Hyper-localization & Human Factors
This team draws from the USPS's past, present, and potential future. There they rediscover how the hyperlocal makes the abstract unique human element of the USPS tangible. They uncover a wide opportunity space in activating the hyperlocal patterns that USPS is uniquely positioned to leverage.
United States
March - April '23
Emily L.
Matthew R.
Thomas G.
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?
Looking at legacy asking what to keep.
Recognising the long history of the post office, the team cleverly investigates the historic role of the USPS and its legacy today.
Awareness of the postal system’s past allows the designers to extrapolate patterns that make their insights informed, naturally building on the USPS culture.
Informed observations answer what to focus on: Hyperlocal patterns
Diving into the trust the USPS has built over 250+ years and the impact each post office has had on small towns, the designers effectively recognise the unique human element, atmosphere, and localness that prevails in the Post Office compared to its competitors.
Observing localness and questioning its future.
Transferring their insights from inside the postoffice and recognizing the role of post offices as a former cornerstone of towns they use spatial investigations to uncover more hyperlocal patterns.
Recognising localness as a topic, the designers now build on it and extrapolate questions that will serve as anchor points for future high-impact projects.
Asking the right questions
Within the short time frame for this project, the team has created a remarkable opportunity space for the future that recognises the hyperlocal patterns in and around post offices.
With more work, the focus on USPS's localness could culminate in projects such as e-commerce partnerships with local businesses or resources to activate and advance local communities.
