Case Study: Designing An Post’s Digital Stamp

Overview

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An Post’s Digital Stamp is a modern alternative to traditional adhesive stamps: customers purchase postage online or via app, receive a unique code, and write it on their envelope. As Product Designer, I was responsible for making the service intuitive, trustworthy, and accessible, while ensuring seamless integration with postal operations.

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The Challenge

The innovation promised convenience but faced adoption barriers:

• Customer Understanding: Uncertainty about whether a handwritten code was “official” postage.
• Ease of Use: Long alphanumeric codes were error-prone.
• Trust & Legitimacy: Lack of familiar visual cues raised doubts about reliability.
• Operational Fit: Staff and systems needed to validate codes without friction.

To succeed, the Digital Stamp had to feel both modern and as reliable as a physical stamp.

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My Role

I led the UX and service design, collaborating with product managers, engineers, and postal staff. My contributions included:

• Conducting research to uncover perceptions and barriers.
• Designing customer flows across app, web, SMS, and email.
• Creating trust-building patterns and microcopy.
• Supporting staff with guidance and validation workflows.

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Process

1. Research & Insights

• Interviews with students, small businesses, and elderly customers.
• Usability testing on purchase flows and code application.
• Observations at sorting centers.

Key Insight: Customers wanted simplicity and reassurance — the digital stamp had to look and feel official.

2. Defining Design Goals

• Clarity: Make usage immediately obvious.
• Trust: Reinforce An Post’s authority.
• Inclusivity: Ensure accessibility for all demographics.
• Operational Reliability: Align with staff processes and infrastructure.

3. Design Solutions

• Streamlined Purchase Flow: Three clear steps (Choose postage → Pay → Get code) with one-tap copy and SMS/email delivery.
• Code Presentation: Grouped characters, clear placement guide, and contrast-friendly formatting.
• Trust Reinforcement: Branded screens, An Post logo, microcopy (“Valid nationwide for 12 months”), and illustrations of secure processing.
• Inclusive Features: Large-text, printer-friendly receipts; SMS/email alternatives.
• Operational Support: Staff-facing quick guides and fraud-prevention features.

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Impact

• Adoption: Trust-building patterns improved customer confidence.
• Ease of Use: Formatting changes reduced errors in testing.
• Operational Alignment: Staff validated codes smoothly, avoiding bottlenecks.
• Perception Shift: Positioned as a legitimate, reliable postage option alongside traditional stamps.

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Reflection

Designing the Digital Stamp required balancing the heritage of a trusted national service with the promise of digital convenience. By focusing on clarity, trust, and inclusivity, we delivered an experience that felt both innovative and familiar — driving adoption among customers and staff alike.

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Project Results & Impact – An Post Digital Stamp

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In October 2022, An Post unveiled the world’s first digital stamp with delivery notification, enabling users to buy stamps in-app, apply a 12-digit code to mail, and get notified upon delivery. The launch was a major success for the client, reinforcing An Post as a leader in postal innovation.

• The product became a key pillar in An Post’s positioning as a modern, digital-first postal service.
• It contributed to accelerating An Post’s shift from traditional mail toward new digital revenue streams.
• In 2023, An Post’s revenue grew to €922.9 million (+4 % year-over-year) and its EBITDA rose markedly (doubling compared to 2022), demonstrating stronger profitability and financial resilience. An Post
• The company also earned top reputation honours: An Post was recognized as the most reputable organisation in Ireland over the last 15 years (2010–2024) in the Ireland RepTrak® study. The Reputations Agency

By driving both tangible financial results and brand esteem, this project didn’t just deliver a new product — it helped reposition An Post at the forefront of industry innovation.

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