We transformed Wayfair's Help Center from a fragmented collection of service pages into a unified, personalized portal—a strategic redesign aimed at enhancing the customer experience while reducing support inquiries through contact deflection.

As the design lead, I defined the detailed vision for the new Help & Contact page and managed the work of a UX contractor who helped with validation testing, ensuring alignment with business goals and user needs throughout the entire process.

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The Help Center and Contact Us pages had inefficiencies and high bounce rates, driving millions of extra service contacts annually. These pages had several UX gaps that led to inefficiencies and user frustration.

Two major issues:

🚦 The Help Center is the biggest source of traffic to the Contact Us page.

🚪 Many customers would immediately bounce if they only see the Virtual Assistant as the only option.

We streamlined the Help Center by consolidating resources into a unified, easy-to-navigate landing page.

By simplifying navigation, improving content hierarchy, and promoting self-service, we aimed to enhance customer engagement and satisfaction.

Our content designer did a major sweep of our articles, merging some where necessary and cleaning up the hierarchy.

👤 Add personalization with context-aware greetings and tailored actions

🗺️ Simplify navigation by providing direct access to orders, quick actions, and help topics

🏢 Consolidate touch points into a single, comprehensive place for customers to get help

🤖Empower customers with intuitive, self-serve solutions

These Phase I designs launched over the summer, we hit our global annual savings goal due to contact deflection 🎉

150k contacts reduced annually

6.4% reduction in follow-up contacts (customers who contact Wayfair after they used self-service features)