2014 Australian Mobile & App Awards

mobile, web, IoT, desktop, connected devices
design champion, best studio, best start-up & IoT
plus 20 specialist nomination categories

demand design, celebrate courage

Australia Post ParcelSend application [DRAFT]





Project Overview

ParcelSend is the first application in the Australian market allowing users to perform an entire end-to-end parcel sending transaction from their phone. The app lets users get quotes, create labels, pay for delivery and even organise for parcels to be collected – all on their mobile phone, wherever they are.

Project Commissioner

Australia Post

Project Creator


Project Brief

ParcelSend is a simple application designed to make parcel sending quick and easy for users ‘on the go’. The app allows customers to calculate parcel postage, create a label and organise lodgement, any time and from any place. Users can drop off parcels at an Australia Post outlet or they can arrange for their parcel to be collected from their nominated address – it’s that convenient.
Users of the ParcelSend app can:
• Register user details to access time-saving functions, or simply sign in as a guest.
• Drop off parcels at local Australia Post retail outlet or order pickup for added convenience.
• Choose from a number of flexible payment options.
• Track parcels.
• Save frequently used parcel sizes (to avoid having to enter dimensions each time).

Project Need

The advent of mobile ecommerce has shifted the way customers operate online – they want, and expect, to be able to conduct service transactions from wherever they are, at any time. Australia Post wanted to offer their customers – particularly small to medium business owners who are often on the move – a way to quickly and easily arrange to send parcels. Australia Post came up with the idea of creating a mobile app that would allow users to complete parcel sending transactions on the go; Odecee joined them as a technology partner that would help them realise this vision.

ParcelSend is the first Australian app that supports end-to-end parcel sending transactions. For Australia Post, it has helped showcase innovation to customers and stay ahead of competitors. For their customers, the application makes parcel sending significantly faster, simpler and more convenient – users can now receive quotes, generate labels for multiple parcels and pay for delivery in less than a minute.

User Experience

Designing the user experience was at the centre of our approach. The key purpose of the app was to offer greater convenience to customers; while we were dealing with quite complex transactions and functionality, we needed to provide a simple, fast experience to the end-user.

The Australia Post and Odecee teams worked together to ensure we had a clear understanding of who the users of the app might be. We conducted extensive customer research to define user goals and align them with business objectives. We developed personas and buyer journeys based on real customer groups and conducted extensive testing to help us conceptualise and refine the user experience. Once the app was launched, we continued to gather information from users and tweak the interface based on their feedback.

The result is an app that provides customers easy access to relevant services, and a clear user journey uncluttered by needless or flashy features. An end-to-end parcel sending transaction (for one parcel or many) can now be completed by a user in under 60 seconds - from anywhere, at any time.

Project Marketing

Given the application was the first of its kind launched in Australia, we needed to ensure customers were not only aware of its existence, but also understood what it was and how to use it.

To accomplish this, Australia Post implemented comprehensive online and offline marketing campaigns, both in the lead up to the app's release and after its launch. Marketing materials were disseminated across social, email and search engine channels, as well as via links within Australia Post's current suite of applications available in app stores. In addition, multiple 'help tools' were provided to assist and engage users, and customer behaviour was monitored to ensure any issues were quickly addressed and provided a positive customer experience.

Project Privacy

The Australia Post ParcelSend application has the latest industry best practice privacy features built into its design, including:

- high strength encryption technology for data stored and transmitted from the app;
- in-built security tamper detection features, including improved rootkit detection to prevent unauthorised use of the app on unsafe devices;
- improved automated and manual security source code reviews;
- improved source control and automated build services for all stages of app development.

Further, the code developed by our team is designed to be modular and support re-use, with a well-layered architecture containing security, user interfaces and networking components. This improves maintainability and makes it easily extensible for future features.

This category relates to utility applications such as text edit, diary, translator, document viewer, industry directory.
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