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Highlights
   

Increased online transaction revenue by 20%

   

Supported over $100 million in cost savings

   

Improved Web site usability and effectiveness for individual customers and businesses

   

Developed Business Channel strategy for new solutions-based, customer focused site

2005 Best of the Web - Government

2005 Excellence.gov

Winner

2004 INFOWORLD 100

2004 Excellence.gov

Finalist

2004 Grace Hopper
2003 E-Gov EXPLORER
2001 WebAward

USPS – USPS.com
 THE OBJECTIVE

To centralize Web site development to streamline content and create a consistent user experience. USPS® faced the following challenges in achieving its objective:

  • Ad hoc evolution of USPS.com led to redundant content, inconsistent look and user experience, and hard-to-find functionality
  • Numerous business drivers with multiple objectives were competing for resources, visibility, and revenue recognition
  • Erosion of USPS market share in traditional shipping business necessitated a quick turnaround
  • Lack of tools to evaluate Web site progress
  • Lack of internal awareness and visibility of the USPS.com Web site and Internet Channel
 THE SOLUTION

USPS established the Internet Channel to address its challenges. Working in conjunction with Aquilent, the Internet Channel's strategy includes:

  • Reducing operating costs by migrating high-volume, low-value transactions from high-cost channels to USPS.com

  • Working with internal stakeholders to develop and deliver Web-based solutions that increase market share

  • Promoting enduring and productive relationships with businesses and citizens through improved Web site functionality

  • Promoting and training internal audiences to increase the visibility of USPS.com to the organization

Aquilent helped USPS develop and implement a comprehensive suite of interactive services specifically tailored to the organization's needs. Web site improvements were specifically designed to meet USPS' business goals and strategy through the following measures :

  • Evolving look and feel and improved information design to support USPS' brand identity

  • Developing a style guide to create uniform and consistent user experience guidelines and communicate guidelines to internal stakeholders

  • Developing and managed content

  • Analyzing Web logs to gain insight into customer behavior

  • Conducting iterative usability tests and user research

  • Cataloguing and improving the site's information architecture (e.g., navigation, indexing, and organization)

  • Developing robust metrics reporting capabilities

  • Developing multiple change management initiatives (e.g., internal campaigns and training programs to elevate profile of Internet Channel and USPS.com within the organization)

 THE PAYOFF

USPS.com directly supported over $100 million in cost savings. Site improvements allowed customers to find information and conduct business more easily. Ongoing results include:

  • Increased online transaction revenue by 20%
  • Improved customer loyalty, as demonstrated by growing repeat visitor rate
  • Ability to analyze and quantify success of this initiative
  • Increased internal awareness and importance of Internet Channel