How I helped shape the new Contact Intel experience (42K+ monthly interactions)
I led the design for the new Contact Intel experience. We made getting support at Intel incredibly simple. Before, customers faced a complex and messy system. The digital experiences team and I changed that. We focused on our users. We found their frustrations. Then we designed, tested and built a solution. Our work was always guided by accessibility. It was built for a global audience. The final product is a streamlined system. It easily connects customers to the support they need. It also provides a blueprint for future experiences at Intel due to the Atomic Design System integration.
Have you ever just wanted to get help from a company, but it felt like you needed a map to even figure out who to contact? That’s what was happening at Intel. Customers were getting lost and frustrated trying to find the support they needed. We had a bunch of different ways to get in touch, but it was confusing for everyone. It created a mess, wasted time and meant some people got a different experience than others.
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.
Low accessibility and responsiveness
The old format was not derived from a mobile first design system and failed to meet WCAG 2.1 accessibility standards throughout the experience.
Internal bottlenecks
Incomplete or incorrect submissions caused delays for support teams and wasted operational resources.
We started by sketching out the basic structure. This helped us see where customers would go and if anything felt clunky or confusing. By working this way, we could test our ideas and make changes fast. This meant that by the time we added all the bells and whistles, the design was already working perfectly. It felt natural and easy to use from the very first interaction. We weren't guessing anymore; we were building something we knew would work for our customers and it did.
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 fragmented experiences and scattered forms across the entire site.
Smart Routing: Back-end logic was mapped early to ensure the form could intelligently route inquiries to the correct team using minimal input.
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.
Before, trying to get help from Intel could feel like a maze. It was confusing and customers often had to go through multiple steps or contact different people just to get a simple answer. It was a frustrating experience for everyone involved.
The digital experiences team and I designed and launched a new Contact Intel experience to fix that. We turned that fragmented process into one easy, clear path. Now, customers can get to the right support much faster, with fewer interactions and a lot less hassle.
But we didn't stop there. We built this new system to be a strong foundation for the future. Plus, we made sure it works for everyone, no matter where they are or what their needs are. This means it's accessible and simple to use for a global audience right from the start.
Visual Design
Leveraging our modern Atomic Design System, we created a clean, easy to use experience including:
Responsive design: We used our standard breakpoints including desktop, tablet and mobile.
Clear microcopy: This helped users better understand choices and next steps in the experience.
Visual hierarchy: This draws attention to primary actions and contextual help throughout the experience.
Accessibility
We conducted a full, thorough WCAG 2.1 compliance review, with features including:
ARIA labels and semantic HTML.
Keyboard navigation support.
Screen reader testing to ensure all users can navigate the experience.
WCAG 2.1 AA color contrast ratio compliance.
Documentation
To streamline development and remain consistent with the design, we created robust documentation including:
Annotated screen flows with interaction notes.
Error state handling.
Routing logic maps.
Dev handoff files via Figma and our internal documentation Wiki.
We started with a simple idea: make it easy for people to get help. We weren't trying to build everything at once, just a small but powerful MVP experience. By focusing on making things simple, easy to use for everyone and working closely with our partners, we completely changed a confusing and frustrating process. The result is a modern, easy-to-use gateway for support that works better for our customers and the business.
100
Accessibility score
96
Best practices score
92
SEO score