China Post Online Visiting System across 1,516 branches in 21 cities

Enabling paperless queuing process, online branch services and one-on-one exclusive customer support on WeChat with 96,210 monthly visits.

Service

Enterprise Digital Transformation

Release date

Dec 2, 2021

Client

Guangdong Post

Location

Guangzhou, China

Project Background

In 2019, Guangdong Post Branches faced a 20%+ decline in counter transactions.

To counter the trend of declining offline visits, the provincial strategy aimed to: “Build a digital visitor system to capture customer data and enable intelligent marketing.”

The goal of the “Guangdong Postal Online Visiting System” project was to establish an integrated digital platform that connects online traffic → branch service → member conversion.

My Role and Contributions

As the lead business analyst and product manager, I led the full product lifecycle from requirement analysis, system design, coordination, delivery, and post-launch optimisation.

Key contributions:

Conducted market and branch-level research to identify core user journeys and operational pain points.
Designed the three-core-system architecture: Enterprise WeCom App (staff management & customer QR tracking), WeChat Online Visiting System (visitor queueing, services, and promotions), Marketing Admin Platform (campaign & data analytics dashboard)
Drafted a 40+ pages SRS (Software Requirement Specification) and UX flows.
Coordinated cross-functional teams between Guangdong Post IT department, Marketing Division, and 21 city branches.
Created staff training documentation and facilitated online and in-person workshops for branch staff, supporting large-scale change adoption.

Achievements

Led the development of Guangdong Post’s first integrated Online Visiting System + Enterprise WeChat + CRM system, achieving full digital transformation of offline branch operations across 21 cities and serving over 1 million users.
Designed this system enabling queue booking, activity registration, membership rewards, and branch switching, reducing customer waiting time by 30% and improving service satisfaction.
Coordinated multiple departments (IT, Marketing, Branch Operations, Data Teams) to complete the full lifecycle, from requirement to launch within 3 months.
Built a province-level data dashboard to visualise daily visits, queue volumes, and marketing KPIs, enabling data-informed strategic decisions.

My Core Strength

Turning complex government-enterprise workflows into a scalable product system where growth, operations, data, and delivery align.

How I did that?

1. Problem→Goal Clarity

Framed the issue (declining branch visits, offline inefficiency) and set a unified digital target: one entry with end-to-end data feedback across Online Visiting System, WeCom, Admin console, and CRM.

2. Layered Architecture

Divided by Role / Presentation / Application / System layers: WeCom app (staff), Online Visiting System (customer), Marketing Admin (campaign/benefits/services/BI), with integrations to queueing, CRM, coupons, and orders.

3.Acquisition→Conversion Loop

Channel QR attribution → dynamic welcome & one-tap queuing → progress alerts → post-service WeCom push with behaviour to sales via Marketing Assistant system → intention form back to CRM for measurable conversion.

4.Customer tagging system

Tag backfilling, profiling & recommendations, hierarchical dashboards, and scheduled SMS/WeCom notifications, turning operations into configurable, measurable product capabilities.