How Posti's design team created a strong in-house design culture and used design thinking to help transform a 400-year old company

1. Unboxing our
in-house design culture
…or how we designed ourselves into the
next phase in our 400-year old history

2. Design Lead, Posti
Freelance design leadership mentor
@ediootti

3. 400 years of all the feels!

4. However, times they are a-changing…

5. Work-in-
progress, not
final designs
…and people are expecting new things.

6. Getting the show
on the road

7. Where would you
begin?
Audience participation!

8. We started with a joint mission.
”How might we enable customers to
return a parcel using any parcel locker?”

9. …but we also started with a manifesto:
Insights
over opinions
Why
over how
Accountability
over ownership
Learning fast
over perfection

10. Sending & Returning
Lead: Jesse Palo
Receiving & Customs
Lead: The New Guy #5
Building Blocks
Lead: Angelos ArnisInsights & Community
The New Guy #2
Karoline Kwon
OmaPosti Product
The New Guy #3
UI components &
Accessibility
The New Guy #4
Web Channels
Sonja Jaakkola
Concepts & Ecosystem
Lead: Karoline Kwon
All workstreams and
concepts related to
sending and
returning
All workstreams and
concepts related to
receiving and
customs declarations
Services as an
ecosystem, eCom
platform, Data & AI
concepts, MyData,
etc.
Design system,
Design ops, cross-
service information
architecture, Posti’s
single-sign on, etc.
Enterprise Experience
Lead: Tommi Tawast
All corporate-
customer facing
design activities
Payments & Revenue
Lead: Samuli Saarikoski
Invoices, payment
methods, marketplace
collaboration, etc.
We built our family around impactful themes:
”Designer Experience Designer” (design portfolio, creative direction, design strategy)
Juho Paasonen

11. We started from scratch with our CX philosophy.

12. …and we made it lit. 🔥

15. Think of us as an internal service design agency
that shares CX accountability with your team.
Posti <> Design
We branded our team…

16. ...and laid the foundation for rare kind of co-creation.

17. That crucial link between
service design & marketing

18. What are the
marketing
actions in
each step?
Shared
KPI’s are
key!

19. Fostering the
design culture

21. enable
drive
foster

22. Enabling
autonomy

23. Fostering
mastery

24. Designer
Senior
Junior
Visual
Concepts
Product
Skill level (objective)
+ trade
+ core craft (subjective)

25. Driving
purpose

26. The tools of the
Designer Trade

27. Pictionary time!

29. Upstairs: bringing etailers closer to you in new ways

30. Downstairs:
bringing our customers
closer to us in new ways
Weekly interviews &
focus groups
Co-creation workshops
with our customers
”Designers on call”

31. Neverending Design System / Petri Heiskanen

32. UI design is dead,
long live UI design!

33. Current live
process

34. Work-in-
progress,
not final
designs

35. juho.paasonen@posti.com