Webflow Help Center

Problem

Webflow received hundreds of customer support tickets daily related to issues for which there was available existing documentation — and customers often submitted requests to Webflow Support from the documentation site (Webflow University). This was a problem for customers, who grew frustrated by the lack of clear guidance for their issues, and for the Customer Support Team struggling with overwhelming ticket volume.

Goal

Redesign and create a new Help Center to reduce effort for customers and enhance self-service for common problems. To measure its success, I planned to monitor the deflection rate of incoming support tickets and support reply time before and after launch.

Research & content strategy

Through a combination of social listening and analysis of existing content types and analytics data, I identified the following major points of friction:

• Shallow information architecture (IA)
• Poor content discoverability
• Limited, unreliable search functionality

With these findings, I determined a content strategy that included:

• Scalable, user-centered information architecture aligned with product functionalities and subfunctions to match customer expectations and internal Customer Support specs
• Reorganized short-form skimmable docs and a new “Quick help” content type to make information easier to find and process
• Descriptive titles and hidden labels matching customer language to better surface relevant results in search

Solutions

To support the new IA and improve content discoverability, I migrated our documentation to a new platform and applied best practices for accessibility and inclusive design throughout the experience. I also put together a cross-functional taskforce of stakeholders from the Marketing, Product, Design, Education, and Customer Support teams to proactively address impacts to the customer experience, SEO, and in-product references to documentation.

Leading up to our launch at Webflow Conf — our biggest marketing moment of the year, where we also announced and introduced documentation for new features — I managed timelines, stakeholder input, and iterative reviews to ensure a smooth rollout.

Challenges

I ran into a number of challenges while working through this migration. For example: 

• I had limited visibility into user behavior. I used a number of different signals to identify points of friction, but I wasn’t able to actually observe a customer’s journey on Webflow University and had to rely on analytics data, which can be ambiguous. For example, a high exit rate on an article could suggest that frustrated customers leave the page unable to find what they’re looking for — or it could be a natural exit point after finding the information they need.
• Platform limitations proved to be an interesting challenge, as many platforms lacked key features my team needed to effectively author and maintain documentation or required a major technical lift to implement, which wasn’t possible within the given timeframe.
• Time constraints also required me to descope some planned improvements.

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Results & impact

We launched the Webflow Help Center at Webflow Conf with immediate positive feedback from internal teams and customers. In conjunction with our Support Portal’s frontline chatbot, which serves relevant Help Center articles to customers seeking support, we’ve seen a 70% overall deflection rate of incoming support tickets — i.e., in 70% of instances where customers receive a Help Center article in response to their support inquiry, they don’t proceed to submit a support ticket. We’ve also seen a statistically significant improvement in resolution times.

The project set the stage for future growth in strategic documentation, data-informed content decisions, and broader collaboration across internal teams.

Looking ahead, I’m focused on making iterative improvements to the Help Center, deepening my cross-functional partnerships, and exploring innovative, data-driven approaches to content strategy.