improving our product reviews
Project Description
This project focused on improving the reviews experience to make it clearer, more engaging, and easier to use.
Our main areas of focus were:
• Simplifying the review submission flow to encourage participation
• Enhancing the way reviews are displayed for better readability and trust
• Introducing new features to make the reviews section more informative and interactive
Problem statement
• The existing reviews interface was outdated and difficult to navigate, making it hard for customers to find relevant information.
Although reviews are a key part of the decision-making process, data showed little impact on conversion for sessions that engaged with them.
• Important context such as fit, size, and quality was often missing from reviews, limiting their usefulness. We aimed to improve the user experience and prompt customers to share more detailed, helpful feedback.
Impact of issue
• Less engagement with reviews
• Missing opportunity to communicate qualities of the range
• Reduced ATC and CVR
My role as a Lead Ux/Ui Designer
• Conducted customer research & insights
• Analysis & problem identification
• Design & developers handover
• Stakeholders training
• Tracking & Reporting
Reviews are a crucial part of a product page in e-commerce. They provide social proof, reinforce purchase decisions, and inform customers about key product highlights, pros and cons, and additional advice.
In the past year, 18% of traffic to this fashion e-commerce site engaged with reviews, resulting in a 70% higher add-to-cart rate compared to sessions without review interaction.
This underscores the importance of optimising this section.
Key pain points:
• A very clunky submission form that resulted in less than a 3% completion rate (industry average 6%).
• No information hierarchy in the reviews. Customers can’t easily scan the information.
• Customer is not able to filter or sort through reviews on the website. Can’t easily find the information they need.
• No UGC (images or videos) of the products.
Competitors analysis:
Key requirements:
These are the following changes and key features:
Part 1 - Reviews Display on Product Page:
• Adding key callouts relevant to the customers in product summary - in this case: product quality and fit
• Adding sorting rules and filters for discoverabilityAdding UGC
• Adding review status to highlight staff reviews, giftee, verified reviews etc
Part 2 - Submission form:
• In-mail submission form that allows customer to review a product in the email without being redirected to a landing page
• Easy and relevant questions to the product
• AI that suggests aspects to mention on the review
We refined the reviews experience to make key information more visible and actionable. Some of the optimisation below:
On the default view, we highlighted the two qualities customers mentioned most often — quality and fit. The review form was enhanced with additional context fields, including “usual size,” “size purchased,” and an optional “body type” for better guidance.
Sorting options now include Most Helpful (curated by our moderation team), Highest Rated, and Most Recent, while filters allow users to refine by size, rating, and media presence.
We also introduced an AI-generated “shortcut” feature that surfaces recurring topics within reviews, which can be toggled on or off by the e-commerce team based on relevance.
