A smarter design strategy for the future of the Post Office branch experience
Background
The Post Office Limited sought to modernise its Self-Service Kiosks (SSKs), initially launched in 2017. With the existing kiosks constrained by inflexible software and a number of usability constraints, aimed to replace the hardware and software entirely, expanding functionality and rolling out the new kiosks to significantly more branches.
This project presented an opportunity to:
• Redesign the user interface (UI) and user experience (UX) from the ground up.
• Interpret the POL brand to create a new visual design direction
• Introduce new services, including multi-carrier shipping options (Royal Mail, DPD, Evri) and expanded mail journeys (e.g., international post).
• Improve accessibility, ensuring the kiosks catered to diverse users, including wheelchair users and those less familiar with technology.
All of this was to deliver end-to-end UX and UI solutions for up to 20 key user journeys.
Challenge
It needed a scalable, intuitive system that balanced:
1. Customer needs – Simplifying complex transactions (e.g., international mail, multi-carrier drop-offs) while accommodating infrequent and assisted users.
2. Operational efficiency – Automating 70% of mail transactions to free up Postmasters for high-value tasks.
3. Accessibility and compliance – Meeting stringent accessibility standards (e.g., WCAG) and supporting Welsh translations.
4. Technical feasibility – Aligning with POL’s backend systems and hardware constraints.
Additionally there were key pain points from the existing kiosk experience we needed to solve:
• Confusing navigation and unclear CTAs led to user errors.
• Small text and poor contrast hindered readability.
• Users ignored instructions, relying on visuals instead.
• Horizontal layouts felt disconnected; vertical navigation was preferred.
Approach
Adopted a structured, two-phase methodology to ensure the new SSK system was both customer-centric and technically robust.
The Discovery Phase (4 weeks) focused on laying strong foundations
We began by aligning stakeholders—including POL’s internal teams and technical partners—on design priorities, accessibility standards, and project timelines. We reviewed existing research to pinpoint pain points in the current kiosk experience as well as field research to understand a range of different kiosk experiences. This informed the creation of SSK Design Principles, such as clarity, error prevention, and flexibility, which guided all subsequent work. By the end of this phase, we delivered three prototype journeys to kickstart development, alongside a research insights summary, a design direction proposal (aligned with POL’s brand and accessibility guidelines), and a detailed roadmap with a RACI matrix to clarify roles and timelines.
In the Design Phase (6 two-week sprints)
Translated insights into tangible solutions. Starting with low-fidelity wireframes, we designed 20+ user journeys—from parcel drop-offs to international mail transactions—iterating based on feedback from diverse customer groups (e.g., frequent kiosk users, wheelchair users, and traditional counter customers). Each sprint included prototyping, weekly testing in Post Office branches, and refinement, ensuring designs were intuitive before progressing to high-fidelity versions. A key output was the SSK Pattern Library, a reusable repository of components (including error states and Welsh-language adaptations) to ensure consistency and scalability. The phase culminated in comprehensive handover documentation, equipping POL’s build partner with everything needed for seamless implementation.
Insights
1. Clarity over complexity
Problem:
Customers often skip text-based instructions, leading to errors
Solution:
• Simplified CTAs (e.g., "Scan QR Code" instead of "Scan using QR code to print a label").
• Emphasised visuals where appropriate (enlarged home screen buttons, reduced text).
• Standardised terminology (e.g., "Cancel and Exit" vs. ambiguous "Exit").
2. Break down complexity to reduce errors
Problem:
Using the existing kiosk experience, customers often felt overwhelmed when trying to complete complex tasks.
Solution:
• Broke multi-step processes into individual screens (e.g., "Select Country" followed by "Enter Address") in line with our key principle of asking for one action per screen
• Used imagery and directional arrows to show where a customer must do something away from the screen e.g., scan a label
• Provided easy to scan, customised help for all screens
3. Accessibility as a priority
Problem:
Small text, poor contrast, and unclear errors excluded users.
Solution:
• Implemented a 4.5:1 contrast ratio, scalable fonts (≥24pt), and solid backgrounds.
• Error messages redesigned for clarity and specificity
• Inclusive Welsh-language support built into component templates to create scalable future-proofed solution
4. Brand alignment and trust
Problem:
The current kiosk experience represents a view of the Post Office in 2017 and as one customer noted, felt like the branch experience rather than the modern experience offered online.
Solution:
• Leveraged Post Office red for primary CTAs (associated with urgency).
• Tested imagery to reinforce brand familiarity (e.g., "We missed you" card-inspired designs).
• Copy tone: Replaced formal language (e.g., "Proceed to Transaction") with human phrasing ("Almost done! Confirm your details").
5. Future-proof flexibility
Problem:
Rigid designs couldn’t accommodate new services or reflect the evolving nature of the digital Post Office experience.
Solution:
• Modular Pattern Library with reusable components (e.g., adaptable for RTL languages).
• Scalable layouts for unhappy paths (e.g., error screens, multi-item baskets).
Outcomes
The final part of this was all handed over, with it being shown the CEO at the Post Office, to glowing reviews all round. This work is yet to go live and that is a way off yet. However, the cementing of that working relationship, due to the happiness of the work produced and once live and feedback is received, they will be iterations to be made to improve on the users experience.