Facebook Help Center account access revamp

I project managed and strategized a revamp of the Facebook Help Center’s account access content in collaboration with UX Research, SEO subject matter expert, Product Design, and Engineering. The improvements to information architecture, accuracy, and discoverability resulted in double-digit case reduction, increased impressions, and increased sentiment. 

The account access team had made significant improvements to the recovery flow for hacked users, but tens of thousands of users weren’t finding those recovery flows in the first place. The Help Center is a key lever for helping users find the right solution for their issue – whether they’re googling, asking ChatGPT for help, or visiting the Help Center directly – but there were opportunities to improve its discoverability and effectiveness.

Research and data-driven foundation

• I collaborated with a UX Researcher to formulate research questions and prototypes to guide his sessions, then applied the results to our approach.

• I brought in an SEO subject matter expert to analyze how account access Help Center content was performing and suggest improvements, which we implemented. 

• I analyzed user feedback to determine where users were having the biggest issues and strategized updates to address those issues.

Simpler navigation

• I proposed a new landing page to house all of the articles related to the top account access issues, as well as direct links to the recovery flows, an approach strongly validated by UX Research.

• I audited and updated the navigation so that key content wasn’t buried and was more intuitive to find.

Accurate, consolidated, and scannable articles

• I improved several key articles for clarity and accuracy, and secured approvals from stakeholders including product and legal. 

• I consolidated several articles to help users stop hunting for answers.

• 34% reduction in the number of support cases created within 24 hours of viewing account Help Center content. Other highlights include:

  • +351% impressions and +16% helpfulness score for the article on unlocking your suspended account and preventing a disabled account

  • +7% helpfulness after changing the title from “Recover Your Account” to “Recover an Account” and reviving an article on how to help someone else

• The improved content was linked from a Meta Newsroom post on improvements to account support.