Review Insight Analyzer
Flipkart is a major player in the e-commerce industry, recently receiving significant investments from Walmart. With over 10 years of experience, they have become a strong competitor to Amazon in the Indian market.
Overview
Flipkart had a wealth of valuable customer reviews, which were crucial for product developers and managers to inform their decisions when launching new products. However, the process of analyzing this data involved manually reading through every review, a time-consuming task that could take days. To streamline this, the company envisioned creating a software solution that would automatically process the reviews, extract key insights, and categorize important terms, enabling teams to gain a deeper understanding more efficiently.
My Process
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Partnered with the project manager to align on objectives and goals.
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Performed heuristic evaluations on the existing product to identify usability issues.
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Conducted user interviews to gather insights and understand pain points.
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Analyzed key use cases to tailor the product experience for specific user needs.
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Facilitated strategic workshops with the team to define direction and solutions.
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Worked closely with the tech team to ensure the product was scalable and technically feasible.
Discover
Heuristic Evaluation: Initial Insights
When I first joined the team, the product was still in its early stages, and we began by conducting a foundational heuristic analysis. While user feedback provided valuable insights, I also performed a thorough heuristic evaluation of the design. This process involved identifying features that were working well and pinpointing areas for improvement. The key findings from this evaluation are highlighted in the image.
User Research & Empathy Building
During the initial weeks, I took the time to deeply understand the product, closely analyzing its current state and observing how users interacted with it. This helped me build empathy for the users and better grasp their pain points. Qualitative research played a critical role in this project, as the product was intended for internal use within the client’s organization. With a smaller, more accessible user base, it was easier to reach out to them and gather in-depth feedback.
Collaborative Workshop: Defining the User Journey
With the data collected, we held a collaborative workshop to better understand the user’s journey within the company’s ecosystem. The session focused on mapping out emotions, identifying pain points, and uncovering challenges along the way. This allowed me to gain a deeper sense of empathy, which directly informed the creation of user personas and the design of their corresponding user journeys.
Identified Pain Points: Key Challenges
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Intuitive information is easily recognized and actionable.
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Repetitive wording creates confusion and hinders understanding.
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Providing context is essential for helping users make sense of the content.
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Lack of visual hierarchy makes it difficult to prioritize information effectively.
We defined the key use cases for the project, which helped the team gain a clearer understanding of the brand, the anticipated product performance, and the long-term vision for its development.
Due to a confidentiality agreement, all of my work with Flipkart is protected. The case study below is intended to highlight my design process, so not all screens and actions are displayed. If you have any questions or would like more information, please don’t hesitate to contact me directly.
Final Solutions
Since the clients already had an established design language, we adhered to this style for the product, creating an experience that enhanced user efficiency.
This was a nine-month contract project during which we designed, developed, and maintained the product. The close involvement throughout the process allowed us to gather immediate feedback, enabling us to refine the experience and plan more effectively for the platform's future.
Contextual Information
To create a meaningful experience, it was essential to build a coherent story in the user’s mind, connecting the information in a way that felt logical and engaging. This approach allowed users to explore the content more deeply, while also enabling them to validate the information presented, especially for first-time users.
Additionally, we provided example products tied to the reviews, helping users better understand the context of the feedback.
Key features​
The data collected on this platform serves a critical role in shaping market projections, understanding customer behavior, and more. Given the importance of numerical insights, we ensured that key metrics were prominently displayed across all screens to support decision-making and provide clarity.
Filtered View
With a large volume of data available, users were at risk of feeling overwhelmed. To address this, we integrated a filter system that allowed users to selectively view the most relevant information, making the platform more manageable and the experience less complex.
Validation
This platform would not have come to life without the incredible collaboration with the development team. Together, we built an innovative application that not only serves product designers but also supports the marketing, customer support, and many other teams. Although the product is currently internal, I’m excited to see it eventually reach a wider audience!
Final thoughts
The success of this platform is a testament to the teamwork and dedication of the developers I had the privilege to work with. Through our combined efforts, we created an impactful application that continues to empower multiple teams across the company.
