When a organisation aims to improve a complex service – automated sending and receiving of packages worldwide in this case – their design teams need to have tools and insight available to help them decide when and how to start fixing their clients’ pain points.


  • In-context ethnographic research
  • Comparative analysis of pain points across locations and personas
  • Prioritisation of pain points based on cognitive load and emotional burden
  • Collaborative heuristic analysis of the insights

Results This project created a deeper understanding of the customer journey and pain points, and turned this understanding into (re)usable tools to design an improved experience. It enabled our client to prioritise and address it’s clients pain point effectively and improve their customer journey significantly.

Client  American multinational courier delivery services company