Understanding the legacy experience
The Contact Intel experience serves as a crucial entry point for customers, partners, and developers seeking technical support, sales assistance, or general help. However, the legacy system was outdated, difficult to navigate and poorly aligned with Intel’s modern digital experience standards creating a fragmented experience. Analytics revealed high abandonment rates and user feedback highlighted difficulty finding the right contact path or support channel. This case study outlines the redesign process, from identifying pain points to launching an MVP that streamlined the user journey and improved operational efficiency.
Poor information architecture
Users were required to self-select from long, convoluted lists of categories, often with little context.
High drop-off rates
Analytics showed that many users abandoned the form mid-process or selected irrelevant topics, leading to misrouted tickets.
The goal: Build a user-centered MVP
The core objective was to create an MVP experience that could simplify the contact process, improve user satisfaction and serve as a scalable foundation for future iterations. Our focus was on high-impact improvements that could be delivered efficiently without compromising usability.
Discovery & planning
We began by auditing the existing experience and gathering both qualitative and quantitative data. From this research, we defined key design principles: Clarity, flexibility, accessibility and efficiency.
Stakeholder Input
We met with internal support teams, engineering leads, and business partners to understand backend requirements and user frustrations.
Analytics Review
Drop-off points, misrouted submissions, and completion times were mapped to identify core friction areas.
Competitive Benchmarking
We looked at how our competition handled support routing and contact entry points.
UX design process
The UX design process for creating a new Contact Intel experience began with user research to identify pain points in the existing flow and understand customer support needs. From there, we iterated on wireframes and prototypes, testing with users to refine a streamlined, intuitive experience.
Wireframing
We created low fidelity wireframes to explore new interaction models, information architecture, entry point consolidation and overall connectivity.
Conditional Logic: Instead of showing every field at once, we used progressive disclosure to guide users through relevant options based on their selections.
Entry Point Consolidation: One unified experience replaced scattered forms across the site.
Smart Routing: Back-end logic was mapped early to ensure the form could intelligently route inquiries to the correct team using minimal input.
Visual Design
Leveraging our modern Atomic Design System, we created a clean, easy to use experience:
Responsive design: We used our standard breakpoints including desktop, tablet and mobile.
Clear microcopy: This helped users understand choices and next steps in the experience.
Visual hierarchy: This draws attention to primary actions and contextual help throughout the experience.
Takeaways
The Contact Intel redesign proved that even a modest MVP, when grounded in solid UX strategy and stakeholder alignment can deliver meaningful results. By focusing on simplification, accessibility and internal collaboration, we transformed a frustrating legacy experience into a modern support gateway that meets the needs of both users and the business. Below are the PageSpeed Insights scores.
100
Accessibility score
96
Best practices score
92
SEO score