UX CASE STUDY
Care Natural Beauty
A support page redesign focused on organizing help content, improving access to information and making self-service easier for customers.
Support Page
UX/UI Design
Information Architecture
Project overview
The project focused on redesigning a support experience so customers could find answers, understand common topics and access support channels with less effort.
The project focused on redesigning a support experience so customers could find answers, understand common topics and access support channels with less effort.
Context
Care Natural Beauty is a Brazilian beauty brand with an e-commerce experience where customers need quick access to information about orders, delivery, payments, exchanges and support channels.
Challenge
The support experience made it difficult for customers to quickly find help. Information was fragmented, support channels were not clearly visible and common questions lacked a clear starting point.
Context
Care Natural Beauty is a Brazilian beauty brand with an e-commerce experience where customers need quick access to information about orders, delivery, payments, exchanges and support channels.
Challenge
The support experience made it difficult for customers to quickly find help. Information was fragmented, support channels were not clearly visible and common questions lacked a clear starting point.
Post-purchase complaint analysis
To understand the main friction points after purchase, I reviewed customer complaints on Reclame Aqui, one of Brazil’s main customer complaint platforms, where consumers report unresolved issues and evaluate how companies respond.
The goal was to identify recurring support issues, understand what customers were trying to solve and define which topics should be prioritized in the support experience.
To understand the main friction points after purchase, I reviewed customer complaints on Reclame Aqui, one of Brazil’s main customer complaint platforms, where consumers report unresolved issues and evaluate how companies respond.
The goal was to identify recurring support issues, understand what customers were trying to solve and define which topics should be prioritized in the support experience.
115
Complaint review
Complaints from a 12-month period were analyzed to understand recurring support needs.
115
Complaint review
Complaints from a 12-month period were analyzed to understand recurring support needs.
Delivery-related issues
Many complaints were related to delayed delivery, missing products and difficulty tracking orders.
Delivery-related issues
Many complaints were related to delayed delivery, missing products and difficulty tracking orders.
Communication gaps
Customers reported difficulty getting responses through support channels, including email and WhatsApp.
Communication gaps
Customers reported difficulty getting responses through support channels, including email and WhatsApp.
Communication gaps
Customers reported difficulty getting responses through support channels, including email and WhatsApp.
Support opportunity
The analysis showed an opportunity to make post-purchase support clearer, more visible and easier to access.
Support opportunity
The analysis showed an opportunity to make post-purchase support clearer, more visible and easier to access.
Support opportunity
The analysis showed an opportunity to make post-purchase support clearer, more visible and easier to access.
Competitor Analysis
To understand support patterns in the Brazilian beauty and personal care market, I analyzed support pages from Natura, O Boticário and Simple Organic.
These brands were selected because they operate in the same or adjacent beauty segment and offer useful references for support navigation, self-service features, FAQ organization and customer service visibility.
To understand support patterns in the Brazilian beauty and personal care market, I analyzed support pages from Natura, O Boticário and Simple Organic.
These brands were selected because they operate in the same or adjacent beauty segment and offer useful references for support navigation, self-service features, FAQ organization and customer service visibility.
Natura
A major Brazilian beauty and cosmetics brand with a large e-commerce presence. Its support experience was analyzed as a reference for multiple access points to help, including header, footer and logged-in user menu.
Natura
A major Brazilian beauty and cosmetics brand with a large e-commerce presence. Its support experience was analyzed as a reference for multiple access points to help, including header, footer and logged-in user menu.
Natura
A major Brazilian beauty and cosmetics brand with a large e-commerce presence. Its support experience was analyzed as a reference for multiple access points to help, including header, footer and logged-in user menu.
O Boticário
One of Brazil’s largest cosmetics brands. Its support page was analyzed as a reference for search with autocomplete, topic shortcuts, most accessed questions and visible support channels.
O Boticário
One of Brazil’s largest cosmetics brands. Its support page was analyzed as a reference for search with autocomplete, topic shortcuts, most accessed questions and visible support channels.
Simple Organic
A Brazilian natural and organic beauty brand. It was analyzed as a closer reference for a simpler support structure, FAQ organization and visible contact information.
Simple Organic
A Brazilian natural and organic beauty brand. It was analyzed as a closer reference for a simpler support structure, FAQ organization and visible contact information.
Simple Organic
A Brazilian natural and organic beauty brand. It was analyzed as a closer reference for a simpler support structure, FAQ organization and visible contact information.
Natura
A major Brazilian beauty and cosmetics brand with a large e-commerce presence. Its support experience was analyzed as a reference for multiple access points to help, including header, footer and logged-in user menu.
O Boticário
One of Brazil’s largest cosmetics brands. Its support page was analyzed as a reference for search with autocomplete, topic shortcuts, most accessed questions and visible support channels.
Simple Organic
A Brazilian natural and organic beauty brand. It was analyzed as a closer reference for a simpler support structure, FAQ organization and visible contact information.
Main observations
The benchmark revealed patterns that could help guide the redesign of Care Natural Beauty’s support experience.
Support access points
Natura and O Boticário offer multiple ways to access help, including the header, footer and logged-in user menu. Simple Organic provides fewer access points, mainly through the footer and logged-in area.
Support access points
Natura and O Boticário offer multiple ways to access help, including the header, footer and logged-in user menu. Simple Organic provides fewer access points, mainly through the footer and logged-in area.
Visible support channels
O Boticário and Simple Organic display support channels and service hours more clearly, helping users understand when and how they can expect a response.
Visible support channels
O Boticário and Simple Organic display support channels and service hours more clearly, helping users understand when and how they can expect a response.
Search and autocomplete
O Boticário was the only analyzed brand with a search field and autocomplete suggestions, helping users find questions without manually scanning the full support page.
Search and autocomplete
O Boticário was the only analyzed brand with a search field and autocomplete suggestions, helping users find questions without manually scanning the full support page.
Search and autocomplete
O Boticário was the only analyzed brand with a search field and autocomplete suggestions, helping users find questions without manually scanning the full support page.
Related questions navigation
All three brands use a left-side navigation pattern. Natura and Simple Organic use it for support categories, while O Boticário uses it to show questions related to the selected topic.
Related questions navigation
All three brands use a left-side navigation pattern. Natura and Simple Organic use it for support categories, while O Boticário uses it to show questions related to the selected topic.
Related questions navigation
All three brands use a left-side navigation pattern. Natura and Simple Organic use it for support categories, while O Boticário uses it to show questions related to the selected topic.
Related questions navigation
All three brands use a left-side navigation pattern. Natura and Simple Organic use it for support categories, while O Boticário uses it to show questions related to the selected topic.
Topic shortcuts
O Boticário also uses highlighted topic buttons for common questions, creating faster access to recurring support needs.
Topic shortcuts
O Boticário also uses highlighted topic buttons for common questions, creating faster access to recurring support needs.
Footer labels
Footer naming can affect how easily users find help. O Boticário uses a clear label such as “Dúvidas” (Questions), while Simple Organic uses a more conversational label, “Precisa de ajuda?” (Need help?).
Footer labels
Footer naming can affect how easily users find help. O Boticário uses a clear label such as “Dúvidas” (Questions), while Simple Organic uses a more conversational label, “Precisa de ajuda?” (Need help?).
Footer labels
Footer naming can affect how easily users find help. O Boticário uses a clear label such as “Dúvidas” (Questions), while Simple Organic uses a more conversational label, “Precisa de ajuda?” (Need help?).
Benchmark takeaway
The benchmark showed that Care Natural Beauty’s support experience could benefit from clearer access points, search with autocomplete, topic-based shortcuts, visible support channels and more intuitive footer labels.
Benchmark takeaway
The benchmark showed that Care Natural Beauty’s support experience could benefit from clearer access points, search with autocomplete, topic-based shortcuts, visible support channels and more intuitive footer labels.
Current support analysis
After reviewing customer complaints and competitor references, I analyzed Care Natural Beauty’s current support experience, including its FAQ page, footer links and related support pages.
The goal was to understand how help content was distributed across the website and where users might face extra effort when trying to solve common issues.
After reviewing customer complaints and competitor references, I analyzed Care Natural Beauty’s current support experience, including its FAQ page, footer links and related support pages.
The goal was to understand how help content was distributed across the website and where users might face extra effort when trying to solve common issues.
Support page
The main FAQ page had limited coverage of recurring post-purchase issues and did not offer search, autocomplete or highlighted shortcuts for common questions.
1
Limited content coverage
The FAQ did not cover recurring post-purchase issues such as delivery delays and difficulty contacting support.
2
No search or shortcuts
Users had to scan the page manually, without search, autocomplete or highlighted topic buttons.
3
Unclear starting point
The page did not guide users toward the most common questions or support categories.
Support page
The main FAQ page had limited coverage of recurring post-purchase issues and did not offer search, autocomplete or highlighted shortcuts for common questions.
1
Limited content coverage
The FAQ did not cover recurring post-purchase issues such as delivery delays and difficulty contacting support.
2
No search or shortcuts
Users had to scan the page manually, without search, autocomplete or highlighted topic buttons.
3
Unclear starting point
The page did not guide users toward the most common questions or support categories.
Support page
The main landing page introduces the event, but does not concentrate enough relevant and timely decision-support information before users are invited to register.
1
Limited content coverage
The FAQ did not cover recurring post-purchase issues such as delivery delays and difficulty contacting support.
2
No search or shortcuts
Users had to scan the page manually, without search, autocomplete or highlighted topic buttons.
3
Unclear starting point
The page did not guide users toward the most common questions or support categories.
Related support pages
Support-related content appeared across separate pages, such as subscription, referral, cashback and purchase guidance, increasing navigation effort.
1
Fragmented information
Support-related content appeared across separate pages, such as subscription, referral and cashback.
2
Inconsistent naming
Similar FAQ sections used different titles across the site, making the support structure less consistent.
3
Extra navigation effort
Users needed to visit multiple pages to understand topics that could be centralized in the support experience.
Related support pages
Support-related content appeared across separate pages, such as subscription, referral, cashback and purchase guidance, increasing navigation effort.
1
Fragmented information
Support-related content appeared across separate pages, such as subscription, referral and cashback.
2
Inconsistent naming
Similar FAQ sections used different titles across the site, making the support structure less consistent.
3
Extra navigation effort
Users needed to visit multiple pages to understand topics that could be centralized in the support experience.
Related support pages
The main landing page introduces the event, but does not concentrate enough relevant and timely decision-support information before users are invited to register.
1
Fragmented information
Support-related content appeared across separate pages, such as subscription, referral and cashback.
2
Inconsistent naming
Similar FAQ sections used different titles across the site, making the support structure less consistent.
3
Extra navigation effort
Users needed to visit multiple pages to understand topics that could be centralized in the support experience.
Key findings
The analysis pointed to four main opportunities to make the support experience clearer and easier to navigate.
1
Limited access to support
The support page was mainly accessed through the footer.
1
Limited access to support
The support page was mainly accessed through the footer.
1
Limited access to support
The support page was mainly accessed through the footer.
2
Fragmented support content
Support-related questions were spread across separate pages.
2
Fragmented support content
Support-related questions were spread across separate pages.
2
Fragmented support content
Support-related questions were spread across separate pages.
2
Fragmented support content
Support-related questions were spread across separate pages.
3
No search field
Users had to scan content manually without search or autocomplete.
3
No search field
Users had to scan content manually without search or autocomplete.
3
No search field
Users had to scan content manually without search or autocomplete.
4
Low visibility of support channels
Contact options and service hours were not clearly presented.
4
Low visibility of support channels
Contact options and service hours were not clearly presented.
4
Low visibility of support channels
Contact options and service hours were not clearly presented.
Design goals
The design goals were defined from the key findings and focused on clearer access, better self-service navigation and centralized support content.
The design goals were defined from the key findings and focused on clearer access, better self-service navigation and centralized support content.
The design goals were defined from the key findings and focused on clearer access, better self-service navigation and centralized support content.
Make support easier to find
Provide clearer access to help beyond the footer.
Make support easier to find
Provide clearer access to help beyond the footer.
Improve self-service navigation
Use search, topic shortcuts and related questions to help users find answers faster.
Improve self-service navigation
Use search, topic shortcuts and related questions to help users find answers faster.
Centralize support content
Bring recurring questions from different pages into one support experience.
Centralize support content
Bring recurring questions from different pages into one support experience.
Solution
Based on the issues identified in customer complaints, competitor benchmarks and the current support experience, I redesigned the support structure into a more centralized self-service experience, helping users find answers faster and reducing the need to contact support for recurring questions.
The proposed solution includes a search field with autocomplete, highlighted topic shortcuts, frequently asked questions, related-question navigation, visible support channels and clearer access from the logged-in account area.
Based on the issues identified in customer complaints, competitor benchmarks and the current support experience, I redesigned the support structure into a more centralized self-service experience, helping users find answers faster and reducing the need to contact support for recurring questions.
The proposed solution includes a search field with autocomplete, highlighted topic shortcuts, frequently asked questions, related-question navigation, visible support channels and clearer access from the logged-in account area.
Before
Support content was fragmented across different pages, with limited guidance and no search.
Before
Support content was fragmented across different pages, with limited guidance and no search.
After
The redesigned page brings search, topic shortcuts, recurring questions and support channels into one clearer experience.
After
The redesigned page brings search, topic shortcuts, recurring questions and support channels into one clearer experience.
After
The redesigned page brings search, topic shortcuts, recurring questions and support channels into one clearer experience.
Main change
The page works as a central support hub instead of a simple FAQ list.
Main change
The page works as a central support hub instead of a simple FAQ list.
Main change
The page works as a central support hub instead of a simple FAQ list.
Solution highlights
The redesign was structured around the main actions users need when looking for help, from searching for answers to accessing support channels when self-service is not enough.
The redesign was structured around the main actions users need when looking for help, from searching for answers to accessing support channels when self-service is not enough.
Design decisions
The main design decisions focused on reducing fragmentation, creating a more scannable layout and making direct support easier to access.
The main design decisions focused on reducing fragmentation, creating a more scannable layout and making direct support easier to access.
The main design decisions focused on reducing fragmentation, creating a more scannable layout and making direct support easier to access.
Centralized support structure
Related questions and support topics were brought into one page to reduce scattered navigation.
Centralized support structure
Related questions and support topics were brought into one page to reduce scattered navigation.
Centralized support structure
Related questions and support topics were brought into one page to reduce scattered navigation.
Topic-based navigation
Categories were organized around customer needs, such as orders, delivery, payments and exchanges.
Topic-based navigation
Categories were organized around customer needs, such as orders, delivery, payments and exchanges.
Search-first experience
A search field and topic shortcuts help users find answers faster.
Search-first experience
A search field and topic shortcuts help users find answers faster.
Search-first experience
A search field and topic shortcuts help users find answers faster.
Visible contact options
Support channels and service hours were placed clearly to reduce uncertainty.
Visible contact options
Support channels and service hours were placed clearly to reduce uncertainty.
A clearer support experience.
The redesign aimed to help customers find answers faster, reduce uncertainty and make support channels easier to access when needed.
The redesign aimed to help customers find answers faster, reduce uncertainty and make support channels easier to access when needed.
The redesign aimed to help customers find answers faster, reduce uncertainty and make support channels easier to access when needed.
For users
• Greater autonomy to solve questions on their own; • Faster and more efficient responses; • A simple and intuitive support experience.
For users
• Greater autonomy to solve questions on their own; • Faster and more efficient responses; • A simple and intuitive support experience.
For users
• Greater autonomy to solve questions on their own; • Faster and more efficient responses; • A simple and intuitive support experience.
For the business
• Fewer unnecessary support tickets. • Increased customer satisfaction and loyalty.
For the business
• Fewer unnecessary support tickets. • Increased customer satisfaction and loyalty.
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