Context & Challenge

At Allofresh, we faced a crucial blind spot in understanding our customers' experiences. Despite handling thousands of daily deliveries, we lacked structured feedback mechanisms, leaving us unable to measure satisfaction or identify improvement areas effectively.

Discovery & Research

Transaction journey analysis

Our investigation began with mapping the complete customer journey, from browsing to post-delivery. This revealed a critical insight: while we had robust tracking up to delivery completion, we completely dropped engagement afterward.

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This gap meant losing valuable feedback during the moment when customers' experiences were freshest and most detailed.

Competitive analysis

Analysis of industry leaders like Tokopedia and Shopee unveiled that Indonesian e-commerce users demonstrate high engagement with post-purchase feedback.

Psychological insights

Research into consumer psychology revealed two critical factors:

1. Peak-End Rule: Users are most receptive to giving feedback during the positive emotional state following successful delivery
2. Friction Theory: Each additional step in the feedback process results in a drop in completion rates

Design phase

Our initial design exploration took several directions to create an engaging feedback system.

First, we need to understand what are the business and user needs:

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How might we create an intuitive interface that captures user experiences while generating actionable improvement metrics for the business?

Based on those needs, we designed two layers of form hierarchy

1. Quick but mandatory: using rating system interface
2. Detailed but optional: using free text and attachment interface

Second, We explored alternatives to traditional rating visualizations, experimenting with an emoji-based system ranging from sad to happy faces. The goal was to make the experience more emotionally resonant and engaging.

Alongside this, we crafted a gamified reward structure where users would earn coins based on their engagement level.

However, user research revealed critical issues:

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Users needed extra time to interpret each emoji's meaning.

Cultural differences affected emoji interpretation.

The system felt less precise than familiar star ratings.

This exploration, while creative, taught us that innovation must be balanced against established patterns.

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We ultimately chose the traditional star rating system for its universal understanding and lower cognitive demands.

🚨 Stakeholder challenge

The stakeholder review meeting became a turning point for our design. As I confidently presented the reward mechanics, our business team raised critical questions that challenged our core assumptions:

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"How do we justify these reward costs at scale?"

"What happens when users expect rewards for every interaction?"

"Could this affect the authenticity of our feedback?"

Though initially disappointing, this pushback sparked a fundamental rethinking of our approach. We had to strip away the monetary incentives and focus on what really mattered - the user experience itself.

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Instead of relying on external rewards, we doubled down on psychological elements and user experience.

We added the completion progress indicator, crafted encouraging messages that celebrated contribution rather than rewards, and added immediate feedback confirmation.

For highly satisfied customers, we implemented smart routing to app store reviews, leveraging their positive experience for broader impact.

Outcomes

The journey from discovery to final implementation played a crucial role in the feature's remarkable success.

Our thorough analysis of user behavior and competitive platforms revealed the optimal moment for feedback collection.

The stakeholder challenge to remove incentives, while initially concerning, forced us to refocus on core user experience. This rigorous process paid off tremendously:

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Results:

• 70% feedback completion rate in week one
• 164.29% increase in Play Store reviews
• Playstore rating improved from 4.1 to 4.9
• Established real-time feedback loop for service improvements

Key learnings

This project taught me a humbling lesson about challenging assumptions. My initial skepticism about removing incentives revealed a gap in my deeper understanding of user behavior.

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When designed thoughtfully, genuine user engagement doesn't require external motivation. This experience has fundamentally changed my approach to design, emphasizing the importance of questioning assumptions and trusting in user-centered solutions.

By focusing on simplicity, speed, and encouragement, we created a feedback system that users naturally wanted to engage with rather than felt compelled to use.