Clutch
Online Review Workflow
The What
Clutch.co online reviews are how customers rate vendors that they find and work with on the Clutch platform.
Users can access the workflow via their mobile devices or on desktop/laptop computers as long as they have a legitimate email and/or Linkedin account.
The Why
The existing online review workflow had many friction points from beginning the workflow to completing it.
As a result, it had high drop off rates early on in the workflow. In fact, the majority of the users gave up as they were attempting to enter the workflow.
After abandoning the online workflow, users would call a Clutch representative to give their review of a vendor.
User Research
Myself and the Product Manager conducted a series of interviews with existing customers to get a better understanding of the pain points they experienced when adding reviews to the site. What we learned was that the majority of them would either abandon the flow early on and/or opt to call a Clutch representative to give their review over the phone. In addition, we spent a lot of time digging into the user analytics, specifically the abandon rates and exit points within the user flow.
Using this qualitative and quantitative data, we were able to accurately identify that:
Starting the review process was a major friction point due to too many steps to verify their Clutch account.
The overall review form was far too lengthy and not very user friendly.
User Flow
To address the friction points mentioned above, we had to account for users that were signed onto the Clutch platform and those that weren’t or didn’t have an account, which included the steps for signing up for an account. Additionally, we had to account for when users wanted to save their progress so they can log back in later to finish the review.
The Objectives:
Reduce the number of steps to begin the online review process while making it more user friendly.
Identify opportunities to organize the form in segments, giving the user “bite sized chunks” to complete.
Userflow Diagram
Mockups
After going through a few iterations of early concepts and reviewing them with the Product Manager, I felt confident that I had a good direction for the designs. I began building out screens for each of the steps in the workflow. The designs had to work for both mobile and desktop. As a result, some of the design and UI elements had to be interpreted differently on the mobile version. For example, the progress bar looked completely different on the desktop version vs the mobile version. Below are some of the examples of the desktop and mobile screens.
Landing Page
Landing Page with In-Progress Reviews
About Your Company
Recommendation Rating
Success
The Results
After creating a clickable prototype with these mockups, we schedule several usability testing sessions with Clutch members. We scheduled participants where some had used the old online review workflow and some that didn’t. We conducted two rounds of testing which really helped in refining the workflow. The feedback we received was overwhelmingly positive and we felt confident that we had addressed the major friction points users were experiencing in the old workflow.
Update: Now that the new design is live, statistics show that it has lead to more accurate and quality data collection, delivered higher quality reviews and increased the completion rate. This is a major win for Clutch because high quality reviews are paramount to the success of their platform.