Canada Post: Financial Services
UX Strategy | Workshopping | Stakeholder Management | UX/UI Design | Prototyping | Interaction Design | Government Services
Project summary:
As Canada Post endeavours to serve Canadians better, they are looking to Postal Banking services to diversify their offering and value to the customer.
This requires a holistic review of the existing offerings to be created, with the user’s needs placed at the centre.
Role:
Product Design Strategist
Problem:
While there are existing financial offerings from Canada Post, they have been added ad-hoc and are disconnected from the larger UX vision for the company. It was my role to map out the As-Is journeys, and then present back recommendations for the To-Be state.
Key goal:
Establish a solid foundation of user understanding and product needs. Use this information to propose a clear vision for the future.
Overview:
Company Brief:
Canada Post provides service to more than 16 million addresses and delivers upwards of 8 billion items annually. Delivery is facilitated by 25,000 letter carriers, through a 13,000 vehicle fleet. There are more than 6,200 post offices across the country. Canada Post delivers to a larger area than the postal service of any other nation
My Role in this feature
This case study encapsulates my work while sole UX resource to the Financial Services department. I began by gathering information from key stakeholders via interviews and a variety of workshops.
The information was expanded upon via Journey Maps, Provisional Personas, Solution Canvases, and User Testing.
From there, the artifacts were reviewed and synthesized in to patterns and actionable findings.
Solution Details
Research validated personas
As-Is Journey maps
Solution canvases
Robust recommendations for To-Be state
continued below
High-level discoveries:
About the user:
Progress:
This work spanned several months, allowing us to not only identify problems, but investigate and validate opportunities.
Early findings:
Current product journeys lack a user-centric lens
Gaps in understanding who our users are and what is important to them
Inconsistent messaging and offerings across retail and digital
Uncertain evolution of products within or alongside the brand
Discovered opportunities:
Improve customer experience at retail and post-purchase to ensure retention
Respond to feedback from users around expectations for digital remittance services
Align the way we speak about the product, generate awareness, and set clearer expectations.
The work also allowed us to align the products to a few key user groups.
This allows for planning and changes to the current offerings that better align to these users and their journeys, as well as continued research to identify the yet unknown groups.
Additionally, we will further validate the Provisional Personas with quantitative studies in partnership with our research department.
Now there is a solid understanding of the existing product landscape, findings were shared back across the team, and up to leadership to gain alignment on next steps.
We were also able to execute some quick wins along the way.
This work is ongoing.