Investing in customer experience and digital platforms is a part of Posti’s strategy. The results of these efforts are visible in a vibrant and modern digital product culture.
In summer 2019 we were invited to join Posti’s own design team and launch an end-to end design system together.
Supporting Posti’s operational excellence and growth—and scaling the strategic impact of design.
Working within Posti’s in-house design team, we ensured that the design system was launched in first key services, and reached a good baseline for further development. Cross-team collaboration has increased and learnings are shared more early and often. OmaPosti, one of Posti’s flagship B2C services with 250,000 users per month, has already gone live with new styles and front-end architecture. As more and more updates go live, Posti will have much better capability to run updates within and across services nimbly. With foundations like the design system in place, Posti’s own team has better groundwork and support to draw on in their day-to-day work. This also makes it easier for the team to contribute to ongoing, major change initiatives.
Our journey in a nutshell
When we joined Posti’s design team, management buy-in for the design system was already secured. For the first two months, we focused on the following collaborations:
In its early stages, Posti’s design system was set to serve digital product teams and marketing specialists. We also knew that in growing its in-house design team, Posti would be looking for service designers who’d feel comfortable driving deep strategic impact.
Whatever was brought into the design system, would need to fit the day-to-day needs of these audiences.
We also knew that doing more design explorations and iterations would be our way to success, given the on-going brand work, Posti’s wide range of UIs and high ambition levels.
In the following six months, we shifted into a produce – release – iterate mode:
Design libraries were opened early on for product teams to explore. In this case, a design system specific development track was opened only once design libraries had reached sufficient mass.
About eight months in, a product owner was hired for the design system. We were especially happy about this milestone, as it reflected a more long-term commitment to keep the design system evolving within Posti.
Improving operational excellence
Posti’s growth potential stems from parcel products, e-commerce services and supply chain solutions. This means serving businesses and consumers directly, as well enabling others to run their B2B, B2C, and C2C sales.
Posti is also known for its heritage role as Finland’s national postal services. However, as less documents, bills, letters, etc. are being sent, the need for finding new sources of revenue has grown year to year.
To scale new areas of business, emphasis has been set agility. Digital teams have been moving quickly, experimenting and learning within markets. And while this has yielded tons of learnings and sweet successes, design and technological debt have also been creeping in.
Streamlining services—and shifting the role of design
Most of Posti’s digital services are tied to on-the-ground operations (e.g. delivery sorting) and physical touchpoints (e.g. parcel lockers). Optimising digital interfaces is essential, but streamlining the whole customer journey and “backstage” operations can unlock even greater wins.
However, major changes like these can’t be run overnight. They require active, continuous collaboration across various units and disciplines.
The long-term-game for Posti is to ensure that anyone, regardless of their role, can apply design thinking easily in their day-to-day work.
Impact on day-to-day work was realized as soon as first design system soft releases went live:
Making the process collaborative was essential:
Our journey would have been quite a different one without: