UX STRAT USA 2017 presentation by Sara Conklin, Principal UX Architect, Pitney Bowes

1. How UX is Driving Business
Transformation at Pitney Bowes
9/25/17
Sara Conklin, Principal UX Architect

2. 96-year-old
global
technology
company
power billions
of physical
and digital
transactions
90% of the
Fortune 500
1.5 million
small &
medium
business
clients
We are the craftsmen of commerce

3. For over 90 years, business boomed
Model M Postage Meter, 1920 DM100i Postage Meter, 2016

4. Then the world changed

5. Reinvent
Mail
Retain
Clients
We needed a new strategy

6. UX Strategy for Reinventing Mail
Collaborative Discovery
Redefine engagement from tactical to strategic
Collaborative Design
Widen aperture from optimizing usability to supporting business outcomes
Cross-Functional Alignment
Shift focus from stand-alone product to integrated ecosystem

7. Collaborative Discovery
Redefine engagement from tactical to strategic

9. Collaboration was key

10. What we learned
Sending stuff is complicated
It’s not just about mail. It’s about sending something from A to B.
Small offices couldn’t manage the complexity
They had painful, fragmented, disorganized sending processes.
Nobody had solved this problem
There were many “sending” products in market, but none solved the complexity holistically.

11. Hypothesis
We believe we’ll achieve greater client retention if small business Office
Senders experience significantly easier sending decision-
making with a streamlined and unified sending process.

12. We now knew how to reinvent mail
Easy decision-
making
Streamlined
Unified

13. Collaborative Design
Widen aperture from optimizing usability to supporting business outcomes

14. We believe we’ll achieve greater client retention if small business Office Senders
experience significantly easier sending decision-making with a
streamlined and unified sending process.
Reinvent
Mail
Retain
Clients
Simplified
Streamlined
Unified
But what does
this mean?

15. Design Discovery
Team
Defined roles:
PdM, PdO, UX, Dev
Outcome
Feasible, client-
validated workflow
Plan
Let’s do this in 4 weeks

16. Here’s where we are today…
Pitney Bowes | 16September 25, 2017

17. Pick a carrier

18. Tell us where it’s going

19. Choose your packaging

20. Choose your service

21. Return to home page with contextual options

22. This is good
Easier decision-making
Easy to get started and make the first decision; services can be easily compared but don’t
have to be
Streamlined workflow
Single linear flow, not overwhelming; progressive disclosure; unnecessary features removed;
anticipates your next move
Unified experience
Same flow for all carriers; single address repository

23. We started way over here…
23

24. Early conceptual explorations

25. Key things we had to get right to deliver client and business value
Entry Point & Workflow
Design of home screen & order
of steps to simplify, streamline,
and unify
1 2
MVP Definition
Which features are essential?

26. Entry Point
Package chosen first
Workflow
Carrier chosen last

27. MVP Definition
Simplified carrier selection

28. So how did the Collaborative
Design Sprints work out?

29. Success!
We had a streamlined, unified sending workflow that provided easier
decision-making.
We had a design that was validated for both UX and business
outcome.
We had business, UX, and technical confidence in the design, at all
levels.

30. Multicarrier Sending App
Physical Devices
Mobile Apps
Sending Accessories
3rd-Party IntegrationsYour Account
Workflows & UI Approach
Addresses
Item Tracking
Consumables
Help/support
Invoicing & Bills
Common

31. Cross-Functional Alignment
Shift focus from product to ecosystem

32. What will the ecosystem look like?
(Hint: Not this.)
+
Hardware
Account Page, 2014

33. Everyone had to evolve their thinking

34. Replacing opinions with facts
“View cross-
product reports”
“Supports Product Admins and PB
Account Owners but not End-Users…”

35. Collaborative Discovery
Redefine engagement from tactical to strategic
Collaborative Design
Widen aperture from optimizing usability to supporting business outcomes
Cross-Functional Alignment
Shift focus from stand-alone product to integrated ecosystem
So, is the UX strategy working?

36. “To be honest, it's going to be very difficult if we have
to go back to our old machine.”
— Sending device field trial client

37. Q2 2017 Mailing Revenue
FLAT ↘7%
…continued equipment sales growth driven by… initial SendPro products.
- Pitney Bowes earnings report, Q2, 2017
😀

38. “Putting design at the forefront meant honoring
designers. User experience teams… have a role to play
in an organization. Depending on the value you place on
that, you get a different appreciation for their importance.
We’ve made it critically important.”
— SVP, Technology & Ecommerce

39. @SaraConklinUX
sara.conklin@pb.com