The Challenge

Article’s Help Centre contained outdated and misplaced information, including a COVID-19 response and a one-time contest notice, which confused users and increased unnecessary support requests. Key shipping and returns details were redundant or buried, making self-service difficult. Additionally, the Live Chat and email auto-responses were underutilizing the Help Centre, limiting opportunities for faster resolution and inflating support tickets. Analytics showed low engagement with the Help Centre content and a higher volume of repetitive customer inquiries, highlighting a gap in UX and visibility.

The Approach

I conducted a content audit and competitor analysis to identify gaps and opportunities. Outdated sections were removed or replaced with evergreen copy, and shipping/returns information was reorganized for clarity. I drafted new introductions for Returns, Exchanges, and Payments to improve readability and tone. To enhance visibility, I recommended placing prominent links to the Help Centre near product search bars and within the Contact Us page.

I also suggested integrating the Help Centre into the Live Chat interface, providing keyword search and quick links to common questions before contacting an agent. Finally, email auto-responses were updated to include Help Centre links for faster self-service.

The Results

• Outdated and redundant content was removed, improving clarity and relevance.

• Content was reorganized to align with user behaviour, reducing friction and supporting self-service.

• Live Chat and email enhancements positioned the Help Centre as a first-touch solution, reducing unnecessary support requests.

• Strategic copy edits ensured messaging was consistent, concise, and aligned with brand voice.