Smarter Customer Support
Making support faster, clearer, and a lot less frustrating — for users and teams.
My contribution
UX strategy
End-to-end flows
Info architecture
Interaction Design
The team
Deliverables
The What
Customer support was fragmented, inconsistent, and harder to navigate than it should be.
Users struggled to find answers, and when they couldn’t, they ended up calling support.
The issue wasn’t a lack of information — it was how that information was structured, surfaced, and understood.
The How
We restructured the support experience around clarity and intent.
We redesigned the FAQ system to be easier to scan, navigate, and understand, aligning it with real user needs instead of internal logic.
We also introduced an in-app feedback loop, allowing users to rate answers and help us continuously refine the content over time.
At the same time, we simplified support flows and key interactions, making it easier for users to find answers without escalating.
The result is a system that feels less like searching, and more like finding.
The Why
Because when support fails, everything else starts to feel broken.
Every unnecessary call, every unanswered question, every confusing FAQ adds friction — for users and for the business.
We needed to reduce dependency on the call center, while making self-service actually work.