Peloton

Addressing Peloton's Review Submission Challenges

Role - Product Design

At Peloton, we faced a major issue: fewer than 1% of our customers were leaving reviews after buying our Bike, Tread, or Guide. This low feedback rate was troubling because customer testimonials significantly boost conversion rates. Positive reviews act as social proof, essential for influencing potential buyers.

Discrepancy in Customer Engagement

Although the number of reviews was low, other data showed that customers were highly engaged and satisfied with our products. This inconsistency suggested a problem with how we were requesting reviews, indicating the need for a new approach to encourage more feedback.

Implementing a New Strategy

Recognising the need for change, we moved away from the passive method of waiting two months to ask for reviews. Instead, we decided to prompt customers for feedback after they had their product for over a week and completed at least 10 workouts. This strategy aimed to capture their enthusiasm and fresh experiences, leading to a 50% increase in review volume.

Setting New Goals

Our aim was not just to increase the number of reviews but to enhance their quality. We sought to ask questions that provided valuable insights for potential buyers while encouraging members to share their complete experiences. We envisioned a unified review system that accurately reflected the full value of Peloton's offerings and allowed customers to express their overall satisfaction with our brand.

Conducting User Testing

To evaluate the effectiveness of our updated review form, we conducted user testing with 10 Peloton members from the US and Canada, representing a diverse mix of our product users. This testing, conducted over 10 sessions on both mobile and desktop platforms, was essential for assessing the form's content and design.

Refining Peloton's Review Submission Experience: Insights and Innovations

We introduced a star rating as the first step, which was well-received. This approach aligns with industry competitors and meets the need for immediate user engagement. It allowed users to quickly express their overall satisfaction without the barrier of entering personal information upfront, streamlining the process and encouraging more immediate feedback. Additionally, using existing customer data to auto-fill fields streamlined the process for returning customers, making it more efficient and reducing the time required to submit a review.

‍‍

Testing Two Different Flows

We tested two distinct flows for submitting reviews:

Segmented Flow: This flow divided the review process into separate sections. Users would complete each part and then click to proceed to the next, receiving content specific to the section they were on.
Unified Flow: This flow presented all sections on a single page.

‍

User Testing Validates New Approach:

Feedback from user testing favoured the unified flow for its simplicity and directness. Users appreciated not having to navigate through multiple sections, finding the single-page layout more intuitive and easier to complete.

‍

Implementing Multiple Rating Questions in Peloton Reviews

We added multiple rating questions to Peloton's review system to gather detailed feedback from users. This helps us understand the different experiences our users have with Peloton products and provides useful information for both potential buyers and our product development team.

Design Strategy

Our goal was to make customer reviews more valuable. We did this by asking specific questions about key features of Peloton products. This way, users can give quick but thorough evaluations. These detailed reviews help potential customers understand the product’s strengths and areas for improvement.

Key Areas of Focus

The new questions cover important aspects of the Peloton experience, including:

Quality of the Bike: Users rate the build quality and performance, giving insights into the product's durability and functionality.
Value: Users share their thoughts on the product's cost versus its benefits, providing insights into its perceived value.
Ease of Use: We evaluate how easy the product is to use, which helps us understand its accessibility for new users.
Variety of Classes: Users rate their satisfaction with the range of workout options, helping us understand the appeal of our content.
Delivery and Setup: Users rate the efficiency and ease of the initial setup process, offering feedback on their first experiences with Peloton.

Selection of Rating Scales

We considered several rating scales to best capture user sentiment:

Visual Analog Scale: Explored but not chosen because it might be too complex for users.
Likert Scale: Considered for its detailed levels of agreement, but we opted for something simpler.
Numerical Rating Scale: We chose a 1-5 star system for its simplicity and familiarity, making it easy for users to understand and use.

User Feedback

The feedback from users on the introduction of quality ratings was overwhelmingly positive. Participants liked being able to give detailed feedback on specific aspects of their Peloton experience. This approach made the review content more useful for our design team and gave prospective customers a complete view of our products.

Implementation on the Reviews Page

We integrated the chosen 1-5 star rating scale into the reviews page. This allows for the display of average ratings for different aspects of Peloton products. This enhancement makes the review system much more useful, providing a detailed and informative overview at a glance and enriching the overall understanding of the Peloton experience.

Exploring Customer Motivations: The "Why" Behind Peloton Bike Usage

To better understand why customers choose Peloton, we added a question to our review process: "What are the main reasons you use your bike?" This helped us gather insights to refine our products and make strategic decisions that align with our users' needs and aspirations.

Diverse Reasons for Bike Usage

Recognising that our users have various motivations for using Peloton bikes, we provided a comprehensive list of reasons:

Improving Fitness: Highlighting the goal of enhancing physical health and wellness.
Having Fun: Emphasising the joy and enjoyment users find in cycling, making exercise pleasurable.
Supporting Mental Health: Acknowledging the positive impact of regular exercise on psychological well-being.
Training for Cycling: Catering to those interested in competitive cycling or personal skill improvement.
Enjoying Indoor Cycling: Pointing out the convenience of cycling indoors, regardless of weather conditions.
Working Out with Friends: Recognising the community aspect, allowing users to connect and exercise together.
Recovering from an Injury: Offering a choice for individuals using the bike for rehabilitation.

User Testing for Interface Clarity

To ensure this new feature was user-friendly, we tested four different UI designs:

Option 2: Favoured for its straightforwardness and clarity, making it easy for users to select their reasons.
Option 4: Less popular due to its accordion-style design, which was seen as overly complex and confusing.

User Perception

Initial feedback suggested that some users saw this feature as primarily serving Peloton's data collection needs, instead of theirs. Additionally, the '+' symbols in certain designs caused confusion, with users expecting more categories to unfold.

Positive Reception to Additional Questions

Despite initial misunderstandings, users eventually appreciated the inclusion of these additional questions. They valued the chance to clearly communicate their reasons for using the bike, enriching the reviews with deeper insights.

Enhancing Photo Uploads in Peloton Reviews: A Comprehensive Approach

We encouraged photo uploads in reviews to add authenticity and trust, significantly enhancing the review process. This feature, introduced early in the review journey, helps potential customers visualise the real-life use of Peloton products, supporting their purchasing decisions.

Addressing User Concerns

User feedback revealed several concerns about photo uploads, which we aimed to address comprehensively:

Self-Consciousness About Space: Recognising that not all workout areas look like polished images seen on social media, we reassured users of the value in showcasing genuine spaces.
Privacy and Security: We clarified how images would be used and prioritised user privacy and data security to address concerns over photo upload permissions.
Usability Issues: Feedback, especially from desktop users, highlighted the need for a more streamlined upload process. We focused on enhancing usability to facilitate a smoother experience across devices.

Strategies to Encourage Photo Uploads

Our approach to encouraging photo sharing involved several key strategies:

Highlighting Real-World Value: We emphasised the importance of authentic workout spaces to inspire users to share their own, reinforcing that every environment has its unique appeal.
Ensuring Privacy Transparency: Clear communication about the use of photos was prioritised to alleviate any privacy concerns users might have.
Recommending Device Flexibility: We advised using mobile devices for easier photo uploads, acknowledging the challenges faced by desktop users and striving to simplify the process.
Streamlining the Upload Process: Efforts to improve the upload mechanism included enabling users to save progress and switch between devices effortlessly, enhancing the overall user experience.

Presentation Options for Uploading Tips

To enhance the photo upload process for our reviews, we considered various presentation options to provide users with clear instructions:

Dropdown Accordion: We chose a dropdown accordion for its streamlined and intuitive design. This method offers guidance in a non-intrusive way, allowing users to access tips as needed without disrupting their experience. It ensures users get the information they need when they choose to.
Popup Modal and Tooltip: Although considered, these options were not selected due to concerns about potentially disrupting the user experience.

Chosen Solution: Dropdown Accordion

The dropdown accordion was integrated into the user interface for its neat presentation and ease of access. It enables users to get helpful tips without navigating away from the review page or cluttering their screen, fostering a more engaging and less overwhelming experience.

Key Features of the Tooltip

Quality Guidance: The accordion provides essential tips on how to take clear, well-lit photos, empowering users to make confident submissions.
Emphasis on Real Spaces: It encourages users to share authentic photos of their workout environments, showcasing the diverse ways customers integrate Peloton into their homes.
Security Assurance: The guidance stresses the importance of personal authenticity in photos, reinforcing our commitment to user privacy and the security of their data.

By opting for the dropdown accordion, we maintain the simplicity of the review interface while offering an on-demand resource for users to enhance their review submissions with high-quality photos.

As the feature lead on redesigning Peloton's review submission process, I focused on addressing the low rate of customer feedback despite high product engagement. By innovating our approach to collecting reviews, introducing detailed rating questions, exploring user motivations, and encouraging photo uploads, we significantly improved both the quantity and quality of customer reviews.

This approach not only enhanced the authenticity and depth of customer testimonials but also provided valuable insights for future product development and marketing strategies. The improvements helped potential customers make informed decisions and allowed us to better understand and meet our users' needs.