Mobile Friendly Help Center
My Digital Experience team redesigned the Help Center with a mobile-first approach, making self-service support accessible to the majority of customers who browse on mobile devices.
The Problem
Our FAQ content received 13 million visitors annually, but mobile customers struggled to access it:
- 60% of customers couldn’t find FAQs - No links in mobile web or the Southwest app
- Desktop-only design - Content not optimized for small screens
- Poor readability - Dense text difficult to scan on mobile
- No search integration - Customers couldn’t search within help content
This meant mobile customers—our largest audience—were more likely to call for answers they could find themselves.
The Solution
We created a comprehensive mobile-friendly Help Center:
Responsive Design
- Mobile-first templates that work on any screen size
- Cleaned and optimized index pages for easy scanning
- Answer pages formatted for mobile readability
- Touch-friendly navigation and expandable sections
Improved Discoverability
- Added Help Center links to mobile web global navigation
- Integrated into Southwest app navigation
- Connected to site search for on-the-fly searching
- Clear categorization for browsing by topic
Content Optimization
- Streamlined answers for mobile consumption
- Collapsible sections to reduce scrolling
- Related topics surfaced for common questions
- Quick links to popular help content
Business Value
The improvements support multiple organizational goals:
- Shows transparency - Easy access to policies and information
- Increases conversions - Supportive content reduces booking hesitation
- Enables self-service - Faster, easier answers without calling
- Reduces support burden - Fewer calls for common questions
- Improves SEO - Better structured content ranks higher in search
Results
The mobile-friendly Help Center launch delivered immediate engagement improvements, with significant increases in both FAQ content engagement and site search usage as customers discovered and used the newly accessible help resources.
Customer Impact
By making help content truly accessible on mobile, we meet customers where they are. Whether they’re at the airport checking a policy or at home researching before booking, they can now find answers quickly without picking up the phone.
Launched mobile-friendly Help Center reaching 13M annual visitors, with 60% previously unable to find help content on mobile.
