X.COM
How might we streamline and improve the digital customer support experience while providing more insight, self-sufficiency and consistency?
Users in need of support weren't able to solve their problems easily and were resorting to searching for answers externally instead of within the X support ecosystem. Customers were unhappy and it was beginning to reflect badly on the brand. X needed to streamline the experience so customers could find solutions to their problems quickly and easily.
I started by conducting a strategic experience audit comparing help centers from other organizations with strong digital presence to that of X's support system to help us identify industry trends, best practices and hone in on key recommendations to enhance the X support experience. The research helped identify three core strategic pillars.
The design process began with a comprehensive analysis of the existing support system, identifying pain points and areas for improvement. This involved gathering feedback from users and stakeholders to understand their needs and expectations. By mapping out the user journey, we pinpointed critical touchpoints where enhancements could significantly impact the user experience.
To highlight potential opportunities to focus on, identify industry trends and best practices, and set a baseline to compare how the X support center compares to other organizations.
I created a new information architecture that restructured and cleaned up the content within the help center making it easier for users to find the right answers to their problems and other relevant information to help them.
I designed a net-new landing page that would be the entry point to all of the support content and help guide the user in the right direction from the very first step. The form experience was also redesigned across all of the support categories implementing the improvement recommendations from our strategic audit with a focus on accessibility, ease of use, progressive disclosure, and self-service.
We conducted a thorough accessibility audit to ensure that all users, regardless of their abilities, can navigate and utilize the support system effectively. This involved evaluating the current design against established accessibility standards and guidelines, identifying areas for improvement, and implementing necessary changes to enhance usability for everyone.
"A strong customer support experience creates an opportunity to transform a customer's moment of frustration into a positive brand experience."
The project outcomes were significant, with a marked improvement in customer satisfaction and engagement. Users reported a more intuitive and efficient experience, which reduced the need for external support searches. This not only enhanced the brand's reputation but also fostered a sense of empowerment among customers, as they could resolve issues independently and consistently.
The implementation of the new support system architecture and design led to a 32% reduction in support ticket volume, as users were able to find answers more quickly and efficiently. Additionally, the accessibility improvements ensured that all users, including those with disabilities, could navigate the system with ease, further broadening the reach and inclusivity of the support services.