"I only trust customer reviews."
User Generated Content(UGC), which includes customer reviews, Q&A, third party videos .etc, are the key components for customer engagement, because these information gives our customers trust & authentication, that helps them make a decisions on what to buy.
There are two sides of users involved in this experience, the Reviewers and the Shoppers. I identified the needs of both users type: Reviewers need to quickly fill out the form by leaving their genuine opinion of the items they purchased; Shoppers want authentic information from the reviewer to help them make decisions; I married both users needs with better review form design and a nicely presented UGC panel on the items page.
I increased the review form completion rate by 50% by drastically reducing the redundant fields from 30 to 9 fields with a focus on streamlined the rich media upload experience. By highlighting rich media content in the UGC panel, it enhanced the trust and authentication of the UGC and it helps shopper making quick judgement on what items to buy. The UGC design supported a double digits increase on the shopping conversion.
Use Design Principles to Guide Through Iterations
Meaningful design principles are generated collaboratively with the user researchers.
Modular Thinking for Responsive Design
When we design the responsive experience, we use mobile first approach, and extend the design to other screen size. I always try to help our engineers to work faster and efficient. For responsive design, the high level information architecture helps our dev quickly understand how does each modules are placed for each break points. I also did a quick prototype that display different visual comps when browser’s size changes, along with the grid system. Our engineers love this prototype since they can get a quick view of how the responsive experience looks like in a glance!
Pair Design: The Sheriff & Deputy
I love pair design, and I call it “Sheriff and Deputy” system. So I am the sheriff designer of User Generated Content, and I always go to my deputy designer for brainstorming ideas and design critique. And I always provides multiple solutions to discuss with my deputy, analyze the pros and cons of each design explorations together.
