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Customers are frustrated with the current way that reviews are handled on product pages and are not finding the information they need when making a purchase.
Customers would like to see images of how the product looks in the real world they also find it hard to know if people that are reviewing have actually purchased the item.
Is to make the product review section more engaging and valuable to their customers beyond just the star rating, they also want to have customers leave better reviews.
A metric for success is to have better reviews that more customers find helpful and trustworthy.
This is a personal project where I was able to do all of the UX design.
Roles: UX/UI Design
Key Skills: User Researcher, UX Design and Visual Design
Tools: Adobe XD
Duration: 3 Weeks
I surveyed about 8 women that fit in the companies target audience about how they felt about customer reviews in general and when buying home decor and furniture.
After reviewing the data I collected during this research phase I realized several things:
Based on the information I received from the user surveys I wanted to focus on making the reviews easier to skim through, bringing photos and videos front and center as well as creating a sense of trustworthiness and quality.
I created a user persona based on who the company is trying to appeal to.
Age: 30
Occupation: Web Developer
Location: San Diego
Tier: Return Customer
Archetype: Tech Savvy
Allison is a web developer for a Fortune 500 company in San Diego California. She loves her job, but when she is not working she has another passion and that is interior design. Now she is not a professional but it is a topic and a hobby that she loves to take part in her spare time. Her social feeds are filled with trendy home decor and creative DIY projects she’s created. She gets a thrill by getting a good deal on her purchases. When she is not putting things together she is watching home decorating and house flipping shows getting ideas for her next project.
These are the percentages of men and women who have experienced an anxiety disorder in the past 10 years.
This shows how many individuals seek professional help out of all who suffer from some sort of anxiety disorder.
63.1% With anxiety disorders who don’t seek treatment
I wanted to understand the problem better and also see how other companies in the same industry were addressing these issues so I did more research and thorough competitive analysis.
What are competitors already doing to provide helpful reviews? How could customers be motivated to leave better reviews?
These are some of my findings I came across during my research:
I took all the information that I gathered during my research, competitive analysis, and user surveys and started working on something that could accomplish the goals I set out at the start of this project.
I wanted to not only make the reviews more valuable but also to simplify the process of leaving a review and to come up with a system that would encourage people to leave more reviews that are of high quality.
These are some of the features that I was thinking would accomplish these goals:
I wanted to simplify the process of writing a review into something simple. This is an attempt to not overwhelm users and prevent abandonment and encourage more reviews. So I decided to break it down into three screens.
This is an idea of what the reviewer dashboard would look like.
This is a concept of how I was thinking the reviews should be laid out on the page.
After making the wireframes I worked on creating high fidelity mockups of all the features and made a prototype of the site in Adobe XD.
Perspective is a really important feature of this app. It takes all of a users interactions and entries and displays how their mood was over an extended period of time. This helps them know where they are at in the big picture. It is easy to get lost in a single day or moment and feel like its always like that. So this is to help them stay on the path to improving.
Counselors can also use this feature to help see how the person is doing. They can reflect on the journal entries and talk through them and adjust their meetings accordingly.
This is a feature that users can quickly find answers to common questions that they may have. Providing a Q&A section before the reviews improve scanability and prevent users from having to dig through numerous reviews to find answers to simple questions.
If a question has multiple answers to it, then the section can expand to show more.
This view provides a quick look at what all the reviews are saying about a product overall. This also gives the user quick access to all of the uploaded images provided by reviewers who have verified purchases.
Showcases a video review that has the most helpful votes. This lets users see a quality video review without doing an extensive search through the reviews section.
Each review will be laid out like this. It will clearly display any added photos or video reviews. There will also be a one-sentence TLDR (too long didn't read) section at the top to make skimming through multiple reviews easier. There will be two different badges. One is the verified purchase badge that lets customers know that the reviewer has actually purchased the item themselves. The second is a verified reviewer badge. This badge lets customers know that the quality and trustworthiness of the reviewer has been verified by PurpleFurniture.
This is part of the reviewer dashboard here allows the user to edit their bio, name, and photo. They can also see how helpful people are finding their reviews. This is also where they can see the reward system, this is here to encourage customers to write high-quality reviews. They can unlock perks in the form of coupons for writing helpful reviews. The perks unlock after the user hits the required number of helpful votes.
This section of the dashboard allows users to quickly answer comments that customers have left on their reviews, all-in-a single place.
Here is where all of the purchases that have not yet been reviewed by the purchaser are listed. This is done so that it is accessible and a quick reminder to review recent purchases.
I wanted to simplify the process of writing a review into something simple. This is an attempt to not overwhelm users and prevent abandonment and encourage more reviews. So I decided to break it down into three screens.
If this was a real project that went live I would like to test this to see how customers find these features that I implemented. To see how many more people would be leaving better reviews. Working through this project I realized how important it is to really understand the problem and what the goals are at the start of the project.