Air Canada

Need help? Skip the call and get answers in seconds.

Air Canada’s customer support system wasn’t just lacking—it was driving users away. Broken links, outdated info, and a confusing structure left 75% of customers unable to solve their issues online.

I reworked the content strategy, revamped the information architecture, and introduced AI-powered search, turning a chaotic system into a streamlined, self-serve help center.

The result? Fewer calls, happier customers, and a support system that actually worked.

  • UX/UI Design

  • Content Strategy

  • UX Writing

SERVICES

  • UX Research

  • Information Architecture

  • Support agents were overwhelmed by a high volume of calls due to the lack of effective online customer support.

  • Users struggled to find information on the website, leading to low resolution rates.

  • 75% of users reported being unable to resolve their inquiries through the existing online support.

INSIGHT

  • Conducted UX research via an email survey (7,378 respondents), 56 phone interviews, a site audit, and card sorting, while analyzing click-through rates and call center data.

  • Led content design and strategy, creating a streamlined sitemap that removed redundancies and introduced a clearer narrative.

  • Laid the groundwork for AI search integration to enhance future support capabilities.

  • Designed a self-serve digital help center with a balanced layout, clear visual cues, and expandable information sections for ease of use.

IDEA

  • 15% increase in daily page visits post-launch.

  • 35% improvement in overall customer support experience.

  • 70% of users reported finding information more easily.

  • 30% increase in resolution rates, reducing the need for call center support.

IMPACT

Lead Product Designer

MY ROLE

2024 / 5 Months

YEAR / TIMELINE

1 Product Owner
1 Engineer
1 Quality Assurance

TEAM

eCommerce
Loyalty
Travel

INDUSTRIES