Air Canada
Skip the call.
Get answers in seconds.
Air Canada’s support experience wasn’t just outdated, it was losing customers.
With over 44 million passengers annually—broken links and confusing flows left 75% of users unable to solve their issues online, flooding the call center with preventable requests.
I led the redesign of the Help Center from the ground up, restructuring content, rethinking navigation, and laying the foundation for AI-powered support.
Lead Product Designer
Role
5 months
Timeline
1 Product Owner & 3 Engineers
Team
Travel, Loyalty & eCommerce
Industries
From call center chaos to self-serve success
Redesigned for clarity.
Optimized for action.
Ran UX research: 7,378 survey responses, 56 interviews, site audit, and card sort.
Rebuilt content strategy with task-based, conversational UX writing.
Streamlined navigation using a modular sitemap to reduce duplication.
Introduced expandable answers, clear visual hierarchy, and an AI-ready content structure.
More than a quick fix
Users were stuck.
Support was swamped.
Stakeholders asked to simply move the support number down the page.
A quick audit revealed broken links, poor content structure, and dead ends.
Support agents were overwhelmed by repetitive questions.
Website visitors struggled to find what they needed—and gave up.
75% of users reported they couldn’t resolve issues without calling.
“Brittany brought structure and clarity to a complex project.”
– Head of Digital Content, Air Canada
