Enhancing the Support Homepage

Boosting Engagement & Improving Accessibility

Role: UX Lead, UI Design
Thumbnail of the newly redesigned support homepage – A small preview of the updated support homepage, showcasing its new layout, colors, and key navigation elements.

Overview

The support landing page needed a transformation. Users struggled to find relevant information, leading to frustration and reliance on inefficient support channels. Our goal was to improve usability, enhance accessibility, and align the experience with the new brand identity.

By addressing key pain points and restructuring the page, we aimed to streamline navigation, optimize engagement, and encourage self-service.

Outcome Highlights

  • Users engaged more with the new page
    Clicks per unique visitor increased by 6.9%
  • Self-service was more effective
    Search instances decreased by 83.07%, showing users were finding answers without relying on search.
  • Users spent less time searching for help
    Average time on site decreased by 8.3%, suggesting a more efficient support experience.

The problem

The support landing page presented several usability and accessibility challenges:

  • Overwhelming FAQs
    With 40+ links, users struggled to find relevant information.
  • Lack of Differentiation
    The online help component’s value proposition was unclear, often confused with FAQs.
  • Accessibility Barriers
    Certain components failed to meet accessibility standards, making navigation difficult for some users.

Our goal

Redesign the support landing page to improve engagement, enhance accessibility, and create a more intuitive experience—while ensuring continuity for existing users and aligning with the new brand identity. 

Image of the old support homepage – A screenshot of the previous version of the support homepage, showing its older layout, design elements, and navigation.

Our approach

To explore design possibilities and create an intuitive, engaging, and accessible support experience, we took a user-centered approach:

Customer Feedback Analysis

Analyzed support logs, user surveys, and session recordings to identify pain points.

Key findings: Users struggled to find relevant information, FAQs were overwhelming, and accessibility barriers hindered usability.

Image of the design process – gathering and analyzing customer insights – A visual representation of the research phase, highlighting methods used to collect and analyze customer feedback and pain points.

Empathizing with Users

  • Developed an empathy map to understand user frustrations, expectations, and behaviors.
  • Conducted a value proposition exercise to clarify the role of each support channel and ensure content was structured in a way that resonated with users.
Image of the design process – empathy map and value prop exercises – A snapshot of empathy mapping and value proposition exercises used to understand user needs and define key design priorities.

Competitive & Industry Research

  • Studied industry leaders, comparables, and competitors to identify best practices in support design.
  • Pinpointed effective navigation patterns, search optimizations, and accessibility improvements that could enhance our solution.
Image of the design process – best practices and comparables – A collection of insights from industry best practices and competitor analysis, informing the support page redesign.

The Solution

Simplified FAQ Navigation

  • Restructured the FAQ section to improve readability and engagement.
  • Replaced 40+ overwhelming links with expandable topic titles, allowing users to reveal relevant links as needed.
  • Reduced cognitive load and improved discoverability through a progressive disclosure approach.

More Intuitive Content Flow

  • Refined content organization to create a structured, conversational experience.
  • Aligned information with user intent, ensuring quick access to relevant answers.
  • Standardized language, hierarchy, and structure across support topics.

Guided Support Access

  • Implemented a decision tree with dropdown menus to guide users step by step.
  • Allowed users to narrow down their issue before displaying the most relevant support options.
  • Streamlined the support request process, reducing frustration and unnecessary interactions.
Image of the newly redesigned support homepage – A full view of the refreshed support homepage, featuring improved structure, enhanced navigation, and a modern design.

Results & Impact

The redesigned support landing page successfully improved usability, reduced friction, and encouraged self-service engagement. By restructuring content, addressing accessibility, and refining navigation, we created a more efficient and user-friendly experience.

Testing & insights

To measure impact, we conducted an A/B test for two weeks, with 20% of users receiving the new design. During this period, the support landing page had 6.98 million page views and 3.1 million unique visitors. The goal was to evaluate engagement, time on site, and the effectiveness of self-service options.

Key findings

  • Users engaged more with the new page
    Clicks per unique visitor increased by 6.9%
  • Self-service was more effective
    Search instances decreased by 83.07%, showing users were finding answers without relying on search.
  • Users spent less time searching for help
    Average time on site decreased by 8.3%, suggesting a more efficient support experience.

Project learnings

By prioritizing usability, accessibility, and engagement, we transformed the support landing page into a more intuitive, user-friendly, and brand-aligned experience. The redesign reduced frustration, encouraged self-service, and ultimately helped users get the support they needed—faster and more efficiently.

This project demonstrates how a strategic, user-centered approach to support design can significantly enhance engagement and usability. Looking forward, we can explore further refinements based on user behavior data and continue optimizing for a seamless support experience.

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