Helpfully

Rethinking support through conversational design

Helpfully was an internal tool we researched & developed in 2019–2020 to explore how AI could improve self-service support at scale, several years before LLMs became mainstream. Designed to support millions of users, it reimagined helpdesk software around intelligence, conversational design and clarity with UX treated as core infrastructure.

Fixing a fragmented support experience

Working with global brands like Electronic Arts, Visa and Bose, we repeatedly saw the same challenge: existing helpdesk tools weren’t designed to intelligently support millions of users. Helpfully explored a smarter, system-driven approach to self-service.

Early exploration in AI-powered support

In 2019, Helpfully combined machine learning, system mapping, natural language processing and conversational interfaces to build trust and guide users through decision-led support flows with intent.

A real-world lens: EA

With hundreds of millions of players, even small support issues scale quickly at Electronic Arts. Helpfully explored how smarter self-service could reduce reliance on human support, improve player experience, localise content and unlock meaningful cost savings.

Designing smarter support systems

While Helpfully never launched publicly, it gave us valuable experience into AI-powered products well before it became commonplace, shaping how we think about systems, scale and automation today.