SMS help center,
re-architected
Klaviyo’s SMS docs were organized by product team, not by what readers came to do. I rebuilt the IA around six tasks. Pageviews lifted ~10% in two months. The pattern became the template for every product help center after.
Docs structured like an org chart
The SMS documentation scaled from 12 articles to more than 120, but the growth was invisible to users. The articles were scattered by product area: Forms, Flows, Compliance. Users had trouble finding all of the information they needed.
I reviewed:
- 4 competitors
- 300 support tickets
- 80 pieces of qualitative feedback
- 120+ article titles
Before · Scattered by product area
What users were actually trying to do
I chatted with 4 customers, 3 onboarding specialists, and 2 CSMs. I presented them with a card sorting exercise to figure out how they thought about the topics we presented.
The results were clear: they all thought about channel first, task second, product third.
Six categories, action-oriented, lifecycle-ordered
The order matched how an SMS program grows: starting out, building an audience, sending messages, and measuring results.
After · Task-centric IA
An IA shift isn’t a call you make purely in isolation
You need buy-in from stakeholders as well as to document the decisions being made.
Stakeholder agreement
- Leadership to approve breaking the current pattern
- Engineering to create new categories and organize the migration
- Team members who needed to be trained on the new IA
Decision documentation
Two months in, the numbers proved success
After launch, I watched the dashboards for sixty days. Pageviews trended up steadily, and by day 45, saw a 4% increase across SMS-related articles.
In addition, we saw a marked rise in qualitative feedback. Internal teams frequently commented that they loved having one link to send to customers, rather than five or six.
What I’d do differently
Delegate more efficiently. I manually exported and organized the article titles myself when I should have brought in teammates to do this with me. This slowed me down and created another group to get buy-in from later.
Follow up more quickly. Push notifications existed at the same time, but we didn’t replicate the SMS IA for push until much later due to a lack of engineering resourcing. In the future, my project plan would include follow-ups so that work is added to the roadmap.
Share louder. While I did launch announcements in a few key internal channels, most people didn’t realize until nearly a month later. I’d work with leadership to highlight this change more broadly going forward.