Feefo's review form had been built by engineers and left alone. It worked in the functional sense data came in — but the experience of leaving a review was transactional at best, hostile at worst. The brief was straightforward: more reviews, better quality, less drop-off. I simplified the form architecture, reduced the number of decisions a reviewer had to make, and redesigned the visual experience to feel less like a survey and more like a conversation. Review completion rates increased. The quality of written feedback improved. And the form stopped being something users had to push through.