Strategic Insights

Players don’t just want support.

They want: Progress. Recognition. Rewards. Resolution.

Instead of treating support like an afterthought, we re-imagined it as a core part of the users journey, one that could be intuitive, rewarding, and brand-building.

Our Mission

Redesign a next-generation support platform to deliver personalized, proactive, and seamless support to match the intelligence, speed, and interactivity of what today’s digital-first, mobile -first gamers expect.

My Role

As Web Strategist and Experience Architect, I:

• Led a competitive analysis of industry leaders ( think like Apple, Duolingo, and Reddit)

• Defined experience pillars (personalization, gamification, proactive support, and accessibility)

• Conducted SWOT analysis and synthesized research insights

• Designed content architecture and user journeys for scalable self-service

• Partnered with cross-functional teams to align design, engineering, and product strategy

The Approach

Discovery & Insights

• A full research analysis of industry-leading support ecosystems (think Apple, Reddit, Duolingo, PlayStation, etc.)

• CX marketing trends

• Conducted cross-functional workshops to identify user pain points, drop-off triggers, and support journeys

Strategy & Frameworks

• Created a content and interaction architecture that supports a personalized, player-first model

• Introduced AI-powered proactive help and lifecycle messaging

• Proposed gamification features (badges, community highlights) to increase engagement

• Built out a short and long-term strategy that translate behavioral and CX trending insights into actionable content and designs to improve the user experience

Key Solution Highlights

By combining data, empathy and our research analysis, we uncovered what truly matters to players:

Hyper-Personalization

• Custom homepages based on user history and preferences

• Smart content based on recent game, account. and support activity

• Onboarding flows to set content relevance from day one

Proactive & Predictive Support Experience

• Resolution on first try & a seamless experience before contacting an agent

• Real-time system indicators and alerts

• Lifecycle-aware nudges triggered by product usage

• GenAI-powered chatbot enhancements with user intent logic

Gamified & Community Centric Engagement

• Badges, flairs, and rewards for help-related completed actions

• Embedded community answers and feedback loops

• Interactive and scrollable tutorials, and click-through content format

Accessible & Unified Omnichannel Journey

• A seamless bridge across chatbot, articles, in-game help, and advisor contact

• Accessibility upgrades aligned to WCAG 2.1

• Clear “Contact Us” CTAs across all touchpoints

The Outcome: Why it Matters

By implementing these changes, we hope the global gaming company will lead the playing field by becoming a place of trust, efficiency, and passion, where players can find help and community through their games.

By investing in improvements, we’ll unlock:

• Faster resolution rates through predictive and relevant content that is tailored and approachable

• Stronger brand affinity by meeting players where they are with unified support

• Fewer tickets by reducing friction and surfacing the right help when it’s needed

• Higher CSAT and retention rate by delivering clarity, delight and trust every step of a player’s journey

• A personalized service that’s human-centric, helpful, recognizes and rewards contributions

• A community empowered support engine

• A design language that reflects the fun and emotional world players live in

Final Takeaway

This transformation goes beyond streamlining self-service support, it redefines the digital experience through modern UX design, personalization, and player-focused strategy.

By centering real user needs, we proved that effective customer support can be both intuitive and impactful.

“We don’t just improve the help platform, we redefine what support means for today’s players”