Royal Mail redesigns website to improve customer engagement

The consultancy says it has worked with The Royal Mail for around ten years and began working on a site overhaul 18 months ago.

Royal Mail web director Charlie Herbert says, ‘Listening to our customers, coupled with the changing nature of our business, we recognised the need to update our website.

‘Our brief to Proximity was clear: design us a website that is simple to use, provides quick access to key products and services and makes it easier for our customers to purchase Royal Mail products.’

Proximity created ten customer profiles of ‘typical users’ who access the website for personal and business use, and created a new design around their needs, according to consultancy group account director David Battrick.

‘After two rounds of usability tests, we wire-framed the site before looking at visual design and content delivery,’ says Battrick who adds, ‘Information is now presented in blocks of content.’

The home page, which now has a horizontally navigated top section, has been designed with individual and business users in mind, and elsewhere there are new product pages, and a reorganised help and support section.