Review feature

A work in progress

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Increase trust through reviews.

My research on reviews starts from a simple user need, to trust and evaluate better our offers in order to decide which is the best event for them and their friends. This also coincides with a business need to build trust with customers, and have social confirmation of the quality of products.

The company already had many ways in which to confirm authenticity and communicate directly with customers, but users who didn't get to directly chat with us or explore the website had a harder time deciding between the multitude of offers.

Elisa, a busy marketing manager,
who needs to ponder which the courses offered best suits her because she wants to start a new hobby and learn a craft after work.  

Discover

What is a review?
Types and structures
Trust?
What is a review?
12pm
Sherry Hampton

A 2012 Nielsen report surveying more than 28,000 Internet users in 56 countries found that online consumer reviews are the second most-trusted source of brand information (after recommendations from friends and family).

Online reviews usually consist of at least two components, namely a numerical rating (e.g., a star rating) and a textual review.

Types and structure of reviews

Types of online review:
- “Recommend” button
-  Close-ended question
-  Scale question
-  Optional text review and picture upload

3 types of reviews:
-   Objective reviews: technical and that refer back to product description.
-   Subjective reviews: that describe a personal review
-   Mixed reviews: have both qualities.

What makes a review trustworthy?
A good mix.
Reviews which tend to include a mixture of subjective and objective elements are considered more informative and helpful by the users (Ghose 2011).
Images:
Images included alongside reviews offer a trustworthy indication that these reviews were from real users. This is some text inside of a div block.
Absence of critical reviews impacts trust.
Without any critical reviews, the user might perceive a sence of censorship, which undermines trust.

Cognitive biases

The research for my thesis project starts from the concept of heirloom, accumulation of object, rituals of "tidying up" after a loss.
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The results of my inquisition is a service thought around forgotten objects, their stories, and human creativity and relationships.

The service helps elderly get creative with their accumulated and forgotten objects, while involving young creatives and local associations in giving life to their stories, meanwhile creating and archiving new ones.

Social Influence Bias

The social influence bias snowballs into disproportionately high scores, creating a tendency toward positive ratings bubbles (Askalidis et al.,2017).

J-shaped distribution” of online ratings.

Online ratings tend to be disproportionately positive in product, restaurant and book reviews. (Hu et al., 2009)

Mutual reviewing.

They mutually rate each other following a purchase, can lend an upward bias to the online ratings (Bolton et al., 2013)

Review elicitation.

Sellers (Li and Xiao, 2014) and platform owners (Avery et al., 1999) can increase the volume of reviews by granting rebates to consumers who provide an online rating.

Competitor analysis

, the Airbnb case.
12pm
Sherry Hampton


I took this case an example since the company I work for is a similar "sharing economy platform" that targets users who have had an experience rather than a product purchase. Other competitors taken in consideration were Getyourguide, Tripadvisor, and direct local competitors.

Composition of Airbnb reviews:
- hosts ratings comes directly from customers
-  customer has to: quantify their rating and leave a written report
- moderate service is linked to less reviews

Commitment or uninterest to reviewing:
- services quality is linked to a sense of duty to reciprocate with a review
- the more one uses the app the more they perceive their role as a reviewer to be important
- more negative experiences get reviewed

Stakeholder Interview

I interviewed people who deal with inherited objects, giving out inheritance, artisans who create future heirlooms.

Are there any common concerns in the world of reviews?

"Privacy is a common concern, especially in german-speaking countries. It's very important to display only the name of people and make prominent privacy policies"... " another concern is filtering out inadequate responses, wether they have inappropriate wording or personal regards that are not inherent to the product... monitoring reviews can be quite difficult".

How do you improve trust in your professional day-to-day? 

"One thing for sure is to have Google reviews side to side to normal reviews, and add some trust-signaling icon, to let customers know the reviewer is verified and therefore trustworthy...as a first step might be too much, but adding an option for responses will definitely increase authenticity".

* 4th interview- Antiquarian

Passing on to family seems different from passing on to museums

"Passing on to children is the hope of a parent, talking, and trying to live and revive what you live. If you can, well, If you can't... I have three children. The other two have other interests. The male is smaller but I don't think he's attracted to this world. But, like me, we were three children, but I am the only one who created this...it's not easy to pass on things you don't already have an interest for"

What are some good metrics we should consider?

"Getting a 10% response rate can be considered a good achievement, you might want to consider other ways of tracking your responses with GA. The personal relationship between Partners and Customers, might also impact your type of reviews..."

Solution's area.

The research for my thesis project starts from the concept of heirloom, accumulation of object, rituals of "tidying up" after a loss.
‍
The results of my inquisition is a service thought around forgotten objects, their stories, and human creativity and relationships.

The service helps elderly get creative with their accumulated and forgotten objects, while involving young creatives and local associations in giving life to their stories, meanwhile creating and archiving new ones.

Negative reviews

- important feedback mechanism
- answering can repair a bad experience
- a recognaizable profile makes reviews  more accurate, authentic and civil
- B2B dissatisfaction needs managment

Moderating reviews

- internal moderation is business inefficient for a startup
- mixing reviews based on type of workshop might cause confusion
- software segmentation needed

Equality during search

- users search for bad reviews to get a better range of opinions
- new events might be at a disadvantage by default
- ranking should be affected by reviews but not new events without sales

Wireframes
12pm
Sherry Hampton

To check ease of use and coherency with the pre-existing flow, it was necessary to get a general overview through wireframing. There were multiple iterations on the singular components UI for how to display ratings at the top of the page, and how to make a moltitude of cards more digestible for reading.

Work in progress
12pm
Sherry Hampton

Ideally next I would test our review system.
Due to business needs we moved on to more fruitful features, though I am still working on it on the side.
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Hi-fi and development
12pm
Cam Gerady

In order to tackle the problem with having few or null reviews, we decided to opt for an uplifting and bright UI that would keep the event marked as new until the first review comes in. To manage the case of older events without sales or reviews, a direct and personal face-to-face approach, to improve the singular workshop with marketing strategies, was the one better suited for a Startup with such a close relationship with their Partners.

Wrap-up before iterating
12pm
Katie Filso

We delivered an easily scannable option for users to better decide on which course to purchase.
We decided to handle negative reviews internally as that would ensure consistent customer service across the organization. In order to track the impact of reviews we're currently monitoring the conversion rate of events proportionate to their general rating and the percentage of returning users.
The integration of reviews our software solutions is gonna be implemented on the next iteration, as well as the use of images.
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