Tessa Davel
MTN Help Section
An audit of the Help section to delete old content, recategorise the menu, and create more user-friendly content.
PROJECT IN A NUTSHELL
I was tasked with redoing the whole MTN Help section. This included an audit of the existing site to identify broken pages, outdated information, and gaps in user journeys.
CLIENT CHALLENGE
The original Help section didn't have a search function and wasn't SEO-optimised.
As a result, the call centre was receiving a high number of calls for simple issues that could be managed through MTN's self-service portals, including the Help section on the website. However, the existing Help section was too confusing and too difficult to navigate, resulting in frustrated users who gave up and called the call centre.
RESEARCH & INSIGHTS
We started with a global competitor analysis across 20 other leading telcos, focusing specifically on the Help and Support sections of their websites. We created a benchmark report to show the positives and negatives of each site, with a score and ranking for easy reference. This helped us outline best practices that would inform how we laid out the new Help section of the MTN site.
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We created wireframes, based on our findings in the benchmark report, which we used in multiple rounds of user testing (one-on-one) and various focus group sessions.
THE SOLUTION
After the user testing, stakeholder categorisation workshops, and various iterations of design and copy, we created a more intuitive Help section that allowed users to search for topics quickly and easily, even just with keywords. I rewrote many of teh FAQ answers in simpler, more user-friendly language and ensured each answer was SEO-optimised.
The updated MTN Help section reduced calls to the call centre by 23% in just 3 months.
MY ROLE
As the only UX writer on the project, I was responsible for gathering information from product owners to rewrite existing FAQs and delete outdated information. I helped with the design-thinking and held various categorisation and naming workshops with stakeholders to get their buy-in.
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Team: Principle UX Lead, Head of Design, UX Designer, UI Designer, Scrum Master, Project Manager, Business Analyst.