Drive to Digital
IBM Support
—
Design Strategy Lead
2020 – 2021
With the onset of COVID, IBM couldn’t just rely on in-person engagements to drive client success and user satisfaction. IBM.com became a key channel for our users and we liked the boost in traffic. But the increase in new support tickets? That’s what we didn’t like.
Be it poor search functionality, unorganized site navigation, or simply too much information, we determined that users couldn’t find the content they needed when they needed it.
Our team committed to one mission:
Improve our user’s self-serve experience.
My Role
I drove alignment with support and marketing leaders, cleared blockers for our designers, and negotiated project plans informed by team capacity.
I ensured project success through delivery of actionable service design recommendations. Due to the startup nature of our team, I often assisted with research synthesis, user journey mapping, and service design blueprints.
Outcomes
We crafted a methodical navigation that enabled users to quickly find what they were looking for.
Click through rate: +24%
Time on page: +32 seconds
Exit (from next page): –33%
—We redesigned the Support landing page to prioritize key actions items and look consistent to other landing pages across IBM. This gave users the ability to tackle problems themselves and decreased confusion when navigating across different business units.
Next page click: +3%
Avg time on page: +18 seconds
Click through rate (nav): +35%
Exit rate: 1-3% decrease
—We informed a multi-year redesign of IBM Docs which receives 2.6 million visits per month. For the first time at IBM, we know what content users want and where they expect to find it.