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1. Case-study: Postal Service Personalized Gift Shop
End-to-end customer experience for access to Postal ​Services
Learn how-to solve UX Challenge

2. ​
Objective:
To maximize the end-to-end customer experience for access to Postal Services.
​
Background:
Postal Organization globally continues to look for ways to engage and retain customers for use of postal
products and services through mobile technology. Recognizing an opportunity to maximize customer
volume and wait times at Post Office retail locations throughout the country, ​Organization has
conceptualized Personalized Gift Services. These services will allow customers to purchase, personalize,
and ship gift items (e.g., seasonal merchandise, greeting cards, books, candy, gift packages, etc.) through a
streamlined, informative, and intuitive mobile experience.
The customer’s experience will begin after purchase of a gift item affixed with a barcode (QR code).
Scanning of the code using the Personalized Gift Services application will guide and prompt the customer
through a seamless process to create a personalized message and to select and purchase delivery options
for the item. Organization believes this will provide a service of convenience for customers and help
promote already existing mail / package delivery services, through marketing and ease-of-use.
UX
Challenge

3. Objective
To
maximize
the
end-­‐to-­‐end
customer
experience
for
access
to Postal
Services.
To design an optimal mobile ​solution for customers of the Postal Service to purchase, personalize, and ship
gift items available at Post Office retail locations
Requirement
Proposed Solution
The customer’s experience will begin after purchase of a gift item affixed with a barcode (QR code). Scanning
of the code using the Personalized Gift Services application will guide and prompt the customer through a
seamless process to create a personalized message and to select and purchase delivery options for the item.
Fictional Postal Service Company Name: In Store Shipment Inc
Fictional
Logo

4. Let’s
create
the
Mobile
UX
for
Postal
Service

5. To
build
a
great
UX
of
any
web
or
mobile
app,
we
need
to
know
• Who
is
in
need
of
solution?
• What
are
customer’s
pain-­‐points?
• What
scenarios
will
lead
customer
to
use
the
app?
Therefore,
we’ll
first
create
Personas Storyboards Task
Flow
Diagram Application
Map

6. Customer Segmentation
Working Professionals Friends & Family Couples

7. UX Personas
Alex represents
Working Professionals
Tim represents
Friends & Family
Sarah represents
Couples

8. UX Personas
Alex Mathews,
Marketing Manager, Boston Consulting, US
Being a workaholic professional, I usually face the embarrassment of
forgetting special occasions of my life, like wedding anniversary
“
Goals:
To make every occasion of life special / Never miss important dates
Pain-points:
Forgets important dates, pathetic shipment experience.
Needs:
Reminders, best in town deals & offers and quick delivery.
Challenges:
Very busy to browse clunky websites or spend days in physical stores to find
Perfect gifts for soulmate.
Tech-savviness
Online Shopping
Physical Store Shopping
Aged 32, MBA Stanford University
Hobby: Playing Chess
Marital Status: Married
Aspirations:
Hassle-free in-app shopping experience
Nationality: US Citizen

9. UX Personas
Tim Smith,
Junior Accountant, US Bank
Being an expat in US, I miss my family a lot, and connected with them
via Internet
“
Goals:
To support my family and raise my daughter
Pain-points:
Can gift unique items only when he returns to Australia (vacation leaves)
Needs:
Global Express Delivery of items to his family.
Challenges:
Finds online shopping difficult and unreliable
Tech-savviness
Online Shopping
Physical Store Shopping
Aged 37, B.A Sydney University
Hobby: Movies and Gardening
Marital Status: Married, one daughter
Aspirations:
Easy and quick solutions that can help him send gifts and items back to his family
Nationality: Australian

10. UX Personas
Sarah Jones,
Psychology student at American University, Dubai
I am in a long-distance relationship with Adam since last one year and
I want to tell him how much I love him.
“
Goals:
To work in tech-roles and live happily with Adam
Pain-points:
Inability to customized and personalize gifts
Needs:
Painless experience of shopping online for books, magazines, DVDs and gifts
Challenges:
Do not believe in one size fits all kind of solutions
Tech-savviness
Online Shopping
Physical Store Shopping
Aged 22, Student
Hobby: Listening to Music
Marital Status: Committed
Aspirations:
Best offers and deals alerts & reminders in the nearby physical stores
Nationality: United Kingdom

11. UX Storyboard

12. A BSarah, came to know about In Store Personalized Gift shop
through TV Ad and wants to experience it today.
She went to the nearby Postal Service Retail Store (InStore)
She went inside the Personalized Gift section and found
ManUnited Merchandise (T-Shirts) very cool and decided to
purchase it for her boyfriend - Adam. (Adam is die heart fan of
ManUnited)

13. Select
Recipient
C
D
She takes out her smartphone, and scans the
barcode affixed on the t-shirt with the Instore
Mobile App, which she has already downloaded
The InStore Mobile App quickly identifies the product. Sarah decided to
personalize the T-shirt’s back with Adam’s name. Then she decided to
checkout, hence she next selects/creates the recipient and then selects the
Instore delivery modes (Regular/Express Shipment) and finally paid the
amount via her credit card. Voila! she receives an instant order confirmation
and the very next moment she started tracking the shipment…

14. Shipment Delivered
E
F
Within week time, the InStore Shipment team has managed to
ship the gift to Adam!
Next day, Sarah receives a push & in-app notification, that
her shipment has been delivered successfully.
Sarah, loves the new shopping experience!

15. Task Flow Diagram

16. Personalized
Store
Postal
Service
Backend
Search
&
Select
the
Gifts
Gift
Delivered
Successfully
Download Mobile App Scan the Product’s
Barcode
Personalize the Gift
Select Shipment Mode Select/ Add Recipient
Checkout
Have
Mobile
App?
Yes Add
More
Gifts?
No
No Yes
Mobile App Journey
Track Shipment
Delivery Process
Task Flow Diagram
Backend Process
Front end Process
Mobile App Journey

17. Application Map

18. Splash
Screen
Signup
Login
Account Help/FAQs
Scan Gifts
Barcode/QR Code
Pick-up
Shipments
Home
Gifts Description
Personalize Gifts
Add to Shopping
Cart
Select / Add
Recipient
Select Shipment
Mode
Review, Confirm
and Payment
E-Receipt
Send Order Details
To InStore Team
Send Order
Confirmation Email
Orders
Track
Logout
Checkout
Application Map
Add
more?
Yes
No

19. High-Fidelity Wireframes
Scan the QR code to view it on IPhone 6
http://bit.ly/InStore_Mobile_App
Or open the following URL on your Iphone 6:

20. Login Screen Home Screen
A
B
Login or Register
Scan the gift’s
barcode or QR
Code

21. E
C
Scan with Built-in
Barcode/QR
Code Scanner and
Press to Scan & identify
Product
D
Proceed with
personalization of
selected product
Go back to scan other product
Scan the Product Product Description

22. F
F
Customize the product
With available customization
options
G
Add the product to Cart
I
Add more products
J
Or Proceed to checkout
H
Shopping Cart
Bubble Notification
Personalize the Product View Cart

23. K
Select or Add recipient
L
Select Shipment Mode
M
Enter Credit Card
Details
N
Review & Pay
Shipment Details Payment Details

24. Accounts Page
O Track Shipment
Success Page Track Shipment

25. Zohdi Rizvi
User Experience Professional
MBA (Marketing) – IBS Ahmadabad, India
Inbound Marketing Certified from Hubspot Inc.
Mobile UX Certified from IDF
zohdi.rizvi@gmail.com | @zohdi_rizvi | mauxism.com