Irresistible 2.0 is a dual-format initiative—a beautifully crafted print book and an interactive microsite—designed to showcase innovative, high-impact techniques that elevate direct mail engagement and ROI. Irresistible 2.0 is a source of creative inspiration, featuring standout use cases, tactile formats, and emerging technologies like AR, NFC, and sensory integration. Together, the book and site aim to motivate marketers to push the boundaries of what's possible in modern mail.

 

client

USPS Delivers
Government

agency

MRM/McCann Worldgroup

role

Augmented Reality (AR), AI integration, Virtual Reality (VR), UX Strategy, Design, Direction

 
 

Epic Need: Create a dual-format inspiration platform—a print book and a dynamic microsite—that positions USPS as an innovation leader in direct mail by showcasing engaging, modern, and tech-driven creative formats that marketers can replicate. The goal is to inspire, attract leads, and drive deeper brand engagement with future-forward mail experiences.

Problem Statement: Today's marketers are overwhelmed by digital channels and often overlook direct mail as a viable, innovative part of their media mix. While the Evolution of Medium educates, there’s a gap in visual inspiration and creative proof demonstrating how mail can be modern, multisensory, and ROI-positive. USPS needs a tool that not only teaches but inspires.

Consumer Tension: Many marketers (especially digital-first or younger) perceive mail as outdated or static. They lack exposure to tactile, data-driven, or tech-enhanced mail campaigns—and don't know how mail can integrate with modern marketing strategies. There’s interest, but not enough proof or imagination to act.

What the MVP tries to solve: The MVP for IrresistibleMail.com delivers:

  • A companion digital experience to the physical Irresistible book, with aligned visuals, language, and tone.

  • A living gallery of direct mail innovations that can evolve and grow with campaign needs and repositioning strategies.

  • A flexible lead-gen platform that fuels future marketing automation campaigns while driving engagement with USPS thought leadership (e.g., EOM, USPS Delivers).

  • A site structure focused on two main paths:

    • Inspiration (Gallery)

    • Education through innovation (Innovations section)

  • A gateway to additional USPS content and a CTA engine for ordering the physical book, contacting sales, or exploring trends.

2019 Website

 

Research & Background

  • Developed in response to research on declining digital effectiveness and rising interest in hybrid experiences (see Forrester, Hybrid Experiences Bring DM into the Digital Age)

  • USPS observed growing interest in tactile, measurable media that deliver trust and memorability

  • Content pillars built around themes: Innovation, Experience, Personalization, and Ethics

Goals & KPIs

Primary Goals:

  • Inspire marketers to include DM in omnichannel planning

  • Generate leads through site interactions and book orders

  • Increase session depth and engagement on the microsite

KPIs:

  • Session time, scroll depth, click-through rates (L2 and L3 pages)

  • Book order form completions

  • Engagement with gallery and innovation content

  • Referrals to USPS Delivers and EOM

Users

Primary Audience: Marketers new to mail

Secondary Audiences: Marketing students/educators, digital-first marketers, innovation leaders

Experience Strategy Pillars

  • Inspire Through Innovation – Showcase bold, tech-forward DM campaigns

  • Create Tangible Moments – Emphasize the sensory, emotional impact of mail

  • Bridge Physical & Digital – Show how DM integrates with omnichannel journeys

  • Offer Scalable Creativity – Share good/better/best formats with cost/ROI clarity

  • Promote Trust and Ethics – Align with values like privacy, transparency, and sustainability

How this strategy shapes the UX/UI Approach

Homepage:

  • Introduces Irresistible with high emotional resonance

  • Key Message: "In an increasingly digital world, nothing connects like the power of physical mail."

  • Promotes exploration of Innovations and the Gallery as dual pathways

Innovations:

  • Organized by pillars: Advanced Tech, Interactive Formats, Personalization, and Data Ethics

  • Each section includes:

    • Intro paragraph with challenge + opportunity framing

    • “Why it matters” for marketers

    • Spotlight on technologies (e.g., AR, VDP, VR, sensory print)

    • DM examples with visuals and context

    • Pro tips (affordability, effectiveness)

    • Related CTA: View more, order the book, explore USPS Delivers

Gallery:

  • Browsable, visually rich showcase of DM examples

  • Filters by industry, technology, or campaign type

  • Direct connections to corresponding innovations

Lead Generation Touchpoints:

  • Order the book

  • Contact USPS for campaign support

  • CTA to subscribe, download content, or explore EOM

AI Opportunities (Future-Forward):

  • AI-powered content suggestions based on site behavior

  • Visual recognition tagging to recommend similar DM styles

  • Personalized case study download builder (e.g., “Build Your Inspiration Pack”)

Wireframes

Design

Augmented and Virtual Reality Experiences

Prototypes

 

What I accomplished:

 

1.

Drove Strategic Vision for Innovation-First Experience

Led the UX strategy and content architecture for a multi-channel inspiration platform, aligning the digital microsite with USPS’s repositioning goals and the Irresistible print book. Created a dual-pathway experience—Innovations and Gallery—to drive both engagement and education across marketer personas, resulting in a 40% increase in average session depth during prototype testing.

 

2.

Delivered Developer-Ready AR/VR Wireframes and Functional Requirements

Produced high-fidelity wireframes and functional requirement documents (FRDs) for AR-triggered direct mail demos and embedded VR experiences on the Innovations pages. These specs included motion behavior, animation timing, fallback logic, and device compatibility notes—ensuring clean handoff and clarity for frontend devs and motion designers.

 

3.

Enabled Immersive Storytelling Across Emerging Tech Pillars

Partnered with creative leads and animators to storyboard interactive micro-moments that integrate VR walkthroughs of direct mail formats and AR overlays of DM case studies (e.g., “Beach to Life with AR”). Defined interaction principles, loading logic, and CTA transitions, helping to deliver a frictionless and awe-inspiring user journey.