Janet Xu | UX Designer

Designed a review insights system and defined how it surfaces across product pages and search.

My role

Product design owner

Duration

4 months

Team

1 product manager, 2 developers

BEFORE

Problem

Buried insights

Review content is dense and unstructured. Shoppers waste time hunting for relevant feedback.

No comparison

On the search results page, users must open multiple pages to compare items as each lacks review insights.

Design principles

1. Insights first vs top-down scrolling

Surface top review insights first for faster evaluation

2. Support quick comparison

Enable easy item comparison directly in search

3. Scale across categories

Design adaptable insights for all categories and review volumes

SOLUTION 1

AI-generated review summary

Reveal insight details

The summary highlights most common review themes and expands to full insight descriptions.

Filter by theme

Users select an insight to filter reviews to matching feedback.

SOLUTION 2

Insight-first reviews

Feature ratings

Give users an immediate signal of how a product performs in key areas.

Fit insights

For apparel items, shows how an item fits based on customer feedback.

SOLUTION 3

Category-driven information hierarchy

Visuals first

Product visuals are elevated to match their higher engagement for apparel.

Visuals deprioritized

Review insights are surfaced at the top of the page for faster understanding.

SOLUTION 4

Signals in search

Insights on hover

Reveals review signals on hover so users can preview insights instantly.

Insights on tap

Opens a bottom sheet to show key review insights for quick comparison.

DESIGNED TO SCALE

Scaling one system across categories

Impact

The results a few months out from rolling out these updates were:

+10% ▼

Click-through rate on the newly surfaced review summary module

-10%

Reduced scroll time in the reviews section due to improved IA