Built to move, designed to perform

Challenge

Reflecting performance in every detail

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konfetti Reviews

The goal: Improving trust and conversions by implementing more UCG content on konfetti, experience focused, Partner first platform.

UX Team of one

What is konfetti?

Founded in 2021 and headquartered in Berlin, konfetti serves as a marketplace connecting users with over 8,000 experiences, including cooking classes, pottery workshops, cocktail-making sessions, and more.

The problem: high quality low sales

Some newer and smaller Partners, who ranked lower on search pages faced several problems: - AI-generated, stock or irrelevant pirctures - no customer videos or captivating and relatable photos
- Competitive offerings but low sales compared to top ranking On the other hand, the platform had problems with: - cart drop-off rates - creating trust in the payment process - having homogenous trust across the variety of events
We tried adding security badges and improving checkout layouts. This helped established Partners but did little for newer ones with few reviews.

New feature!

This is a handy template you can use for your apps (as a an onboarding tip feature for instance). Feel free to resize it, change colours and modify the arrow position.

Results

A fast-paced brand built for motion and performance

Text reviews

2023

Improvements

Images

We added basic text reviews on the Store and in the Partner Area.
This helped but didn't solve trust issues for Partners with poor visuals and and imprecise course descriptions.

- Optimized descriptions and images across classes
- Redesigned the review layout
- Extended Reviews to Partner booking websites through Widgets and the Booking solution

We added reviewer profile photos to increase trust.
This review didn’t go live: German users are less comfortable sharing photos in online ecommerce profiles.
Research showed cultural differences in review preferences due to “cultural differences in uncerainty and avoidance” - Knauß Jessica, Elsner Mark (2023), Photos in Online Reviews of Search Goods. Proceedings of the European Marketing Academy, 52nd, (114463)

Challenge

Heading

While we were focusing on the cart drop in conversion from a very analytical and business first point of view, I wanted to “review the reviews” from a birds eye view to see where we were going wrong.
My hypothesis was that the drop in conversions was not only due to lack of clarity, which we fixed, but also on a general lack of trust towards Partners with no social proof.  
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I had to prove images could make an impact, so I made an heuristic evaluation of the first iteration layout, and reviewed the internal process to handle review, that was very hands on, impacting the efficiency of other Teams.  

I also reviewed the general customer journey related to reviews, to help me tell a story about how a negative review experience could be distancing us by a positive end of customer journey.

CUSTOMER JOURNEYS (negative and positive contrast)

ADMIN JOURNEY

WIREFLOW

A positive fourth iteration:

We removed the profile image requirement We streamlined the upload process and segmented it to each type of product We supported more media types for photos and videos

NUMBERS THAT SPEAK

On the left you can see a graph on Sessions by acquisitions, and on the right the conversion rate jump. Add-to-cart actions increased by 261% based on Analytics data Conversion rates improved by 80.46% compared to text-only reviews Friend referrals increased significantly Review scores improved due to more accurate customer expectations There results of course cant’be only a direct result of the implementation of reviews, but of a synergic company effort to improve content and authenticity around the website.