Streamlining AfterShip Reviews Merchants Workflows - Part II
Aftership Reviews is a customer reviews management software designed to help e-commerce merchants boost sales through efficiently collecting, managing and displaying high quality customer reviews. As a solo product designer, I worked closely with our PM and the engineering team to deliver the best digital solutions to our users.
Challenges
When I joined AfterShip Reviews, the team planned to simply copy competitors’ features. But I quickly saw the market was saturated with generic review tools—giving us a real opportunity to differentiate with a more strategic approach.
Solution
Using insights and cross-functional input, I built a two-part plan for both shoppers and merchants. This case study will focus on Streamlining merchants' workflow. Read about my solution for Shoppers here.
Problem Definition
AfterShip Reviews has attained a rapid user growth while experiencing a much higher same-day uninstall rate (~45%).
Research
A significant dropouts during the review management workflow through Heat-map & Recording Analysis
Merchants were experiencing friction, slowdowns, and increased support interactions. This insight drove a complete overhaul of how businesses can manage their reviews. .
Design Iteration I
First, fixing confusing uploads with instant feedbacks
My first step was to focus on refining the upload progress. Most customer tickets focused on the confusing reviews-upload feature, which led to in-app drop-outs.
Upon analyzing customer feedback, I identified two upload scenarios: importing reviews from platforms like AliExpress and using a CSV file.
After consulting with the PM, I prioritized improving the CSV upload process due to its larger impact. I enhanced the CSV upload flow by adding instant progress feedback to alleviate user anxiety.
Growth
Driving Business Value with a Robust Analytic Tools
Finally, I wanted to merchants to see the direct impact of reviews on their business
Many merchants dropped out on the first day, claiming the reviews plugin lacked value. Further research revealed that they needed clear insights into how reviews impact their business—from tracking trends to understanding customer sentiment and ROI.
Empowered decision-making
Tracked performance, sentiment, ROI
Refined through usability tests
With our new analytics tools, we uncovered hidden value that many merchants hadn't fully recognized. Our dashboards did more than just present data—they illuminated the key reasons why AfterShip was valuable, translating raw numbers into actionable insights.
Impact & Vision
AfterShip Reviews: #1 Shopify Review App
My user-centric, data-driven approach transformed the product, delivering enhanced engagement, reduced support tickets, and greater business growth.
“Keira's remarkable aptitude for fusing user-centered design with a understanding of business dynamics is truly commendable. What truly stands out is Keira's proactive approach and integration of business concepts, showcasing her dedication to excellence. Her collaborative nature and effective communication skills make her a valuable asset to any team, as she excels in translating complex ideas into user-friendly interfaces.”
Andrew Chan
Co-Founder & CMO at AfterShip