Help Center / Virtual Assistant
Lands’ End
My Role
User Experience & Visual Design Lead
Skills & Processes Used
UX Design, Visual Design, Research, Conversational Design, Information Architecture, Usability Testing, User Interviews, Wire-framing, Prototyping
One out of five Lands’ End company-wide goals was to be digitally-driven and excel in customer service; to strive towards an enterprise digital transformation and organization excellence by identifying, and acting upon tasks to drive process change and efficiency.
The vision was to empower customers with improved online self-service and empower Customer Care Specialists with improved knowledge tools. To achieve this, Lands’ End had the initiative of creating and implementing a guided help solution that would act as the knowledge base for our Help Center, Virtual Assistant, and internal knowledge base portal. My involvement and focus were on the customer-facing experiences which included the Guided Help - Help Center and the Virtual Assistant.
The Help Center and Virtual Assistant needed to be efficient, intuitive, and easy to use to provide customers with solutions faster while reducing customer effort. The guided help approach made this possible as it encourages a self-help approach, which navigates customers through a series of questions and selectable answers to lead them to the correct article and information.
