Overview

In 2021, Pinkoi strongly emphasized enhancing the purchase decision process. Through user research, we discovered that reviews are crucial in influencing users' purchase decisions. However, the existing review system is limited by the structure of its database, which prevents it from providing users with sufficient information. As a result, we have made the decision to revamp the review system, aiming to eliminate this obstacle and leverage the data from item reviews to its fullest potential.

Problem

The existing review system, which has been in place for 10 years, has become outdated and is causing several issues:

1. In the current review system, users can only provide a single-item review for each purchase order. This limitation leads to misleading item reviews and a lower overall count of reviews.

2. The review system currently employs the same database structure for handling both item reviews and buyer ratings. This setup presents significant challenges when it comes to effectively utilizing item reviews at scale.

3. Users are able to leave item reviews even if they haven't received the purchased item, resulting in irrelevant and unhelpful reviews.

4. The description texts in item reviews are often difficult to understand for users of different languages, even when translated using Google Translate.

Users & Audiences

Based on our user research and data analysis, we have uncovered some key findings and insights:

1. When users contemplate purchasing a product, their typical process involves initially browsing the item picture and price. They then proceed to read the item description before finally perusing the reviews.

2. Item reviews accompanied by photos are particularly valuable to users, as they provide reassurance that the received item matches the item picture displayed on the item page.

3. Users are more inclined to provide item reviews when they have received the item or within a day of receiving it.

4. Only 25% of buyers actually take the time to provide item reviews, and this number is gradually decreasing over time.

Challenge & Constraints

Based on the insights gathered, we have identified several enhancements for the review system:

1. Enable users to provide reviews specifically for individual items rather than the entire order.

   This update will empower users to share their feedback on the items they purchased, leading to more accurate and relevant reviews.

2. Separate the buyer rating database from the item review database.

   This separation will eliminate the challenges faced when utilizing item review data effectively. By isolating the databases, we can optimize the system for handling and utilizing item reviews efficiently.

3. Ensure a seamless transition by migrating all existing item reviews from the current system to the new system.

   This process guarantees that valuable feedback from users will be preserved and accessible in the redesigned review system.

Process

1. Identify review system patterns and determine which ones are suitable for Pinkoi users by research including competitor analysis, user interviews, and stakeholder interviews.

2. Define the specifications for a single review content and launch initial applications.

3. Focus on developing the main flow, and user interface, restructuring the database, migrating data, and launching the new review system.

4. Continue developing additional applications and features to complement the new system.

Solution

Effortless and user-friendly review submission process.

• Enhanced accuracy

  1. Reviews specifically for individual items.

• Promote high-quality reviews

  1. Ability to attach multiple pictures.

• Streamlined review submission

  1. Utilizing review reason tags.

• Protect privacy

  1. Anonymous review option available.

Improved review content and viewing experience.

• Enhanced accessibility

  1. The overall rating is prominently displayed.

  2. Default picture view mode prioritizes visuals.

  3. Dedicated picture viewing mode for a better viewing experience.

• Emphasis on high-quality reviews.

  1. Review reason tags available for both items and services (with pre-translations).

  2. Easy expression of helpfulness.

Outcome & Next

Outcome

• The number of reviews has increased by 2.5 times.

• We have observed a 2% increase in review coverage within a 14-day period, and this trend is steadily growing.

Next Steps

• Enhance review quality through incentives

  1. Implement measures to encourage users to provide high-quality reviews. This can include offering incentives such as rewards, discounts, or exclusive perks for users who submit detailed and helpful reviews.

• Boost the number of reviews using various approaches

  1. Employ different strategies to increase the overall quantity of reviews. This can involve optimizing the review submission process, actively reminding and prompting users to share their feedback.