This project focused on transforming an online Help Center into a high-performing self-service platform by combining UX writing, content strategy, and conversational design. Working closely with IT and design teams, I led the redesign of the Help Center’s information architecture, crafted clear and persuasive microcopy, and co-launched an AI-powered chatbot to handle frequent customer inquiries. The result was a significant boost in traffic, conversion, and customer satisfaction, while reducing operational workload for the call center.