Packaging Finder is a tool that helps SMBs (Small, Medium Businesses) and consumers who aren't familiar with the AP sending range to find exactly what they're looking for online.
Client
Australia Post
Services
Product design, research
Platform
Desktop/Mobile web
Year
2023
(01)
Customer pain point
Through customer interviews, online NPS (Net Promotor Score) feedback and analytics data, we know there is an underlying problem for SMBs (Small, Medium Businesses) and consumers around finding the right packaging in an online environment. Many of the customers reported that they would end up going into a local post office to ask for advice on what packaging would suit their needs as it was just 'easier'. From a business operating perspective, this increases in store wait times and reduces the convenience factor out of AP online shop's mission statement.
The root cause of this issue is 2 fold:
We have an overwhelmingly large catalogue of sending products available on our online shop, and unless the customers have had previous experiences shopping for packaging online, or know exactly what to search for, the process of finding the right packaging becomes a time consuming task
Since packaging is an item that places heavy importance on scale and sizing, the online shopping experience doesn't match the in store experience of physically seeing the packaging. As some customers put it, 'all the images look like they're the same size whether it's a small or an extra-large). The dimensions in the product description does help, but not everyone has a ruler handy.
(02)
Approach
We wanted to implement some sort of quiz/wizard that customers can go through to dramatically narrow down their results. The first step was to find out what customers were looking for when choosing a packaging and how that aligns with our offerings.
We came up with 5 initial questions and took them to 6 users to test its efficacy. The outcome was that a linear set of questions were not sufficient enough to narrow down the results. This means we had to ask a lot more questions which were dynamic in order to achieve our end goal.
In the meantime, I had started mapping out the UX flows of the quiz and designing some UI wireframes of how the quiz will look like. This consists of a landing page, question pages and a results page.
(03)
Design & Logic Validation
Now that we know we needed to have dynamic questions, we also need to work out and test the logic of these questions. We found a survey tool called Typeform that allowed us to create dynamic quizzes with conditional logic so we can really make sure the logic is robust and it will provide helpful results to customers.
We sent the Typeform quiz out to 60+ users with 95% positive responses around the number of questions asked, whether the flow made sense, and the number of results we provided them in the end.
Once we were confident that the logic was sound, we also ran through a usability test with a select few users to make sure our UI was intuitive and easy to navigate.
We received positive responses as well. This validated our logic and designs and we were able to hand over to the development team to build the experience.
(04)
Outcome
By addressing customer pain points in the packaging selection process on the AP Online Shop, we have successfully created a dynamic packaging finder that not only meets the business requirements but also addresses customer pain points effectively.
This project has generated significant interest and support from key stakeholders across the organisation, highlighting its importance within AP's scope of work.
With the acceptance criteria finalised and the designs handed over to the developers, we anticipate that the implementation of this improved experience will have a profound positive impact on customers, greatly enhancing their ability to select packaging options online.
