
The team first learned that users would not further engage a review form if the design layout did not encourage it.
From there, the most impactful iterations were...
- "Review Strength" feature which came from how other sites encourage users to fill out their profiles
- Presenting limited options that are easy to answer which came from TripAdvisor's review form
- Copy iterations within review sections to make it more direct, expressive, and helpful
ITERATION #1 DIRECTION: Making the reviewer concentrate on providing more useful details
First screen users saw

Once they filled out the review

ITERATION #2 DIRECTION: Progressive disclosure works best when users knew the number of sections
Additional lessons learned...
- The "Review strength" feature is helpful so long as how it's presented doesn't feel "judgmental"
- "What affected your rating" section had a positive influence. One user said, "it's helpful to have these so I don't have to think about how to write the review"
- Reduced the "Recent Reviews" section to 3 reviews to limit the user distraction we saw in testing
First screen users saw

Once they filled out the review
