If iPhone v.1 proved anything, it was the value of user experience design. When it launched it had no truly unique features; there was nothing in particular you could do with the iPhone that you could not do with other smart phones in the market. Its big advantage was a simple, elegant user interface that made it easy for the average consumer to benefit from the power of a smart phone.
That same emphasis on seamless and intuitive design forms the foundation of the world’s best websites. Think Google and Flickr. Sites like these show us that form doesn’t have to come at the expense of function. Features shouldn’t be “widgetized” and tacked on, as though they’re wall flair at your local casual dining franchise. The challenge involves providing ways for visitors to interact with content in ways that make sense for them.
With over 950 brands, and powering over 100 billion impressions of user generated content, we have access to an incredible amount of data to inform our design decisions. Over the last several months, the problem we’ve been working on is finding a better way to implement a customer-facing display that seamlessly incorporates data-backed best practices with the branding and design flexibility our clients desire.
Products or Solutions?
Building a product is not the same as building a solution. Solutions need to have the proven ability to solve real problems, and post-design testing is required to bridge the gap. Once we finished the first iteration of what we now call Smart Display ™, we needed to put it to the test.
Would online shoppers find the site more useful? Was it really now easier for them to participate in conversations? How much more attractive was Smart Display, and did this make conversions and contributions of user-generated content more likely?
Independent testing and results
Working with an independent research firm, we set out to answer these questions and many others. The results were even better than what we expected. Compared to shoppers browsing the average custom-designed implementation, data from Smart Display users shows…
- They find reviews 77% easier to read
- They think reviews are 253% more attractive
- Getting a sense of sentiment from reviews is 31% easier
- They are 28% more likely to answer that reviews came from “real people”
- They are 37% more likely to vote on helpfulness
- They are 62% more likely to write a review
Improve user experience for more revenue
We already know that reviews lead to easier customer decisions, increased sales, reduced returns, and many other measurable benefits. By prioritizing user experience with Smart Display, we’ll be seeing more amazing numbers to come.