What is Customer Service?
Primark's Help Centre is the central online space for customers seeking support, returns, or answers to common questions. I led a UX redesign of the Help Centre experience - rethinking its structure, usability, and brand alignment - while also consulting on the agent-side Salesforce implementation.
• Role: Lead UX Designer & Consultant (Research, IA, Visual Design)
• Timeline: July 2023 - April 2024
• Tools: Figma, Miro, Qualtrics, Powerpoint
The Challenge
Primark’s Help Centre felt outdated, confusing, and visually disconnected from its fashion-forward brand. Customers struggled to find answers, ignored the chatbot, and distrusted the contact forms. Meanwhile, support agents lacked efficient tools and knowledge access. My goal was to modernise the experience for both users and agents — improving structure, trust, and self-service success.
Customer Services
Customer Services
UX Design - Service Design - Web Audit - Solo Project
UX Design - Service Design - Web Audit - Solo Project
Goal:
Redesign Primark’s Help Centre to create a more intuitive, branded, and self-service-friendly support experience — for both customers and service agents.
Goal:
Redesign Primark’s Help Centre to create a more intuitive, branded, and self-service-friendly support experience — for both customers and service agents.
(Information Architecture Sitemap)
What I discovered
Through usability testing, stakeholder interviews, and IA testing (tree testing + card sorting), I uncovered major usability and perception gaps in Primark's Help Centre.
Users described the site as "cheap", "confusing", and "bland" - damaging brand trust
Information was hard to find; navigation lacked hierarchy and clear pathways
The chatboat was either ignored or not noticed at all, failing its purpose
Contact forms caused hesitation due to privacy and clarity concerns
CS agents lacked a centralised knowledge base, increasing response times
Research
Research
Structural Insight That Changed Everything
It became clear that patching UI alone wasn’t enough — the real issue was content access and cohesion.
I proposed a central knowledge base to house all help content - making the system scalable, searchable, and self-serving. This drove a full redesign strategy aligned with Salesforce Service Cloud, ensuring a smooth integration for both customers and agents.
Heuristic Audit & Benchmarking
Evaluated existing Help Centre against usability heuristics. Benchmarked competitors (e.g., Nike, Fitbit) to identify flaws, inconsistencies, and friction points.
User Research & Scenario Testing
Designed 3 usability scenarios and tested with real users using PSSUQ scoring. Interviewed CS agents for internal pain points and backend needs.
Information Architecture Redesign
Conducted card sorting and tree testing via Userlytics to restructure the sitemap. Simplified labels, reduced decision fatigue, and surfaced IA issues in key journeys.
Iteration & Final Design
Designed and iterated the new Help Centre. Collaborated on branded icons, proposed Salesforce integration, and introduced a scalable knowledge base.
My Process
Outcomes
Reflections
Conducted 3 rounds of usability testing across key customer support tasks (returns, contact, store info)
Redesigned Help Centre with improved navigation, visuals, and copy clarity
Introduced a scalable knowledge base aligned with Salesforce Experience Cloud
Created branded UI elements in collaboration with Primark’s design team for a consistent, modern experience
Discovered how IA testing (tree testing + card sorting) can directly shape content clarity and structure
Learned to advocate for scalability - designing systems to support dynamic content across regions
Understood the importance of bridging customer-facing and agent-facing journeys
Strengthened cross-functional collaboration by aligning UX strategy with Salesforce tech capabilities
Other Projects
PHYTER
Mobile Fitness App
A solo university project designing a gamified fantasy fitness app
What is Customer Service?
Primark's Help Centre is the central online space for customers seeking support, returns, or answers to common questions. I led a UX redesign of the Help Centre experience - rethinking its structure, usability, and brand alignment - while also consulting on the agent-side Salesforce implementation.
• Role: Lead UX Designer & Consultant (Research, IA, Visual Design)
• Timeline: July 2023 - April 2024
• Tools: Figma, Miro, Qualtrics, Powerpoint
The Challenge
Primark’s Help Centre felt outdated, confusing, and visually disconnected from its fashion-forward brand. Customers struggled to find answers, ignored the chatbot, and distrusted the contact forms. Meanwhile, support agents lacked efficient tools and knowledge access. My goal was to modernise the experience for both users and agents — improving structure, trust, and self-service success.
What I discovered
Through usability testing, stakeholder interviews, and IA testing (tree testing + card sorting), I uncovered major usability and perception gaps in Primark's Help Centre.
Users described the site as "cheap", "confusing", and "bland" - damaging brand trust
Information was hard to find; navigation lacked hierarchy and clear pathways
The chatboat was either ignored or not noticed at all, failing its purpose
Contact forms caused hesitation due to privacy and clarity concerns
CS agents lacked a centralised knowledge base, increasing response times
(Information Architecture Sitemap)
Structural Insight That Changed Everything
It became clear that patching UI alone wasn’t enough — the real issue was content access and cohesion.
I proposed a central knowledge base to house all help content - making the system scalable, searchable, and self-serving. This drove a full redesign strategy aligned with Salesforce Service Cloud, ensuring a smooth integration for both customers and agents.
Heuristic Audit & Benchmarking
Evaluated existing Help Centre against usability heuristics. Benchmarked competitors (e.g., Nike, Fitbit) to identify flaws, inconsistencies, and friction points.
User Research & Scenario Testing
Designed 3 usability scenarios and tested with real users using PSSUQ scoring. Interviewed CS agents for internal pain points and backend needs.
Information Architecture Redesign
Conducted card sorting and tree testing via Userlytics to restructure the sitemap. Simplified labels, reduced decision fatigue, and surfaced IA issues in key journeys.
Iteration & Final Design
Designed and iterated the new Help Centre. Collaborated on branded icons, proposed Salesforce integration, and introduced a scalable knowledge base.
My Process
Outcomes
Conducted 3 rounds of usability testing across key customer support tasks (returns, contact, store info)
Redesigned Help Centre with improved navigation, visuals, and copy clarity
Introduced a scalable knowledge base aligned with Salesforce Experience Cloud
Created branded UI elements in collaboration with Primark’s design team for a consistent, modern experience
Reflections
Discovered how IA testing (tree testing + card sorting) can directly shape content clarity and structure
Learned to advocate for scalability - designing systems to support dynamic content across regions
Understood the importance of bridging customer-facing and agent-facing journeys
Strengthened cross-functional collaboration by aligning UX strategy with Salesforce tech capabilities
Other Projects
Colleague Discount App
Led the UX design for Primark's global discount app