Improving user feedback
Company
Roundforest
My role
Content designer
Challenge
Roundforest powers product discovery and comparison experiences for millions of online shoppers worldwide, primarily through their sites Best Deals Today and Best Reviews Guide.
Solution
I was brought in by the market research team in a contract role to improve the clarity, tone, and effectiveness of the end-to-end feedback flow.
Process
Review and align
Reviewed project details and connected with the market research team to align on goals and expectations.
Audit existing flow
Analyzed the feedback flow to assess tone and clarity, identifying areas for improvement.
Present updated options
Developed new copy options in Figma and presented them in a deck, pairing each with clear rationale and anticipated impact.
Gather feedback and iterate
Collaborated with stakeholders in a focused review cycle, leading to the Best Reviews Guide updates shown below.
Final copy updates
Rating prompt
The market research team used language like recommendations and results, so list seemed misaligned.
After considering options using useful and results, we chose to keep helpful and pair it with recommendations.
Feedback modal
The feedback modal now opens with a header that feels more like an invitation than an instruction.
For 1–3 star ratings, the placeholder text nudges suggestions for improvement.
For 4–5 stars, it invites positive feedback while still leaving room for other commentary.
Thank you modal
The message now varies based on the rating.
For 1–3 stars, the original copy remains.
For 4–5 stars, updated messaging expresses appreciation and reinforces that the company is part of the customer’s shopping journey.
And the exclamation mark was removed, since it’s better reserved for moments of true celebration.
Zoom invite
The updated Zoom invite aims to reduce friction and encourage more clicks.
The checkmark icon was removed to avoid signaling that the process is complete
The call length was omitted at this step to prevent drop-off (users still see time slots after clicking).
Copy now emphasizes that their time is valued and that the conversation will be with a team member who wants to connect and learn.
The CTA was changed from Book a Session to Schedule a Call to make the interaction feel less daunting and more approachable.
Results
The refreshed feedback flow now guides users with a friendlier, more inviting tone—leading to richer, more relevant responses.
By aligning the copy with the market research team’s terminology and goals, the updates strengthen the value of each interaction, helping the company better understand customer sentiment and identify opportunities to improve the shopping experience.