Help Center Mobile-First Redesign
While leading the Digital Experience group, we redesigned the Southwest Help Center to better serve the millions of customers seeking self-service answers.
The Challenge
The Help Center received 17 million page views annually, with 58% of visitors accessing from mobile devices. The existing experience wasn’t optimized for mobile, making it difficult for customers to find answers on the go.
What We Delivered
Simplified Homepage
- Prominent search - Easy access to find topics quickly
- Grouped topics - Logical organization for faster navigation
- Mobile-first design - Optimized for the majority mobile audience
New Topic Landing Pages
- Quick info sections - Key answers visible immediately
- Grouped subtopics - Easier drill-down to specific questions
- Clean visual hierarchy - Less clutter, more clarity
Improved Topic Pages
- Accordion-style answers - Expandable sections reduce scrolling
- Related topics - Cross-links to relevant content
- Mobile-optimized layouts - Readable on any device
Content Consolidation
We also consolidated scattered content into the Help Center:
- Checked Bags - Previously split across multiple pages
- Carry-on Bags - Unified into single source of truth
- Special Items - Consolidated guidance for sports equipment, instruments, etc.
- International Travel - Combined documentation requirements
Results
The redesign made it easier for customers to self-serve, reducing the need to call or visit airport counters for common questions. The mobile-first approach ensured the majority of visitors could find answers quickly, regardless of device.
Redesigned the Help Center serving 17 million annual visitors, with 58% accessing from mobile devices.
