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MarketplaceUX / marketplace-community-editorial

The Community Editorial project for Firefox Marketplace Feed.
http://marketplaceux.github.io/marketplace-community-editorial/
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Research project: contributor-optimised reviews and commenting #17

Open brampitoyo opened 10 years ago

mhanratty commented 10 years ago

For a first pass I looked at 3 large sites known for their user reviews: Amazon, Yelp and TripAdvisor.

OVERALL

BADGES Amazon and TripAdvisor both use badges on reviews and profiles to identify special reviewers. Yelp has an "Elite" program

Amazon badges: http://www.amazon.com/gp/help/customer/display.html/ref=cm_cr_dp_bdg_help?ie=UTF8&nodeId=14279681&pop-up=1#tr

TripAdvisor: http://www.tripadvisor.com/InfoCenter-a_ctr.Badge+Lander+US

Yelp Elite: http://www.yelp.com/elite

PROFILES

Amazon profile: http://www.amazon.com/gp/pdp/profile/A1EVV74UQYVKRY/ref=cm_cr_dp_pdp)

TripAdvisor profile (with map): http://www.tripadvisor.com/members/shannonb188

Yelp profiles: http://www.yelp.com/user_details?userid=UzO_9SHVaCPsT3KZbbQ0gg

COOL IDEAS WE COULD EMULATE

brampitoyo commented 10 years ago

The badges ideas are something that we could do and apply right away. Other than appearing on the profile page and the feed, what other benefits does having a badge confer?

Bragging right is obvious, but contributors may review for many different reasons. These reasons don’t have to be exclusive:

To respond to these needs, here are some ideas we could do:

mhanratty commented 10 years ago

At our weekly feed v2 meeting we decided to focus on encouraging contributors to review apps will few or no reviews.

mhanratty commented 10 years ago

I came up with some touchpoints where we can encourage people to become top reviewers, with a specific focus on reviewing apps with few to no reviews. Can convert these to a diagram but wanted to put the ideas out there first so I can get some feedback.

Customer Touchpoints

"Learn More" screen

brampitoyo commented 10 years ago

All the touchpoints here are great. Let’s try putting it into a map, because then we’ll know how the journey will evolve over time, and if we have gaps that need filling.

It’s also interesting, because this idea is the only tiered program that we have. Will not having tiers ruin or degrade the experience? Can we incentivise contributors without them leveling up to “Top Contributors”? On issue #19, you mentioned featuring a “review of the day” section, as well as contributor’s real name and photo. To me, those don’t seem to require tier.

mhanratty commented 10 years ago

updated spec with flow review-flow

mhanratty commented 10 years ago

Updated to included uplifting contributors to "Top Contributors" based on number of reviews and helpful votes

review-flow

mhanratty commented 10 years ago

Sketches of flows

2014-09-19 11 14 51 2014-09-19 11 14 21

brampitoyo commented 10 years ago

I like how you’ve added another way to contribute beyond zero-review apps. In your proposal, it’s possible to become a top contributor by either:

My question is, what would happen when I do both activities equally, but not enough to get a top contributor spot? For example, I could review 5 zero-review apps and 7 apps that already have reviews. Even though this is technically a lot of contributions already, the contributor still won’t receive any note to become a Top Contributor.

As a potential solution to this, I propose a general point system, where every activity that helps Marketplace helps you to become a top contributor. Certain activities that helps us more are scored higher, so you can be promoted by doing fewer of them.

For example:

Activities Points
Reviewing apps that already have a review 1
Reviewing apps that have zero review 2
Reporting a user comment as abusive/spammy/misplaced bugreport 1
Submitting a feedback (content misrepresentation/ratings violation/technical issues) 2
Submitting a translated app description string in one locale 2
Flagging apps as “need better screenshot” 1
Submitting a screenshot for flagged apps 2
Points needed for “Top Contributor” badge to appear 30

So then, in the customer journey map, we can have many activities that feed into one counter, that will automatically promote user once enough points is accrued.

What do you think?

brampitoyo commented 10 years ago

top-contributor-promotion-flow

In this flow, the welcome/introduction screens will appear not after hitting the Submit button, but before creating a new review.

  1. Show all reviews page (or app details page, or any page where review could take place). Everything is normal here.
  2. On selecting the Write a Review button, we let user know that s/he has been promoted to a Top Contributor.
  3. First perk: all review will show avatar. Avatar can be uploaded directly from this interface without going to the profile page.
  4. Second perk: review will be richer than plain text. This is the page where we explain what the new review interface will look like.
  5. Enhanced Write a Review page. We don’t need to explain everything again here.
mhanratty commented 10 years ago

Looks awesome! I like this idea of uplifting the user before the review rather than after (it's actually necessary to do it this way if the actual writing of the review is different.)

Seeing this flow, could we remove the screen where the user uploads their profile pic by showing the avatar on the "Write a Review" screen with the ability to edit it? Then we can reduce the number of screens to: 1. congrats you are now a top contributor and 2. info about what to expect from writing reviews 3. the Write a review screen.

brampitoyo commented 10 years ago

could we remove the screen where the user uploads their profile pic by showing the avatar on the "Write a Review" screen with the ability to edit it?

Yes, we could.

Here’s another idea: to provide our new Top Contributors the incentive to complete their profiles, we can always show edit avatar (along with edit name, bio, etc.) on the brand-new Write a Review interface, as long as the avatar is not yet inputted.

We can make it a step 1 (“Step 1: complete your profile. Step 2: write a review”). And as soon as they complete this step, the edit avatar UI will disappear from subsequent Write a Review interface.

What do you think?

brampitoyo commented 10 years ago

Here’s another way to provide instruction. Rather than make it a separate page that new Top Contributors have to go through, can we put the instruction on top of the page? The instruction will only appear the first time you become a Top Contributor and open the Review interface.

The instruction tells you all you need to know about the new review without interrupting the your flow. If you’d like to skip the steps and go straight to writing a review, go ahead. After all, writing a review should be self-explanatory and doesn’t need to be explained all over again. The only thing we need to explain is the avatar and badges that they’ll get.

Speaking of the avatar, it can go between the instruction and the review UI.

write-a-review-with-instruction

brampitoyo commented 10 years ago

An interesting place to put the upload avatar interface is at the end of the review writing process, after the new Top Contributor click Submit Review.

That way, we’ll break the new review process in these segments:

  1. Welcome! This is what being Top Contributors is all about. You’ll need an avatar, so get it ready
  2. Write a review
  3. Preview what you have just written. Along with this preview, you’ll notice that the avatar is blank. You can upload your avatar here and see what the review will look like on Marketplace when it’s submitted

The benefit of putting avatar last is giving user the opportunity to prepare an avatar properly.

The disadvantage is breaking the flow. Putting avatar first is a more natural way to approach it. First, you read the instruction. Second, you identify your persona. Third, you start writing the review.

In my opinion, breaking this flow is a big enough disadvantage to warrant us not putting avatar after the Submit button.

Nevertheless, it’s posted below.

avatar-before-you-submit-review

brampitoyo commented 10 years ago

On issue #19, we talked about different ways to submit a review. We could use love/hate words, qualitative keywords, emojis, etc. We also talked about how text input should be made optional to further shorten the review process and make it more fun (maybe this only applies to user; for Top Contributors, we want longer and text-based reviews with little flourishes added as optional elements).

I started thinking about how different Write a Review interfaces could coexist. Maybe we don’t need to pick one. Maybe an app really has a lot of dimensions that you can measure it by. So giving contributors a few ways to express their personalities through review seem important. Maybe one would like to only use emoticons. Maybe one uses the love/hate method a lot.

That’s not a problem if we give each review method its own tab. See the rightmost image, below:

write-a-review-tabs

The interesting thing with this idea is that it becomes possible to visualise the user’s progress towards unlocking new review methods.

Every user starts with only the plain text method (tab labeled ‘Aa’) enabled. All the other review method is displayed, but grayed out and can’t be selected.

As you do more plain text review, a progress bar like this appears underneath the tab:

tab-progress-bar

When it’s halfway full, you can go into the tab and get a teaser. Oh, it uses emoticons and love/hate keywords, and it’s really fun. Finally, when the progress bar is full, the new tab is unlocked and enabled, and you can write a review using this new method.

mhanratty commented 10 years ago

Here is a flow based on @brampitoyo mocks:

review-flow-before-review

brampitoyo commented 10 years ago

Here are some mockups for the message that we can show to contributors:

  1. Upon completing first contribution
  2. After making enough contribution to go past the halfway point
  3. After contributing enough to almost unlock the Top Contributor features

contributor-messages

brampitoyo commented 10 years ago

We’ve thought of many ways to encourage first-time reviews, onboard users on their way to be a Top Contributor, and reward good reviews.

What we haven’t quite decided on is what kind of review format we really want. Deciding on this is very important, so let’s maybe do this bit first? At the very least, we can arrive on some sort of a decision about the kind of contributor-exclusive review that we want to implement.

When we know what kind of review we want, we can then select some ways to encourage, onboard and promote.

I’ll take the first stab.

  1. Everybody gets a blank text field
  2. Contributors get a love/hate, like/don’t like, pros/cons field with adjectives, in addition to the blank text field

Let’s say that we like this idea. Now we can mock up a few ways to present this love/hate review UI. Issue #19 has some.

The way to encourage and onboard is then pretty clear. We’ve thought of that up above. For instance:

  1. After first written review is submitted, show a message “You just did something awesome! Keep doing it to get an awesome feature”
  2. Upon promotion to Top Contributor status, show avatar in comments

What do you think?

mhanratty commented 10 years ago

To encourage users to contribute, we can take advantage of the notifications we show users that their review is posted (see below). screenshot 2014-10-06 10 46 58

We can leave short, pithy messages (and if we get fancy, combine them with illustrations/animations) that encourage people to post but are lightweight and fun. I'm concerned that if we show the unlocking or say, "your halfway there" or "almost there" it might come off as too heavy handed.

1st contribution: User sees message "Thanks for your contribution! You can get special privileges if you are a top contributor. Learn more about being a top contributor. "Learn More" button. 2nd (3rd, 4th contribution): User sees toast with different messages: • "Thanks [username]! Your review was posted! You are a rockstar!" "Ok" button (or auto dismiss?) • "We posted your review. You are fabulous!" • "Thanks for your review. You make our rockets go boom!" Final contribution: "You did it! You are now a top contributor for the Marketplace! What happens now? Find out." "Let's Go!" button First contribution as a "Top Contributor": "Hey top contributor! Your avatar will now be shown on all your reviews! You'll also get to unlock special reviewing features such as Pros, Cons, adjectives, etc." "Write my review!" CTA