THE PROJECT
When you’re using a platform like Care, you likely weren’t able to find a provider through referral, so it’s important to see how others experienced went. The factors used to choose a provider are nuanced, and as such, it’s important to make it easy to get a comprehensive breakdown of a performance.
We started the project backwards by focusing on what the end product would like with reviews on the Care platform. At the top left of the review section, we highlighted the overall rating and added a percentage of the number of families who recommend the provider. Below was a list of line-item ratings for specific criteria about the provider. The line-item ratings and recommendation percentages are key differentiators from the previous experience. The right hand side of the page is dedicated to each individual review.
We wanted to make sure each review seemed legitimate so we included client name, date, the overall rating, and tags for whether or not they hired the provider and if they recommend the provider. Right away, these attributes let a prospect know what to expect from the review. This information is followed by a required text description of the provider. The prospect then has the option to click View more to see the line-item ratings the client gave the provider. We chose to hide the sub ratings in an expandable page to allow for more ratings to be read at a glance while still giving the user that detailed information if they get that far into a review.
Once we knew what we wanted to display, the next part was to create the flows for clients to write the reviews. There are two ways a client can write a review.
- As a registered Care user, you can click Write a review from a provider's profile
- The provider sends a review link to past clients
Once a client entered the flow, the first prompt is for the review itself. Only if the user answered yes to "did you enroll/hire [provider]" would we ask if they recommended them. We didn't think it would be fair for someone to not recommend a provider whom they did not hire.
To help keep the platform safe, if a client entered a rating that was 3 stars or below, we asked them if a safety issue occurred that caused the rating. We included a clear description of what we defined as safety issues and if the user did select yes, our safety team would further investigate and report to authorities as needed.
There was a LOT of discussion on what order the rest of the information collected would go in. Given the importance of the line-item sub ratings, I felt they deserved to be on the first page. Valid feedback I received was that it made the page too long. It was also decided that these ratings should be optional, unlike the required information on the first page.
Another aspect is the legitimacy of the reviewer. Our safety team runs all user accounts through a third-party system to validate the personal information they've given is authentic. Clients who come to Care to leave a review and do not already have an account are required to enter personal information on step two. This information includes:
- First and last name
- Complete home address
- Email address
- Phone number
That's a lot to ask of someone who doesn't already have an account! And while we have a call out explaining "we use this information to be sure reviews are submitted by credible people," and we ask for it on page two in the hopes of employing commitment and consistency principle, we risk fall off.
Finally, on page three, we ask the user to rate the line-items but give them the option to skip this step.
While the UX didn't go exactly how I hoped, I still see it as an improvement to be able to show some more details about why a person received their rating. It's not easy to leave someone you love (be it a pet, a young child, or a parent) with a stranger. Being able to get a deeper view into their professionalism gives clients peace of mind, in addition to helping caregivers expand their business by building credibility.
With the new and improved review design and collection workflow, Care saw a 28% increase in bookings for providers with these reviews compared to those who did not collect reviews!
