Deep dive into Research
Overview
This section offers a detailed look into the research behind the Rating & Review revamp. It documents the full discovery process from user interviews and pain point analysis to industry benchmarking and academic literature. While it doesn't cover the final solution, it serves as a transparent walkthrough of how we approached the problem, understood user behavior, and shaped the foundation for design decisions.
Go back to read the case study to see the final solution, if you reached here by mistake.
Research Content
Desk
Study
Competitor Analysis
User
Interviews
Desk Study
Understanding the Landscape through Internal Insights & External Research
We began with a comprehensive review of existing data—drawing from past feedback, internal analytics, academic studies, and industry reports to identify recurring themes, gaps, and opportunities in the review experience.
I have captured the detailed documentation of the internal, external research and competitor analysis along with the initial wireframe ideas with HMWs below.
Competitor Analysis
Studying How Others Solve (or Fail to Solve) the Review Experience
We audited key players across fashion, beauty, and lifestyle platforms to identify patterns, interaction models, and review flows—mapping what works, what doesn't, and what could inspire innovation.
The insights of the competitor analysis have been covered in the deck above. Though the initial findings from the tabular form have been captured below.
User Interviews
Hearing Directly from Shoppers to Uncover Real Pain Points
We conducted in-depth conversations with users across personas to understand their motivations, hesitations, and expectations around writing and reading reviews, surfacing insights that couldn’t be captured through data alone.
You have reached the end of the research deep dive.
