Royal Mail Help Assistant Pitch
Exploring how AI and chat could streamline Help & Support on Royal Mail’s site. Offering timely, in-journey assistance.
History: Royal Mail’s Help & Support relied on a static knowledge base and FAQs. Customers had to leave their task, search through articles, and often struggled to find timely, relevant answers. This created friction and added pressure on contact centres.
Brief: Initially framed as part of a Help & Support exploration, the goal was to showcase how new technology could improve self-serve support across Royal Mail’s site.
Reality: We found that traditional content fixes weren’t enough. By reviewing competitors and testing early concepts, it became clear that a conversational, AI-driven layer could provide contextual help at the point of need, removing the need for users to search or navigate away.
Result: Created and pitched an AI Help Assistant concept exploring chat, embedded nudges, and video assistance. The proposal sparked excitement in a quarterly client meeting, generating discussion about future adoption of AI for support, and being asked to redesign the Help & Support website before moving to Salesforce.
My Role: Led discovery and competitor analysis. | Produced wireframes and straw-man concepts. | Worked with UI designer to visualise key journeys. | Delivered final presentation to stakeholders.
Goal
To eliminate the need for users to search or navigate away from their tasks, ensuring a seamless and efficient support experience on the Royal Mail website.
Competitor review
Analysed how AI assistants are used across leading service sites, focusing on user interactions and how conversational tools are embedded to guide customers. This research helped identify best practices for contextual, intent-based support.
Wireframing
Explored multiple ways an AI assistant could integrate into the user journey:
AI video assistant
Traditional chatbot window
Embedded text-based support and nudges within page content
These variations allowed us to compare levels of visibility, disruption, and contextual value.
Explored multiple ways an AI assistant could integrate into the user journey:
Telling the story
To communicate the vision clearly, I created a straw-man prototype of key journeys, mapping how the assistant would appear across different support scenarios. This formed the backbone of the final narrative and ensured alignment with the UI designer.
UI Design
Worked closely with the UI designer to evolve wireframes into polished concepts. Together we explored tone, accessibility, and visual consistency with Royal Mail’s design system.
Final presentation
Brought the concepts together in a structured pitch deck, showcasing how AI could transform Help & Support into a frictionless, personalised experience. This was presented during a quarterly client meeting, sparking strong interest in future possibilities and setting the stage for further exploration of AI across Royal Mail’s digital services.
“Everyone I have met at EPAM has a customer first approach which really help to drive value for our business”