Outcome Gave the digital team a clear strategic choice, with the leading options moving into UX prototyping and user testing.
My Role
Strategy Manager and Facilitator.
Identify the Problem
Context:
Canada Post is the primary postal operator in Canada. It is one of the country’s largest employers, present in every community. Canada Post-digital is a very small part of Canada Post Corporation.
Some of the challenges that face us are low-cost (Instacart) and traditional(UPS) rivals and threats such as Amazon, and labor relations. Also, upgrading infrastructure and technology is not easy and extremely expensive.
Choice Cascade:
Frame a Strategic Question
How might Canada Post digital increase trust, reliability, and relevance for its consumers in the experience age?
Generate Strategic Possibilities
Where to Play and How to Win
What would have to be true and Barriers
“What would have to be true?” for the possibilities to be a winning strategy. In bold are the barriers–the things that would have to be true–that feel the most worrisome or uncertain.
Test to Learn
Research, design tests, and build iterative prototypes to learn to what extent the barriers-the things that would have to be true for a possibility to be a winning strategy, actually are true or not.
Make a Choice
POSSIBILITY THREE came the closest to answering the How Might We question and had the least number of unknowns. Canada Post's eStore where popular consumer and small biz products (eg booklets, coils, flat rate box), philatelic, and collectibles are sold online was undergoing a full re-platform, which made POSSIBILITY THREE even more attractive to test.
The team also came up with a variation of the stamp, Digital stamp. The digital stamp is a simple alternative to physical stamps. The customer gets online, selects the size and weight of the letter or package to send within the country. The length and width must be within the limits of dropping the mail in the street letterbox. Then customer pays online, writes the code in the upper right corner where the stamp is placed, and sends.
Option A: Selfie stamp
Option B(variation): Digital stamp
Next Steps
Next, we will involve the UX team in prototyping Option A and Option B and putting them in front of real users for testing.