Reducing gift card inquires by 31% with Help Center content
In mid-2024, Airbnb’s customer support team was receiving hundreds of daily inquiries about gift cards. This problem was exacerbated by a lack of relevant Help Center content and low visibility of this content in search engine results.
Rather than creating scattered FAQ entries, I developed a strategic information architecture to address common pain points. This new approach involved mapping user journeys, extensive cross-linking, and optimizing for tone and SEO.
Solution
Previously, Airbnb had only one article about gift card redemption. After researching topics that generated the most frequent queries, I wrote five comprehensive articles from scratch, creating a complete gift card knowledge base.
Foundation Article: How gift cards work
Established core concepts including card formats, expiration policies, and usage scope. Included upfront troubleshooting tips to prevent common issues. Key topics within the article were indexed at the top to simplify finding relevant information.
2. Process Articles: "Redeeming" and "Checking balance"
These articles focused on providing streamlined, step-by-step instructions with clear success indicators, next-step guidance, and links to product that set users up for success.
3. Specialized Use Cases: "Pay Part Now, Part Later" integration
Addressed complex payment scenarios that previously required agent intervention.
4. Troubleshooting: "Finding your PIN"
Solved one of the most frequent support requests with clear visual guidance and recovery options.
Results
31% reduction in gift card-related support tickets requiring agent intervention
Hundreds of weekly inquiries resolved through self-service
Improved user experience through comprehensive, accessible information architecture
Operational efficiency gained by freeing agents to handle complex, high-value inquiries
Simplified knowledge finding by ensuring that Airbnb’s gift card articles rank highly in search results
By creating a comprehensive, interconnected knowledge base, I enabled users to confidently navigate gift card functionality independently while dramatically reducing operational costs. The success demonstrated how strategic content architecture can solve complex customer experience challenges at scale.