Joseph Shortino

🔓 Developing a new content style for in-app support content

We accelerated feature adoption and steered demand away from live support by eliminating friction in self-service ordering and service management.

Driving feature adoption with self-service, in-app support​

Our challenge

Business customers struggled to complete orders and service changes on their own, forced to sift through thousands of outdated, overly technical help articles and defaulting to costly live-chat or phone support.

Insights

By reviewing support analytics and interviewing enterprise users, I confirmed that concise, context-aware guidance delivered directly inside the application would remove the biggest friction points and speed self-service adoption.

Our solution

Our human-centered design (HCD) team designed and built a contextual, task-based self-service support tool called Guided Help. Each semi-autonomous workflow walked enterprise customers through complex ordering and service management tasks with concise, step-by-step guidance.

Client

Leading enterprise telecom provider

My key deliverables

  • In-application support strategies and content
  • Onboarding and overview video scripts
  • Internal WalkMe and Pendo overviews, trainings, and reports

Tools

  • WalkMe Editor and Panda
  • HTML, CSS, and JavaScript
  • Adobe Workfront
  • Word and PowerPoint
  • Storyboarding and script management tools

Our approach and solution

The initial batch of tasks documented how to:

  • Complete general tasks
  • Order new services
  • Manage existing services

We used customer feedback, analytics, and insights from live support partners to inform and prioritize future workflows. With funding secured and a solid foundation of flows in place, we turned our focus to setting expectations for existing customers.

In just under a minute, our evergreen video introduces the Guided Help experience and sets clear expectations for all customers.

My contributions to Guided Help

As more tasks and automations launched, I partnered with Brand and Editorial to develop a new style tailored for short-form, in-app content.

The platform centralizes dozens of telecom and internet services, so I developed a content taxonomy that balanced platform- and product-level tasks.

I wrote copy, configured, and tested new flows while editing existing ones for tone, style, and terminology consistency.

I worked with product owners and marketing teams to script videos that introduced the tool to customers. As usage grew and outcomes improved, interest and funding followed.

Slides from guided help presentations
'If you build it [and heavily market it], they will come.'
Abstract visual of WalkMe Editor

The results of our shared success

We successfully redirected users to self-service support options:

  • Increased digital adoption of key features like paperless billing by 16%
  • Automated 25+ high-volume ordering actions, reducing cart abandonment
  • Reduced support call and chat volume for routine tasks to sustainable levels

Want to discuss the details? Let's walk through my work and process together.

Say hello@josephshortino.com
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