Sebastian Mendo | Senior Product Designer

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

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

Timeline

2021-2023

My role

Product Designer

Teams

Design, Product

Summary (TL;DR)

Salesforce led to be a leader in the AI industry by offering AI customer service solutions to their customers

Contact Support is your intelligent support path recommendation system used for providing the best support channel for each customer, reducing confusion and time-to-resolution. This experience balances clarity, transparency, and personalization, helping users find the right help, faster.

Problem

Customers were overwhelmed by a 'wall of choices,' making it difficult to know which support channel would solve their issue the fastest.

Problem

Customers were overwhelmed by a 'wall of choices,' making it difficult to know which support channel would solve their issue the fastest.

Problem

Customers were overwhelmed by a 'wall of choices,' making it difficult to know which support channel would solve their issue the fastest.

Solution

I designed an AI-driven experience that analyzes a user’s issue in real-time to recommend the most effective path to a resolution.

Solution

I designed an AI-driven experience that analyzes a user’s issue in real-time to recommend the most effective path to a resolution.

Solution

I designed an AI-driven experience that analyzes a user’s issue in real-time to recommend the most effective path to a resolution.

Outcomes

We increased case resolutions by 12% and achieved a 4.0 CSAT, proving that AI-guided support is faster and more intuitive than manual searching.

Outcomes

We increased case resolutions by 12% and achieved a 4.0 CSAT, proving that AI-guided support is faster and more intuitive than manual searching.

Outcomes

We increased case resolutions by 12% and achieved a 4.0 CSAT, proving that AI-guided support is faster and more intuitive than manual searching.

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.

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

We worked together to conduct research, synthesize insights, prototype designs, and work cross-functionally to deliver on our vision.

We worked together to conduct research, synthesize insights, prototype designs, and work cross-functionally to deliver on our vision.

USER INPUT

Users can input their inquiry as a prompt.

AI OUTPUT

Einstein AI compares in real time the prompt to user's history and generates topic recommendations for narrowing down the solution

Recommended Support Channels

Once a customer selects a topic & product, they get the best possible recommendation.

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

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.

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

Salesforce led to be a leader in the AI industry by offering AI customer service solutions to their customers

Salesforce led to be a leader in the AI industry by offering AI customer service solutions to their customers

Problem

Problem

Problem

Solution

Solution

Solution

Outcomes

Outcomes

Outcomes

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

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:

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

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

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

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.