Sebastian Mendo | Senior Product Designer

SALESFORCE

Introducing Contact Support, your personalized
AI-driven case resolution assistant

Introducing Contact Support, your personalized AI-driven case resolution assistant

I redesigned Salesforce’s Contact Support flow to intelligently recommend the best support channel for each customer, reducing confusion and time-to-resolution. The new experience balances clarity, transparency, and personalization, helping users find the right help, faster.

Timeline

2023- Current

My role

Product Designer

Teams

Design, Product

Summary (TL;DR)

Contact Support is an AI-driven case recommendation and classification tool for enterprise Salesforce customers.

Problem

Buying a home is stressful and paper-heavy, with fragmented, confusing mortgage processes that frustrate customers and slow down approvals.

01

Problem

Buying a home is stressful and paper-heavy, with fragmented, confusing mortgage processes that frustrate customers and slow down approvals.

01

Problem

Buying a home is stressful and paper-heavy, with fragmented, confusing mortgage processes that frustrate customers and slow down approvals.

01

Solution

ChaseMyHome is an all-in-one, personalized digital hub that simplifies the entire home-buying journey, from budgeting to closing, through guided workflows, in-app document upload, and integrated financial tools.

02

Solution

02

Solution

02

Outcomes

This design-led approach helped Chase cut closing times to 21 days (from an industry average of 30–45), capture 31% of new home-lending leads, and boost customer satisfaction to a top-tier ranking in JD Power’s mortgage surveys.

03

Outcomes

03

Outcomes

03

PROBLEM SPACE

Salesforce offers a wide range of support options, but many users didn’t know which option was most effective for their specific issue.

"A customer hits an issue, Googles around, clicks a few articles, gets stuck, lands on the Contact Support page, and is met with a wall of choices, unclear availability, and no guidance."

This results in:
“Information paralysis” for users
Higher friction and support case volume
Missed opportunities to surface helpful content or faster channels (like chat)

We saw an opportunity to transform this into a guided, recommendation-based experience.

Our design approach

We synthesized feedback from multiple sources—internal data dashboards, support tickets, stakeholder interviews, and a user survey with over 90 responses.

Key Insights:

Users were often unsure which support options were available to them

They preferred a more personalized and visual experience

Surfacing paid plan details during support moments felt like upselling, creating frustration

We synthesized feedback from multiple sources—internal data dashboards, support tickets, stakeholder interviews, and a user survey with over 90 responses.

Key Insights:

Users were often unsure which support options were available to them

They preferred a more personalized and visual experience

Surfacing paid plan details during support moments felt like upselling, creating frustration

Based on the product vision and business strategy, we defined the following goals:

Business Goals:

Shorten time to resolution by routing users to the most effective support

Increase user confidence in the selected support channel

Improve discoverability of content and tools tied to each support tier

Avoid friction by softening the presentation of upgrade options

We synthesized feedback from multiple sources—internal data dashboards, support tickets, stakeholder interviews, and a user survey with over 90 responses.

Key Insights:

Users were often unsure which support options were available to them

They preferred a more personalized and visual experience

Surfacing paid plan details during support moments felt like upselling, creating frustration

We synthesized feedback from multiple sources—internal data dashboards, support tickets, stakeholder interviews, and a user survey with over 90 responses.

Key Insights:

Users were often unsure which support options were available to them

They preferred a more personalized and visual experience

Surfacing paid plan details during support moments felt like upselling, creating frustration

Based on the product vision and business strategy, we defined the following goals:

Business Goals:

Shorten time to resolution by routing users to the most effective support

Increase user confidence in the selected support channel

Improve discoverability of content and tools tied to each support tier

Avoid friction by softening the presentation of upgrade options

We took the following steps to further understanding the problem and beginning to define how a solution would look like.

As a part of the Experience Design team, we cross-collaborated with product managers, engineers, and researchers

I collaborated with product managers, engineers, and researchers as part of the Experience Design team.

Some of my contributions include
Designing across several iterations of the Contact Support flow
Facilitating a cross-functional design studio to generate and evaluate early concepts
Learning from Design Leads on how to best approach challenges
Translating research findings into actionable interaction design
Building annotated prototypes for stakeholder reviews and implementation

You're browsing through Salesforce Help, looking for a solution to your problem.
You land in Contact Support and you tell us about your issue.
AI Case classification will find the most accurate product & topic
Support channels will determine the best solution to your problem
You're browsing through Salesforce Help, looking for a solution to your problem.
You land in Contact Support and you tell us about your issue.
AI Case classification will find the most accurate product & topic
Support channels will determine the best solution to your problem
You're browsing through Salesforce Help, looking for a solution to your problem.
You land in Contact Support and you tell us about your issue.
AI Case classification will find the most accurate product & topic
Support channels will determine the best solution to your problem
You're browsing through Salesforce Help, looking for a solution to your problem.
You land in Contact Support and you tell us about your issue.
AI Case classification will find the most accurate product & topic
Support channels will determine the best solution to your problem

You're browsing through Salesforce Help, looking for a solution to your problem.
You land in Contact Support and you tell us about your issue.
AI Case classification will find the most accurate product & topic
Support channels will determine the best solution to your problem
You're browsing through Salesforce Help, looking for a solution to your problem.
You land in Contact Support and you tell us about your issue.
AI Case classification will find the most accurate product & topic
Support channels will determine the best solution to your problem
You're browsing through Salesforce Help, looking for a solution to your problem.
You land in Contact Support and you tell us about your issue.
AI Case classification will find the most accurate product & topic
Support channels will determine the best solution to your problem
You're browsing through Salesforce Help, looking for a solution to your problem.
You land in Contact Support and you tell us about your issue.
AI Case classification will find the most accurate product & topic
Support channels will determine the best solution to your problem

IMPACT

We transformed support from a reactive necessity into an
AI-powered, intuitive experience that empowers customers before they even ask for help.

12%

Increase in case resolutions

4.0

Case Submission CSAT

Our design approach

We synthesized feedback from multiple sources—internal data dashboards, support tickets, stakeholder interviews, and a user survey with over 90 responses.

Key Insights:

Users were often unsure which support options were available to them

They preferred a more personalized and visual experience

Surfacing paid plan details during support moments felt like upselling, creating frustration

We synthesized feedback from multiple sources—internal data dashboards, support tickets, stakeholder interviews, and a user survey with over 90 responses.

Key Insights:

Users were often unsure which support options were available to them

They preferred a more personalized and visual experience

Surfacing paid plan details during support moments felt like upselling, creating frustration

Based on the product vision and business strategy, we defined the following goals:

Business Goals:

Shorten time to resolution by routing users to the most effective support

Increase user confidence in the selected support channel

Improve discoverability of content and tools tied to each support tier

Avoid friction by softening the presentation of upgrade options

SALESFORCE

Introducing Contact Support, your personalized AI-driven case resolution assistant

Introducing Contact Support, your personalized AI-driven case resolution assistant

Introducing Contact Support, your personalized AI-driven case resolution assistant

Contact Support is an AI-driven case recommendation and classification tool for enterprise Salesforce customers.

Problem

01

Problem

01

Problem

01

Solution

02

Solution

02

Solution

02

Outcomes

03

Outcomes

03

Outcomes

03

Salesforce offers a wide range of support options, but many users didn’t know which option was most effective for their specific issue.

Our design approach

Key Insights:

Key Insights:

Business Goals:

Key Insights:

Key Insights:

Business Goals:

As a part of the Experience Design team, we cross-collaborated with product managers, engineers, and researchers

I collaborated with product managers, engineers, and researchers as part of the Experience Design team.

You're browsing through Salesforce Help, looking for a solution to your problem.

You land in Contact Support and you tell us about your issue.

AI Case classification will find the most accurate product & topic

Support channels will determine the best solution to your problem

You're browsing through Salesforce Help, looking for a solution to your problem.

You land in Contact Support and you tell us about your issue.

AI Case classification will find the most accurate product & topic

Support channels will determine the best solution to your problem

We transformed support from a reactive necessity into an AI-powered, intuitive experience that empowers customers before they even ask for help.

12%

4.0

Our design approach

Key Insights:

Key Insights:

Business Goals:

Introducing Contact Support, your personalized
AI-driven case resolution assistant

We transformed support from a reactive necessity into an
AI-powered, intuitive experience that empowers customers before they even ask for help.