Increasing number of rated orders by 15pp | June 2022
Increasing number of rated orders by 15pp | June 2022
In my debut project at Meesho, I revamped the app's post-order feedback flow, immersing myself in research and direct customer interactions—an exhilarating journey! Leveraging streamlined UX design and extensive iterative testing, our solution propelled the rate of rated orders from 20% to 35%, establishing it as one of the highest conversion rates among major e-commerce players. You will find the key design decisions we took during this project below,
In my debut project at Meesho, I revamped the app's post-order feedback flow, immersing myself in research and direct customer interactions—an exhilarating journey! Leveraging streamlined UX design and extensive iterative testing, our solution propelled the rate of rated orders from 20% to 35%, establishing it as one of the highest conversion rates among major e-commerce players. You will find the key design decisions we took during this project below,
Rating scale comprehension
Rating scale comprehension
The goal was to craft a rating system that accurately conveys the intended meaning to users, preventing misinterpretation in reviews (like 1star attribute to ek number👌). Nowadays emojis play an important role in the way users communicate & convey emotions online. So I decided to use the same idea to elevate boring star ratings into a delightful experience
The goal was to craft a rating system that accurately conveys the intended meaning to users, preventing misinterpretation in reviews (like 1star attribute to ek number👌). Nowadays emojis play an important role in the way users communicate & convey emotions online. So I decided to use the same idea to elevate boring star ratings into a delightful experience
Improved rating collection flow
Improved rating collection flow
We wanted to streamline the rating process to encourage more users to provide product ratings, along with image/videos and text reviews. To achieve this, we adopted a solution where we unveil pertinent information and actions one step at a time, a concept known as progressive disclosure. This approach enables users to concentrate on one task at a time while also experiencing a genuine sense of task completion resulting in 120% increase in text reviews per delivered order & 50% increase in media uploaded per delivered order
We wanted to streamline the rating process to encourage more users to provide product ratings, along with image/videos and text reviews. To achieve this, we adopted a solution where we unveil pertinent information and actions one step at a time, a concept known as progressive disclosure. This approach enables users to concentrate on one task at a time while also experiencing a genuine sense of task completion resulting in 120% increase in text reviews per delivered order & 50% increase in media uploaded per delivered order
Improved top of the funnel
Improved top of the funnel
In addition to simplifying the rating flow, our goal was to enhance the number of rated orders. To minimize friction for users, we opted to identify the appropriate touch-points and then prompt users to provide feedback contextually. By doing so, we aim to introduce more users to the rating input flow, thereby increasing the number of users providing feedback. This helped us to increase rated orders per delivered order by 60%
In addition to simplifying the rating flow, our goal was to enhance the number of rated orders. To minimize friction for users, we opted to identify the appropriate touch-points and then prompt users to provide feedback contextually. By doing so, we aim to introduce more users to the rating input flow, thereby increasing the number of users providing feedback. This helped us to increase rated orders per delivered order by 60%
Collecting reasons for bad experiences
Collecting reasons for bad experiences
Our final objective was to efficiently gather any negative experiences reported by users through ratings. Only 5.5% of users who rated with 1 or 2 stars cited the reason for their dissatisfaction as having too many options to choose from. Another common reason was the inability to find relevant options. Our clear objective was to reduce decision fatigue and minimise misattribution by simplifying the selection process and ensuring relevant options are readily available. This gave us 27pp increase in users reporting experience issue via rating flow
Our final objective was to efficiently gather any negative experiences reported by users through ratings. Only 5.5% of users who rated with 1 or 2 stars cited the reason for their dissatisfaction as having too many options to choose from. Another common reason was the inability to find relevant options. Our clear objective was to reduce decision fatigue and minimise misattribution by simplifying the selection process and ensuring relevant options are readily available. This gave us 27pp increase in users reporting experience issue via rating flow
thanks for making till here, might as well say howdy
I value honesty, risk appetite, and mission-driven work. If this sounds like a fit, lets connect below!
thanks for making till here, might as well say howdy
I value honesty, risk appetite, and mission-driven work. If this sounds like a fit, lets connect below!
thanks for making till here, might as well say howdy
I value honesty, risk appetite, and mission-driven work. If this sounds like a fit, lets connect below!