Gap inc. power reviews

During my tenure at Gap Inc. as a UX Designer, one of the tracks that I focused on was navigation for Gap, Athleta, Banana Republic, and Old Navy. Navigation includes search, SEO, filtering/sorting, and much more when it comes to an e-commerce website. The most rewarding part of my role was researching, strategizing, and designing methods to help customers find and purchase products in an efficient way that would ultimately increase the net-promoter score.

One feature that I worked on was improving the use of Power Reviews, a UGC vendor dedicated to providing customer feedback, by adding the ability to search terms found in customer generated reviews, introducing “was this helpful to you” voting to each review entry, and sorting by the “most helpful” reviews.

 

OBJECTIVES

  • Adding a search box that follows design branding guidelines for each brands opting to use the feature

  • Adhering to correct spacing and alignment for mobile and desktop for added filtering capabilities like the search box

  • Choosing a style for the thumb icons that are synonymous for each brand

  • Implementing review voting on whether customer review feedback was helpful or not

 

athleta

The search term “fit” is highlighted to allow users to find reviews that describe the fit of the item. Customer reviews are also sorted by “the most helpful” to bring feedback other shoppers found useful to the top of the search.

 

banana republic

The search term “comfort” and the sorting capability “most helpful” are chosen in both images, highlighting the newest features found on Banana Republic’s review section.

 

Why?

The “why” is the most important part and the reasoning why these features were added to the review section to begin with. As a company, Gap Inc. strives to be authentic to their customers 100% of the time to ensure trust in all products. Giving shoppers the ability to search terms such as “fit” or “comfort” makes the purchase decisioning process that much quicker. In addition, allowing users to vote whether the review was helpful or not – and filtering by the most helpful – increases scanability over reviews and boosts beneficial customer feedback to make confident purchasing decisions.