SELF SERVICE
About Project
BigPond, one of the largest internet service provider in Australia, faced a growing challenge — its contact centers were overwhelmed with customer calls related to billing, service activation, and technical issues. To reduce call volumes and improve customer experience, I led a team of specialist to redesign the company’s online self-service and help ecosystem, transforming reactive customer support into proactive digital service.
The result was a unified help center, improved knowledge base, and the launch of one of the first 24/7 live chat platforms in the industry — a breakthrough that redefined how customers engaged with support.
The Challenge & Strategy
With millions of active customers, the company’s call centers were under constant pressure. Common questions like “Why is my bill higher this month?” or “How do I reset my modem?” were consuming valuable agent time. Existing online tools were outdated, difficult to navigate, and inconsistent in tone and accuracy.
The challenge was to create a digital-first support experience that empowered customers to find answers quickly, while ensuring smooth escalation to human support when needed.
Design Process
As part of a cross-functional project team, I collaborated with product managers, designers, and technical leads to completely rethink the support experience — from visual design to backend functionality.
Key Strategies
Self Service Redesign
Redesigning the self-service portal and Help Center to provide intuitive navigation, cleaner interfaces, and topic-based FAQs tailored to real customer needs.
Content Rewrite
Rewriting and restructuring content for clarity, accessibility, and tone consistency — including new email response templates and a centralized answer database.
Live Chat
Designing and developing a custom live chat platform, connecting customers directly to support teams 24/7 — a pioneering initiative at the time.
Call Routing
Leading technical coordination of IVR call routing, chat management, and AI model training to streamline issue triage and reduce customer transfers.
Project Management
Using Agile and Kanban methodologies for delivery — allowing transparent progress tracking, rapid iteration, and close collaboration between design, technology, and marketing teams.
Outcome
The redesigned help center and self-service tools significantly improved customer autonomy and satisfaction.Within just three months, the live chat platform was fully developed and deployed — the fastest product launch in the company’s history.
As a result, annual contact center call volumes dropped by 30%, issues were resolved faster online, and customers experienced clearer routing, less repetition, and more personalized support. Recognized internally as an award-winning innovation, the platform became a blueprint for customer service transformation across the organization, demonstrating how technology, design, and communication strategy can deliver measurable impact.
