Discover
The Problem
Yelp users faced a significant challenge in obtaining insights into the quality of service provided by businesses. While overall ratings offered a general indication of a business's performance, they often fell short in conveying the nuances of service quality.
Furthermore, with just one “overall” rating, Yelp users ultimately have difficulty deciphering how a restaurant or business is being rated. For example, to differentiate a restaurant’s food rating from its service rating, users generally read through dozens of reviews in order to differentiate if the business is being praised (or criticized) for their food versus their service.
Research
Interviews reveal preexisting interest in 'service' rating
Some key interview questions included;
Do you think having a separate "Service" rating, or other ratings (e.g., overall rating, food quality, ambiance) would be valuable? Why or why not?
Imagine Yelp had a "Service" rating feature where users could rate the quality of service they received. How do you think this would impact your decision-making process when choosing a business?
In your opinion, what specific aspects of service come to mind when you think of a "Service" rating? (e.g., friendliness of staff, speed of service, responsiveness)
How would you like to see the "Service" rating integrated into the existing Yelp platform? (e.g., separate section, combined with overall rating)
Key Insights
After reviewing and synthesizing the data gathered, I've taken a few key insights regarding our potential user-base;
Users want to see the new feature displayed alongside current ratings,
Users recognize the importance of contributing to business improvement,
Most users expressed a strong interest in the addition of a "Service" rating.
Meet our user persona!
To effectively organize and emphasize the data, a user persona was created for further insight into the preliminary design process.
Design
Previously…
Wireframing
Many users are already readily familiar and comfortable with Yelp's original design. Therefore, I did not want to hinder the integrity of Yelp's original layout. I only intended to implement the new "service rating" feature seamlessly into the wireframe designs.
Testing Color…
Final Design
Yelp - Service Rating
key screens
A reflection…
What have you learned in the process?
I've learned that sometimes less is more in design. The real results are about enhancing the user's digital experience.
What would you have done differently?
I'd like to have kept better track of my alternative wireframes during my design process.
Next Steps?
The next steps would be to deploy the prototype and monitor results.
What are you most proud of?
I’m most proud of designing a prototype that looks and feels Yelp.