The Client.
  • Australia Post
  • This is an unsolicited project and
  • has no affiliation with Australia Post
  • My Role.
  • Lead UX and UI designer
  • The Device.
  • iOS Native Application
  • The Tools.
  • Adobe Illustrator
  • Loom
  • Adobe XD
  • 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 Project.

    The app is currently not very user friendly and needs an update.

    The Challenge.

    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.

    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.


  • Who uses the app?
  • Why they use it?
  • When they use it?
  • What problems (if any) does the user encounter.
  • What are the competitors doing well, what is worth emulatiing?
  • Techniques.


    The current app.

    Reviewed the current app to gain a detailed understanding of its functionality before comparing it to the market.

    Ready to send.

    Clear CTA and pricing information upfront.

    Add your image.

    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).

    Write your message.

    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.

    Pick Payment.

    Select Paypal or Credit Card (Visa or Mastercard).

    And its off.

    Confirmation of Payment. Expected delivery time advised. Domestic 6 business days.

    Competitive Benchmarking.
    Key Insights.
  • Competitors are based out of Australia. (only 1 has a printing facility in Australia.)
  • Australia Post is the cheapest option.
  • Australia Post is the only landscape orientated App.

  • The competition.
  • Subscription service or can buy credits.
  • Save contacts and payment details.
  • Save drafts and sending history.
  • Extensive editing features (text and photo).
  • Different sized postcards, greeting cards and invitations.
  • Integrated maps and digital wallet payment.
  • Customer Reviews.

    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.

    About the User.
  • Want to send something personalised and tangible.
  • Send while on holidays.
  • Sending to older relatives or people who don't have easy access to the internet.
  • Can't save addresses.
  • Inaccurate previews.
  • Dated payment process.
  • Can't edit images.
  • Small print.
  • Did it send?
  • “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.”

    Usability Tests and Indepth interviews.

    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 |


    Key Insights.
  • The Australia Post Postcard was perceived as dated, which was made more noticable when users were asked to complete the task on the competitors app. These apps had integrated maps, smart defaults and the option to pay using your digital wallet. Both participants percieved this as standard because most types of apps have these capabilites. Users liked extra edit features ( as long as they were clear) and the option to save addresses was helpful.

  • The user who had used the Australia Post app previously, noted it was annoying having to enter the address in everytime, especially as he normally sends to the same people. The Australia Post app says you can connect to your phones address book, but the user had had problems with this actually working.

  • There were extra features that the user didn't want to use, including stock imagery, stock quotes and some edit features. They liked the collage options and being able to add text to the front of the postcard.

  • Want transparency on cost, quality and security.
  • “I’m unlikely to take a photo through the app.”

    “I have more confidence when it links to google maps....Always a concern when you enter it (address) manually that formatting will not be correct.”

    “This is stupid… you have an iPhone app, it should be integrated with Applepay.”

    “Also I don’t know how secure this is…. doesn’t say who payment processor is.”

    like classic option - 1 big clear image. “ideally person is going to put on their fridge - want image to be clear.”

    “Normally find photo i’m happy with, rather than editing.”

    Don't Understand frame options, “...all so similar."

    Quote option - “These are good if you don’t particularly care about the person you are sending it to.”

    “Send ‘premium’ quality- this is vague does that mean that the normal quality is bad. not keen on this.”

    "Cost is ok, because you don’t send that many."

    “Like that text is going right on to the text space on the postcard preview”. (clear feedback and preview)

    “Annoying when I'm typing the message and keypad takes up the whole screen... can't see the preview.”(clear feedback and preview)


  • Utilise the research to establish what improvements will benefit the users interaction with the app and make the process of sending a postcard easier, quicker and more convenient.
  • Techniques.


    Affinity Diagram.

    Collated the customer review data into an affinity diagram.

    Key Insights.
  • Convenience was at the core of users needs and wants.

  • Lack of functionality and inaccurate previews caused a lot of friction because it made the process slower and made the user question the quality of the product.
  • User wants to be able to save addresses and sending history - to speed up the process.
  • User wants more edit features, especially multi-photo/collage layouts.
  • User needs transparency about pricing, quality, delivery times and security.
  • User needs integrated maps and digital wallet payment method.
  • Customer Journey Map.

    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.

    Empathy Maps.

    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.

    Prioritising Features.

    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?

    Business and User Goals.

    This helped evaluate the features and see the correlation between the user and business goals.

    User Persona.

    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.

    HMW & POV Statements.

    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.

  • Convenient.
  • Portrait orientation
  • Save details ( addresses, birthdays and bank cards)
  • Sending History and save drafts
  • Quick.
  • Integrated addresses
  • Apple Pay / Google Pay

  • Easy.
  • Clear navigation for all ages!
  • Personalised.
  • Simple edit features
  • More layout options
  • Upload photo from photo roll (don’t need stock photos or camera access).
  • User Flow.

    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?


    • Refine the design through wireframing.
    • Create interactive prototypes and test with users.
    • Techniques.



    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?

    Prototype Design.

    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.

    UI Style Guide.

    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.


  • Users trust Australia Post, so this app already has the advantage and its time to make the most it!
  • I am confident that the changes made to this app significantly improve its functionality and usability. The changes take into account the users need for the app to be intuitive, convenient and quick to use.
  • With more time I would like to test the app on a larger audience to get more feedback on the edit features and really watch what features users use and ensure the functionality of each step of the process.
  • Possibility to add more products once the postcard option has been tested.
  • The quality of the physical postcard and delivery needs to be reviewed. Printing errors and paper quality could be improved and for some reason duplicate copies are nearly always sent.
  • Australia Post has had a campaign for people to write letters about Covid-19, wouldn’t this app be perfect! The user could incorportate a photo or photos and a message about iso-life!