Redesign Help Center Mobile Experience

PNC is a top-ten bank in the US, and 10 million people visit the app monthly. The in-app Help Center is where many of them turn when something goes wrong — but the experience made getting help harder than it should be.

The goal: redesign the Help Center mobile experience so people can reliably find a branch and request a callback.

Two failures showed up again and again: users couldn't easily find a branch, and users couldn't request a callback. Location details were buried because the locator's features were hidden and scattered across the screen.

PNC user satisfaction sat at 5.4/10, with an NPS of 6.0 for the locator and 6.5 for 'Request a Call.' Only 60% of users successfully found location details, and 56% succeeded at requesting a call.

Left unaddressed, real-person call-support costs were projected to rise 27% in 2025 as frustrated customers quietly stopped engaging with their PNC accounts.

In interviews, the confusion was vivid. “So I just kept tapping on different colorful icons to see if they would take me somewhere,” one participant told us. Another assumed the edit-filter control was for filtering an address rather than refining locator results.

These moments confirmed the core issue wasn't missing features — it was discoverability. People couldn't tell what was tappable or where it would lead.

I restructured the locator and 'Request a Call' flows so the primary actions are obvious and consistently placed, replacing scattered colorful icons with a clear hierarchy that guides users to branch details and callback requests in fewer taps.