An Post

Case study: Designing An Post’s digital stamp

An Post’s digital stamp is a modern alternative to the traditional adhesive stamp. Customers purchase a code through the app and simply write it on their envelope.

As Product Designer, I was responsible for ensuring the experience was intuitive, trustworthy, and accessible, while integrating seamlessly with operational postal workflows.

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The problem

The digital stamp introduced convenience but faced several adoption barriers.

Customer understanding

• Uncertainty about whether a handwritten code was “official” postage
• Fear that letters might not be delivered

Ease of use

• Long alphanumeric codes were prone to transcription errors
• Handwriting introduced variability

Trust & legitimacy

• The lack of traditional stamp visuals reduced perceived authenticity

Operational fit

• Sorting staff required reliable ways to validate codes
• Systems needed to accommodate the new format without friction

For the digital stamp to succeed, it needed to feel as trustworthy and reliable as a physical stamp.

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My role

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

• Conducting research to uncover user perceptions and adoption barriers
• Designing customer flows across app, web, SMS, and email
• Supporting staff with validation workflows and clear operational guidance
• Ensuring the end-to-end experience worked across both digital and physical touchpoints

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The process

Research & insights

Methods included:

• Interviews with consumers, small businesses, and elderly users
• Usability testing of purchase and application flows
• Observations at sorting centres to understand staff processes

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

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Defining the design goals

• Clarity: Make usage immediately understandable
• Inclusivity: Support all demographics and levels of digital confidence
• Operational reliability: Align with staff workflows to avoid bottlenecks

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The solution

1. Streamlined purchase flow

A simple three-step journey — Choose postage → Pay → Get code — reduced cognitive load.
One-tap copy and SMS/email options ensured accessibility across devices.

2. Trust-building code presentation

The digital stamp code was designed with official visual cues and placed within a clear instruction card showing exactly where and how to write it.
This increased legitimacy and reduced customer anxiety.

3. First-time guidance & clear signposting

Lightweight onboarding, step indicators, and visual examples supported users with lower digital confidence.
Customers could immediately understand correct usage and placement of the code.

4. Operational alignment

Designs were tested with sorting-centre staff to ensure handwritten codes could be read consistently.
This prevented misreads, errors, and friction within established workflows.

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Outcome

• Adoption: Trust-building patterns increased customer confidence in research sessions
• Ease of use: Simplified UI reduced transcription errors in usability testing
• Operational reliability: Staff validated codes smoothly during pilot testing
• Perception shift: The digital stamp became a credible, reliable alternative to traditional stamps

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Reflection

Designing the digital stamp meant balancing the heritage and trust of a national service with the convenience of a digital product. By focusing on clarity, trust, and inclusivity, we delivered an experience that felt both innovative and familiar—ultimately improving customer adoption and supporting operational efficiency.

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Project Results & Impact

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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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