Tuft & Needle
Reducing Support Requests Through UX Improvements
Obvious Problem, Not-So-Obvious Solution
Tuft & Needle had an extensive Support page on their website, yet their Customer Experience Team was still overwhelmed with support inquiries. Even more frustrating, many of the questions were about very basic information that was often right in front of the customer’s nose. Tuft & Needle wanted to fix the problem quickly, so Drawbackwards embarked on a two-week sprint with their team to research, prototype, and begin testing a solution.
Pressing “Fast Forward” on the Research and Design Process
To kickoff the project, we began with a discovery process to research the common questions Tuft & Needle was receiving and how customers were using the existing Support page. With this information in hand, the Drawbackwards team did a thorough audit and redline of the Support page to show breakdowns in design, development, and copy on both desktop and mobile. Finally, we met with Tuft & Needle for a pair sketching session to collaboratively design potential solutions.
A Quick Fix with Long-Lasting Results
After the two-week sprint, Tuft & Needle implemented several fixes to the Support page, including recategorizing the questions to make them easier to find, changing the page name from “Support” to “FAQ” for clarity, and redesigning the page to visually align it with their brand identity.
After A/B testing, Tuft & Needle noticed customers were better able to find the answers to their questions with the new design, leading to a significant reduction in Contacts Per Order and proving the idea that focusing on user success leads to business success.