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From Clicks to Conversation: Content Strategy for the Contact Page Migration

Role:

Senior KB Writer / Content Strategy Owner

Challenge:

Wix's support contact page was a manual click-based hierarchy where millions of users navigated nested categories to find help. Internal analysis revealed tickets were being misrouted to incorrect sections. Compliance flows were a significant time burden on both agents and customers. Regional testing confirmed the manual approach wasn't scaling.

Contribution:

Served as a key stakeholder in the company's transition from the manual click-tree to an NLP-powered conversational bot. Owned the content side: mapped user journeys in Figma with UX, defined the categorization and routing logic for every support channel, structured all KB content for AI ingestion with clear headings and concise language, and implemented a labelling system so the bot could surface the right articles for each intent. Partnered cross-functionally to improve the system's intent-matching accuracy by mapping vague user phrasings to correct resolutions. Drew on my support background to translate the vague utterances real users actually type into the correct downstream solutions.

Outcome:

The contact page now interprets what users mean instead of relying on what they click, routing them to the right channel via natural-language intent matching rather than nested menus. The work also established patterns Wix's KB still uses today for structuring content so it's discoverable by AI systems.

Skills:

AI Content Strategy; Conversational Design; Information Architecture for AI; User Journey Mapping; Cross-Functional Collaboration (Product/UX/Data Science); Intent Classification Input; Self-Service Optimization

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