I view contact pages as a vital yet often overlooked opportunity to guide users efficiently. When outdated interfaces hindered Healthfirst’s 12K+ daily members, we acted swiftly. Applying core product principles like user focus, simplicity, self service, I have conducted rapid prototyping and testing to uncover frustrations. One of key findings lack of awareness for walk-in support services. Clean modern redesign established dedicated real estate to spotlight office locations/hours. With strategic progressive disclosure and focused information scent, we balanced complexity with clarity. The result? An elegant contact hub that delights, informs and steers each member. Decreased calls and simplified self-service now frees staff to foster meaningful relationships, on and offline.