Redesigning Key Trust Pages — A Case Study.

Brand & Trust Pages

Role

Web Design, Content, UI Design

Team

Flo (UI/UX Designer)
Maria (Customer Success)
Gwyn (Engineer Lead)
Tim (CEO)

Year

2019

Brief

As a designer for CFI (out of a design team of two), I’m constantly re-designing and iterating on our website’s key trust pages. This is a case study of one of them.

The Contact Us page was one of the first pages I redesigned when I joined. A year later, after establishing our Design System, I refreshed it again.

Problem Space

Our previous Contact Us was very barebones—displaying largely our phone number and email. This not only:

1) gave off an impersonal vibe, but

2) pushed students to contact us even for the smallest detail, which overwhelmed our Customer Support team.

It was time for a re-design.

To help reduce the incoming flow of emails for our small Customer Support team, I re-examined and re-designed our Contact Us page.

To reduce emails for our small Customer Support team:

• Rather than merely displaying our phone and email, which pushes students to immediately contact us, there is more content to guide them through possible confusion. There is more emphasis—in both design and wording— to push students to visit our FAQ first, before contacting us.

To display our brand and personalization:

• We recently had a few office photoshoots. I included photos of our office, so it's personalized yet professional.

• Our students come from all over the world, but our main office is in Vancouver. I included a graphic map showing our Vancouver headquarters but still having a global, international presence and culture.

Result

A Contact Us page encouraging students to find answers before contacting us. It does so in a friendly way, portraying our culture of being personal, yet professional and international.

A Few Other Thoughts About Prioritization

When I first joined, based on my conversation with the Customer Support team, it seemed that potential students had many confusions and questions. This would require a larger systemic fix for our website flow and content to make things clearer.

A short-term solution to deal with the incoming flow of emails was to examine the pages that pushed students to contact us: the Contact Us page, and FAQ/Help Centre. I wanted to make sure our Customer Support wasn’t getting bombarded with unnecessary emails.

In the long-term, though, we had to fix the problem systemically. Re-examining our website structure, what we want to emphasize, and how we communicate our products is key to clearing up the underlying problem of student confusion. I’ve been working on that since then, incrementally examining and making changes to the UX and UI of different flows of our website.