erin malone - User Interface Engineering
erin malone - User Interface Engineering
erin malone - User Interface Engineering
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designing<br />
ratings<br />
&<br />
reviews<br />
<strong>erin</strong> <strong>malone</strong><br />
5 social design<br />
practices
1. give people a way to be identified<br />
and a way to identify themselves
2. make sure there is a “there” there. what’s your social object?<br />
the Social<br />
Object, in a<br />
nutshell, is the<br />
reason two<br />
people are<br />
talking to each<br />
other, as<br />
opposed to<br />
talking to<br />
somebody else.<br />
Hugh MacLeod,<br />
gapingvoid.com
3. give people something to do<br />
4. enable a bridge to real life
5. let the community elevate people & content they value<br />
5 social design practices<br />
enable people to control their identity<br />
social networks need social objects<br />
give people something to do<br />
enable a bridge to real life<br />
let the community elevate people & the<br />
content they value
5 social design practices<br />
enable people to control their identity<br />
social networks need social objects<br />
give people something to do<br />
enable a bridge to real life<br />
let the community elevate people & the<br />
content they value<br />
5 social design practices<br />
enable people to control their identity<br />
social networks need social objects<br />
give people something to do<br />
enable a bridge to real life<br />
let the community elevate people & the<br />
content they value
where do ratings<br />
& reviews fit?<br />
image: Lindsay Shaver, http://www.flickr.com/photos/lindsayshaver/3296305617/<br />
the ecosystem
atings & reviews fall into feedback<br />
it’s a continuum
83.8% said they would trust user reviews over a critic<br />
(MarketingSherpa Entertainment Habits Survey Results, May 2007)<br />
38% of shoppers agreed with the statement “no negative reviews or limited negative reviews<br />
degrade your trust in reviews”<br />
(MarketingSherpa and Prospectiv, Online Shopping and Email Relationships, January 2007)
58%<br />
58% “strongly” or “somewhat” prefer sites that include reviews<br />
(MarketingSherpa Ecommerce Benchmark Guide, 2007)<br />
130<br />
+22%<br />
97.5<br />
65<br />
32.5<br />
0<br />
007 2008 2009 2010<br />
in 2006 - users like me became a trusted source<br />
in 2010 - trust becomes essential to business<br />
in 2012 - users like me trust increases 22% from 2011<br />
(Edelman Trust Barometer survey)
11-20%<br />
1/3 of retailers 2007reported an 11-20% increase in 2008 conversions as a result of adding reviews 2009<br />
(2009 Mashable article by Sam Decker of BazaarVoice)<br />
99%<br />
consumers are willing to pay up to 99% more for a<br />
5-star rated product than for a 4-star rated product<br />
(2009 Mashable article by Sam Decker of BazaarVoice)
why ratings and reviews?<br />
image: the|G| http://www.flickr.com/photos/the-g-uk/5832779536/<br />
the virtuous cycle<br />
Create<br />
content for<br />
The<br />
Community<br />
Contributors<br />
Who<br />
Ranks<br />
it for<br />
The Site<br />
Which Rewards<br />
& Incentivizes
atings & reviews<br />
need to be part of your overall<br />
engagement & social strategy<br />
what<br />
behaviors do<br />
you want to<br />
encourage?
from your users<br />
from your users<br />
reward<br />
good<br />
content
from your users<br />
reward<br />
good<br />
content<br />
share<br />
opinions<br />
with social<br />
graph<br />
from your users<br />
reward<br />
good<br />
content<br />
share<br />
opinions<br />
with social<br />
graph<br />
develop a<br />
positive<br />
reputation<br />
as a subject<br />
expert
from your users<br />
reward<br />
good<br />
content<br />
share<br />
opinions<br />
with social<br />
graph<br />
develop a<br />
positive<br />
reputation<br />
as a subject<br />
expert<br />
downgrade<br />
bad content<br />
from your users<br />
reward<br />
good<br />
content<br />
share<br />
opinions<br />
with social<br />
graph<br />
develop a<br />
positive<br />
reputation<br />
as a subject<br />
expert<br />
downgrade<br />
bad content<br />
share tastes<br />
with<br />
expectation<br />
that site will<br />
adapt
from the system<br />
from the system<br />
feature high<br />
rated items
from the system<br />
feed<br />
reputation<br />
system<br />
feature high<br />
rated items<br />
from the system<br />
feed<br />
reputation<br />
system<br />
power a<br />
recommendations<br />
algorithm<br />
feature high<br />
rated items
from the system<br />
adapt &<br />
personalize<br />
as users<br />
become<br />
more<br />
engaged<br />
power a<br />
recommendations<br />
algorithm<br />
feed<br />
reputation<br />
system<br />
feature high<br />
rated items<br />
overarching<br />
principles
make sure people are sufficiently invested<br />
image: 401k http://www.flickr.com/photos/68751915@N05/6793826885/<br />
make sure people are sufficiently invested
make sure people are sufficiently invested<br />
bake in accountability<br />
image: yksin http://www.flickr.com/photos/henkimaa/2906842036/
ake in accountability<br />
bake in accountability
find the sensical moment<br />
find the sensical moment
ate the object<br />
not the person<br />
http://dilbert.com/strips/comic/1991-12-19/<br />
rate the object not the person
ate the object not the person<br />
define the what
make sure the who is clear<br />
image: m.aquila http://www.flickr.com/photos/ibcbulk/88199758/<br />
analyze your data
principles summary<br />
sufficiently invested<br />
accountable<br />
the sensical moment<br />
rate the object, not the person<br />
define WHAT<br />
make WHO clear<br />
mine the data<br />
questions ?<br />
coming up:<br />
deep dive: ratings<br />
deep dive: reviews<br />
overarching recommendations
deep dive:<br />
ratings<br />
http://xkcd.com/937/<br />
types of ratings<br />
multi-faceted<br />
5 star<br />
thumbs up / down<br />
vote to promote
types of ratings<br />
multi-faceted<br />
5 star<br />
thumbs up / down<br />
vote to promote<br />
image: PaulStevenson, http://www.flickr.com/photos/pss/2748035664/
how do these attributes & numbers relate to the overall rating?<br />
they don’t. they act as filters for sorting the reviews.
types of ratings<br />
multi-faceted<br />
5 star<br />
thumbs up / down<br />
vote to promote<br />
image: Betta Design, http://www.flickr.com/photos/betta_design/2757097877/<br />
amazon
petco<br />
travelocity
travelocity
150<br />
112.5<br />
the infamous J curve<br />
75<br />
37.5<br />
0<br />
2007 2008 2009 2010 2011
Autos Custom<br />
1 2 3 4 5<br />
types of ratings<br />
multi-faceted<br />
5 star<br />
thumbs up / down<br />
vote to promote<br />
image: shellygrrl http://www.flickr.com/photos/shellygrrl/3865389065/
the J curve as seen on YouTube September 2009
You Tube switched to Thumbs up/down March 2010<br />
types of ratings<br />
multi-faceted<br />
5 star<br />
thumbs up / down<br />
vote to promote<br />
image: Sarah Reid http://www.flickr.com/photos/sarahreido/3120877348
deep dive:<br />
reviews<br />
http://xkcd.com/1036/
eward quality<br />
reward quality
pair with ratings<br />
don’t forget to ask
anatomy of a review<br />
name of the item being reviewed<br />
target elements<br />
Image of the item average rating across all users distribution of ratings<br />
number of reviews<br />
reviewer name, profile<br />
review date<br />
reviewer authority - do they own the item review title<br />
review<br />
helpfulness<br />
elements<br />
rating<br />
reviewer’s rating<br />
content<br />
across attributes<br />
secondary comment count<br />
comment on this review CTA<br />
CTA, quality & moderation elements<br />
leave your own review CTA<br />
helpfulness CTA<br />
report abuse input<br />
anatomy of a review<br />
Image of the item<br />
reviewer name, profile<br />
name of the item being reviewed<br />
target elements<br />
average rating across all users<br />
number of reviews<br />
review date<br />
reviewer authority - do they own the item review title<br />
review<br />
helpfulness<br />
elements<br />
rating<br />
reviewer’s rating<br />
content<br />
across attributes<br />
secondary comment count<br />
distribution of ratings<br />
comment on this review CTA<br />
CTA, quality & moderation elements<br />
leave your own review CTA<br />
helpfulness CTA<br />
report abuse input
anatomy of a review<br />
Image of the item<br />
reviewer name, profile<br />
name of the item being reviewed<br />
target elements<br />
average rating across all users<br />
social object<br />
number of reviews<br />
review date<br />
reviewer authority - do they own the item review title<br />
review<br />
helpfulness<br />
elements<br />
rating<br />
reviewer’s rating<br />
content<br />
across attributes<br />
secondary comment count<br />
distribution of ratings<br />
comment on this review CTA<br />
CTA, quality & moderation elements<br />
leave your own review CTA<br />
helpfulness CTA<br />
report abuse input<br />
anatomy of a review<br />
Image of the item<br />
reviewer name, profile<br />
name of the item being reviewed<br />
target elements<br />
average rating across all users<br />
social object<br />
reviewer authority - do they own the item<br />
reviewer’s rating<br />
across attributes<br />
number of reviews<br />
review date<br />
review title<br />
review<br />
helpfulness<br />
elements<br />
rating<br />
review content<br />
secondary comment count<br />
distribution of ratings<br />
comment on this review CTA<br />
CTA, quality & moderation elements<br />
leave your own review CTA helpfulness CTA report abuse input
anatomy of a review<br />
Image of the item<br />
reviewer name, profile<br />
reviewer’s rating<br />
across attributes<br />
name of the item being reviewed<br />
target elements<br />
average rating across all users<br />
social object<br />
reviewer authority - do they own the item<br />
number of reviews<br />
review date<br />
review title<br />
review<br />
helpfulness<br />
elements<br />
rating<br />
review content<br />
secondary comment count<br />
distribution of ratings<br />
activity building reputation<br />
and feeding other engines<br />
comment on this review CTA<br />
CTA, quality & moderation elements<br />
leave your own review CTA helpfulness CTA report abuse input<br />
anatomy of a review<br />
Image of the item<br />
reviewer name, profile<br />
target elements<br />
average rating across all users<br />
social object<br />
reviewer authority - do they own the item<br />
reviewer’s rating<br />
across attributes<br />
name of the item being reviewed<br />
number of reviews<br />
review date<br />
review title<br />
review<br />
helpfulness<br />
elements<br />
rating<br />
review content<br />
secondary comment count<br />
distribution of ratings<br />
activity building reputation<br />
and feeding other engines<br />
comment on this review CTA<br />
CTA, quality & moderation elements<br />
leave your own review CTA<br />
helpfulness CTA<br />
report abuse input
anatomy of a review<br />
Image of the item<br />
reviewer name, profile<br />
target elements<br />
average rating across all users<br />
social object<br />
reviewer authority - do they own the item<br />
reviewer’s rating<br />
across attributes<br />
name of the item being reviewed<br />
number of reviews<br />
review date<br />
review title<br />
review<br />
helpfulness<br />
elements<br />
rating<br />
review content<br />
secondary comment count<br />
distribution of ratings<br />
activity building reputation<br />
and feeding other engines<br />
comment on this review CTA<br />
CTA, quality & moderation elements<br />
leave your own review CTA<br />
helpfulness CTA<br />
report abuse input<br />
checks & balances<br />
feedback loops
only 1 vote per person<br />
reflect back
allow rebuttal<br />
allow rebuttal
overarching<br />
recommendations<br />
1<br />
discoverable
2<br />
contextually<br />
placed
3<br />
surface<br />
everywhere
examples<br />
examples
4<br />
search,<br />
sort, &<br />
filter
5<br />
gently<br />
moderate
ecommendations summary<br />
4 flavors of ratings<br />
reward quality<br />
pair reviews with<br />
ratings for context<br />
only 1 per user<br />
provide feedback<br />
loops<br />
don’t forget to ask<br />
discoverable<br />
contextually placed<br />
surface everywhere<br />
search, sort, & filter<br />
gently moderate<br />
a few last words
surface simplicity<br />
business implications
gaming the system<br />
gaming the system
questions ?<br />
thanks!<br />
<strong>erin</strong> <strong>malone</strong><br />
@e<strong>malone</strong><br />
<strong>erin</strong>@tangible-ux.com
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