Case study: Wise Help Centre
Challenge
Calls to customer service after visiting the Help Centre have shot up — why? Can content design solve it?
Worked with
Researcher, data analyst, software engineer, product designer, technical writers, customer support agents
Results
£22.5m/yr saved
Services
Content audit, data analysis, user interviews, user testing, workshops, content strategy, style guide, training, presenting
By 2023, Wise had grown from a simple money transfer website to an established fintech company responsible for £12bn of international money transfers a year.
Its Help Centre had grown too — once a simple FAQ page, it now had 600+ articles designed to help users solve their problems.
Only they weren’t helping users. People were reading the articles but, afterwards, still calling customer service for help — a cost to both the customer and Wise.
I set out to discover what the user problem actually was. Was it a content quality issue? If so, what defined ‘good’ or ‘poor’ quality?
-
Data analysis
-
User testing
-
Content strategy
-
A/B testing
With a data analyst and researcher, I analysed previously unexplored data to identify pain points in the articles’ content and visual design.
We turned this into a prototype article where those issues — such as content hierarchy, header language and formatting — had been resolved.
A/B testing
We iterated, tested, and iterated again until we knew what attributes articles needed to be helpful to customers.
When users read these articles, they were 1/3 less likely to call customer service.
I turned it into a framework that could be rolled out further: New style guides, training and workflows.
By summer 2024, Wise had evidence-based tools to make its Help Centre helpful again.
Help Centre style guides 2024
Simplifying language
“If we have to decline your card payment, we'll tell you the reason — you can see it in your Transactions. And if you have push notifications or transaction emails turned on, we’ll tell you the reason there and then. You can manage your notifications in Settings.”
Before
“Your Wise card payment can be declined for a number of reasons — we’ll usually send you a notification explaining why.”
After