Project planning



In order to deliver precise and valid insights we combined and triangulated research methods. An initial qualitative approach allowed to uncover key topics which were later quantified using quantitative techniques.

User research brief and interviews structure


Interviews were analysed using the grounded theory method. Interview transcripts were coded.


The coding of the interviews helped us producing network diagrams which facilitated the analysis of a large volume of data.

Network diagrams


After uncovering key topics through qualitative research, we quantified the phenomenons, this helped grounding the business case.

Quantitative research

Creating a product taxonomy

Royal Mail offer many products: delivery, warehousing, eCommerce platforms, customer data, etc. In order to develop a taxonomy which would make sense to typical users we ran an online card sorting research.

Card sorting exercise


Card sorting data analysis


Business segments and personas were built from the data gathered


Context scenarios were used to rapidly develop and test ideas, without the need to design the whole interface. This enabled us to efficiently present and test a large set of ideas.


High fidelity wireframes and prototypes were built to support and evaluate the key scenarios

Evaluation plan

An evaluation plan set the KPIs at the start of the project. These enabled us to ensure that the solution delivered would meet the experience goals set.



Concept design



Final product:


Client: Royal Mail

Brief: To position Royal Mail Business services and to translate the proposition into a tangible solution.
This entailed to up-sell and cross-sell Royal Mail's products and services whilst enabling small and medium businesses to self serve.

Role: Lead User Experience strategist

• Qualitative research: Subject matter experts and users interviews, analysed using Atlas Ti (grounded theory)
• Quantitative research: surveys, card sorting
• Products taxonomy
• Strategic planning & roadmap definition
• Context-scenarios
• User journeys
• Interaction design
• Axure prototype