Challenge

I started with an ROT (redundant, outdated, trivial) analysis of the help centre to work out which articles should be prioritised for a re-write and had a look at how readers had “rated” articles in Intercom.

35% of readers reacted to a help article about pension transfers with “😞”.

It directed readers out of the help article and into a “knowledge base” page – a very long, very complex webpage hidden somewhere else on the main website. That webpage included much more information than the users needed, and was also targeted at more than one type of user – employees with a pension, and their employers who offered them.

By contrast, the help article itself attempted to summarise all of that information into a single sentence for each type of transfer an employee could do. There was no consistency between the way it explained each type of transfer.

I needed a balance between the help centre article and the “knowledge base” webpage.

And, for some strange reason, the help centre article had a “Not happy?” segment at the bottom, inviting criticism.

Approach

The new help article was rewritten for employees only, and has a simplified version of the information from the “knowledge base” webpage.

It covers things to consider before making a transfer, and breaks down what the user needs to do into clear steps.

I had to add two new pages to the backlog of content to be created for the help centre in order to fill content gaps – one for internal transfers, and one for a different type of transfer that only employers could make.

Outcome