Client: Royal Mail  |  Company: Epam  |  Role: Lead Designer  |  Product: Digital transformation

Royal Mail Digital Refresh

Bringing the new brand to life in digital, accelerating campaign management and uplifting the UX/UI across key user journeys

My services
UX/UI
Brand development
Design system
Prototyping
Art direction

The brief

Royal Mail was seeking to enhance its digital estate by integrating its new brand identity and creating a more flexible, user-friendly platform for campaign management. With 480 million web visitors annually and 52% of its £1 billion revenue generated from digital channels, it is crucial to strengthen Royal Mail's online presence to meet evolving customer expectations and optimise marketing efforts.

The challenge

The project faced several significant challenges that had hindered the effectiveness of Royal Mail’s digital presence and overall brand strategy.

• Low digital maturity
   
• Lack of brand consistency
   
• Insufficient Data Analytics
   
• Fragmented navigation across websites
   
• Site not reflecting company goals
   
• Poor User Experience

Solutions

I worked on the following solutions to deliver a unified and engaging digital experience that pushed and aligned with Royal Mail’s new brand. The enhanced platform streamlines campaign creation and boosts usability, making it easier for both personal and business customers to access the services they need.

• Created a clear and cohesive digital brand identity, fully documented in a digital brand guide 
   
• An extensive suite of campaign components empowering the marketing team to create tailored campaigns efficiently within the content management system 
   
• A single Figma design library, ensuring consistency and accessibility in all digital designs
   
• New unified navigation
   
• Revamped Personal & Business Homepages focused on customer tasks and business goals to drive revenue

Results

Royal Mail’s digital transformation highlights the value of tackling low digital maturity, brand inconsistency, and user experience issues. Through a strategic, user-focused approach, we strengthened its digital presence, aligned it more closely with business goals, and boosted overall customer satisfaction.

• Visits to homepage - 2% up month on month
   
• Unique visitors - 2% up
   
• Page views - 4% up
   
• Bounce rate - 2% down
   
• Uplift in conversion, with a predicted growth of £600k per year
   
• Over 25% of visitors directed to the Send journey
   
• 23% increase in overall site users
   
• The digital team now creates campaigns in-house using the CMS, eliminating the need to outsource to external agencies