Enhancing user retention and engagement through customer reviews.

Customer reviews are crucial for a business's success in today's digital age. A significant percentage of our users lack customer reviews on their profiles. We aimed to increase the number of reviews to enhance users' chances of securing jobs and building trust with customers.

Design solution & results

Utilize Existing Reviews

Through user research, I discovered that many service providers had reviews on platforms like Yelp and Google Business.

My solution was to enable providers to request reviews from past customers outside of CraftJack by sharing a link or using a pre-designed email template we created.

Project results

I redesigned the reviews section in our internal dashboard tooling to focus on enabling users to request reviews from previous customers via email or by sending a request link.

Additionally, the redesign and updating UI improved usability and accessibility of the review feature.

  • Lift in customer reviews

    Percentage of active users who have at least one review increased from 47% to 75% (and still increasing)

  • Increase user retention

    90 day rention rate has increase due to improved prouct adoption an homeowner connction.

User research

Research informed design

We conducted two surveys: one targeted at service providers, our product users, and the other at homeowners who hire contractors. The goal of the service providers' survey was to understand how they use and manage customer reviews. For the homeowners' survey, the aim was to gather data on the importance of reviews when hiring a service professional.

  • Boost reputation

    83% of homeowners said they utilize reviews half of the time or more when hiring a contractor.

  • More jobs won

    Contractors with customer revews are four times more likly to win jobs and get hired .

  • Improve SEO

    Positive reviews impact a business’s search engine ranking. Positive reviews can boost a contractor’s reputation and increase visibility.

Design and develop

Based on research, I began exploring solutions for users to request reviews from previous customer and import reviews. After presenting early concepts to stakeholders, it was decided importing reviews was out of scope.

Moving forward the MVP is focused on past customer review request. I created a flow for sending review requests emails to past customers to show the solution.

Prototype testing

A prototype was created on Figma and sent to users. Feedback from users that was implemented:

  • Shareable link needs to be more prominent.

  • More concise and clear directions.

  • Make pre-written email preview more obvious it is not editable.

Simple UI & mobile friendly

In addition to adding a request reviews feature, I updated the UI on the reviews page. Not only was the page cluttered, it wasn’t mobile friendly.

Launching a new feature

To announce the updated review feature and introduce new request review features I collaborated with various teams to educate our users and launch the product.

  • In product

    Utilizing internal products, I was able to announce the new feature in app and track user interactions.

  • Marketing

    Collaborating with our marketing team, we designed email & SMS communication to our users announcing the feature.

  • Account managers

    We informed our Account Managers about the new feature and they devloped a plan to encourage users to request reviews from past customers.

Moving forward

Based on the success of this feature, adding review feature to our mobile app was prioritized.

The next step to improve reviews on user profiles is to import reviews from other sources including Google and Facebook. This new feature exemplifies how a seemingly small change can have a significant impact.

Leading the design on this project provided me with a valuable opportunity to collaborate with many team across the company including Marketing, Sales and Account Managers.