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31% increase in customer satisfaction

Affirm Senior Product Designer 2021-2022 Customer Experience Team

Streamlined support experience that reduced contact volume by 32% while improving resolution quality

Challenge

Customers struggled to find relevant help information and often contacted support for issues they could resolve themselves. This created unnecessary support burden while frustrating customers with slow response times.

Solution

Redesigned the help center experience with improved information architecture, self-service tools, and a more intuitive contact flow that routes customers to the right solutions faster.

Impact

31% increase in customer satisfaction scores and 32% reduction in support contact volume, representing significant operational cost savings and improved customer experience.

Service Design Process

Research

Understanding the root causes of support inefficiency and customer frustration.

Analyzed support ticket data to identify common issue categories
Mapped customer journey from problem identification to resolution
Interviewed customer support team about frequent questions
Usability testing on existing help center interface

Information Architecture

Restructuring content organization to match customer mental models rather than internal categories.

Reorganized help content by customer mental models, not internal categories
Created decision trees to guide customers to relevant information
Designed search functionality with better query understanding
Implemented progressive disclosure for complex topics

Contact Flow Redesign

Creating smarter routing and encouraging self-service while maintaining human support when needed.

Smart routing based on issue type and customer status
Required self-service attempt before human contact option
Integrated contextual help based on customer's current loan status
Streamlined escalation path for complex issues

Results & Learnings

Quantified Impact

31%

Increase in customer satisfaction (CSAT) scores

32%

Reduction in support contact volume

Improved

First-contact resolution rates

Significant

Operational cost savings for customer support team

Key Learnings

Customers prefer self-service when it's designed well
Context matters more than comprehensive information
Good information architecture reduces support burden
Measuring success requires both satisfaction and efficiency metrics