trust Gaps
The language tone felt too corporate
Research & Insights
Slow Access
Pricing and quotes frustrated users
Navigation Unclear
Headings inconsistent and tasks were buried
Mobile Issues
Poor responsiveness, hidden calls-to-action
Trust Gaps
The language tone felt too corporate
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
Slow Access
Pricing and quotes frustrated users
Navigation Unclear
Headings inconsistent and tasks were buried
Mobile Issues
Poor responsiveness, hidden calls-to-action
Trust Gaps
The language tone felt too corporate
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
"It takes too long to find what I need."
“It takes too long to find what I need.”
“It takes too long to find what I need.”
“It takes too long to find what I need.”
“It takes too long to find what I need.”
“It takes too long to find what I need.”
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
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
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
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
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
Design Principles
Clarity - reduce noise, spotlight top tasks
Efficiency – fewer clicks, faster outcomes
Empathy – plain language, reduce anxiety
Consistency – scalable UI system across devices
Design Principles
Clarity - reduce noise, spotlight top tasks
Efficiency – fewer clicks, faster outcomes
Empathy – plain language, reduce anxiety
Consistency – scalable UI system across devices
Design Principles
Clarity
Reduce noise, spotlight top tasks
Efficiency
Fewer clicks, faster outcomes
Empathy
Plain language, reduce anxiety
Consistency
Scalable UI system across devices
Design Principles
Clarity - reduce noise, spotlight top tasks
Efficiency – fewer clicks, faster outcomes
Empathy – plain language, reduce anxiety
Consistency – scalable UI system across devices
Design Principles
Clarity
Reduce noise, spotlight top tasks
Efficiency
Fewer clicks, faster outcomes
Empathy
Plain language, reduce anxiety
Consistency
Scalable UI system across devices
Rapid Prototyping
I created low-fi and hi-fi prototypes for both desktop and mobile. These were iteratively tested with real business customers, helping us refine navigation flows, pricing clarity, and mobile layouts before development.
Rapid Prototyping
I created low-fi and hi-fi prototypes for both desktop and mobile. These were iteratively tested with real business customers, helping us refine navigation flows, pricing clarity, and mobile layouts before development.
Rapid Prototyping
I created low-fi and hi-fi prototypes for both desktop and mobile. These were iteratively tested with real business customers, helping us refine navigation flows, pricing clarity, and mobile layouts before development.
Rapid Prototyping
I created low-fi and hi-fi prototypes for both desktop and mobile. These were iteratively tested with real business customers, helping us refine navigation flows, pricing clarity, and mobile layouts before development.
Rapid Prototyping
I created low-fi and hi-fi prototypes for both desktop and mobile. These were iteratively tested with real business customers, helping us refine navigation flows, pricing clarity, and mobile layouts before development.
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.
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.
"Finally, I can see what my parcel costs without guessing."
“Finally, I can see what my parcel costs without guessing.”
“Finally, I can see what my parcel costs without guessing.”
“Finally, I can see what my parcel costs without guessing.”
“Finally, I can see what my parcel costs without guessing.”
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.
"This helps me immediately see services matching my needs."
"This helps me immediately see services matching my needs."
"This helps me immediately see services matching my needs."
"This helps me immediately see services matching my needs."
"This helps me immediately see services matching my needs."
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
Bounce rates dropped across key pages
Task completion improved: faster, fewer errors
Navigation rated clearer in testing sessions
Price calculator reduced cost uncertainty
Service filters improved decision confidence
Outcomes
Bounce rates dropped across key pages
Task completion improved: faster, fewer errors
Navigation rated clearer in testing sessions
Price calculator reduced cost uncertainty
Service filters improved decision confidence
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
Bounce rates dropped across key pages
Task completion improved: faster errors
Navigation rated clearer in testing sessions
Price calculator reduced cost uncertainty
Service filters improved decision confidence
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
Learnings
Decision support tools deliver high perceived value
Simpler copy lightens cognitive load
Iterating with real users uncovers overlooked gaps
Mobile-first isn’t optional, it's vital for business customers
Learnings
Decision support tools deliver high perceived value
Simpler copy lightens cognitive load
Iterating with real users uncovers overlooked gaps
Mobile-first isn’t optional, it’s essential for business audiences
Learnings
Decision-support tools deliver value
Simpler copy lightens cognitive load
Iterating with real users uncovers gaps
Mobile-first isn’t optional, it’s essential for business audiences
Learnings
Decision support tools deliver high perceived value
Simpler copy lightens cognitive load
Iterating with real users uncovers overlooked gaps
Mobile-first isn’t optional, it's vital for business customers
Learnings
Decision-support tools deliver high value
Simpler copy lightens cognitive load
Iterating with real users uncovers gaps
Mobile-first isn’t optional, it’s essential for business audiences
What I learned
This project wasn’t just about fixing navigation, it was about rebuilding trust. By simplifying journeys and embedding tools that gave businesses control, Royal Mail’s business section became clearer, faster, and more usable for those who rely on it every day.
What I learned
This project wasn’t just about fixing navigation, it was about rebuilding trust. By simplifying journeys and embedding tools that gave businesses control, Royal Mail’s business section became clearer, faster, and more usable for those who rely on it every day.
What I learned
This project wasn’t just about fixing navigation, it was about rebuilding trust. By simplifying journeys and embedding tools that gave businesses control, Royal Mail’s business section became clearer, faster, and more usable for those who rely on it every day.
What I learned
This project wasn’t just about fixing navigation, it was about rebuilding trust. By simplifying journeys and embedding tools that gave businesses control, Royal Mail’s business section became clearer, faster, and more usable for those who rely on it every day.
What I learned
This project wasn’t just about fixing navigation, it was about rebuilding trust. By simplifying journeys and embedding tools that gave businesses control, Royal Mail’s business section became clearer, faster, and more usable for those who rely on it every day.
