Return to sender - A Hyper Island Project

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A user centred approach to improve one of Great Britain's most traditional institutions.

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Return to sender - A Hyper Island Project

  1. 1. Post OfficeA Hyper Island ProjectA user centred approach toimprove one of Great Britain’smost traditional institutions.Rubens Filho, Vitor Godinho,Katy Jackson, Jenny Hughes, Maria Mayor.
  2. 2. WE SET OUR TASKThe Post Officehas to becomerelevant again.
  3. 3. WE DID OUR RESEARCH “Twice a year, becausPerception of all th queues e eovershadows ...”experience“The pillarboxes and phoneboxes remain, but as the lettervanishes as an instrument of ymeaningful correspondence, hardl “I t, use i twiceso does the Post Office itself.”Ian Jack only r”guardian.co.uk, Friday 6 April 2012 a yea
  4. 4. WE GAINED AN INSIGHTCommunity action canmake life easier.
  5. 5. TASK + INSIGHT = OUR STRATEGY
  6. 6. STRATEGYBy harnessing peoplepower we can make thePost Office relevant again.
  7. 7. Perception:“Waste of time”
  8. 8. OUR APPROACH...The queue is the ideal placeto turn negative perceptioninto positive care.
  9. 9. THE BIG IDEAreturnto sender
  10. 10. Let’s return to people the timethey spend in the queue.
  11. 11. In December wecount the time PostOffice customersspent in line.All over the UK.
  12. 12. HOURSThis time will be ‘given back’ to the customersvia community projects which they vote on. 140:40:20 70:20:10 90:35:16 Big British Garden Project Landmark restorations Childrens summer events
  13. 13. Post Office staff will be thevolunteers working on the chosen projects.
  14. 14. It’s not just about customersStaff are the greatest resource the Post Office has,and their involvement and participation is key:Suggesting community projects.Engaging in their communities.Sabbatical to work within their chosen project.Sharing their stories online and on staff TV.
  15. 15. HOW MUCH TIME? 420 Minutes 1 Days Work
  16. 16. SO...How does this affect thecustomer in December?
  17. 17. CROWNBranchesCustomer Experience 1 2 3
  18. 18. 1 2 3
  19. 19. THE RIPPLE EFFECTPeople able to track exactly wheretheir time is invested.People view the website and ‘like’their favourite project.People see #returntosendertrending on twitter.
  20. 20. LOCAL/MAIN Branches
  21. 21. A better experience at the Post Office. What’s inInteracting with the Post Office it for thein a new way. consumer?Engaging with and benefittingfrom local projects.A sense of belonging.Opportuntity to take ownership ofcommunity projects and create alasting legacy.
  22. 22. Enhances trust.Demonstrates they value their What’s incustomer’s time. it for theIncentivises staff to reengage. Post Office?Positive publicity.Exposing weakness reveals human side.Changes view of perceived queuetime vs actual queue time.Shows engagement with digital.Rewards customers.Confirms Post Office status at theheart of community.
  23. 23. We care

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