Help Center
To provide clear, user-friendly paths for customers to access help, allowing them to self-serve and reduce calls to the call center. The aim was to create an intuitive Help Center page, offering personalized support through a new tool that provides flight-specific help topics and PNR (Passenger Name Record) lookups.
My Role
As the UX Designer, I collaborated closely with various teams to redesign the Help Center, improving the customer experience by simplifying navigation and offering multiple paths to support. This involved:
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Designing the UI and UX for the new Help Center interface
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Implementing a personalized experience by integrating flight-specific help topics based on customer PNRs
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Working with cross-functional teams like development, business, customer advocacy, and personalization to ensure cohesive delivery
Teams involved
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UX Design: User experience, wireframes, and interface design
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Business: Stakeholder alignment and business rules for personalized help topics
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Customer Advocacy: Ensuring solutions aligned with customer pain points
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Personalization: Leveraging customer data for PNR-specific support
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Development: Building and integrating the new features
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UX Copy Writing: Crafting clear, concise copy to guide users
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Customer Contact Center: Reducing inbound inquiries through self-service tools
Design Process
Research and Discovery
The initial step was understanding the customer’s pain points through research and feedback from the customer advocacy and contact center teams. The key insights from this original version of the Help Center were:
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Customers visit the Help Center with a specific goal in mind (e.g., check refund status, locate lost bags).
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Current navigation was confusing, and finding relevant help topics required too many clicks.
Key Objectives
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Simplify Navigation: Make it easier for customers to quickly find relevant information without navigating through multiple pages.
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Personalization: Introduce PNR-specific help, showing content relevant to a customer’s upcoming trip.
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Multiple Support Paths: Provide options for users, including searching for help topics, browsing personalized content, or connecting with an agent via chat or phone.
Wireframes & Prototypes
I developed wireframes focusing on:
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Clear pathways: Categorizing help topics into easily understandable sections
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Search functionality: Prominent placement of a search bar for users who prefer searching directly
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PNR lookup integration: A tool to input or select current PNRs and get flight-specific help topics.
Testing & Iteration
We conducted usability tests with internal teams and gathered feedback. Some key findings:
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Simplified journey: Customers appreciated having a streamlined path to help.
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Options matter: The ability to browse PNR-specific help, enter searches, and still connect with a live agent was valued.
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Pivoting based on feedback: We identified that offering past PNRs (for refunds or lost luggage inquiries) would greatly improve the customer experience. This feature became a focus for future iterations.
Final Design
The final Help Center design featured:
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Clean, intuitive navigation with multiple entry points for different types of help seekers.
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Flight-specific help topics based on current PNRs, making the experience more personalized and relevant.
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Search and contact options: Easy access to search, browse topics, or connect with live support through chat or phone.
Launch and Results
The new Help Center was launched with a special announcement highlighting key improvements, such as the ability to receive help topics specific to upcoming flights and the new PNR lookup feature.
Key results post-launch:
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Increase in self-service interactions: Fewer calls to the call center as users were able to solve their issues via the Help Center.
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Improved customer satisfaction: Feedback indicated customers appreciated the clarity, ease of use, and personalized content.
Opt to call us from the Help Center
20%
Previously 27%
Opt to contact us via chat
17%
Previously 24%
Found what they were looking for
27%
Up from 22%
Visitors selecting PNRs for topics
21%
No previous data
Learnings
Make Things Easy
Customers come with a purpose, so navigation should be clear and the paths to answers should be simple.
Offer Multiple Support Paths
Different users have different needs. Providing options like PNR-specific help, browsing help topics, and direct search ensures a comprehensive experience.
Iterate and Pivot
Based on feedback, we identified that including past PNRs for refund and lost baggage inquiries was critical, which shaped future development priorities.