Unified Support Section (FAQ + Help)
Unified self-service section in the Aviva App consolidating FAQs and contact options in a single access point, with keyword search, categories, and guided escalation to human support only when the user can't find an answer.
- Company
- Aviva Crédito
- My Role
- Product Designer
- Period
- Mar 2026
Targets & expectations
Goals: ≥30% FAQ ticket reduction in 60 days, agent time on FAQ tickets from 2h to <1.2h/day, ≥60% of Help sessions without opening chat, ≥70% of answers with positive feedback ('It helped me').
Problem
The support team lost an average of 2 hours daily (20% of productive time) handling questions already answered in the FAQ. The split between 'FAQ' and 'Help Chat' created dead ends that pushed clients to the human channel as their first option.
Research
Key data: 5-10+ daily tickets for questions with existing answers, 2 hrs/day of agent time (20% of their time). Volume grows proportionally with the client base. The target user is non-native digital — prefers immediate answers over waiting for an agent.
Solution
A single 'Ayuda' access point with: (1) frequent question categories (Mi Préstamo, Pagos, KYC, Mi Cuenta); (2) real-time keyword search; (3) contact button visible only at the end or after empty search; (4) offline FAQs; (5) per-answer feedback; (6) FAQ vs. contact click tracking.
Learnings
1. Unifying FAQ and chat into a single access point reduces cognitive load and dependency on the human channel: when the contact button only appears at the end or after an empty search, users try self-service first instead of going directly to an agent.
2. Tracking FAQ vs. contact clicks is a design metric: knowing which answers resolve the question vs. which generate contact allows iterating FAQ content with evidence, not assumptions.
3. The non-digitally native user type prefers an immediate answer over waiting for an agent: the real-time search design responds to this insight. If self-service is fast and reliable, the human channel becomes the exception, not the norm.
- The contact button at the end, not at the beginning: Making it visible from the first screen would turn the section into a shortcut to human support rather than a self-service tool. The position of the contact CTA is the most important design decision in the section.
- Offline as an accessibility requirement: The user who most needs to resolve a question about their payment usually has the worst connectivity. Offline FAQs are not a performance improvement — they are an inclusion requirement.
- Tracking from day 1 defines iteration: Without data on which questions are searched most and which end in contact, there is no way to improve the FAQ content. The analytics event is as much a part of the MVP as the screen itself.
Next steps
1. Measure whether ≥60% of Help sessions end without opening chat at 60 days post-launch.
2. Use 'Not helpful' tracking as a content backlog: responses with negative feedback are the direct input for expanding or rewriting the FAQ.