Redesigning Help Center into halo tiket Customer Support

tiket.com is a Southeast Asian travel unicorn serving 52+ million active users across 10+ travel products, including flights, hotels and trains. This was the Help Center we started with.

A significant portion of cases are repetitive and low-complexity, such as:

• "Where is my refund / what's the progress?"
• "Has my ticket been issued?"
• "What's my booking status?"

Three structural problems explained why:

We conducted 10 in-depth interviews and usability tests with users who had contacted CS about a flight or hotel in the previous three months, sampled across three levels of Help Center familiarity: never heard of it, aware but never used it, and tried it then stopped.

Key Insight #3

Users first instinct is to call CS regardless of issue severity.

Because of this instinct, users do not prefer to be talking to bots.

I led a cross-functional workshop with CS, CX, Brand Marketing, Corporate Strategy and Tech Leads to surface what each function actually needed from the Help Center, before any design work began.

Three distinct agendas surfaced:

Only 46% of users recognised "Help Center" as a support channel, and the name itself signalled "article library". We rebranded it as halo tiket Customer Support and rebuilt the page around six decisions:

Each guiding goal maps directly to specific design decisions visible across the three contextual states: Low Emergency, High Emergency and No Orders.

Repeatable issues resolve before they reach an agent, non-urgent help moves into chat, and agents are freed for genuinely complex cases.

• Self-service content sits above every contact channel
• Quick Solutions (Request Reschedule, Request Refund) in the Low Emergency state
• Chatbot prompts for common issues, selected by order urgency
• FAQ-first layout in the No Orders state, with relevant articles before contact options

By providing solutions based on user’s product journey, what a user sees changes with their order and how close their travel date is.

• Enable Call for High Emergency state: Within two hours of departure, Free Internet Call, Domestic Call and International Call appear. They are absent in every other state.
• Order card content shifts from general issues to time-critical ones: "I cannot check-in at the airport", "My flight has been rescheduled"

To minimize what users need to learn, we simplified the user experience to focus on what really matters to users.

• The order card shows only the three most relevant topics, replacing the old generic list
• No Orders state shows product-tabbed FAQs with relevant help topics

What if users already have an open case?

A dynamic entry point appears at the top of the page only when the user has an active complaint. It stays hidden entirely when there is nothing to track.

Success is measured on whether users reach the right level of support at the right time, and on how much repeatable load the design removes from human agents.

Throughout this project, I collaborated with several new stakeholders as I just transitioned into joining Customer Service & Fulfilment Product & Design Team.

I led the redesign of the Help Center Revamp, facilitating workshops with stakeholders from CS, CX, Corporate Strategy, and others. Additionally, I conducted usability testing alongside the research team to optimize the user experience for tiket.com users.

I also contributed to the development of tiket.com's VOIP Call system and new chatbot, refining previous data and designs to deliver improved solutions that better meet user needs.

Collaborators
With thanks to everyone I worked alongside on this project.

• Product Design team - Yossie Gunawan, Nuriyah Amalia, Mawla Muhdiar, Sri Izzati
• Product team - Yocky Tegar, Rian Bastian
• Tech Platform Team
• CS (Customer Service), CX (Customer Experience), Brand Marketing, Corporate Strategy