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support hub: IT made easier
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* support hub: IT made easier ⠀ ⠀
streamlining: a SaaS conversion story
the problem
Scalable Self-Service Support: Designing a Convergent Product to Streamline Customer Assistance
As the business grew, chat-based support reach-outs became increasingly difficult to manage, revealing the limitations of messaging services in handling multiple requests at scale. The need for a more structured, self-service option became clear—one that would serve as the primary support channel, offering responsiveness and ease of use.
The solution needed to strike a balance between being broad enough for users to categorize their requests effectively and specific enough for service agents to triage and route cases to the right experts. Additionally, the client was interested in exploring ways to build more value-driven feature bundles, incorporating user feedback to enhance the offering.
Tasked with translating these larger feature requests into a unified, convergent product, I worked to conceptualize a scalable support platform. This approach would allow customers to self-select their support needs accurately, while also streamlining workflows for agents, ultimately creating a responsive and efficient support experience.
the process
Building a Scalable Support Experience: Collaborating Across Teams to Enhance User Engagement
To address the friction points each team faced and how they impacted the user experience, I worked closely with product managers across different pods. Together, we identified the key issues affecting each segment and mapped a path toward a more cohesive and valuable support experience. I compiled our findings into a series of refinement sessions, where we aligned on the company’s future direction and pinpointed a few essential features as core functionalities.
From there, I began wireframing the user lifecycle, starting with onboarding. Emphasizing the value of the client’s tools and support capabilities was critical, so we made sure the onboarding flow highlighted the benefits in a way that was intuitive and engaging. As the core ideas solidified, I collaborated with product marketing to ensure that our in-app communication aligned with brand messaging and sales campaigns, creating a seamless experience from acquisition through support.
To better understand the user’s most common support needs, we conducted a task analysis, followed by card sorting to categorize issues based on urgency and impact. This informed a refined support intake form, designed to help users clearly communicate their needs, while enabling service agents to prioritize cases efficiently.
The final design took the form of a mobile-friendly tile layout, prioritizing accessibility for common scenarios like account lockouts. This design enabled users to quickly navigate to relevant support options, enhancing issue resolution speed and usability. Future development focused on enhancing this core functionality, along with building additional support services to meet evolving client needs.
the impact
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the impact 💥 ⠀ ⠀
Creating an Effective Support Hub and Building Strong Brand Identity
The support hub empowered employees to submit their own requests, bypassing the need for a team lead and resulting in faster response times and lower downtime. Standardized triage forms streamlined the process, enabling the service desk to build predictable workflows. This approach minimized the number of contact points for users, allowing agents to receive cases with clear context and a well-defined understanding of the problem. As a result, users enjoyed a more efficient and positive support experience.
Beyond the functionality of the application, a successful launch also hinges on clear, consistent messaging across all products. A well-communicated brand identity fosters a stronger emotional connection with users, making it easier for customers to explore new offerings and increasing brand loyalty. Products that resonate with a clear, customer-driven identity stand out in a competitive market and are more likely to retain users.
A strong brand identity not only differentiates products in a crowded space but also narrows the focus to reach the right audience. Without it, products risk becoming generic and fail to engage the target market effectively. Although this may not appear as critical for emerging apps, it ultimately impacts long-term success and sales performance, underscoring the importance of a cohesive brand strategy from the start.