BEST BUY • 2025
OVERVIEW
Over 250,000 customers require customer support per month. These moments represent high-intent, high-friction scenarios where customers are blocked or uncertain.
Poor self-serve experiences here directly increase chat and call volume, driving higher operational costs and longer resolution times.
SKILLS
DISCOVERY RESEARCH
ANALYTICS ANALYSIS
INFORMATION ARCHITECTURE
INTERACTION DESIGN
ROLE
PRODUCT DESIGNER
TIMELINE
Q2 2025
PROBLEM
How might we make our Help Centre easier to navigate and more trustworthy, so that customers can find answers on their own — and reduce reliance on the call centre?
Research & Discovery
I analyzed Help Centre traffic using Adobe to understand how customers arrived and where they dropped off. Additionally I met with our customer care lead to understand the most common topics they were getting calls on.
Afterwards, I benchmarked against competitors like Amazon and Walmart to ideate areas we could iterate on.
Key findings
SEO is a primary entry path. A large share of visits land on article pages and “Contact Us” from Google (returns, order status, shipping queries).
“Contact Us” was over-earning attention. Its placement and visual weight made escalation feel like the default next step.
Most visited pages top heavy on these topics. "Return/exchange policies for different product types" and "information about their order".
SOLUTIONS
Quick links for easier wayfinding
In order to help our customers self serve, I designed a quick links section highlighting the 4 most valuable and visited topics (Start a return, Track your order, Payments & Billing, Manage account) based on a mix of web data and call centre volume.
This improved the page experience by creating hierarchy, helping guide customers from what was once a big list of blue links.
Search functionality
To help customers access specific topics quicker, we implemented search functionality using Algolia.
Key features in the Algolia API such as highlighting and auto complete, further improved the experience.
Deprioritizing contact options
To help reduce the amount of phone calls and prioritize chat, we increased the friction of contacting us by taking away call and chat CTA's which we're placed in every single page of the help centre, to only the "Contact Us" page.
We wanted to lead customers to try our new self serve options, while still having a place to go if they couldn't find their answers.
RESULTS
Business goal was to deflect avoidable contacts without hurting the experience; early signals suggest we’re bending cost while preserving a clear path to help.
~40% of home page visitors engage with Popular help topics
Call vs. chat mix shifted from ~70/30 to ~65/35 (phone down, chat up)
Estimated $300k+ annualized savings from channel-mix shift and reduced escalations
Bottom call/chat engagement down ~9% following the de-emphasis pattern; call clickthrough down ≥40%