Improving the customer support experience for Now TV

Now TV asked me to help redesign their customer support experience. The goal was to make it easier for customers to find help on their own while reducing the number of calls to the support centre. The project included a library of self-service articles and tools, an online contact section, and a community space where users could help each other. Like many similar services, the main challenge was the large number of help articles that were hard to navigate, which led to high call volumes.

To tackle this, we started by understanding why customers were struggling and what issues were driving them to call. Using insights from analytics and user interviews, we redesigned the Help Hub and reorganised articles for easier access. At first, we tried limiting access to the Contact Us page through help articles, assuming users would need help related to what they were reading. This didn’t work well, so we made the Contact Us page directly accessible. To reduce calls, we added a filtering step that encouraged users to explore alternative solutions before getting in touch. This simple change helped lower support traffic significantly.

We also analysed the most common questions customers asked over the phone and found that many could be answered instantly once users were identified. We created a set of smart components that displayed personalised answers in the relevant parts of the Contact Us page. For example, instead of calling to ask about their next bill, customers could see it directly on the billing page. Other components covered topics like bill details, voucher validity, service cancellation, speed tests, and service status updates.

From time to time, we received requests for specific self-service journeys. Working with business teams, we designed and tested new flows to support these. Examples included a contextual contact information flow and a refund application process.

To help users find answers faster, we also redesigned the search experience in the Help section. For example, someone typing “contact Now TV” would go straight to the right page instead of seeing a long list of results. The search engine was improved to understand intent, showing the most relevant article first. We also added filters to help clarify broad queries. A user searching for “technical support,” for instance, could refine their results by choosing the specific device they needed help with.