The AA: customer support knowledge base redesign

content design | copywriting | customer experience | ux copy
Redevelopment of online knowledge information to make it easier for customers to find and understand key troubleshooting topics and contact options.

Joe, from the start, showcased his deep knowledge and passion for all things content. His copywriting showed creative flair and Joe also thought about the science of content. He used his knowledge of SEO, UX and analytics to produce digital journeys that worked hard for customers. Joe is an asset to any content team, I would hire him again in a heartbeat.

— Helen Andreou

Head of Customer Experience, The AA


The existing customer support section had yet to be migrated into the new website’s design patterns and components.

This also presented an opportunity to improve the quality and usability of existing content, whose wordy and static nature made it difficult for users to quickly scan and navigate to the contact information they needed.

With longer-term automated solutions such as chatbots in mind, the organisation wanted to begin moving toward a more dynamic and structured approach to providing useful answers to common customer queries online.



We worked closely with the customer contact centre to review all existing customer help and contact information.

This helped us to identify critical user need gaps and opportunities in existing contact information coverage.

From there, we began mapping out a new ‘stepped’ user journey, whereby information was grouped into task-led topics and sub-topics that correlated with popular customer queries.

A mix of concise help information and contact options was compiled into a set of content assets that would act as interactive responses to queries.

A spreadsheet was born.


Planning and collaboration of content production and page build, courtesy of a Trello board.



Customer-centred groupings provided a far more intuitive and interactive journey through relevant help topics and contact options.




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