The Australia Post Postcard App allows users to turn their own pictures into postcards that can be sent conveniently anywhere in the world as long as you have access to the internet.
The app is currently not very user friendly and needs an update.
To understand who is using the app and why they use it. Need to compare the this app with others similar apps on the market to make it competitive and increase market share.
The outcome is to create an app that is user focused - Making it quick, easy and convenient for the user to create, edit and send a postcard.
MARKET RESEARCH | COMPETITIVE BENCHMARKING | CUSTOMER REVIEWS | INDEPTH INTERVIEWS | USABILITY TESTS
Reviewed the current app to gain a detailed understanding of its functionality before comparing it to the market.
Clear CTA and pricing information upfront.
The user can take a photo, select photo from camera roll or select image from stock library. Once photo is selected the user can edit the photo by adding a novelty border (the only edit feature available).
Once a photo is selected, tap to write message. The user must enter their name and email, which is printed on the card. Add Recipients address or select from phone contacts. Then upload ready for sending.
Review details and proceed to payment.
Select Paypal or Credit Card (Visa or Mastercard).
Confirmation of Payment. Expected delivery time advised. Domestic 6 business days.
I utilised the customer reviews available on the Apple App website.
420 user reviews since 2012 and the app has an overall rating 3.9 stars.
This gave detailed insight into who uses the app and why. It also clearly showed the main pain points they encounted during the process, the same problems and frustrations were repeated multiple times.
“I sent a test to myself at the same time I sent a postcard to my grandparents. I even found it hard to read! I don’t think my grandparents tried to read it.”
“Many Oz sites auto fill addresses but not Aus Post?! Really?”
“ How do you know when you have used too much text or will the font size reduce to fit into space?”.
“I love the idea of this app, such an easy and personal way to send postcards when traveling.”
“The downside however is that I have to use a different photo app to create a collage to upload, the borders are tacky and there’s no ability to add text.”
“One even has to tap each field to enter the next 4 digits, how irritating."(Entering payment details)
“Want confirmation of what has been sent or a record of what has been sent.”
Participants had to create, edit and send a postcard on 3 different postcard apps.
They were also asked questions about how they normally stay in touch with family and friends, if they would normally send postcards and if they had used this type of app before, why?
PARTICIPANT 1 - M 32 | PARTICIPANT 2 - M 36 |
AUSTRALIA POST POSTCARD | MY POSTCARD | POSTCARD
AFFINITY DIAGRAM | CUSTOMER JOURNEY MAP | USER PERSONA | POV & HMW | BUSINESS & USER GOALS | PRIORTISING FEATURES
Collated the customer review data into an affinity diagram.
Utilised the review data to create a Customer Journey Map to understand the users goals, behaviours and context when using the app.
100 reviews | 2017-2020
This helped pinpoint the opportunities to improve the functionality of the interface and help understand what changes would assist user to meet their goals when using the app.
I created empathy maps for both participants of the usability tests and interviews. This helped to gain insight into the research and identify what the user really needs from the app what features they’ll actually use.
I created this chart to prioritise the features that the user says they want, with the features the user actually needs to improve the process of sending a postcard through the app.
There are some features users said they would want, such as tracking and high level editing capabilities, but these will increase cost and will they actually improve the app for the user?
This helped evaluate the features and see the correlation between the user and business goals.
James is sending a postcard on holidays and special occasions, and if he is going to use the app it needs to be convenient!
Collated the data into a user persona to help focus the design development.
Once I created the Persona I turned the insights into Point of View statements and How Might We questions. I did this because it helped to guide the design process and leave me open to create an innovative app, while keeping James’ needs at the forefront.
Make it convenient, quick and easy for the user to create and send a personalised postcard through the app.
Created the user flow that incorportated the new features - keeping in mind ease of use and James' POV & HMW statements.
I thought about the 2 scenarios a user may create a postcard, either through the home screen or through the sending history screen (could resend a previously sent card or complete a draft).
Focus on making sure the flow of the app and functionality is really clear. Want the user to utilise all added features - don't want any additions to hinder flow or cause the user friction, should there be an option to skip edit features?
WIREFRAMES | HGH FIDELITY PROTOTYPES
Moved from sketching to digital wireframes to test the clarity and functionality of the new features.
Created a high fidelity protoype using AdobeXD. Wanted to make sure the protoype was comprehensive to really test how the user interacted with the app and the updated features.
Tested the new prototype on 2 users to check the flow, make sure navigation was clear and ensure that changes made worked to improve the problems initally identified.
Overall the user flowed through the process smoothly because new features were clear and followed conventions. The user knew how to interact with the address book and edit features because they were familar to other apps.
There were a couple of minor but important elements that I hadn’t previously considered:
How can the user change the selected photo? If they have spent time editing adding borders, text etc. but then decide they want to change the photo, I don’t want them to have to start the whole process again.
How do they delete the text from the photo if they change there mind?
If the user selects multiple recipients, how do you show this in the preview state?
Refined the design and layout from the initial prototypes, taking on board user feedback and observations. Added features that allowed the user to change selected photo mid way through editing or delete added text.
Created a simple colour palette, so it would be easy for the user to identify CTA functions. Want to make sure user isn't distracted when editing.