Context

A renowned multinational in the insurance sector aimed to optimize its customer service experience and reduce the dependency on its call center.

The goal was to provide fast, clear, and helpful answers, empowering users to self-serve through its online Help Center.

Challenges

• High volume of repetitive inquiries overloading the call center.

• An information structure that made it difficult for users to find what they needed.

• The need to improve conversion rates and overall customer satisfaction in online processes.

Implemented Solution

1. Help Center design and optimization

• Restructured the information architecture to make content easier to navigate and understand.

• Applied UX writing techniques to ensure clarity and consistency across all touchpoints.

• Created persuasive microcopy for forms, buttons, and error messages to remove friction and guide users step-by-step.

2. Chatbot development and integration

• Collaborated with IT and design teams to implement a chatbot capable of handling the most frequent queries.

• Designed conversational flows focused on enabling users to resolve issues independently.

• Managed and continuously optimized chatbot content to ensure accurate and consistent responses.

Key Results

• +30% increase in organic traffic to the Help Center within the first 6 months.

• +10pp improvement in user satisfaction score after the chatbot launch.

• 35% reduction in call center volume thanks to digital self-service.

• +10% increase in conversion rates for key processes through optimized microcopy.

Conclusion

This project proved that combining content redesign, UX writing principles, and conversational technology can transform the customer support experience. The chatbot not only reduced operational costs but also increased both user satisfaction and autonomy.