Trustpilot is an online review company. At the time I worked there, it had 40 million reviews worldwide from 180,000 businesses. The Trustpilot Business Product is a crucial part of the system, allowing businesses to respond to their customers' reviews, view trends and insights, and get marketing tools.

During my time leading the UX team at Trustpilot, we made some big improvements for our customers that helped us reach key business goals.

Case Study 1: Helping customers complete key tasks

Challenge

During interviews with 14 Trustpilot customers, I discovered that many of them had trouble finding items in the product, creating usability issues and leading to disengagement.

Approach

I redesigned the information architecture (IA) and updated the navigation of the business product. In addition, I worked with a user researcher to understand our users’ journey before and after purchase. My tasks included: 

• conducting a baseline usability study with new business users to find out whether they could complete key tasks and how long it took

• running a remote card sort in Trello with customers to find out how they would ideally arrange our content and tasks in our product

• collaborating and iterating with product managers, designers, and engineers to come up with a new IA that made sense for all areas of the product

• creating wireframes to stress-test the IA and try out ideas for a new navigation

• creating a user journey map based on real-world data visualizing our customers’ experiences before and after buying our product

My role

• Redesigned the information architecture and navigation

• Scoped the project and collaborated with multiple product teams while gathering input from all designers

• Created the sketches, IA map, journey map, and wireframes shown below

New Navigation Sketches

Low-fidelity Wireframes with Redesigned Navigation