Posti
Posti is a leading logistics service provider in Finland, with a workforce of over 20,000 employees. The company’s mission is to become the most technologically advanced logistics organization and to enhance customer value by optimizing e-commerce supply chains. Posti operates in Finland, Sweden, and the Baltic states.
Client
Posti
Service
Service Design
Industry
Logistics
Date
01.02.2019 - 01.06.2019
Executive Summary
Challenge
The problem statement for the project was broad and ambiguous: "How can Posti improve their existing services?" To narrow down the the problem to a more tangible service area to be able to provide better outcomes for the project. We were able to narrow it down to the service areas of Parcels, since that was the biggest growing service area.
Image: Final implemented Product by Digitalist Group
Role
Robert worked on the project as a Product and Service Designer with focus on innovation as a part of the team. Robert's primary responsibilities were to conduct user research, synthesize research results into validated problems, produce and validate solutions to the identified problems. The solution was presented as a prototype and the backed with business metrics the solution tackles to improve.
Process
Outcome
User Research
We conducted user research using experiments, surveys, and interviews. From the data collected, we identified three primary problem areas that customers were facing:
Negative feedback affecting brand perception
Low customer loyalty
Complex customer-to-customer (C2C) parcel-sending experience
These problems were also grouped into three key customer segments:
Unsatisfied User
Frequent User
Infrequent User
Image: Questionnaire used for mapping perception of SmartPost-services
Business Goals
Unlock the full potential of customer lifetime value by transforming one-time buyers into devoted advocates through personalized experiences, exceptional service, that drive repeat business.
Strengthen customer relationships to minimize churn and safeguard future revenue by fostering loyalty through personalized engagement and exceptional service.
Unlock the full potential of customer lifetime value by transforming one-time buyers into devoted advocates through personalized experiences, exceptional service, that drive repeat business.
Automate processes to optimize customer service resources, delivering efficient solutions that enhance satisfaction while reducing operational expenses.
Redirect negative feedback from public forums to Posti’s internal systems, turning challenges into opportunities for improvement and strengthening overall brand reputation.
Generate valuable referrals from satisfied customers by creating exceptional experiences that encourage them to share your brand with others.
Ideation
Based on the insights from our user research, we mapped out the customer pain points and brainstormed solutions. We generated over 150 unique ideas, which we then narrowed down to three high-impact, feasible solutions.
We combined the three solutions and designed an omni-channel experience that integrates both physical and digital touchpoints to address these issues.
Mockup: Sticker Concept on package
Concept
The final concept was branded Posti Anteksti, a sticker to be attached to delayed or damaged parcels. The sticker includes a brief apology and provides a direct line of communication with Posti, diverting negative feedback from public forums to Posti’s internal systems.
The stickers are attached by Posti employees throughout the logistics chain. Both employees and customers are rewarded through a gamified digital currency system, encouraging positive interactions.
Key features of the concept:
Parcel Sticker: Provides an easy communication channel between customers and Posti.
OmaPosti App Integration: Allows customers to leave feedback and contact support through the app, with a built-in compensation system.
Image: Apology description offering discount
Validation
We validated the concept through end-user testing, focusing on both the overall idea and the perceived value of the digital currency system. Our research revealed that the digital currency system was not seen as an attractive reward. However, customers responded positively to the stickers, finding them playful and a sign of genuine attention to detail.
Internally, we validated the effectiveness of the OmaPosti integration and QR code on the sticker, which funneled feedback into a self-service channel. Our research showed that this approach would deliver a return on investment in X time, as customer service calls would decrease by Y%.
Image: Mock-up of stickers
Image: Mock-up of stickers
Final Product
Based on our recommendations, Posti implemented features to channel customer feedback through the OmaPosti app.
While the customer-facing system was not implemented, Digitalist Group later delivered an internal solution aimed towards employee engagement.
Image: Final Product showcasing digital economy
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