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Rethinking the Royal Mail’s Postcode Address Finder

The challenge

From a total restructure, to a design refresh; we’ve been on a bit of a journey with Royal Mail; one that we’ve enjoyed every step of the way. Our initial challenge was to restructure the Powered by PAF website from a content heavy platform, to an experience that was clear and easy to navigate. We introduced simple iconography and imagery to help the user understand the PAF product.

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The approach

Following our insight-led process for continuous improvements, we have been using data gathered from applications such as Hotjar and focusing on key aspects of the site to ensure the user journeys are simple and easy to follow. Having built the platform with longevity and scalability in mind, we have been able to grow the site and start to integrate other legacy PAF applications into the master platform.

We’ve been through a series of optimisations and updates based on behavioural data and insights gathered from users to improve the website. We look after the platform from a UX, design/interaction, technical and SEO perspective.

10% increase in average time on page

16% growth in mobile users

10% rise in key journey conversions

The result

Our optimisation work has been focused on enhancing the user experience by improving and simplifying the navigation, clarifying the CTAs and increasing the levels of engagement. We’ve also improved the site’s SEO and made continuous updates to enhance the mobile experience across the site.