Introduction
Feefo is embarking on a transformative journey with the redesign of its form collection, aiming to revolutionise the user experience by streamlining and enhancing the process of gathering customer feedback, ensuring that both businesses and their clientele feel empowered and engaged through an intuitive, accessible, and user-centric platform designed to make feedback submission a seamless and enjoyable experience.
Category
SAAS
Role
Product Designer
Focus
Design Systems, Components, Interface Design, Visual Design
Year
2022 - 2023
Deliverables
Product Strategy, User Research,
Usability Testing, Prototyping, Interaction Design, Visual design,
The Problem
Over the past few years, our review metrics have shown a concerning decline, falling below the established standards that reflect a robust and user-friendly review collection process. From a 5.1% decrease in the form open rate and 2.2% decrease in response rates to a notable decline in submitted reviews and an increase in the time taken to submit a review, the current state of our metrics signals a significant usability challenge. This project aims to rectify these issues by initiating a comprehensive redesign of our review collection form. Through user-centric improvements and a more intuitive interface, we aspire to reverse this downward trend, ensuring a seamless and engaging experience for our users and ultimately elevating our review metrics back to, and even beyond, the established standards.
The Problem
Over the past few years, our review metrics have shown a concerning decline, falling below the established standards that reflect a robust and user-friendly review collection process. From a 5.1% decrease in the form open rate and 2.2% decrease in response rates to a notable decline in submitted reviews and an increase in the time taken to submit a review, the current state of our metrics signals a significant usability challenge. This project aims to rectify these issues by initiating a comprehensive redesign of our review collection form. Through user-centric improvements and a more intuitive interface, we aspire to reverse this downward trend, ensuring a seamless and engaging experience for our users and ultimately elevating our review metrics back to, and even beyond, the established standards.
The Problem
Over the past few years, our review metrics have shown a concerning decline, falling below the established standards that reflect a robust and user-friendly review collection process. From a 5.1% decrease in the form open rate and 2.2% decrease in response rates to a notable decline in submitted reviews and an increase in the time taken to submit a review, the current state of our metrics signals a significant usability challenge. This project aims to rectify these issues by initiating a comprehensive redesign of our review collection form. Through user-centric improvements and a more intuitive interface, we aspire to reverse this downward trend, ensuring a seamless and engaging experience for our users and ultimately elevating our review metrics back to, and even beyond, the established standards.
Research and Discovery
At the outset of the project, we did not have a clear mission or strategic goals in place to redefine the review collection experience. With outdated minimal data and limited understanding to confirm pre-existing insights, I conducted a series of usability testing session with the existing collection form to further understand the user segments, goals and tasks to better empathise with users on their review journey.
Research and Discovery
At the outset of the project, we did not have a clear mission or strategic goals in place to redefine the review collection experience. With outdated minimal data and limited understanding to confirm pre-existing insights, I conducted a series of usability testing session with the existing collection form to further understand the user segments, goals and tasks to better empathise with users on their review journey.
Research and Discovery
At the outset of the project, we did not have a clear mission or strategic goals in place to redefine the review collection experience. With outdated minimal data and limited understanding to confirm pre-existing insights, I conducted a series of usability testing session with the existing collection form to further understand the user segments, goals and tasks to better empathise with users on their review journey.
Insights
Our user testing results clearly indicated a lack of enjoyment among participants during the review experience. Common themes included: - Navigation Obstacles - Form Complexity - Mobile responsiveness issues - Lack of Progress indicator - Rating scale clarity - Error message ineffectiveness - Image upload complexity - Loading time frustrations Participants found the form to be unintuitive, and reported dissatisfaction with the overall process. These insights emphasise the critical need for a redesign focused on enhancing user satisfaction and ensuring a more enjoyable and seamless review submission journey.
Insights
Our user testing results clearly indicated a lack of enjoyment among participants during the review experience. Common themes included: - Navigation Obstacles - Form Complexity - Mobile responsiveness issues - Lack of Progress indicator - Rating scale clarity - Error message ineffectiveness - Image upload complexity - Loading time frustrations Participants found the form to be unintuitive, and reported dissatisfaction with the overall process. These insights emphasise the critical need for a redesign focused on enhancing user satisfaction and ensuring a more enjoyable and seamless review submission journey.
Insights
Our user testing results clearly indicated a lack of enjoyment among participants during the review experience. Common themes included: - Navigation Obstacles - Form Complexity - Mobile responsiveness issues - Lack of Progress indicator - Rating scale clarity - Error message ineffectiveness - Image upload complexity - Loading time frustrations Participants found the form to be unintuitive, and reported dissatisfaction with the overall process. These insights emphasise the critical need for a redesign focused on enhancing user satisfaction and ensuring a more enjoyable and seamless review submission journey.
Discovery: Competitor Analysis
Engaging in competitor analysis during the review form redesign process provides invaluable insights into industry best practices, innovative features, and emerging trends, offering inspiration for enhancements on the current form. By understanding how Feefo's competitors approach their review collection forms, we gain a competitive edge, allowing us to differentiate our design, address potential pain points, and ultimately improve the overall user experience. This strategic analysis not only informs our decision-making but also ensures that our redesigned review form aligns with user expectations and surpasses industry standards.
Discovery: Competitor Analysis
Engaging in competitor analysis during the review form redesign process provides invaluable insights into industry best practices, innovative features, and emerging trends, offering inspiration for enhancements on the current form. By understanding how Feefo's competitors approach their review collection forms, we gain a competitive edge, allowing us to differentiate our design, address potential pain points, and ultimately improve the overall user experience. This strategic analysis not only informs our decision-making but also ensures that our redesigned review form aligns with user expectations and surpasses industry standards.
Discovery: Competitor Analysis
Engaging in competitor analysis during the review form redesign process provides invaluable insights into industry best practices, innovative features, and emerging trends, offering inspiration for enhancements on the current form. By understanding how Feefo's competitors approach their review collection forms, we gain a competitive edge, allowing us to differentiate our design, address potential pain points, and ultimately improve the overall user experience. This strategic analysis not only informs our decision-making but also ensures that our redesigned review form aligns with user expectations and surpasses industry standards.
Design Process
In redefining the Feefo form, the design decisions were rooted in a comprehensive analysis that highlighted the inadequacies of the old form. Data-driven insights unequivocally indicated that the existing review journey was outdated, not user-friendly, and exhibited poor performance metrics. Recognising the need for a transformative approach, the decision was made to embark on a complete overhaul. This involved scrutinising each element of the old form, understanding user pain points, and subsequently implementing strategic design decisions to ensure an intuitive, efficient, and modernised review experience. A meticulous process involved revisiting and refining the pre-existing design system, documenting every modification, and ensuring seamless integration with the new Feefo form. This comprehensive documentation not only facilitated a smooth transition but also empowered the team to maintain design consistency across the entire platform, aligning with the overarching goal of delivering a unified and enhanced user experience.
Design Process
In redefining the Feefo form, the design decisions were rooted in a comprehensive analysis that highlighted the inadequacies of the old form. Data-driven insights unequivocally indicated that the existing review journey was outdated, not user-friendly, and exhibited poor performance metrics. Recognising the need for a transformative approach, the decision was made to embark on a complete overhaul. This involved scrutinising each element of the old form, understanding user pain points, and subsequently implementing strategic design decisions to ensure an intuitive, efficient, and modernised review experience. A meticulous process involved revisiting and refining the pre-existing design system, documenting every modification, and ensuring seamless integration with the new Feefo form. This comprehensive documentation not only facilitated a smooth transition but also empowered the team to maintain design consistency across the entire platform, aligning with the overarching goal of delivering a unified and enhanced user experience.
Design Process
In redefining the Feefo form, the design decisions were rooted in a comprehensive analysis that highlighted the inadequacies of the old form. Data-driven insights unequivocally indicated that the existing review journey was outdated, not user-friendly, and exhibited poor performance metrics. Recognising the need for a transformative approach, the decision was made to embark on a complete overhaul. This involved scrutinising each element of the old form, understanding user pain points, and subsequently implementing strategic design decisions to ensure an intuitive, efficient, and modernised review experience. A meticulous process involved revisiting and refining the pre-existing design system, documenting every modification, and ensuring seamless integration with the new Feefo form. This comprehensive documentation not only facilitated a smooth transition but also empowered the team to maintain design consistency across the entire platform, aligning with the overarching goal of delivering a unified and enhanced user experience.
Key Design Decisions
The creation of new form components was a pivotal aspect of this redesign initiative. Emphasising a mobile-first approach, the team introduced new and improved elements to enhance user interaction. These components included an overhauled text area for more expressive reviews, intuitive drop-down menus, an enhanced media upload feature, progress indicators for a seamless user journey, and scalable rating scales optimised for mobile, tablet, and desktop experiences. The focus on a mobile-first strategy was integral to ensuring a consistent and user-centric experience across various devices, catering to the evolving preferences of users engaging with the platform.
Key Design Decisions
The creation of new form components was a pivotal aspect of this redesign initiative. Emphasising a mobile-first approach, the team introduced new and improved elements to enhance user interaction. These components included an overhauled text area for more expressive reviews, intuitive drop-down menus, an enhanced media upload feature, progress indicators for a seamless user journey, and scalable rating scales optimised for mobile, tablet, and desktop experiences. The focus on a mobile-first strategy was integral to ensuring a consistent and user-centric experience across various devices, catering to the evolving preferences of users engaging with the platform.
Key Design Decisions
The creation of new form components was a pivotal aspect of this redesign initiative. Emphasising a mobile-first approach, the team introduced new and improved elements to enhance user interaction. These components included an overhauled text area for more expressive reviews, intuitive drop-down menus, an enhanced media upload feature, progress indicators for a seamless user journey, and scalable rating scales optimised for mobile, tablet, and desktop experiences. The focus on a mobile-first strategy was integral to ensuring a consistent and user-centric experience across various devices, catering to the evolving preferences of users engaging with the platform.
Impact and Results
Following the comprehensive redesign of our review collection form, we have observed a remarkable turnaround in our review metrics. The user-centric improvements and intuitive interface enhancements have led to a significant increase in engagement and participation. We are pleased to report a 10% surge in the form open rate, coupled with a notable 5% increase in response rates. Moreover, the redesigned form has streamlined the review submission process, resulting in a marked decrease in the time taken to submit a review by 15%. As a result of these positive changes, we have witnessed a substantial uptick in the number of submitted reviews, surpassing our previous benchmarks. This success underscores the effectiveness of our redesign efforts in not only addressing the usability challenges but also exceeding the established standards for a robust and user-friendly review collection process.
Impact and Results
Following the comprehensive redesign of our review collection form, we have observed a remarkable turnaround in our review metrics. The user-centric improvements and intuitive interface enhancements have led to a significant increase in engagement and participation. We are pleased to report a 10% surge in the form open rate, coupled with a notable 5% increase in response rates. Moreover, the redesigned form has streamlined the review submission process, resulting in a marked decrease in the time taken to submit a review by 15%. As a result of these positive changes, we have witnessed a substantial uptick in the number of submitted reviews, surpassing our previous benchmarks. This success underscores the effectiveness of our redesign efforts in not only addressing the usability challenges but also exceeding the established standards for a robust and user-friendly review collection process.
Impact and Results
Following the comprehensive redesign of our review collection form, we have observed a remarkable turnaround in our review metrics. The user-centric improvements and intuitive interface enhancements have led to a significant increase in engagement and participation. We are pleased to report a 10% surge in the form open rate, coupled with a notable 5% increase in response rates. Moreover, the redesigned form has streamlined the review submission process, resulting in a marked decrease in the time taken to submit a review by 15%. As a result of these positive changes, we have witnessed a substantial uptick in the number of submitted reviews, surpassing our previous benchmarks. This success underscores the effectiveness of our redesign efforts in not only addressing the usability challenges but also exceeding the established standards for a robust and user-friendly review collection process.
Conclusion
I am immensely proud of what I've achieved in this design project. It has been a journey of creativity, collaboration, and relentless dedication to crafting an exceptional form. As a designer, my goal has always been to create meaningful experiences that resonate with users and leave a positive impact. With this form redesign, I believe we have not only met but exceeded those aspirations. What sets this project apart is not just the visual appeal or the functionality we've delivered, but the heart and soul poured into every detail. It's the result of countless hours of research, brainstorming, prototyping, and user feedback—all culminating in a design that not only meets but anticipates and exceeds user needs and expectations. This project is a testament to what can be achieved when passion, talent, and purpose align. As I reflect on this journey, I am reminded that design is not just about creating visually stunning products; it's about solving problems, making lives easier, and leaving a lasting impression. I look forward to the continued evolution of this project and the positive impact it will have.
Conclusion
I am immensely proud of what I've achieved in this design project. It has been a journey of creativity, collaboration, and relentless dedication to crafting an exceptional form. As a designer, my goal has always been to create meaningful experiences that resonate with users and leave a positive impact. With this form redesign, I believe we have not only met but exceeded those aspirations. What sets this project apart is not just the visual appeal or the functionality we've delivered, but the heart and soul poured into every detail. It's the result of countless hours of research, brainstorming, prototyping, and user feedback—all culminating in a design that not only meets but anticipates and exceeds user needs and expectations. This project is a testament to what can be achieved when passion, talent, and purpose align. As I reflect on this journey, I am reminded that design is not just about creating visually stunning products; it's about solving problems, making lives easier, and leaving a lasting impression. I look forward to the continued evolution of this project and the positive impact it will have.
Conclusion
I am immensely proud of what I've achieved in this design project. It has been a journey of creativity, collaboration, and relentless dedication to crafting an exceptional form. As a designer, my goal has always been to create meaningful experiences that resonate with users and leave a positive impact. With this form redesign, I believe we have not only met but exceeded those aspirations. What sets this project apart is not just the visual appeal or the functionality we've delivered, but the heart and soul poured into every detail. It's the result of countless hours of research, brainstorming, prototyping, and user feedback—all culminating in a design that not only meets but anticipates and exceeds user needs and expectations. This project is a testament to what can be achieved when passion, talent, and purpose align. As I reflect on this journey, I am reminded that design is not just about creating visually stunning products; it's about solving problems, making lives easier, and leaving a lasting impression. I look forward to the continued evolution of this project and the positive impact it will have.
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