Empowering Customers


Embark on an exploration as we delve into an intriguing case study involving Fair Trading, a vital department within the NSW government of Australia. 


Customers struggle to find information independently

The Fair Trading website, while functional, has been receiving an overwhelming number of complaints and inquiries from customers.

Customers are unable to find the information they need, leaving them frustrated and dependent on the Fair Trading staff for assistance.


Enable self-service; reduce complaints and inquiries

Empower users to self-service, resulting in a decrease in complaints and online inquiries.

Develop a template to enhance Fair Trading’s numerous retail pages, which have been a significant source of call center complaints.


Improves user experience; reduces business workload

This approach benefits both Fair Trading customers as they enjoy a better experience, and the business as the workload is reduced.

In addition, this self-service transformation aligns perfectly with the business’s long-term goal (migration program), making it smoother.

Project Milestones

A snapshot of the project timeline, highlighting key phases and milestones from start to finish

Step 1

Choose the area

My initial focus involved pinpointing the specific domain of engagement.

The  “Products and Services” within Fair Trading encompassed numerous areas spanning approximately 80 pages. To secure buy-in from the business and maximize customer impact, I meticulously examined service desk complaints and conducted multiple meetings with stakeholders.

This process aimed to pinpoint the top 10 areas where my contributions could deliver the most significant value, as outlined below.

Nominated Areas





Electrical work at home

Clothing and jewelry

Events and concerts



Lost products

The Fair Trading service desk encountered the highest volume of complaints, prompting the selection of Travel and accommodation as the focal point.



Research Objective

The primary objective of the research is to identify the key factors influencing users’ choice to submit complaints rather than utilizing self-service options.


Content Accessibility

Users may struggle to find buried information.

Content Completeness

Gaps in content might leave users with unanswered questions.

User Flow

User flow may not effectively support independent issue resolution.

Methodology and Techniques

Exploring UX Methods to Uncover User Behavior and Enhance Overall Experience 

Conduct Stakeholder Interview

 Conduct User Interview

Run Hotjar survey

Review Complaint Data

Review Google Analytics Data

map User Journey

Run Competitive analysis

Research Findings

wrong content, wrong timing, wrong tone! 

Content must be task-based, empathic and relevant to today’s user

User Behavior

  • Users visit the FT website for the validation of knowledge to negotiate with service providers lawfully.
  • Preference for self-resolution over submitting complaints due to perceived time consumption.
  • Cutting and pasting content from the FT website to provider emails to substantiate claims.

Content Relevance

  • Content focused on pre-booking stages, whereas users require advice for post-booking issues.
  • Lack of detailed steps for issue resolution.
  • Generic content fails to address users’ specific needs and knowledge levels.
  • Users find current content too regulatory and difficult to understand.

Technical and Accessibility

  • SEO issues with page names and headings lead to confusion in search engine results.
  • Challenges in spotting travel-related content due to poor content hierarchy.
  • Difficulty in accessing relevant information and navigating the website effectively.

Step 3


Six new pages designed by me address pain points and requirements identified during the research phase.

New FAQ Sections

  • Implemented new FAQs on each page to provide quick access to commonly asked questions.
  • This enhancement aims to address frequent inquiries efficiently, improving the overall user experience.

New Content Topics

  • Introduced content addressing user questions on refunds, cancellations, compensation, and third-party booking platforms.
  • These topics were identified as top user concerns from the complaints data analysis.

Step-by-Step Issue Resolution

  • Added a dedicated section with clear three-step instructions on resolving issues.
  • This empowers users to self-service effectively, reducing their reliance on submitting complaints.

User Questions Addressed

  • Collaborated with a content writer to ensure each topic answered two critical questions: “What are my consumer rights?” and “What are provider obligations?”
  • These questions were repeatedly asked by users during interviews.

Clarifying the Role of FT

Clearly outlined the role of FT, including areas where FT cannot assist.

This feature was developed after stakeholder interviews revealed that users often became frustrated upon learning FT’s limitations too late in the process.

A callout was created at the beginning of the process to manage user expectations and build trust.

Step 4


In this phase, the strategies and designs conceived during the previous stages were brought to life. We meticulously developed and implemented solutions to address user concerns and improve the overall experience on the Fair Trading website. 

Throughout the implementation, I remained conscious of the design feasibility. Each page design was reviewed in meetings with the development team to ensure buildability with existing components. When necessary, I adapted my designs to meet feasibility constraints and avoid delays from developing new components, ensuring timely delivery without compromising quality.

By translating our vision into tangible, user-centred solutions, we significantly improved the usability and effectiveness of the Fair Trading website.

Step 6

Measure Success

Through data analysis, my goal is to evaluate user satisfaction, adoption of self-service options, and reduction in complaints. This valuable insight will inform future enhancements, allowing Fair Trading to consistently deliver an exceptional user experience aligned with both user needs and business objectives.

Google Analytics


Complaints Data