iTunes Support Rethink Process

The iTunes support page has been the place for years to get help for music, movies, and television-related problems. That made sense up until the last few years, but now iTunes is part of the landscape but no longer really the hub of this universe.

So what do we do?

Way back when...

When the iTunes page was last rebuilt, around 2008, this was the map between all the music-related hardware, software and services.

The Mess We're In

I had felt the growing sense that this page was way overburdened a couple of years back, but it wasn't until late 2017 that I had the opportunity to look into it. I first started by trying to examine the landscape of the music-related world as it was now.

We were using the iTunes support page to handle all of these cases, and it was clear this was an outdated strategy. What's a better way to approach this?

What are users looking for?

The site's old (~2015) design used a tab-based navigation to get users to different sub topics. On most pages, this nav was barely used (less than 1% click-through rate [CTR] per tab). On the iTunes page, the CTR for the billing tab was in the double-digits.

Users REALLY Want Billing Info

Even on mobile, where the Billing tab didn't even show on initial page load!

So it's pretty easy to see what the user need here is.

A better way

Rather than trying to make one location serve so many different needs, I decided to split the information between 4 different locations. Seeing as billing was our number one requested topic related to this area, I went to work creating a new billing page, with the remaining information to be redone next.

For Podcasts and Books, the traffic was light enough and focused on very specific questions, so we felt confident that new pages weren't need for those, and we could rely on our great Knowledge Base articles to cover those cases.