Galuh Portfolio

Write review flow optimization

Encourage users to write clear, detailed, and genuine reviews to help other shoppers make confident decisions.

Context

In 2025, our Write Review goal is to increase review participation and the number of complete, high-quality reviews, supported by offering extra coupons as incentives and improving the review flow to make it faster, clearer, and easier.

Process

Analyse and identify the current experience
Define new objectives and goals for new write review page
Detailing uses cases to help us detailing and coverage possibility use cases
Proposing the new design flow and design to stakeholders

Challenges

We don’t have a clear directions of our next write review page
Most of user are not willing to give a feedback.
There’s a potential area in write review because of number of clicks.
We also need to increase the number of complete review because the number before improvement are still low.

Result

After past the A/B testing, we got an impressive data result.
at least 108.35% increase in the percentage of detailed reviews
at least 32.41% increase in valid reviews percentage.
This data was beyond our target expectations. Because we just target to lift at least +3% review rate.

Background

We want to encourage users to share a complete product review by offering a benefit once the review is fully submitted. Writing a detailed review takes time and effort, and without clear motivation, users may choose to skip it or provide minimal input. By rewarding users after they complete the review, we acknowledge their contribution and make the process feel more worthwhile. This helps increase review completion rates and improves the quality of feedback, benefiting future buyers and supporting sellers with more meaningful insights.

Design process

Problem discovery

From quantitative data analysis, we identified a clear problem and goal: many users reach the Write Review page from the order list but leave immediately, so our focus is to keep users engaged and encourage them to start the review.

“How to encourage users to do a complete review and make them willing to fill in all of the mandatory review section”

Product POV

Need to elevate the numbers of user reviews and give a complete review.

need to elevate the numbers of users reviews and give a complete review.

Need to elevate the numbers of users reviews and give a complete review.

User POV

Users do not feel obligated to leave a review after receiving the product.

We explored another perspective using data, which indicated that we need to:

Enhancing entry point

Users need a clear reason or motivation to leave a review.

Seamless review process

Users need a fast and simple review process with as few steps as possible.

Competitive benchmarking

We conducted a competitive benchmark to understand how other competitors handle reviews. The goal was to compare the review process, the messages used to motivate users, and how easy it is to find the review entry points.

From the benchmarking process, we gathered valuable insights to guide the right improvements.

Key insight 1

Extra step

Key insight 2

Easy to find

Key insight 3

Fewer step

“Product reviews are not part of the main user journey. They are seen as an extra step. Fewer steps on this page lead to a better experience.”

Setting our goals

We now have several valuable insights from data analysis and benchmarking. These insights help us set new guardrails and clearly share our goals with stakeholders.

The new design encourages users to leave a review by improving entry points, clearly showing benefits upfront, and removing unnecessary steps to make the process more efficient.

Design strategy

We explored several possible approaches. In the end, we agreed that these three options were the best solutions to move forward.

We explored several possible approaches. In the end, we agreed that these four options were the best solutions to move forward.

Improve benefit visibility

Based on data insights, the main reason users do not start or complete a review is the lack of a trigger. To address this, we introduced a small voucher to increase users’ motivation to start and complete the review.

Enhancing review entry point

Compared to the previous design, the experience felt flat, transactional, and boring. We added more visual delight by introducing icons to improve clarity and make the experience more engaging.

Quick and direct

We need something new to shortens the review journey and helps collect useful feedback for other users.

Connected

We designed the end-to-end review journey, from start to finish. We also considered the next actions after a user submits a review. The goal is to encourage users to review other unreviewed products and help them clear their review list.

Design concept

Based on latest experience and the problems that we have, we have a proposal solution to address them using the newest strategy

Enhancing review button

We leveraged our button capabilities to make the interaction more engaging for users.

Introduce quick review feature

We introduced a new feature that simplifies the journey into just two steps.

Reward visibility

We enhanced reward visibility to make it clear and easy to notice at a glance.

Consistent till end

We considered not only the review process but also the post-review experience to ensure consistency.

Facing a new problems

We faced another challenge: how to prioritize information within a limited space. We had only one area available, so we could show only one key piece of information to users.

How we solve

Find the most important information

We audited the information and ranked it from most to least important.
This helps reduce cognitive load and prevents users from feeling overwhelmed on the page.

We audited the information and ranked it from most to least important. This helps reduce cognitive load and prevents users from feeling overwhelmed on the page.

Prioritize the time stamp component

We prioritized time-limited information to create a sense of urgency, so users feel motivated to act before losing a limited coupon benefit.

Eliminate the redundant informations

We eliminated redundant information to improve scannability.

Final design

Considering the information hierarchy within limited space, we developed a new strategy. We believe this approach can increase users’ motivation to submit more complete reviews.

Enhancing review button

In the previous review button, the benefit was not clearly communicated. We explored ways to highlight the benefit without breaking the design system guidelines.

Quick review feature

Users need a fast and direct way to leave a review, so we introduced a new feature that allows them to complete a review in just two steps.

Progress review

Highlighting benefits is crucial for users, as they need to know what they will get by completing a review, so we focused on transparency and clearly explained how they can earn the voucher.

Consistent till end

We encouraged users to earn more rewards and claim additional benefits to increase their motivation to clear their review list.

Result

Result

Indonesia market test result

108.35% increase in the percentage of detailed reviews
32.41% increase in valid reviews percentage.

Vietnam market test result

25-27% increase in the percentage of detailed reviews

50% increase in valid reviews percentage