USPS Mobile (2020)
Listening to user feedback to craft better experiences
POST OFFICE MOBILE APPLICATION
Summary
This case study focuses on user research, heuristic evaluation, and core UX/UI design skills.
I set out to improve the user experience of the United States Postal Service’s mobile application USPS Mobile. To accomplish this I analyzed the application’s App Store reviews to identified problems and conducted heuristic evaluation and competitive analysis to generate solutions. I implemented those solutions, redesigning the interface resulting in a testable prototype.
Role
User Research
UX/UI Design
Team
Myself
Introduction
Addressing User Feedback
Customers provide ratings and reviews on the App Store to give feedback on their experience with an app and help others decide which apps they’d like to try.
Addressing feedback from the App Store product page can help the USPS create a better user experience, attract new customers, and improve the app’s rating.
If the USPS does not maintain a strong focus on adapting to mobile technology and continually upgrading its mobile platform, new entrants may gain a foothold in its business.
Case Study Methodology
In this case study I read hundreds of USPS Mobile App Store reviews and analyzed them to determine which general aspects of the application current users would like to see improved.
Then I conducted heuristic evaluation of the interface to focus in on specific problems based on recognized usability principles.
Finally I performed competitive analysis of similar products to help explain the usability problems that I found and generate solutions. I used these solutions to re-design parts of the application interface resulting in a testable prototype.
Process
Research
App Store Reviews
Analysis
Affinity Diagram
Evaluation
Heuristic Evaluation
Competitive Analysis
Design
Wireframes
Prototype
Research
App Store Reviews
I needed to learn who is using USPS Mobile and what were their motivations, needs, and pain points? To gain insights I analyzed over 300 favorable and critical reviews posted on the App Store within the last year. I wrote down observations, findings, and ideas — each on one sticky note, and added a red X each time an idea was repeated.
Analysis
Affinity Diagram
After creating my notes I analyzed each one and sorted them into categories based on which aspect of the application they related to.
Critical Categories
I did a quick count to calculate which categories were mentioned most frequently by users and considered the results while prioritizing which aspects of the application to focus on during the following heuristic evaluation.
Evaluation
Heuristic Evaluation
After identifying the general aspects of the application that users wanted to see improved I thoroughly inspected those elements of the interface comparing them with Jakob Nielsen’s 10 usability heuristics for user interface design [nngroup.com/articles/ten-usability-heuristics] and some additional usability principles that came to mind.
Competitive Analysis
I performed competitive analysis of existing products in the same category as USPS Mobile to help explain the problems that I found and generate solutions.
Problem 1
What users are saying
My analysis of the App Store reviews produced 16 users who reported issues using USPS Mobile on an iPad. Users expect applications to be functional and efficient, and for the interface to fit the format of their devices. If users do not find an application to be functional and efficient, they will quickly abandon it.
Problems
I tested USPS Mobile on an iPad Pro running the most up to date iPadOS and discovered 3 problems:
The interface only fills 1334 x 750 px in the center of the larger 2732 x 2048 px iPad screen
The application does not utilize the iPad on-screen keyboard but instead uses the iPhone keyboard
The interface does not rotate to display properly in landscape format
Heuristic Evaluation
These problems pertain to Fitts’s Law of human-computer interaction and ergonomics. The small interface is further away from the edge of the iPad screen requiring users to reach further to type on the keyboard making tasks less efficient. The iPhone keyboard has limited keys compared to the iPad keyboard requiring users to switch between letters, numbers and symbols, again sacrificing efficiency. Finally, the iPhone keyboard keys are smaller and closer together than the iPad keyboard keys making input errors more likely to occur.
Competitive Analysis
I conducted a competitive analysis to see if the FedEx and UPS mobile applications had the same problems and found that both application interfaces filled the iPad screen, displayed properly in landscape mode, and utilized the iPad on-screen keyboard.
Solution
Make the application interface design responsive, to change and respond to fit any device, screen size, and orientation. Also, fix the interface so that it uses the iPad on-screen keyboard instead of the smaller and more limited iPhone keyboard.
Problem 2
What users are saying
My analysis of the App Store reviews produced 53 users who reported issues stemming from a lack of customer support. Issues ranged from needing to report a lost package or inquire about long periods without tracking updates to simply looking for answers to FAQs or customer service contact info.
Problems
I searched through USPS Mobile trying to find help, documentation, and contact information. I discovered 3 problems:
The link to the customer support page is small and only located on the home screen
When tapped the link takes you out of the application and into USPS.com
There is no contextual help on the tracking page
Heuristic Evaluation
These problems pertain to the 10th usability heuristic of user interface design; Help and Documentation. The help link is not focused on the user’s task – it is not contextual. Since its only located on the home screen it is not available once the user navigates to one of the application features.
Competitive Analysis
I conducted a competitive analysis to see if the FedEx and UPS mobile applications had the same problems and found that the FedEx application is better. For example, in the tracking feature there is a customer service icon that initiates a chatbot “Virtual Assistant” and the support link is prominent and does not take users away from the application.
Solution
Design customer support solutions that are contextual, such as tooltips, popovers, and chatbots. Also add a prominent help button that can be accessed from any part of the application that links to a help page with a useful search function, walkthroughs, videos, and customer service contact information.
Problem 3
What users are saying
My analysis of the App Store reviews produced 96 users who reported issues stemming from a lack of functionality and customization. Most of these issues were due to experienced users not having the ability to connect their USPS account to the mobile application and customize preferences for their routine tasks.
Problems
The application offers basic features for occasional users, however it does not offer more advanced features for experienced users that make routine tasks go more quickly such as:
Migrating data like tracking numbers from users’ USPS.com account
Storing frequently used addresses and post offices
Specifying delivery preferences
Accessing payment details
Heuristic Evaluation
These problems pertain to the 7th usability heuristic; Flexibility and Efficiency of Use. USPS Mobile does not offer the advanced functions and customization that more experienced users want to make routine tasks go by more quickly. The limited functionality might be sufficient for an occasional user, but highly usable systems are flexible enough to be friendly to new users and efficient for experts.
Competitive Analysis
I conducted a competitive analysis to see if the FedEx and UPS mobile applications had the same problems and discovered that both provide users with an account management feature. This feature allows users to customize their experience and gives them the flexibility to choose the method of interaction that is most efficient for carrying out routine tasks.
Solution
An account management tool connecting users to their My USPS account would allow for a flexible and customizable mobile experience. With account management, users could migrate over all of their tracking numbers as well as store information such as frequently used addresses and post offices, delivery preferences, and payment details. The account could also store the services, products, and information the user frequents for increased efficiency and convenience.
Redesign
Interactive Prototype
I redesigned the interface elements and features that users were most critical about, implementing the solutions generated during the heuristic evaluation and competitive analysis. I added aesthetics and interactivity resulting in a testable prototype.
Usability Evaluation
The purpose of the interactive prototype is to be able to conduct usability evaluation with representative users to assess the effectiveness of the proposed design solutions. One-on-one sessions would be facilitated with participants attempting tasks while using “think out loud” protocol and answering questionnaires.
Wireframes
Sketching
With my list of solutions generated during the heuristic evaluation exercise, I sketched out the interface elements of the key application pages: Home, Navigation Menu, Tracking, Support, and Account Settings.
On-screen wireframes
I translated my sketches into digital wireframes using Adobe XD. This would make it efficient to add aesthetics and interactivity later.
Prototype
Adding aesthetics + interactivity
I updated the wireframes in Adobe XD; swapping placeholders with photos, formatting text, and adding branding colors. With my usability test goals in mind I added interactivity to the parts of the prototype that I would evaluate later with real people.
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