Help Center OLX Brasil
Hello friends!
Working on the redesign of the OLX Help Center was an amazing, challenging experience full of learnings on how to align multiple interests and stakeholders from different product teams. OLX is divided into several BUs, ligas, and squads, each with its own needs and challenges. Some of the main teams involved were Ads, Autos, Goods, Chat, and CX.
We had access to a large amount of data, which we analyzed weekly. This included quantitative data on the main reasons for ticket openings, qualitative insights gathered from conversations with customer support, feedback from Reclame Aqui, and reviews on iOS and Android platforms. With all this information in hand, we knew exactly what needed to be done, and we were ready to act.
The previous Help Center was disconnected from the product and lacked essential features like login, usage history, and intelligence for suggestions and recommendations. It was basically a giant FAQ with an email support channel.
The business challenge was clear: how can we scale the product without increasing the number of support agents, while improving user satisfaction? Additionally, the Help Center needed to be structured to handle complex situations such as instabilities that caused incidents, functionality blockages, unexpected release bugs, and the implementation of new experiences.
To get started, we used a CSD Matrix (Context, Solution, Doubts) to define the scope of the project with the team. We were growing and now we had the strength to validate some hypotheses:
Can offering contextual help reduce the number of support tickets?
Do users prefer instant support (chat, WhatsApp) over email?
Why do users prefer contacting support instead of reading long and complex articles?
Does the navigation not reflect the user journey, making it difficult to find relevant content?
On top of this, there was a significant visual and experience debt that needed to be addressed. In another round of prioritization in Miro, we used a 2x2 matrix to decide the next steps:
Redesign the Help Center with components aligned with the brand
Integrate the Help Center login with the OLX login
Improve the search mechanism, including autocomplete
Create a frequently asked questions section based on access history
Add feedback to the articles, now called Solve Fast (the last step before users reach support channels)
After implementing the new visual design and technology, we focused on validating our hypotheses. Contextual help reduced the number of opened tickets. Research confirmed that users prefer direct contact via chat, and there's a higher acceptance for shorter content with clear messages.
We refined hypothesis 4 through asynchronous card sorting sessions, which allowed us to collect representative data from the user base. In close collaboration with the CX team, we made adjustments to the content and labels to improve navigation and relevance.
This process took a little over a quarter, and the results are clear: improved visual experience, better navigation, and a more efficient solution for users.
If you'd like to learn more about this project, feel free to reach out!