Building on Culture and Legacy
How much of what we perceive the USPS to be is reality? This team's designers examine the USPS through this question and narrow down on its role as a cornerstone public service. This team sees immense value in building on this aspect of the USPS legacy and culture.
What external or contextual factors will impact the future value?.
What parts of the postal system should remain unaltered?
What parts of the postal system should be repurposed?
What new public and/or private sector partners should be engaged to bring that value to life?
United States
Lauren J.
Neha B.
Nicole K.
March - April '23
Starting at the beginning: competitive analysis and field research
Starting by looking at the now, the design team captures their experience using the USPS and competitive services.
They uncover not only the advantages and disadvantages of competing services but also their uniqueness, which they can leverage in next steps.
My mailbox is square, dark, and rickety when I open it. I cannot send outgoing mail in my mailbox; I can only receive it. If I want to send outgoing mail, I have to drive to a USPS location or walk to an outdoor blue mail drop-off box.
My usps mail: an LL Bean catalogue and a bill sent to the wrong address.
My house's packages: 3 from Amazon
USPS van: parked nearby, outside my house, with hazards on; I do not see the delivery person around. It is white, branded, and newish looking.
FedEx has partnered with Walgreens and other pharmacies/grocery stores in the area to offer drop-off sites at these locations.
You have to package and label your packages by yourself beforehand and go to their website to print a label. The instructions for how to do all this are on a small piece of paper at the photo development centre. A Walgreens associate is responsible for taking care of your package. Today, she was at the front checkout counter, so no one was standing by the FedEx drop-off space. No one was in line or waiting here.
This locker was located at an Amazon Fresh grocery store. Amazon will let you pick up and return their packages exclusively.
You don't have to bring supplies into the location when you're returning -- they provide tape, boxes, etc., and instructions for how to mail back a package. Lockers, where you can pick up the packages, are sleek and simple -- you have to bring a barcode that's been previously sent to your phone to open the locker. Their instructions are written/explained on a digital screen, but people are standing around to help if you need it. No one was in line or waiting here.
Observations informed by previous insights
With an informed understanding of the landscape, the team leverages it to observe USPS locations, making informed observations and seeing the little details that wouldn't be uncovered without understanding competitors.
What is the mail delivery system?
It’s primary function is to connect people by sending messages that you can’t give in person for whatever reason.
It’s sort of like an OG social network - a more human & physical social network.
Investigating Perception vs. Reality
Thoughtfully reading into the current sentiment around the USPS, the team organises their insights into those that match users' perceptions and those that reflect a realistic picture of the USPS. As a result, the designers identify strengths and opportunities and formulate first strategies.
Recognizing historic and cultural significance.
In addition to the collected evidence, the team also takes the time to grapple with and recognize the significant yet sometimes overlooked role of a public good, which, if leveraged correctly, can give their work a deeper meaning and context.
Taking stock of the USPS as an American staple
This group’s value proposition is both an answer to the question of what should remain unaltered and the question of what should be repurposed.
The Team identifies the value of the USPS in its rich legacy and culture, preserving and enhancing the personal touch and understanding as a public good.
Taking stock of and rehauling the USPS and leveraging the culture around it is the central opportunity space this team identifies, that opens the space for new public-private partnerships.
