Redesigned user feedback page

By alexwberg
Posted on December 08, 2010 49 comments

Tonight’s release involved a cosmetic makeover to our seller feedback pages.

Before we get into what did change let’s talk for a moment about what we didn’t change.  We did not change one thing about how reviews or feedback is calculated.  The percentage ratings are unchanged, the feedback counts are unchanged, and you can still import feedback from other marketplaces.  Even the positive, neutral, and negative icons are the same.  Changes to this page were limited to visual changes like page layout, copy, etc.  
 
Why redesign the page just to touch up the layout?  Buyer confusion.  
 
I watched lots of usability tests over the past few weeks and the layout and messaging of the page was particularly troublesome for users with imported feedback.  The largest area of confusion was around the disparity between the volume of written feedback on Bonanza and the amount of feedback a user has received in total.  For example, a seller might have very few written reviews on Bonanza, but hundreds of overall rated transactions.  The fact that written reviews are optional and that users can import ratings makes this fairly common.  
 
In the newly designed version we re-arranged some elements and added some clarifying labels to make things more clear.  We started by removing the ‘Who’s Around?’ rail from the left column of the page.  It’s not something of interest to buyers who are trying to evaluate a purchase decision.  We then created a new rail along the left of the page for the seller rating information in an effort to make it easier to understand what feedback was being shown in the body of the page and why.  Additionally, we added some explanatory text to make things even more clear - the ‘Imported from other sites’ text you see in the screenshot only appears on mouse over of the help icon.  
 
  
After the redesign of the page was complete we tested it again with the exact same set of tasks to see if users were less confused.  And, after a few more tweaks, and another round of tests, we have a much improved experience.  And, I like to think, a much cleaner and more professional page.  
 
 - Alex 

Comments: 49 comments
Category: Main blog
Tags: user feedback

49 responses to Redesigned user feedback page

  • Newbonzpic3_thumb128

    Lisas_TX_Treasures says:
    12/08/10 at 09:11:31

    I absolutely love this! You guys rock!!

    Also… I love the simplicity of added “buttons” to ease navigation. The “Return to booth” is one of my personal favs… I’m a bit of a spazzzzz so this is particularly good for me, lol.

    Again, Love the modifications!!!!

  • Img_0031_thumb128

    shellbysbooth says:
    12/08/10 at 10:07:57

    This is great ! Most of my buyers here would rather send me a private email than leave feedback, because it was less confusing. This should make things a lot easier for them !

  • K4logo-square_thumb128

    k4_pacific says:
    12/08/10 at 10:34:59

    Looks good. I like the new layout. It appears though, that the user icons are being slightly cropped along the right and bottom sides to a smaller square, at least on Firefox.

  • Ivyavatar_thumb128

    gingernellstreasures says:
    12/08/10 at 10:38:03

    I like it, easy to understand, good job Alex!

  • Starav_thumb128

    starshinin says:
    12/08/10 at 10:43:05

    looks great alex!! fine job for sure!!

  • 100_9837_thumb128

    ladyshars says:
    12/08/10 at 10:47:20

    I agree its is great.
    Thank you Alex.

  • Alex_2b_thumb128

    alexwberg says:
    12/08/10 at 11:00:20

    @k4_pacific – thanks. We’ll take a looksee.

    @all – and thank you to Christopher; our designer who made this page better!

  • Maud_thumb128

    VINTAGECHIC817 says:
    12/08/10 at 11:59:02

    Looks great…keep up the great job you all are doing…Thanks

  • Sunflower_antics_avatar_thumb128

    SunflowerAntics says:
    12/08/10 at 12:12:25

    FANTASTIC!!! I L♥VE the NEW LOOK!!!

    Kim

  • Avatar_twitter_thumb128

    EuropeanGoodies says:
    12/08/10 at 12:16:08

    Perfect! Much easier for buyers.
    Thank you guys!

  • Avatar_twitter_thumb128

    EuropeanGoodies says:
    12/08/10 at 12:19:49

    On the View your additional booth details page to see any tagged items page Feedback is not clickable.

  • Avatar_baby_thumb128

    chill02wolfart says:
    12/08/10 at 12:46:34

    I really like the new layout. Thank you!

  • Bonzavatar2_thumb128

    Silkworm says:
    12/08/10 at 12:56:23

    Looks great; love it. Also love having the go to booth link, and getting rid of Who’s Around (which isn’t usually who’s really around when they appear on the list anyway! LOL).

    Can’t think of anything that’s missing or shouldn’t be there. Great job Chris!

  • Alex_2b_thumb128

    alexwberg says:
    12/08/10 at 12:57:15

    @EuropeanGoodies – can you send me a sample URL? I don’t think I’m finding the page you are referring to.

    Thanks!

  • Sparklebackgroundavatar2_thumb128

    sparklemotion says:
    12/08/10 at 13:51:00

    Much improved. It definitely was confusing for new visitors to see that someone may have over a feedback rating of over a thousand and only 10 or so reviews. Thanks for the update!

  • 188058_144476885620895_2934380_n_2_thumb128

    loristhisandthat says:
    12/08/10 at 14:38:03

    Looks Great!

  • Avatar_for_booth_thumb128

    Starfisher says:
    12/08/10 at 14:45:10

    It looks great, but the numbers aren’t correct. Mine shows 50 for Bonanza, there are more than showing if you count the actual feedbacks.

  • Roller-seagull-roger_thumb128

    Rogersstuff says:
    12/08/10 at 15:15:58

    Looks Good although a large “Back to Booth” button could be added right above rating and comment to direct them back to our booth home page.

  • Panel_avatar_thumb128

    AutumnLeaves says:
    12/08/10 at 15:25:10

    Just love the layout! But the numbers are not correct.
    In my case 660 minus 481 is not 50, is it LOL
    Very nice job

  • Alex_2b_thumb128

    alexwberg says:
    12/08/10 at 15:50:08

    @Starfisher & AutumnLeaves – nice catch! We are apparently showing the number of ‘feedbacks’ on the page you are looking at, but not totaling them across all pages. If you click to the next page of feedback the number changes. We’ll fix it so the number totals correctly for all pages and not just the one you are looking at.

  • Panel_avatar_thumb128

    AutumnLeaves says:
    12/08/10 at 15:54:28

    Bless you my dear for listening, responding and most of all working for Bonanza.

  • Inthebagboutiqueavatar5-1_thumb128

    Inthebag says:
    12/08/10 at 16:06:57

    I like the new set up. But just to let you know, I’ve only had 26 transactions (total of buying and selling), but my feedback indicates “all bonanza transactions” = 30. I asked in the forums and another seller said there is a discrepancy in their numbers as well.

  • Facebookavatar_thumb128

    LouieTheSeller says:
    12/08/10 at 17:16:41

    I love the new feedback layout but my avatar is cutoff. It’s still a fantastic improvement.

    Your Friend,
    LouieTheSeller

  • Alex_2b_thumb128

    alexwberg says:
    12/08/10 at 17:24:05

    @LouieTheSeller – we’ll see what we can do about that.

  • Bellavistaboutiqueavatar2_thumb128

    bellavistaboutique says:
    12/08/10 at 17:59:33

    I think that it’s super! Thanks for the improvement!

  • Antiquesrgreatbonanzleavatarblog.jpg_thumb128

    AntiquesRGreat says:
    12/08/10 at 18:10:25

    Alex tell Christopher it looks great but My Branding Avatar is cutoff not good. Please fix it Branding is very important to me.

    Thanks
    Gladys

  • Texasflag_thumb175_thumb128

    TxSTar1953 says:
    12/08/10 at 18:53:17

    Cool stuff. I love it.

  • Avatar_1_thumb128

    TipTopMgr says:
    12/08/10 at 19:31:45

    I like it…it’s an easier to understand feedback system for the buyer. I like it when things are easier for them

  • Avatar_1_thumb128

    TipTopMgr says:
    12/08/10 at 19:35:00

    Yep, my avatar is cut off also on the feedback page.

  • Bookbinavatar_thumb128

    BookbinEtc says:
    12/08/10 at 20:07:05

    Hi Alex

    It looks great, but I do have one pet peeve (same with old page).

    On the Feedback left by user page, ALL the feedback show as being left by me. Well, of course they are – it’s my f/b left page. That page should show the user that the f/b was left FOR, so there is more transparency to the transactions.

    Thanks!

  • Blueboy_avatar_thumb128

    BlueBoy says:
    12/08/10 at 20:24:09

    THAT’s correct, Bookbin – I was wondering about that ever since. I just didn’t want to b**** about something ELSE.
    It doesn’t make any sense.

  • Indizona_avatar_thumb128

    Indizona says:
    12/08/10 at 20:54:56

    It is great! Thanks! The only thing I see wrong is the avatar doesn’t fit. It fits everyplace else on Bonz, so I guess that needs to be tweeked.

    I like how you can mouse over the question mark of the number of Bonz transactions and it now tells you clearly that not everybody leaves feedback. That is very good.

  • Txskyscolourava1_thumb128

    txskys4ever says:
    12/08/10 at 21:25:06

    yeah, it looks nice, but my numbers don’t add up either.

  • Alex_2b_thumb128

    alexwberg says:
    12/09/10 at 00:28:38

    @ everyone – we’re aware we’re scrunching some avatars and will get that fixed. Also, the numbers not adding up is fixed now.

  • Alex_2b_thumb128

    alexwberg says:
    12/09/10 at 00:29:33

    @bookbinetc & blueboy – we’ll take a look at that. Thanks for the tip.

  • Txskyscolourava1_thumb128

    txskys4ever says:
    12/09/10 at 00:49:31

    Very cool!!

  • Inthebagboutiqueavatar5-1_thumb128

    Inthebag says:
    12/09/10 at 04:35:08

    @Alex, my numbers not adding up problem from above still isn’t fixed (all bonanza transactions). Sorry to bug ya.

  • Jsgavatar_thumb128

    jsgeare says:
    12/09/10 at 05:51:20

    I see the nice change when I look at feedback in other booths, but when looking at my own, it’s still pretty confusing:

    Maybe the cleanup is only when looking at OTHER booths?

  • Avatar_from_peg_thumb128

    abbysattic says:
    12/09/10 at 07:04:12

    Had to go and take a look at mine. Looks great. May I make one suggestion, though? When I click on the link for Feedback left for others, in small print at the top it says.

    “abbysattic has left the following feedback for other sellers on Bonanza.”

    Shouldn’t that say “other buyers and sellers”???

  • Bookbinavatar_thumb128

    BookbinEtc says:
    12/09/10 at 07:53:14

    Good catch, abbysattic.

    Thanks, Alex, for looking into the f/b left. It really should say WHO the f/b was for, and then I’ll have nothing left to complain about!

  • Alex_2b_thumb128

    alexwberg says:
    12/09/10 at 08:07:21

    @ BookbinEtc – it’s still on our list, we just haven’t addressed it yet. We will.

  • Alex_2b_thumb128

    alexwberg says:
    12/09/10 at 08:08:22

    @jsgeare – we didn’t focus on the area on your screenshot as part of this effort.

  • Momspennies_ecb_avatar_thumb128

    momspennies says:
    12/09/10 at 08:52:52

  • Avartar3_thumb128

    junebug46 says:
    12/10/10 at 07:06:07

    Like very much.

  • Alex_2b_thumb128

    alexwberg says:
    12/10/10 at 08:09:09

    UPDATE: The feedback left page now includes the feedback recipient and not just the feedback sender.

    Also, avatars are no longer be clipped. Thanks all!

  • Bookbinavatar_thumb128

    BookbinEtc says:
    12/10/10 at 10:59:56

    Thanks, Alex – you folks are both awesome AND quick!

  • Bookbinavatar_thumb128

    BookbinEtc says:
    12/10/10 at 15:57:05

    Even Ina Steiner blogged about it.

    http://www.auctionbytes.com/cab/abn/y10/m12/i10/s03

  • Alex_2b_thumb128

    alexwberg says:
    12/10/10 at 17:59:27

    Hey, look at that! Thanks for sharing BookbinEtc.

  • No__voices_thumb128

    cshort0319 says:
    12/14/10 at 12:11:30

    I hate to always be the most computer illiterate person in the group — but I don’t even see the page you’re talking about!