Working as a UX Designer at Centrica, I researched and redesigned the Business Help & Support experience, using customer insights and behavioural analytics to improve navigation, content hierarchy and information discovery. I also designed and tested an AI powered search prototype with 20 participants to explore search preferences, user behaviour and trust in AI generated responses, using tools including Figma and UserTesting.
Summary
The problem
The existing Help & Support experience presented opportunities to improve how customers navigated support content, accessed information and found answers to their queries.
I wanted to understand how customers were interacting with the existing page, where they were experiencing friction and what information they expected to find. Using customer research, behavioural analytics and competitor analysis, I explored opportunities to improve the page structure, content hierarchy and overall experience.
Alongside the redesign, I explored the potential of introducing AI powered search, investigating how customers would interact with conversational search compared with traditional search, and whether they would trust and adopt AI generated responses.
My contribution
I conducted user research, behavioural analysis and competitor reviews to understand how customers interacted with the existing Help & Support experience, identifying pain points and opportunities to improve navigation and content hierarchy.
Using these findings, I redesigned the page layout, exploring different approaches to presenting popular articles, support options and video content, before creating a Figma prototype.
I also designed an AI powered search concept and conducted comparative user testing with 20 participants to understand how customers interacted with AI versus conventional search, exploring preferences, task complexity, trust and confidence in AI-generated answers.
I analysed the findings to develop evidence-led recommendations for improving the experience and positioning AI as a complementary search tool.
Tools & techniques
User research & talk-aloud testing
Behavioural analytics
Competitor analysis
Information architecture
Figma prototyping
Comparative usability testing
Qualitative data analysis
User behaviour & trust evaluation
Impact
The research identified key opportunities to improve the Help & Support experience, informing a clearer content hierarchy and more intuitive approach to navigation and information discovery.
Analysis of 4,373 customer interactions highlighted the most frequently accessed areas and helped guide content prioritisation.
Testing with 20 participants revealed that AI search was particularly valuable for complex queries, while customers continued to place greater trust in official page content.
These findings informed recommendations for positioning AI as a complementary search tool, with greater transparency and source references to build customer confidence.
Initial research and user testing insight
Figma prototype based on insight
Further user testing around conventional & AI search
