This case study was written by Florence McLoughlin [mentored by Dave Jackson] as a part of our UX Tree Mentorship Program

Project Overview

Vhi’s Help & Support page allowed users to find answers within a small number of clicks, but task times were high, and confidence was low, especially for less digitally confident members. This project’s success was measured by reducing the time finding answers by focusing on reducing cognitive load, improving findability, and enabling faster self-service to reduce avoidable support demand.

Intro

I led the redesign of Vhi’s Help and Support page and navigation to improve information findability and reduce avoidable support demand. Delivered as a 12-week UX Tree project, the work focused on simplifying content structure, reducing cognitive load, and supporting members with lower digital confidence. Acting as a solo UX/UI designer, I used research-led decision-making, IA, and interactive testing to deliver a clearer, more efficient self-service experience.

Problem & Context

Vhi’s Help & Support page was intended to help members quickly self-serve questions, but the experience created friction and frustration. Dense cards, poor visual hierarchy, and unclear topic groupings made the content difficult to scan, increasing cognitive load, particularly for members with lower digital confidence.

Users hesitated, overlooked relevant information, or abandoned the journey completely. For Vhi, this resulted in avoidable calls and emails to support teams. The challenge was to redesign the experience to feel simpler, more predictable, and easier to navigate without overwhelming users with increasing content complexity.

 

Read the entire “Helping Users Help Themselves: A UX/UI Case Study on Vhi’s Support Journey” case study 

Listen to Flo’s case study on Spotify