We just rebuilt Hedra's UI and support tickets dropped 75% while usage shot up (especially conversion from signup to first video). Super proud of how we figured out a revamp was needed, and the 3 things we fixed.
From the beginning, we’ve obsessively stayed close to customer feedback.
Just this week, I reviewed 500 support tickets and answered 170 of them myself. This habit has repeatedly given us direct insight into where users get confused.
Based on what we heard, we made three changes:
1. Bugs + engineering quality (I credit Jon for this improvement). On the old platform, videos wouldn't generate, downloads were slow, and people would click something and get no feedback. John noticed this and took us from a seed-stage experience to Figma-level engineering quality.
2. Information hierarchy. Design team reworked it and built a philosophy around guiding users through the experience so it's clear where you go to do things.
3. We added tutorials and automated our support bot to point people to help articles (launching more tutorial videos soon).
We're still figuring out how to reduce friction everywhere, but this is a solid start.