Enhancing user engagement with a reward-based rating dystem to improve feedback quality and service insights
📄 Overview
☹️ Problem
Low review submission rate after order completion.
Lack of feedback makes it hard to understand user concerns.
Limited insights hinder service improvements
🫡 Role and Responsibilities
As a Product Designer, I collaborated with the Product Manager and UX Writer to improve the rating and review flow. My key responsibilities included:
Designing an intuitive rating and feedback experience.
Working with developers to ensure pixel-perfect implementation.
Supporting the team in aligning design with user needs and business goals.
🎯 Goal
The main goal of this project was to increase the percentage of users who leave ratings and reviews after completing their orders on Titipku. By improving the feedback flow and introducing an incentive system, we aimed to:
Boost user engagement in providing ratings and qualitative feedback.
Gather more actionable insights to enhance service quality.
Create a seamless and rewarding experience that encourages users to share their thoughts.
I conducted a benchmark analysis on other B2C apps, including Tokopedia and Shopee. These platforms implement incentive-based feedback systems, where users receive points redeemable for future purchases after leaving a rating or review.
To determine the appropriate KoinTip amount, we calculated a value that would be attractive to customers while ensuring it remained within a safe transaction margin. This proposal was then discussed with the CFO to balance engagement and financial sustainability.
After careful consideration, we finalized 1,000 KoinTip (equivalent to IDR 1,000 for future purchases), distributed as follows:
250 KoinTip for rating the Jatiper (personal shopper).
150 KoinTip for providing feedback on the shopping experience.
600 KoinTip for rating the purchased products.
Product Desiger (Me), UX Writer, and PM brainstormed in FigJam to create initial wireframes and user flow.
Continue making high fidelity
The Crucial Part - Homepage
A bottom sheet will appear when users are on the homepage, encouraging them to immediately submit a review for their order. This approach helps increase engagement by making the review process more noticeable. Additionally, a message about the KoinTip reward is displayed to further incentivize participation.
Even if users choose not to submit a review right away, they can still access the rating and review section from both the homepage and the orders page at any time.
Reviewing Jatiper (Titipku's Personal Shopper)
The complaint button "Ajukan Komplain" will appear if the user gives a 1-star or 2-star rating. This button will redirect users to Titipku's official WhatsApp, allowing them to directly communicate their concerns about Jatiper's service.
Feedback and Experiences
In the second step, users will be prompted to share their shopping experience by providing feedback. This allows Titipku to gather valuable insights for service improvement while ensuring a smooth and user-friendly review process.
Product Rating
Users will be asked whether they are satisfied with their purchased products or not:
If they select "Puas" (Satisfied), all products in the review section will be automatically rated 5 stars, streamlining the process, especially for large orders.
If they select "Kurang Puas" (Not Satisfied), they will need to manually rate each product, allowing them to provide more detailed feedback.
The development process began after the sprint started. My role was to handover the design and required assets to the development team.
My key contribution in this stage was ensuring the final implementation matched the design in terms of typography, colors, spacing, and overall layout, maintaining a consistent and high-quality user experience.
This feature was successfully released on both Android and iOS. The video below showcases a preview of the implementation on Android.
increase in users submiting rating and review
Higher-quality feedback, providing actionable insights for service improvement.
