OneApp
Overview
In an era where digital transformation is paramount, Poste Italiane faced a significant challenge: how to unify its digital services to better cater to the needs of its diverse customer base of over 40 million. The primary goal was to evolve from multiple, product-centric applications to a single, customer-centric platform that could offer personalized, accessible, and intuitive services across the board.
My contribution
Product strategy Accessibility UX/UI Product design
The team
1 × Product manager 1 × Interactive specialist 3 × Analyst designer
Year
2021
Process
The primary challenge was the fragmented nature of Poste Italiane's digital offerings, with multiple apps offering overlapping functionalities without a cohesive user experience. This fragmentation hindered customer engagement and presented significant barriers to the adoption of digital services, especially among less tech-savvy users. Additionally, the digital transformation needed to align with the company's strategic vision of becoming an ecosystemic actor in the market, providing integrated omnichannel experiences.
Approach
To address these challenges, Poste Italiane, in collaboration with Fjord's design team, embarked on an ambitious project to develop the OneApp. The approach was multifaceted:
User-Centered Design: starting with a deep dive into the needs and behaviors of their diverse user base, the team employed user-centered design principles to ensure the app would be widely accessible and meet a broad range of customer needs.
Agile Development: adopting agile methodologies, the project team worked in bi-weekly sprints, facilitating rapid iteration and feedback. This approach allowed for continuous refinement of the app based on user testing and stakeholder input.
Innovative Technology: a new technological architecture was developed to support a modular app design, allowing for personalized experiences and the flexibility to add new services over time.
Iterative Testing and Validation: through extensive user testing, including quantitative and qualitative feedback from over 2,000 consumers and employees, the app's design and functionalities were refined to ensure they met the real needs of users.
Outcome
The culmination of this effort was the OneApp, a pioneering platform that redefined the way Poste Italiane engaged with its customers.
By integrating all of Poste Italiane's services into one application, the company provided a holistic and seamless user experience. Personalization was at the core of the OneApp, with algorithms tailoring the app's offerings based on individual user behavior and preferences. Accessibility was another critical consideration, ensuring that the app was usable by a broad spectrum of the population, including those with disabilities. Innovative features such as voice search and pre-login service access further enhanced the user experience, making everyday tasks more convenient and intuitive.