USPS Delivers™ digs deep into the most crucial shipping and marketing topics for small and medium-sized businesses. Consulting with industry professionals, leading researchers, and USPS experts helps find the best way forward for the business through powerful direct mail.
client
USPS Delivers
Federal Government
agency
MRM/McCann Worldgroup
Role
Data-Driven, Strategy, Content Mapping, UX, Design
Epic Need: The USPS Delivers campaign aimed to provide marketers with industry-specific insights, helping them understand how to leverage direct mail in their omnichannel campaigns. The challenge was to transform complex data gathered from multiple industries into a clear, actionable digital experience that would be easy to navigate and understand.
Problem Statement: Marketers in various industries often struggle with effectively integrating direct mail into their omnichannel marketing strategies. While data exists on how direct mail is performing across sectors, distilling this information into clear, actionable insights businesses can apply to their campaigns is challenging. The challenge was presenting this data in a digestible format while effectively guiding users through the insights.
Consumer Tension: Marketers are overwhelmed by the variety of marketing tools available, and direct mail can feel outdated or irrelevant compared to digital-first options. The tension lies in educating marketers on the value of direct mail in a modern omnichannel strategy while making data-driven insights compelling enough to drive decision-making.
What MVP tries to solve: The MVP focuses on providing marketers with a data-driven, interactive experience that presents key insights from the proprietary study. It enables users to explore industry-specific findings, compare sector performance, and gain actionable insights. It solves the problem of translating complex survey data into digestible, user-friendly content that can be easily leveraged in campaign strategy.
Questions to ask
How do marketers in each sector currently view the role of direct mail in their omnichannel campaigns?
When evaluating direct mail's effectiveness, what KPIs are most important to each sector?
What type of actionable insights do marketers need to move forward with their campaigns?
How can we ensure that each industry’s unique needs are highlighted in the data and presented in a tailored way?
How do we balance the presentation of hard data with actionable insights that encourage user interaction and engagement?
Raw Data (50+ slides)
Content Mapping
Data Summaries: High-level takeaways for each sector
Industry-Specific Insights: Key findings broken down by financial, retail, consumer packaged goods, insurance, and health industries
Charts & Visuals: Graphical representation of survey results (including engagement rates, effectiveness, and tactics used)
Actionable Recommendations: Best practices for leveraging direct mail within an omnichannel campaign based on sector-specific findings
Case Studies: Real-world examples of successful campaigns
Call-to-Action: Encourage marketers to explore how direct mail can benefit their own campaigns by utilizing USPS services
UX Strategy
Converting 50+ slides of raw data into meaningful design solutions required a deep understanding of both the data and the user experience. Before diving into the design, I prioritized understanding the data—what it represented, the insights it aimed to convey, and how it could inform decision-making. With this foundation, I crafted a user experience that transformed mundane PowerPoint slides into a seamless, interactive digital product.
Typography played a key role in making the information digestible, guiding users through complex data with clarity. The goal was to break down dense, text-heavy slides into visually engaging, easy-to-navigate content. By applying strategic font hierarchies, color schemes, and layout techniques, I ensured that the information was both visually appealing and functional, creating a fluid experience that guided users effortlessly from insight to action.
Ultimately, the challenge was to balance the technical aspects of data visualization with the user-centric principles of UX design, converting static slides into an interactive, dynamic experience that elevated the story within the data.
Wireframes and Design Thinking
Data-Driven Visualization: The wireframes focus on breaking down the data into digestible visual elements, such as sector-based charts, comparisons, and filters that allow users to view data by industry.
User-Centric Navigation: The design focused on creating an easy-to-follow flow that led users through different stages of insights, with a clear path to actionable takeaways.
Responsive Design: Ensured the experience was optimized across devices, as marketers may need to access data on the go.
Interactive Data: Implemented interactive elements like hover effects and clickable data points to allow users to engage directly with the data, allowing deeper exploration and personalization.
What I accomplished:
1.
Data-Driven Design Strategy
Led the strategy to convert complex, multi-industry data into user-friendly, actionable insights. I worked closely with data analysts and business teams to ensure that the most relevant and impactful findings were presented clearly.
2.
Collaborative Stakeholder Engagement
Collaborated with stakeholders, including USPS teams and marketing experts, to define the key objectives and ensure the design aligned with the business goals. I also facilitated feedback sessions and iterative design reviews to refine and optimize the final product.
3.
User-Centered Data Visualization
Developed wireframes and data-driven design solutions to present key marketing insights in an engaging, visual format and focused on creating clear, intuitive experiences that allowed users to explore and extract valuable insights, driving higher user engagement and improving decision-making for marketers across various industries.