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AIEnterpriseConsumer

Influenster at Bazaarvoice: AI review tips, product page and onboarding

At Bazaarvoice I designed AI review tips for Influenster, a community where shoppers find and review products, and redesigned its product page, onboarding and home feed. I was one of two designers, working with a product manager and three developers.

RoleSenior Product Designer
CompanyBazaarvoice
Year2023
FocusGenAI, design system, accessibility
Three Influenster app screens: the home feed with tier progress, the redesigned product page and social account connection
40%

faster onboarding setup

30%

more user engagement

20%

lower bounce rate

30%

higher accessibility scores

TL;DR

Problem
Many users wanted to share their opinion but had trouble writing a useful review. Brands got short reviews with little detail.
What I did
Designed Review Coach, an AI assistant that suggests what to cover while users write. Redesigned the product page, onboarding and home feed, and documented the design system across both apps.
Outcome
Onboarding setup 40% faster, engagement up 30%, bounce rate down 20% and accessibility scores up 30%. Review Coach raised both the number and the quality of reviews.

AI review tips

AI-written reviews tend to sound fake. We wanted to keep the user's own voice and use AI to point out what the review was missing.

How Review Coach worked

Bazaarvoice announced Review Coach publicly in April 2023.

  1. The shopper starts a review. They pick a product, give a rating and start describing their experience.
  2. The AI suggests topics. Influenster AI shows review tips for that product, such as taste, texture, quality, packaging and price, and checks each one off as the review covers it.
  3. The shopper writes it. They choose what to add and use their own words. The AI doesn't make up an experience.
  4. The review is published. It has more detail for the next shopper and for the brand.
Influenster AI review tips on a mayonnaise review: Taste, Texture, Quality, Packaging and Price checked as the review covers them
Influenster AI review tips in the app, checked off as the review covers them.
Illustrative example

A review before and after the tips

Before: "I loved this product. I recommend it."

After: "I used this cream for three weeks. It has a light texture, absorbs quickly and doesn't feel greasy. It worked well during the day, though I'd prefer a pump bottle."

The second one mentions usage time, texture, results and one downside.

Product page

Shoppers make up their minds on the mobile product page, and it's also where reviews start. I moved the rating summary and its distribution right under the product, with "Write a review" one tap away. Reviews show as cards with a "Helpful?" action, and Q&A got its own section with a prompt to ask people who have used the product.

Influenster mobile product page before the redesignRedesigned product page with breadcrumb, image carousel, rating summary, distribution bars and a Write a review button
Product page before and after.

Onboarding and social accounts

Sampling campaigns need a connected Instagram or TikTok account, and asking for it during sign-up adds a step people can drop off at. The new onboarding explains what connecting gets you (points and access to sampling campaigns) and keeps Skip visible. If someone skips, a short sheet tells them what they'll miss before they confirm.

Onboarding step asking to connect TikTok and Instagram to earn points and join sampling campaignsBottom sheet warning that skipping may make the user ineligible for some sampling productsOnboarding step with Instagram connected and a Got it button
Connecting accounts, the skip warning and the connected state.

Home feed

The home feed opens with tier progress, showing members how close they are to the next level. Below it are quick tasks worth points, like tips for taking better review photos, and "Share your expertise" cards that ask members to answer other shoppers' questions about products they know.

Home feed with tier progress, a quick review task worth 25 points and a Share your expertise question card

Design system and accessibility

  • Documented the design system shared across Influenster and Bazaarvoice applications.
  • Brought the product in line with accessibility standards, raising accessibility scores by 30%.
Primary button documentation with states, icon options, WCAG contrast checks and specs
Primary button documentation with states, icon options, contrast checks and specs.
Next case studyNational University

Hiring a senior product designer?

I work best with teams building something new or fixing what isn't working: early-stage startups, e-commerce that doesn't convert, websites that need a redesign and products ready to add AI.

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