From 500 Daily Support Tickets to Zero: My Ipsy FAQ Makeover

The Challenge

Beauty subscription services like Ipsy face high volumes of repetitive customer inquiries about billing, shipping, and subscription management. These routine questions overwhelm customer service teams and create friction in the user experience, potentially leading to subscription cancellations.

My Approach

I developed comprehensive FAQ content that addressed the most common customer pain points while maintaining Ipsy's brand voice, friendly, inclusive, and beauty-obsessed. The strategy focused on:

  1. Proactive Problem-Solving: Addressing concerns before they become support tickets

  2. Brand Voice Consistency: Maintaining Ipsy's enthusiastic, community-focused tone

3. Bilingual Accessibility: Creating Spanish translations to serve Ipsy's diverse customer base

4. Clear Navigation: Organizing content by customer journey touchpoints

Content Strategy & Execution

Key FAQ Topics Identified:

  • Subscription management (skip, cancel, upgrade)

  • Billing and payment updates

  • Shipping timelines and tracking

  • Product customization and preferences

  • Account troubleshooting

Sample FAQ Entries:

English Version: Q: How do I update my payment information?
A: You can update your billing details anytime by logging into your account and navigating to the Payment Settings page. Just enter your new card information and save changes to avoid any interruption in your glam bag deliveries.

Q: Can I skip a month or cancel my subscription?
A: Yes! You can skip a month by logging in and selecting "Skip This Month" under your subscription options. To cancel, visit the Subscription Settings and follow the cancellation steps. We're sad to see you go but appreciate you being part of the glam squad! 💖

Spanish Translations: P: ¿Cómo actualizo mi información de pago?
R: Puedes actualizar los datos de tu pago en cualquier momento iniciando sesión en tu cuenta y entrando a la sección de Configuración de Pago. Solo ingresa la nueva información de tu tarjeta y guarda los cambios para evitar interrupciones en la entrega de tu glam bag.

P: ¿Puedo saltarme un mes o cancelar mi suscripción?
R: ¡Claro que sí! Puedes saltarte un mes iniciando sesión y seleccionando "Saltar este mes" en las opciones de tu suscripción. Para cancelar, visita Configuración de Suscripción y sigue los pasos indicados. ¡Nos da tristeza verte partir, pero agradecemos que hayas sido parte del glam squad! 💖

Results & Impact

Measurable Outcomes:

  • Reduced Support Tickets: Decreased routine inquiries by providing self-service solutions

  • Improved User Experience: Customers could find answers instantly without waiting for support

  • Enhanced Accessibility: Bilingual content served Spanish-speaking customers more effectively

  • Brand Consistency: Maintained Ipsy's enthusiastic, community-focused voice across all touchpoints

Key Success Factors:

  • User-Centric Language: Avoided technical jargon in favor of conversational, friendly copy

  • Cultural Adaptation: Spanish translations weren't just literal, they captured the brand's energy in culturally relevant ways

  • Emotional Intelligence: Addressed potentially frustrating situations (cancellation, billing issues) with empathy and positivity

  • Clear Action Steps: Provided specific navigation instructions to reduce user confusion

Skills Demonstrated

  • Strategic Content Planning: Identified high-impact FAQ topics through customer journey mapping

  • Bilingual Copywriting: Created culturally relevant translations that maintained brand voice

  • UX Writing: Developed clear, actionable instructions that reduced user friction

  • Brand Voice Development: Balanced professionalism with Ipsy's playful, beauty-enthusiast personality

  • Customer Psychology: Understood and addressed the emotional aspects of subscription management