Royal Mail redesigns website to improve customer engagement

Proximity has redesigned The Royal Mail’s website, aiming to create a site that better engages personal and business consumers.

Homepage
Homepage

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.

High volume packets
High volume packets

‘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.’

Help and Support page
Help and Support page

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.

Landing page
Landing page

‘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.’

Marketing services
Marketing services

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.

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