Overhauled Air Canada's digital help center.

Turned a decade of clutter into a modern self-serve hub used by 46M+ travelers every year.

6 months

Lead Product Designer

Sole Designer, 1 PMs, 5+ Engineers & 1 QA

The challenge.

Bad press, lost baggage, and overwhelmed call centers were chipping away at trust. Despite 46M annual travelers, the help site was riddled with broken links, outdated content, and confusing flows. 75% of users couldn’t resolve their issue online and defaulted to calling in. Leadership initially sought a quick fix—reduce reliance on phone support—but it was clear the problem ran deeper.

My role.

As Lead Product Designer, I overhauled Air Canada’s help center from the ground up—shaping the vision, strategy, and execution across content, structure, and UI. What began as a quick fix became a full-scale transformation. I led research, audits, and information architecture, working closely with cross-functional teams to align goals and streamline delivery.

Made to support travelers when time is tight and answers matter.

Help, not hassle.

Clarity at a glance

Grouped related topics into scannable sections with anchor links—so travelers could scan fast and jump straight to what matters.
No more overload

Swapped walls of links for expandable cards and summaries—letting users browse at their own pace without drowning in details.
Articles that work

Rewrote outdated articles with mobile-first templates, a clearer tone, and real actions travelers can take.
Future smarter search

Laid the foundation for smarter, AI-powered search—built to evolve with user needs and deliver faster, more relevant answers.
Answers before agents

Shifted agent details to a collapsible directory—freeing up space for real self-serve solutions without losing access to live help.