Context

The legacy Contact Us page was more than just outdated in appearance — it suffered from structural and functional issues that directly contributed to higher call center volumes and unnecessary operational load.

Our business goal was clear: reduce the number of support calls and shift users towards self-service.

To achieve this, we adopted a mobile-first redesign philosophy with a strong focus on responsiveness, clarity, and actionability.

Key challenges included:

• Poor information hierarchy that made it difficult for users to find relevant help

• Inconsistent design across desktop and mobile devices, leading to fragmented user experiences

• An overreliance on call-based support as the default resolution path

• No built-in mechanisms to proactively address or deflect common user queries

This wasn’t just a visual redesign. It was a strategic UX intervention aimed at improving self-service, deflecting low-value support calls, and reducing overall operational overhead. The objective was to guide users toward resolution paths more intuitively — before they reached out for live support.

By restructuring the page with a mobile-first mindset and emphasizing clarity, responsiveness, and content discoverability, we repositioned the Contact Us page as a self-help gateway, not just a last-resort contact form.

Why it mattered

This redesign mattered because the existing experience was actively creating friction — both for users trying to reach support and for the business managing high support volumes.

Insights from multiple sources revealed clear pain points:

• Heatmaps and Hotjar recordings showed significant drop-off on mobile, especially before users reached contact options

• CRM agents reported a high volume of repetitive customer queries that could have been resolved through better information architecture

• Direct user feedback indicated confusion around which contact method to choose, often resulting in unnecessary or misdirected calls

Together, these insights shaped the two guiding principles that informed our design decisions:

• Simplify the path to action – Make it immediately clear what users can do and how to get help

• Answer before escalation – Surface relevant answers and next steps before users feel the need to contact support.

This clarity-first approach was not only about usability — it was about operational efficiency, customer satisfaction, and building trust through better design.

My Role

My role in this project went beyond improving visual design or usability. This was a strategic UX intervention focused on reducing contact center volume and empowering users to self-serve through a more intuitive, responsive experience.

I led the UX effort from research to execution, focusing on re-architecting the page experience around user intent and business efficiency.

Key contributions included:

• Designing a mobile-first, responsive layout that prioritized usability across devices — especially mobile, where drop-off was highest

• Restructuring the information architecture to surface key support topics early and clearly

• Implementing progressive disclosure and smart CTA grouping to guide users toward resolution paths before escalation

• Collaborating with CRM teams to ensure content addressed frequently asked queries and reflected real-world support needs

• Aligning the final design with business goals around call deflection, cost reduction, and operational efficiency.

By addressing both UX gaps and backend inefficiencies, the Contact Us page evolved from a static help touchpoint to a dynamic, self-service experience — reducing support load while improving customer confidence and satisfaction.