Samsung Order Support

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Content management

OVERVIEW

Samsung.com order support was entirely agent-dependent. Every question—from tracking to returns—required a phone call or chat with a human agent.

Samsung.com order support was entirely agent-dependent. Every question—from tracking to returns—required a phone call or chat with a human agent.

PROBLEM

Samsung was spending millions annually on support contacts for questions that could be self-served. There was no help center, no order lookup, no FAQ—nothing between "I have a question" and "talk to an agent."

GOAL

Design an interconnected self-service ecosystem—help center, order lookup, support articles, and intake form—to deflect simple contacts and free agents for complex issues.

Process

  • Analyzed customer contact data to identify the highest-volume, lowest-complexity question categories—the sweet spot for self-service.

  • Designed a support intake form informed by research on what agents actually need to resolve issues quickly.

  • Mapped the full user support flow to identify where self-service could intercept contacts before they reached an agent.

  • Built the information architecture, taxonomy, and SEO-optimized article titles for a support article repository.

Design

I designed an interconnected system of self-service tools: an order support landing page, a searchable help center, a support intake form, and a repository of SEO-optimized articles. The architecture was built to intercept contacts at multiple points—before, during, and after a support need arises.

Order support landing page

Using Google Analytics data and a close partnership with customer service operations, I designed a self-service landing page that connects order lookup, help center search, relevant articles, and direct agent access in one place.

Using Google Analytics data and a close partnership with customer service operations, I designed a self-service landing page that connects order lookup, help center search, relevant articles, and direct agent access in one place.

Outline

Form

Articles

Results

70% reduction in customer support contacts within 6 months of launch—millions in annual savings and significantly faster resolution for the complex issues that still required agents.

Takeaways

• Most support contacts aren't complex—they're just unsupported. Self-service infrastructure is a content design problem, not a customer service problem.


• The taxonomy and IA decisions drove more impact than any individual article. Getting the structure right meant users could find answers; getting it wrong meant a beautiful help center nobody could navigate.

This project is under NDA

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