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System Message Redesign

How improving user experience by redesigning error and feedback messages did help to reduce the massive tickets in Customer Service?

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🔍 The Problem

After a several website analysis and monitoring via Hotjar, it was noted that the messages from the Total Access platform had some inconsistencies and sometimes did not convey the message that the user needed to know.

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As a result, the design team suggested that would be created a project to review all the messages and propose a new way to communicate errors and system feedback messages, with the main goal of making the experience less frustrating when encountering any message, and, as a result, trying to reduce the number of support tickets, especially in situations where the user can resolve the problem on their own.

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🎯 Objectives

  • Reduce time and effort for users to complete purchases.

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  • Minimize support tickets by guiding users to self-resolve.

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  • Improve overall conversion rates.

💡 Why This Matters

Messages are critical touchpoints in the user experience. Clear, actionable communication reduces frustration and supports user autonomy, especially during error states or critical interactions.

🔎 Discovery

How did we communicate with our customers in case of a sale error?

We were not very clear and frequently leaded to misunderstanding or unnecessary support ticket creation.

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How did we should communicate better to reduce frustration and make the process more fluid?

Changing the way of communicating to one that indicates what happened, guiding the customer to take an action that helps complete the purchase. We also mapped messages to specific issues and provide actionable steps, reducing the use of modals which interrupted the purchase journey.

📐 Define

Heuristics Applied:

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System Status Visibility

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Error Prevention

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Consistency & Standards

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User Control & Freedom

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Error Recovery

Message Guidelines:

  • Clear: Use simple, direct language.

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  • Useful: Tailor content to what the user needs at that moment.

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  • User-friendly: Human tone over technical jargon.

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  • Appropriate: Context-aware communication.

🛠️ Planning & Development

The project was structured into three phases:

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  1. Mapping – Identified all user-facing messages across platform and APIs.

  2. Review – Assessed tone, clarity, and usefulness.

  3. Standardization – Created component guidelines for consistent implementation across platforms.

Message Types Defined:

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Delivery

After mapping the main issues, we started a task-force to review all the pain points during the purchase process that increased most the support tickets. The analysis resulted in three main fronts of best practices:

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Support articles

Once the articles were not clear enough and directed the user to open a support ticket, in cases which themselves could solve during the journey.

Communication guidelines

Handoff how structure the new elements (banners) classificating when they would be used, avoiding unnecessary modals and making the experience less frustrating for the final user. 

Writing guidelines

We created a guide to communicate by writing for the Customer service team speak with the final customer more effectively, avoid misunderstanding and to guarantee best practices to create new Helping articles. 

📈 Outcome

This redesign of the messaging experience led to tangible improvements across user satisfaction, usability, and internal operations:

💬 User Experience Impact

  • Increased clarity: Users understood what went wrong and how to fix it.

  • Reduced friction: Clearer, friendlier language made the journey less stressful.

  • Proactive guidance: Preventive messages reduced surprise errors and improved trust.

⏱️ Operational Efficiency

  • Fewer support tickets: Many issues previously escalated to support were now self-resolvable through guided messages.

  • Support team workload reduced, allowing focus on more complex cases.

📊 Business Results

  • Drop in cart abandonment: Fewer blockers and better guidance during checkout.

  • Higher purchase completion rate: Clear CTAs and improved flow reduced failure points.

  • Consistent UI behavior: Standardized banners improved predictability and usability across desktop and mobile.

📊 Results (Estimated Impact)

Although specific metrics were not tracked in full detail, based on UX best practices and industry benchmarks for messaging improvements, the following results are estimated from patterns observed post-implementation:

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–35%

Support tickets related to unclear messages

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+7%

Increase in successful purchases

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–20%

Faster ticket resolution

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100%

Reviewed and rewritten message system

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+UX

Improved mobile experience with new banners

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1 System

Reusable banner/message framework built

🎯 Final Thoughts – From a Product Designer's Perspective

This project reinforced what I believe great product design is about:
creating clarity, reducing friction, and delivering real value at scale.

It wasn’t just about rewriting messages—it was about:

  • Understanding user behavior through data and observation (Hotjar, support tickets)

  • Aligning tone and timing with the product journey

  • Designing scalable systems that empower teams beyond design

As a product designer, I see my role as the bridge between user empathy and business strategy. This message redesign project is a small but powerful example of how thoughtful design decisions can impact both the user experience and the bottom line.

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✅ Clarity for the user
✅ Efficiency for the business
✅ Scalability for the product

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That’s the kind of value I strive to bring to every project.

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