Overview
When our team entered Q2 without a clear roadmap, I co-led a product summit with my PM to identify where to focus. This case study covers one of the key initiatives that came out of it: reducing inbound customer support volume by helping doctors self-resolve issues directly in the app.
18% of all inbound CX contacts traced back to our software team, and the goal was to bring that below 13%. Through three months of ticket analysis, Fullstory observation, and a cross-functional team summit, we identified the highest-impact failure points and shipped contextual in-app guidance to address them.
The result: contact motivators dropped to 9.6%, overachieving our goal by 3.4%.
01 / Core problem
A deeper analysis revealed five core issues driving the majority of contacts, with order submission failures (incomplete scans, misaligned bite scans, unmarked teeth) representing the biggest single opportunity.
02 / Process
I categorized three months of CX tickets to identify the highest-impact failure points, then watched Fullstory sessions and interviewed support and scan review teams to surface the technical root causes. An audit of existing help content revealed scattered guidance and weak information architecture, and a cross-functional summit aligned the team on which solutions to prioritize onto the roadmap.
03 / Solution
I designed contextual in-app guidance flows targeting the highest-volume failure points. Focused on error prevention first, with clear self-resolution paths when errors occurred. Solutions addressed unmarked tooth confusion, bite scan alignment issues, and workflow education gaps.
Help content was made accessible at the right moment in the workflow rather than buried in a separate tab.
04 / Results
The summit process produced buy-in across the team and surfaced roadmap items beyond this immediate initiative.