Social Proof

People tend to follow the actions and behaviour of other people in an attempt to make the right choice to avoid mistakes. Audience always can relate themselves to a good review and feel credible about it when it comes from real people.

Overview

This experiment is undertaken to understand why reviews are important to business and how use of reviews are important to business and credibility factor in potential customers who visit the platform by giving the information and evoking there emotions to get them engaged which is needed for the necessary push to make the decision to successfully book with redBus which leads to conversion.

Reasons

- Reviews build trust

- Reviews don’t act like a sales pitch

- Reviews overcome skepticism as it has the power to convince your “tough sell”
visitor by showcasing how it made a difference in your customer’s life

- Reviews add a concept of word-of-mouth to sell your brand

Problem

Need to find a balance in reviews between the user and redBus on the booking Bus Tickets section. Targeting people who are high intent customers. Potential travellers who visit the site to checkout the travel options being offered on the site to match up to their expectations.

Need to think through all the different ways through which these can be accessed and to focus on the type of user engagement problem we are solving.

The current review model system is not effective enough to capture user reviews and does not meet the requirements of modern interfaces. Modern apps like Uber and Zomato capture reviews as soon as the services offered come to an end. It’s easy to solve the problem if the interface is easy and quick to access, it should not take long to find the right section for you. Having the review section in focus on the content, is helpful in capturing more number of reviews from the customers

Research

As I’m a redBus user, I was able to connect much more to the problem from the start. So I used this to accurately define a user base, the behaviour and several possible use cases.

I’ve considered 2 scenarios to go ahead for the design:

Spontaneous User: User might visit the site in an urgency to book the bus which might suit his requirements and timings without checking much of the details.

Planned User: This is often the most possible way of booking a bus. User has planned for the time to spend for booking the right bus. He indulges himself in checking out the amenities of the service, reviews by other customers, fare price and more.

To go ahead more, I did my research on various travel apps like Ola & Uber. Food apps where reviews play a major role like Zomato & Swiggy. Goal was to make sure that the solution I design for the review section is clear and simple which is scalable as well in the long run.

User Experience

By analysing the current review section of redBus and studying apps like Uber & Zomato, I was able to narrow down the features and the approach I wanted to consider for the next steps to give meaning and a site map structure to organize information and navigation of the flow.

Dezin-redBus-IA_papersketch
Dezin-redBus-wireframe_papersketch

Information Architecture

Once I was convinced with the low fidelity sketches I had, I started working on the High fidelity prototyping of the idea to give it more structured approach, to see if there any loop ends or blind spots which I might have missed. This provides clarification to what users will expect to interact with the review section of the site. Testing my wireframes against key tasks and features noted in my functionality flow helped in identifying user frictions and frustrations to address how to improve the page designs.

Dezinr-redBus-IA

Designing

One major change, was to focus on personalisation at the time of booking. Aim was to improve user engagement by understanding more about a user’s personal preferences, allowing us to predict and tailor relevant events to each individual user.

I used this as a reference point to keep the layout clean and structured. The menu on the left always stays as a floating element, all that should be always accessed with ease and quickly. Navigation bar has been changed into white color coz I wanted the user's focus to be on the details upfront. So the idea was to leave as much space as possible for the content and the use the remaining for the service stuff. As you can see there remains a decent place for the main content.

Dezinr-redBus-screen1-VD

User taps on any of the trips or on the arrow on the right top to access more details of the trip completed. The boxed sections act as a expand and collapsed layout for the trips taken. I have broken down the CTAs upfront to be visible for the user and further more divided the section in to two which house the Destination details and Fare details.

I've also tried to make sure that the user has the option to review at any point of time when he is checking out his/her trip details. Tapping on the Review stars, opens up more options for the user which he can enter or just tap on submit to finish the process without much hassle.

Dezinr-redBus-screen2-VD

User can further more add more details to his review by tapping on the meters for the Bus quality, Punctuality & Staff Behaviour or click on the leave a note button which transitions into a note-box where user can add more summarised review as well before submitting.

Dezinr-redBus-screen3-VD
Dezinr-redBus-screen4-VD

I've tried to merge both the review section layout and the results section in terms of pixel gird to make it look more structured and organised than the current free flowing design. And also retained the review flow but have introduced the new review design from the above section to match it to the complete flow of the website.

Dezinr-redBus-screen5-VD

How to Increase Review Rate

Email our customers after loan disbursal:

  • Send Email from real person’s mail ID to give a personal touch
  • Clear CTA to push user for reviews on the Website
  • Plain text email to customers to request for review where we can do different types of A/B testing to understand what text, what lines are working for the customers to respond back

Develop a scorecard where we can track reviews by location to understand better
about customers

redBus can dedicate a team who can be in constant touch with customers related to the process of booking to ask for review at the end which gives us more insight about the problems being faced by customer

  • Featured reviews
  • Regular reviews
  • Case studies

Showcasing customer interviews and video reviews on the site homepage below the Hero and the offers banner section to build more credibility and trust

Create a review page on the website where users can visit to see experiences of
other customers. Keeping it in a structured way will make it look clean. Something like this (View below)

Dezinr-Polished-Reviewpage-wireframe

Thank you for checking my work!