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[Case 01]

Reimagining Tech Support for Gen Z on Social Media

Tech Support / Social Media

Improving Gen Z Help-Seeking on Microsoft Social Platforms

Analyzing Support Across Instagram, Threads, YouTube, and X to Boost Clarity & Engagement

[Project Overview]

@MicrosoftHelps content for Instagram, Twitter (X), YouTube, and Threads using platform-native formats - carousels, short videos, and bold CTAs, based on usability tests, audits, and Gen Z insights to make support more intuitive and engaging.

[Problem Statement]

Gen Z users often avoid traditional help desks and seek quick support on platforms like Instagram, X, and YouTube. Microsoft’s social presence was informative but lacked platform-native interaction design. This gap led to confusion, low engagement, and poor help-seeking behavior.

[Industry]

Tech Support / Social Media

[My Role]

Lead Designer

[Platforms]

Instagram, X, Threads, YouTube

[Timeline]

August 2024 – December 2024

View Summary

View Summary

[Persona]

Jordan Mehta

College Student, Agricultural Science Major

When something breaks, I search for it on Instagram, Reddit, Youtube or TikTok before visiting any support page.

Age: 21

Location: Seattle, WA

Tech Proficiency: Moderate

Gender: Male

[Goal]

Get quick answers without leaving the app

Avoid long support articles and confusing threads

Find help in visual, interactive formats (e.g., carousels, shorts, polls)

[Frustrations]

Support content that looks like ads or brand posts

Having to scroll/search through generic pages

Lack of clarity in post types or expected action

[Process]

[01] User Research

Conducted open-ended interviews with 20 Gen Z users

Tested help-related content on Instagram, Threads, and YouTube

Ran survey on Purdue student network (42 responses) for social media support habits

[01] User Research

Conducted open-ended interviews with 20 Gen Z users

Tested help-related content on Instagram, Threads, and YouTube

Ran survey on Purdue student network (42 responses) for social media support habits

[01] User Research

Conducted open-ended interviews with 20 Gen Z users

Tested help-related content on Instagram, Threads, and YouTube

Ran survey on Purdue student network (42 responses) for social media support habits

[02] Insights

Gen Z prefers short video explainers (Reels, Shorts, TikToks) over text-heavy posts

Native platform styles increase trust (e.g., Threads Q&A > cross-posted graphics)

Clear, direct CTAs (e.g., "Click here for driver reset") increase engagement

[02] Insights

Gen Z prefers short video explainers (Reels, Shorts, TikToks) over text-heavy posts

Native platform styles increase trust (e.g., Threads Q&A > cross-posted graphics)

Clear, direct CTAs (e.g., "Click here for driver reset") increase engagement

[02] Insights

Gen Z prefers short video explainers (Reels, Shorts, TikToks) over text-heavy posts

Native platform styles increase trust (e.g., Threads Q&A > cross-posted graphics)

Clear, direct CTAs (e.g., "Click here for driver reset") increase engagement

[03 Design Solution]

Proposed a content format system: “Quick Fix Reels,” “How-to Carousels,” and “Pinned Guides”

Created platform-specific strategies: Threads: Conversational explainers Instagram: Carousel how-tos + highlights YouTube: Shorts on top-searched tech issues

Suggested A/B testing based on content interaction types (e.g., tap-through vs. comments)

[03 Design Solution]

Proposed a content format system: “Quick Fix Reels,” “How-to Carousels,” and “Pinned Guides”

Created platform-specific strategies: Threads: Conversational explainers Instagram: Carousel how-tos + highlights YouTube: Shorts on top-searched tech issues

Suggested A/B testing based on content interaction types (e.g., tap-through vs. comments)

[03 Design Solution]

Proposed a content format system: “Quick Fix Reels,” “How-to Carousels,” and “Pinned Guides”

Created platform-specific strategies: Threads: Conversational explainers Instagram: Carousel how-tos + highlights YouTube: Shorts on top-searched tech issues

Suggested A/B testing based on content interaction types (e.g., tap-through vs. comments)

[04] Testing & Iteration

Conducted think-aloud usability tests with 10 Gen Z users across Instagram, Threads, and YouTube to observe reactions to different support content types.

Collected feedback on clarity, tone, and engagement using short preference tests and affinity mapping sessions with survey respondents.

Refined post formats and visual styles for each platform — switching to carousels, Reels, and conversational post copy based on user insights.

[04] Testing & Iteration

Conducted think-aloud usability tests with 10 Gen Z users across Instagram, Threads, and YouTube to observe reactions to different support content types.

Collected feedback on clarity, tone, and engagement using short preference tests and affinity mapping sessions with survey respondents.

Refined post formats and visual styles for each platform — switching to carousels, Reels, and conversational post copy based on user insights.

[04] Testing & Iteration

Conducted think-aloud usability tests with 10 Gen Z users across Instagram, Threads, and YouTube to observe reactions to different support content types.

Collected feedback on clarity, tone, and engagement using short preference tests and affinity mapping sessions with survey respondents.

Refined post formats and visual styles for each platform — switching to carousels, Reels, and conversational post copy based on user insights.

[Outcome]

Suggested formats received 2x more engagement in pilot content mockups compared to baseline Microsoft posts.
92% of Gen Z said they’d seek support on social media if proposed formats were used.
80% found the redesigned support content easier to understand and more usable (post-test survey).

[Key Learnings]

Platform-native formats work best

Users were more likely to trust and engage with help content that matched the tone and style of the platform they were on.

Platform-native formats work best

Users were more likely to trust and engage with help content that matched the tone and style of the platform they were on.

Platform-native formats work best

Users were more likely to trust and engage with help content that matched the tone and style of the platform they were on.

Clarity > Aesthetics

Flashy visuals didn’t matter as much as clarity. Direct CTAs, bold headings, and short text improved comprehension dramatically.

Clarity > Aesthetics

Flashy visuals didn’t matter as much as clarity. Direct CTAs, bold headings, and short text improved comprehension dramatically.

Clarity > Aesthetics

Flashy visuals didn’t matter as much as clarity. Direct CTAs, bold headings, and short text improved comprehension dramatically.

Support can be social, too

Gen Z doesn’t separate help from their social experience. Integrating support into their feed visually and tonally, made it feel more approachable and native.

Support can be social, too

Gen Z doesn’t separate help from their social experience. Integrating support into their feed visually and tonally, made it feel more approachable and native.

Support can be social, too

Gen Z doesn’t separate help from their social experience. Integrating support into their feed visually and tonally, made it feel more approachable and native.

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