Challenge & Outcome
Our team was tasked with the objective to enable our customers to get more value out of their customers’ reviews. We had to figure out what type of offering customers will be interested in and will provide value for both our Business and their business without compromising trust and transparency.
The outcome was a solid package that allowed for reviews to be used in social media, email channels, and even as print media for physical packages.
My contribution
UI/UX designs for validation and development.
Facilitating design sprints.
Leading interviews together with the PO.
Assisting implementation with design quality assurance and adjustments.
Discovery approach
During this project, the team’s attention was focused on several smaller features at the same time. The PO, Tech lead, and I were running discovery sprints in parallel to the development work. In the process of testing all the different ideas, we were successful in validating several of them and killing a few that our customers were not interested in. This allowed us to avoid wasted development time and gain focus on features that matter.
Review Image Generator
Semi-automated image generator tool that allows customers to select a custom background and a non-editable quote from their collected reviews to be used as marketing content and shared on social media.
It reduced time spent on generating such images and allowing even unskilled users to be able to produce visually appealing content. The value for Trustpilot was the brand potential reach to more channels and the increased value proposition for paying customers.
If you want to learn more about the challenges and processes used, please reach out.
TrustBoxes for email channels
One of the successful ideas which ended up being developed and used by our customers was to create dynamic images for email signatures and newsletters. The concept was to generate dynamic images based on the current TrustScore where the image will always reflect the latest score as per Trustpilot guidelines.
Apart from testing the interface with users, I was responsible for leading interviews with the purpose to uncover what type of information our users want to show, why, and are they willing to pay additionally to get access to such features.
Self-service Trustpilot sticker
The idea was one that during the validation process did not manage to get enough traction with our users. We did try different stickers from simple to more visually strong ones and were testing the idea with a “fake door” to see how much interest will there be from customers that ship physical products.
In the end, we took a decision to park further development and not invest in the autogeneration of new stickers. We decided to leave the “Fake door” to keep generating more learnings.
Inspiration library
This is a feature from the whole marketing library that was brought to life through our user research efforts when we found out that our customers are not sure how to use their reviews in their marketing campaigns.
We saw having an inspiration library as an opportunity to educate through giving examples with customers that already are doing a good job including their reviews in their marketing campaigns. It was also a low investment in designs and development resources, so it was a matter of getting it out in front of our customers.
Bottom line
Bringing this feature to live and enabling Trustpilot customers to utilize their collected reviews in their marketing campaigns was a great return of invested effort.
It helped increased greatly the potential brand outreach in social media channels from few new posts per quarter to more than 100 user-generated posts per month.
We were also able to park ideas such as having gamification and achievement badges, which seemed to us as a great idea initially. However, at the time customers did not see any benefit in it when we tested the idea. This way we managed to avoid a big development commitment that most probably wouldn’t have brought up enough value in the end.
