Company
Gold Apple
Timeline
2025-Present
Platforms
Review Progress Bar
Problem
Customers often left one-word reviews like “Great” or “Nice”, which gave other shoppers nothing to judge a product by and weakened trust at the point of purchase.
Task
Encourage longer, more useful reviews without making the writing flow feel like work.
Approach
I worked on the problem end-to-end, starting with understanding where users were losing motivation in the existing review flow.
I explored different ways to encourage more detailed feedback without introducing mandatory steps or minimum character requirements. The key was to create a lightweight sense of progress that would motivate users to keep writing while keeping the experience flexible.
I iterated on the interaction, messaging, and progress states, working closely with the team to define the final behavior and prepare the solution for implementation.
I reworked the writing experience around live feedback.
Refined the interaction logic of the existing concept before release
Designed dynamic UX copy for different writing stages
Kept the progress indicator visible above the keyboard while typing
Ran Design QA across web, iOS and Android
Adapted the feature for localized product versions
I designed a dynamic progress bar that responds as users write.
As the review becomes more detailed, the bar progresses and the supporting message changes, providing positive feedback and encouraging users to continue. The interaction was built around a 100-character target without preventing users from submitting shorter reviews.
Outcome
Average review length increased by 25%, producing more informative reviews for future customers.
Bonus Reviews
Problem
The business introduced a reward for leaving reviews, and the incentive risked cluttering a flow that was meant to stay simple.
Task
Introduce a bonus mechanic into the existing review experience to increase review participation while keeping the core review flow simple and familiar.
Approach
I adapted the existing progress bar to communicate progress toward bonus eligibility. Instead of simply encouraging a more detailed review, it now shows how close the user is to reaching the required character threshold.
I also added a live character counter directly below the progress bar, making the requirement explicit and helping users understand exactly how much more they need to write to unlock the bonus.
In the post-purchase product selection modal, I introduced a clear visual treatment for bonus-eligible products, allowing promotional and regular products to coexist in the same flow while making the reward opportunity immediately visible
As part of this initiative, I designed a dedicated in-app banner introducing the new bonus review program. I explored its placement, visual hierarchy, and messaging to maximize visibility while keeping the experience focused on writing reviews rather than promotional content.
Outcome
The bonus review program drove a 4.5× increase in reviews for promotional products, helping generate more user-generated content and improve product discovery for other customers.
Review Discovery and Sorting
Problem
As the number of reviews grew, users had to browse through a long, unstructured feed to find the most relevant feedback. Reviews were primarily shown chronologically, meaning newer content was surfaced first even when older reviews could be more informative for a purchase decision.
Task
make the review feed easier to navigate and help users reach useful content faster, while keeping the sorting experience simple and predictable.
Approach
I worked on the sorting logic around different ways users might look for relevant reviews.
For Most helpful, I defined a set of signals used to rank reviews by usefulness: review length, photos, publication date, and likes from other users.
I also explored the hypothesis that users may be particularly interested in extreme opinions — either the most positive or the most negative reviews — rather than feedback in the middle.
This resulted in four sorting options:
Most helpful — based on the usefulness ranking
Newest first — the latest reviews
Highest rated — the most positive reviews first
Lowest rated — the most critical reviews first
I designed the sorting logic, interaction and states across platforms, and prepared the experience for testing different default sorting scenarios.
Outcome
Purchase conversion rose 18% on web and 10% in the mobile app.
Combined Impact of Review Improvements
4.5×
more reviews
+25%
review length
+18%
web conversion
+10%
app conversion