Revamping review experience to increase engagement and builid customer's trust
Product Designer
• Competitive analysis & Benchmarking
• End-to-end user flows, considering cross-
channel touchpoints
• Design concepts and interactive prototypes
2021 -2022
Americanas | E-commerce platform
+50 million users
01. CONTEXT
A hidden opportunity in a rapidly growing ecommerce
Despite delivering over 1.5 billion products in 2021 and growing sales by 30%, most products had few or no reviews at all. Our research showed that 74% of customers rely on reviews to make purchase decisions, and a single review can increase conversion by 42%.
Key insights from user research
74%
of customers rely on reviews to make purchase decisions
42%
of conversion improvement by having a single review
These insights revealed a clear opportunity to improve the experience and encourage customer feedback, building trust and driving real business impact.
02. STATUS QUO
How can we improve the review experience and motivate users to share their opinions?
Despite high sales, only 2.5% of purchases received reviews. The form felt outdated and had strict character limit, making detailed feedback impossible. The rating system was inconsistent: users rated from bad to excellent, but on the page it was displayed as stars.
Key insights
Leaving a review was uninspiring
Users had no way to evaluate seller and delivery experience
Competitor platforms received significantly more reviews for same product (~20x more).
03. GOALS
Pillars guiding the project
Review quantity
and quality
Increase the amount and improve the quality of reviews
Support customers decisions
Provide customers with more information regarding the products and sellers from the marketplace
Generate and improve engagement
Make it easier and faster to give any kind of review (product / delivery / seller)
04. SOLUTION
Making it easy and fast for users to share their experience
Flexible multi-step workflow
Users can review independently:
• Delivery
• Product
• Seller
• Skip steps and review products at different moments.
• Select default attributes (e.g., good quality, correct size) to guide users and make the process faster.
• Leave a detailed written review.
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Providing prompt support
• Users are directed to customer support in the case of reporting a problem with their purchase during review.
• Users can access self-service support for exchanges, replacements, or returns, depending on the case.
Bonus: inviting users to leave reviews
• Expanded app notifications and used transparent communication to encourage users to leave a review and contribute to ecommerce community.
Product delivered
SMS
Push notification
05. PROCESS
Refining the experience through iteration and user feedback
Our project was launched after multiple rounds of usability testing and several iterations. This thorough process allowed to gather valuable insights, ensuring we met user needs.
User feedback
• Easy and fast to complete a review
• Clear understanding of star ratings (product)
• Clear understanding of Like / Dislike rating (delivery)
• Timeline clarified the steps of the journey
• Giving users control to review a product later was considered useful
"Recently, I got a smartphone and a new toaster in the same purchase. Even though I might review the toaster, I'd like to try the smartphone for a couple of weeks before reviewing it."
Prioritization and Upcoming Features
To iterate on the solution and launch a first version, we needed to prioritize the most important functionalities. Using the Impact vs. Effort matrix, we assessed ideas based on user value and implementation complexity. This helped us define a realistic roadmap with incremental value over time.
Upload of photos and videos
Anonymous
reviews
Display trending attributes by AI
Loyalty program reward for writing reviews
06. RESULTS
Impact & Metrics
The project went live at the beginning of February 2022 and has yielded positive results. We were able to triple the number of reviews received.
But more importantly, we delivered a strong foundation ready to receive updates and sustain new features in the future.
↑ 3× reviews submitted
Scaled from ~3.1M to ~9.3M reviews per month, the highest volume recorded on the platform.
↓ 180K support tickets / month (projected)
Reduced number of tickets opened via call center, significantly lowering operational costs.