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Air Canada’s support experience wasn’t just outdated, it was losing customers.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 (2024)
Timeline
1 Product Owner & 3 Engineers
Team
Travel, Loyalty & eCommerce
Industries
Initiative
Rebuilt for clarity.
Designed to scale.
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 with a modular sitemap that cut duplication.
Expandable answers, Smart visual hierarchy, AI-ready content structure.
Insight
Users were stuck.
Support was swamped.
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
