Overview
Trustvocate is a tool for online businesses to collect and display customer reviews in a trustworthy manner to increase conversions. With Trustvocate, businesses can automate their review collection, respond to reviews, and display top reviews on their website to build trust among prospective customers and increase conversions. The project goal was to give Trustvocate’s website a complete overhaul, making it more engaging for users to read and share their reviews about brands.
My Role
Product strategy
User research
Product design
Tools
Adobe XD
Figma
Zeplin
Client
Trustvocate
Year
2020
Problem Statement
It started with a lot of meetings with the CEO, about what exactly Trustvocate was trying to achieve, what their goals were, what problems were they facing, what had they done to solve them, and so on. I began to understand that their current website was not thoughtfully designed. It didn’t effectively portray what Trustvocate is or what it does. It had weak copy, confusing CTAs, and nothing exciting for the users to keep them coming back. The analytics showed a high bounce rate of around 85%, which needed to be optimized. Also, the entire website needed a complete visual redesign.
Objectives
To optimize entire website to achieve a lower bounce rate and to build trust among the users.
To design a more engaging and seamless experience for users to read and share their shopping experiences.
To enable users to discover more upcoming and trending brands based on other users' experiences.
To deliver a visual overhaul to Homepage, Company profile, and Brand landing page
Solution
I worked on improving Trustvocate’s end-to-end user experience, presenting the website in a way that it comes out as helpful, engaging, and reliable for the users, giving it a complete new look - Displaying user reviews, letting users discover new brands, providing value through company profile page and making it simple for users to leave review.
Read reviews shared by other users
Flowing brands' reviews directly in the hero section so users get an idea of what Trustvocate is about. Keeps users engaged.
Simpler value proposition and CTA button with clear instructions.
Suggestion prompt to let users know what they can search for.
Introducing brand discovery
I worked on improving Trustvocate’s end-to-end user experience, presenting the website in a way that it comes out as helpful, engaging, and reliable for the users, giving it a completely new look - Displaying user reviews, letting users discover new brands, providing value through company profile page and making it simple for users to leave a review.
New brand profile
I worked on improving Trustvocate’s end-to-end user experience, presenting the website in a way that it comes out as helpful, engaging, and reliable for the users, giving it a completely new look - Displaying user reviews, letting users discover new brands, providing value through company profile page and making it simple for users to leave a review.
Leave a review
I worked on improving Trustvocate’s end-to-end user experience, presenting the website in a way that it comes out as helpful, engaging, and reliable for the users, giving it a completely new look - Displaying user reviews, letting users discover new brands, providing value through company profile page and making it simple for users to leave a review.
Landing page
I worked on improving Trustvocate’s end-to-end user experience, presenting the website in a way that it comes out as helpful, engaging, and reliable for the users, giving it a completely new look - Displaying user reviews, letting users discover new brands, providing value through company profile page and making it simple for users to leave a review.
PROCESS
Discovery & Research
Figuring out the problem started with research and evaluating the existing design. I found out that existing design was outdated with poor information architecture, layout, and consistency. Following that, I evaluated Trustvocate's competitors, taking a closer look at their visual hierarchy, copywriting, layout and more so I could get a better idea of where I could make improvements.
Evaluation of current website
When reviewing the existing site, a few things immediately stood out to me and I began to think about how to reorganize the content and improve the layout. With the existing site, it was easily lost on the user what exactly Trustvocate does and how it could help them, so I wanted to highlight that information right away. Some features, such as displaying reviews that other users have already shared, needed to be prioritized sooner. Besides poor layout and information architecture, the homepage needed a clear call-to-action and a better value proposition that resonates with the brand. The company profile page needed a complete rework too, as it needed more information to be added.
Competitive Analysis
I conducted an analysis with businesses similar to trustvocate as well as indirect competitors such as Trustpilot, reviews.io, yotpo, yelp, zomato, tripadvisor and more. I audited information structure and flow, layout, tone and navigation. I took some notes with ideas and thoughts on what could we possibly add or change to improve the current website. Some of the findings were:
Displaying reviews using cards/corousel is a great way to catch users’ attention straightaway.
Enabling users discover new brands keeps them coming back.
“Write a review” flow needs to be less confusing if we want users to leave a review.
Information Architecture
Homepage
One of the confusing parts of the old homepage, is that it doesn’t convey what Trustvocate is and what it does, straightaway. Users don’t actually understand what it is about and how it can benefit them. Statistically, 40% of users do not go past the Hero section. This needed to be addressed and given top most preference in the hierarchy. Along with this a proper value proposition and call to action was needed.
Company Profile Page
The problem with old company profile page was that the information wasn’t structured at all. Important sections were not highlighted immediately. Also lot of new sections were to be added which needed to fit in as well.
Design
Sketches and Wireframing
I started working on rough ideas over a sheet of paper to lay down and visualize ideas that were in my head. The focus was to have a rough idea of the flow of the website which will help me in figuring out possible solutions to move forward with.
After sketching ideas on a piece of paper and figuring out the initial information architecture, I moved forward with low-fidelity wireframes. I focused on how the content would affect the layout and order of the sections. I played around with different type settings, Grid layouts to get a brief idea of what components would be required.
Initial Iteration
The problem with old company profile page was that the information wasn’t structured at all. Important sections were not highlighted immediately. Also lot of new sections were to be added which needed to fit in as well.
Improvements
The problem with old company profile page was that the information wasn’t structured at all. Important sections were not highlighted immediately. Also lot of new sections were to be added which needed to fit in as well.
Visual Design
The problem with old company profile page was that the information wasn’t structured at all. Important sections were not highlighted immediately. Also lot of new sections were to be added which needed to fit in as well.
Outcome
The problem with old company profile page was that the information wasn’t structured at all. Important sections were not highlighted immediately. Also lot of new sections were to be added which needed to fit in as well.
Key learnings
The problem with old company profile page was that the information wasn’t structured at all. Important sections were not highlighted immediately. Also lot of new sections were to be added which needed to fit in as well.