Project Context
Organization: Nike, Inc. (Global Enterprise)
Role: UX Designer / Front-End Implementation & Platform Configuration
Technologies: Duda, Slack API, SSO/Okta, Video Production, Identity Management

Key Challenge

Nike’s acquisition of Qualtrics drove rapid global adoption, creating immediate support demand from hundreds of employees across 37 countries. The existing model—manual, Slack-based Tier-1 support—was not scalable.

Key challenges included:

• Scale & Volume: Repetitive support questions consumed significant time and created response bottlenecks.
• Global Coverage: EMEA and APAC users experienced long delays due to time zone constraints.
• Change Resistance: Ongoing migration from Microsoft Forms required confidence-building and clear guidance.
• Fragmented Knowledge: Training materials and documentation were distributed across multiple channels.
• Diverse Learning Needs: Many users required visual, task-based guidance rather than text-only documentation.

After tracking support patterns over several months, it became clear that a centralized, self-service ecosystem was necessary to reduce operational load and support global adoption.

Solution

I was responsible for end-to-end UX decision-making, platform development, and content strategy—from problem identification through launch.

Designed and implemented a multi-channel automated support ecosystem that eliminated manual Tier 1 support:

1. Self-Service Website (Duda Platform)

Goal: Provide a single, authoritative entry point to eliminate Slack-based Tier-1 support.

Built centralized knowledge base with training materials, documentation, and comprehensive FAQ database enabling 24/7 self-service access.

2. Comprehensive Video Tutorial Library

Goal
Support diverse learning preferences while reducing dependency on live support by providing scalable, self-service training paths.

Global users demonstrated distinct learning behaviors. A single format (documentation alone) was insufficient to drive adoption or reduce support load. The solution offered multiple complementary learning modalities aligned to user intent and urgency.

Created 10+ walkthrough training videos addressing visual learners’ needs and reducing dependency on text-based documentation.

3. About Qualtrics & Change Management Resources

Goal: Address Microsoft Forms migration resistance and build user confidence in Qualtrics capabilities.

Developed comparison resources addressing Microsoft Forms migration resistance and building confidence in Qualtrics platform capabilities.

4. Searchable FAQ Database

Goal: Provide immediate answers to common questions and eliminate repetitive Tier-1 inquiries.

Structured FAQ database compiled from 2 months of Slack pattern analysis, powering both website self-service and Slack chatbot automation.

5. Slack Chatbot Integration

Goal: Automate routine support requests and intelligently route complex inquiries to appropriate resources.

Provided FAQ database to development team for Slack chatbot implementation, enabling automated Tier 1 support and intelligent routing to website resources or 24/7 Qualtrics support based on query complexity and time zone.

My Role

• Problem Identification: Tracked and analyzed 2 months of Slack support patterns, identifying repetitive questions and scalability issues
• Content Strategy: Compiled FAQ database from pattern analysis, structuring content to serve both website and chatbot needs
• Platform Development: Self-taught Duda platform (1-hour learning curve), designed and built entire website independently
• Video Production: Created 10+ walkthrough training videos addressing visual learners and reducing text-heavy documentation dependency
• System Integration: Coordinated FAQ database handoff to development team for Slack chatbot implementation
• Change Management: Identified MS Forms migration resistance, designed comparison resources building confidence in Qualtrics
• User Research: Conducted informal usability testing with stakeholders, iterating design based on feedback

Platform Selection: Why Duda
Speed to market was critical. Nike had just procured Duda enterprise-wide. I was asked to step in as interim support, which gave me access to a drag-and-drop platform I could use to solve the Qualtrics support crisis quickly. With limited pattern data and rising global support demand, I utilized this newly procured platform – where I was serving in a stretch role – to rapidly prototype and launch without custom development. Its drag-and-drop framework allowed me to ship a responsive, production-ready site in weeks while maintaining design quality and scalability.

Decision-Making & Collaboration

Multi-Channel Enablement: Video + Text
User behavior analysis revealed distinct learning preferences. Visual learners (approximately 65% of users) required step-by-step video guidance, while text-based learners preferred searchable documentation.

Solution: I created 10+ short video tutorials for common workflows and paired them with direct links to official Qualtrics documentation.

Result: Support requests decreased by 70% as users self-served using their preferred format.

Cross-Team Collaboration

Development Coordination (Slack Chatbot)
I analyzed two months of Slack usage to build a structured FAQ dataset for chatbot implementation. I partnered with engineering through weekly working sessions to refine response logic and automate Tier 1 support directly within Slack.

Learning & Development Alignment
I partnered with the Learning & Development team to produce training videos using Adobe Captivate. All content was reviewed against ADDIE instructional design standards prior to publication.

24/7 Global Support Integration
I integrated direct routing to Qualtrics’ 24/7 white-glove support using Okta-authenticated login. This ensured Nike users were automatically identified and routed for immediate assistance, eliminating after-hours wait times for EMEA and APAC teams.

Training Registration Automation
I implemented a self-service training registration system with automated confirmations, enabling global employees to enroll without manual coordination and allowing demand-based session planning.

Technical Implementation

• Platform: Duda website builder with responsive design templates
• Content Management: FAQ database, training documentation, video library, change management resources
• Integration: SSO authentication (Okta), Slack chatbot API, Qualtrics white-glove support routing
• User Management: Nike Locker ID (identity management system) for account provisioning and access control
• Global Support: Intelligent routing for EMEA/APAC time zones → 24/7 Qualtrics customer support
• Video Production: Screen recording software, video editing, embedded video players

Development Challenges & Solutions

Challenge 1: Global Time Zone Coverage

Problem: EMEA and APAC employees submitting support requests after hours resulted in inbox backlog and delayed responses.

Solution: Designed intelligent routing system directing after-hours inquiries to Qualtrics 24/7 white-glove support for immediate assistance, eliminating inbox backlog entirely.

Challenge 2: Platform Migration Resistance

Problem: Users comfortable with Microsoft Forms were reluctant to adopt Qualtrics despite MS Forms scheduled sunset.

Solution: Created side-by-side comparison resources highlighting Qualtrics’ superior capabilities (85 question types vs. basic forms, advanced logic, multilingual support, enterprise reporting), easing transition concerns and building user confidence.

Challenge 3: Multiple Learning Styles

Problem: Text-heavy documentation didn’t serve visual learners effectively, resulting in continued support inquiries despite available written resources.

Solution: Produced 10+ video tutorials demonstrating key workflows (survey creation, accessibility, collaboration, reporting), reducing support requests by 70% for visual learners.

Outcomes & Impact

This ecosystem significantly reduced operational load, increased self-service adoption, and delivered measurable gains in global user efficiency.

• Eliminated manual Tier 1 support — Chatbot + website handled routine inquiries automatically
• Zero inbox backlog — After-hours/EMEA requests routed to appropriate resources without manual intervention
• 42% reduction in inactive users — Self-service resources enabled users to get started independently
• 40% increase in survey response rates — Better training led to higher-quality survey design
• 70% reduction in support requests — Video tutorials and FAQ database addressed most common questions
• Global 24/7 scalability achieved — System served 40,000+ employees across 37 countries seamlessly
• Successful change management — MS Forms-to-Qualtrics migration completed with minimal resistance

What This Demonstrates

• Systems Thinking — Built complete CX ecosystem, not just website; integrated chatbot, routing, video, and SSO
• Proactive Problem-Solving — Identified operational inefficiency independently, proposed solution, executed without oversight
• Customer Experience Design — Multi-channel support strategy accommodating different learning styles and global needs
• Rapid Platform Adoption — Self-taught Duda in 1 hour, delivered production-ready site within weeks
• Cross-Functional Collaboration — Coordinated with dev team (chatbot), identity management (account provisioning), Qualtrics support
• Change Management — Addressed user resistance through strategic resource creation and data-driven messaging
• Global Operations — Designed for 24/7 multi-timezone support serving 40,000+ users across 37 countries
• Autonomous Execution — No product owner, no defined requirements—identified need and delivered independently

Tools & Technologies

Primary Tools: Duda website builder, Slack API integration, SSO/Okta authentication, Nike Locker ID (identity management), Video production and editing, Qualtrics platform integration
Standards: Responsive web design, Content management systems, Multi-channel customer experience architecture

Reflection

This project wasn’t handed to me as a ticket—it emerged from tracking two months of repetitive Slack support patterns and recognizing we were facing a scalability crisis, not just a volume problem.

My goal was to build a self-sustaining ecosystem that could serve 40,000 global employees without requiring manual intervention. The key insight was understanding that different users needed different support pathways: some wanted quick FAQ answers, others needed visual walkthroughs, and EMEA/APAC teams needed 24/7 routing because they couldn’t wait for US business hours.

The real win was eliminating the inbox backlog entirely and watching global teams find answers in seconds instead of hours. I took ownership of the entire system: problem diagnosis, platform selection, content strategy, video production, and developer handoff for the chatbot integration. No product owner, no formal requirements—just pattern recognition and execution.