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Efficient, Scalable Feedback Redesign
Project
Building a Transparent, Self-Serve Review Experience That Reduces Complaints and Builds Trust
Problem
The existing feedback system was inefficient, opaque, and misaligned with user needs:
- A 30-day limit on feedback prevented accurate, timely reviews across the full delivery cycle
- Negative feedback without comments was auto-published, while comments triggered complaints, burdening customer services
- Feedback lacked structure, failing to distinguish high-quality from average service
- The manual complaint workflow strained internal teams and undermined user trust
Goal
Design a scalable, self-serve feedback and review system that:
- Encourages meaningful, timely reviews from both brokers and carriers
- Enables users to resolve issues independently, reducing support overhead
- Introduces clear quality indicators to differentiate good service from poor
- Aligns with user behavior while reducing internal complaint volume and support costs
Process
User Research → Competitor Benchmarking → Current System Discovery → Data Analysis → Stakeholder Workshops → Ideation → UI Visualisation & Validation
Strategic Approach
To solve the challenge holistically, I focused on three key levers:
- Empowering users to manage feedback loops without internal escalation
- Designing transparency into both rating and resolution flows
- Standardising feedback quality, aligning it with measurable service performance
Research & Discovery
- Facilitated a ‘Day in the Life’ workshop with real carrier members to uncover delivery pressures and identify feedback timing gaps
- Conducted a competitor analysis of Airbnb, Uber, and Booking.com to extract best-in-class review mechanisms
- Partnered with a data analyst to map friction points and identify drop-off trends in the existing system
- Ran internal sessions with sales and customer service teams to surface operational pain points and workflow dependencies
Solution
- Proposed a behavior-based feedback model using a unified 10-point scoring system, integrating service performance and user satisfaction
- Introduced distinct pathways for feedback vs. formal complaints, removing ambiguity and reducing unintended escalation
- Created detailed user flows for leaving, editing, and reviewing feedback with full transparency
- Designed a user-friendly UI with clear indicators for service quality, response status, and next steps
Validation
- Ran qualitative testing with brokers and carriers to validate the scoring logic and UI clarity
- Used survey feedback to iterate on submission timing, tone, and mobile responsiveness
- Partnered with UI designers to ensure accessibility and reduce cognitive load in the submission journey
Result
A streamlined, fair, and scalable feedback experience that improves user trust, lowers complaint volume, and empowers members to self-manage delivery feedback, reducing operational strain and supporting platform growth.
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