my process
I focused on delivering a user-friendly experience that was feasible to build fast. My process began with a competitor audit to understand market standards and spot opportunities. I also partnered with our support team to dig into user complaints and patterns.
These insights shaped simplified user flows and wireframes that removed friction and made key actions clearer. I worked closely with product and engineering to define a lean MVP that could launch in six months without cutting corners on usability.
problem
While the app offered core review functionalities, user retention dropped due to a poor user experience.
No visibility into import progress no integration with other ecommerce platforms
Limited options to customize timing and recipients of automatic review requests
Restricted customization options for branding emails or review displays
Fixing these issues was crucial to improving engagement and boosting conversions.
friction points
Challenge |
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Disconnected import process |
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Merchants couldn’t time review requests around key user interactions or tailor messaging |
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Disconnected import process |
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Users lost reviews mid-process with no feedback, leading to frustration and drop-off |
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Limited control over reviews |
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Filtering and publishing tools lacked control, making it hard to showcase positive reviews |
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ideation
With so many insights, the challenge was knowing what to tackle first. I focused on the features that delivered the most value to users while staying realistic about engineering scope and timelines. This balance helped us stay user-first without delaying launch.
Design Priorities
Automated & manual review collection
Enabled one-click imports and visible progress tracking
Custom branding controls
Built templating tools for branded emails and widget styling
All-in-one review hub
Centralized review filtering, publishing, and responding in one place
wireframe library & design system
To improve consistency and reduce design debt, I built a wireframe library and contributed foundational components to our design system. This enabled faster iterations and cleaner handoff to UI and dev teams.
results
+16% retention in the first 30 days post-launch
Positive qualitative feedback from merchants highlighting good user experience
