Peloton

Addressing Peloton's Review Submission Challenges

Role - Product Design

At Peloton, we encountered a significant challenge: less than 1% of our customers were leaving reviews after purchasing our Bike, Tread, or Guide. This low rate of feedback was concerning, especially given the proven impact of customer testimonials on conversion rates. Positive reviews serve as social proof, crucial for guiding the purchase decisions of potential buyers.

Discrepancy in Customer Engagement

Despite the low number of reviews, other indicators suggested that customers were highly engaged and satisfied with our products. This contradiction highlighted a possible issue in how we were asking for reviews, suggesting the need for a revised approach to encourage more feedback.

Implementing a New Strategy

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

Setting New Goals

Our objective extended beyond increasing the number of reviews. We aimed to enrich the quality of feedback by asking questions that not only gave insights to potential buyers but also engaged our members in sharing their experiences as a whole. We envisioned a unified review system that would fully represent the value of Peloton's offerings and allow customers to express their overall experience with our brand.

Conducting User Testing

To assess the effectiveness of our updated review form, we conducted user testing with 10 Peloton members from the US and Canada, representing a mix of our product users. This testing, conducted over 10 sessions on both mobile and desktop platforms, was crucial for evaluating 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 particularly well-received. This approach aligns with the practices of industry competitors and addresses the need for immediate user engagement. This adjustment allowed users to quickly express their overall satisfaction without the barrier of having to enter personal information upfront, streamlining the process and encouraging more immediate feedback.

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Enhancements and Outcomes:

Strategic Adjustments Proved Effective:

The introduction of a star rating at the beginning of the review process significantly lowered the initial barrier for user engagement. This change aligned Peloton’s approach more closely with industry standards and user expectations. Additionally, utilizing 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.

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Testing Two Different Flows

User Testing Validates New Approach:

We tested two distinct flows for submitting reviews. The first, a segmented flow, condensed the review process into separate sections. Users would complete each part and then click to proceed to the next, receiving content only relevant to the specific section they were on. The second, a unified flow, presented all sections on a single page.

Implementing Multiple Rating Questions in Peloton Reviews

The initiative to incorporate multiple rating questions into Peloton's review system was strategically designed to gather more detailed feedback from users. This approach aimed to capture the varied experiences of our users with Peloton products, providing nuanced data that could inform both prospective buyers and our product development team.

Design Strategy

At the heart of this initiative was the goal to enhance the value of customer reviews. By introducing a series of specific questions about key features of Peloton products, we aimed to enable users to offer quick yet thorough evaluations. This method enriches the decision-making process for potential customers, giving them a clearer understanding of the product’s strengths and areas for improvement.

Key Areas of Focus

The new questions span several critical aspects of the Peloton experience, including:

Quality of the Bike: Users are asked to rate the build quality and performance, shedding light on the product's durability and functionality.
Value: This area probes into users' perceptions of the product's cost versus its benefits, providing insight into its perceived value.
Ease of Use: Evaluating the product's learning curve and simplicity of use helps gauge its accessibility to new users.
Variety of Classes: By assessing satisfaction with the diversity of workout options, we aim to understand the appeal of our content offering.
Delivery and Setup: Ratings on the efficiency and ease of the initial setup process offer valuable feedback on the beginning of the user's journey with Peloton.

Selection of Rating Scales

Several rating scales were considered to best capture user sentiment:

The Visual Analog Scale was explored but ultimately not selected due to concerns over user interpretation complexity.
The Likert Scale, known for its nuanced levels of agreement, was also considered but set aside in favor of a simpler approach.
A Numerical Rating Scale using a 1-5 star system was chosen for its simplicity, familiarity, and ease of understanding, promoting consistency in the review experience.

User Feedback

The feedback received from users on the introduction of quality ratings was overwhelmingly positive. Participants appreciated the opportunity to provide detailed feedback on specific aspects of the Peloton experience. This new approach not only made review content more actionable for our design team but also provided prospective customers with a comprehensive view of our products.

Implementation on the Reviews Page

The chosen numerical rating scale was integrated into the reviews page, allowing for the display of composite average ratings for the various aspects of Peloton products. This enhancement significantly boosts the utility of the review system, offering a detailed and informative perspective at a glance and enriching the overall understanding of the Peloton experience.

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

In an effort to deepen our understanding of customer motivations behind choosing Peloton, we introduced a specific question into our review process: "What are the main reasons you use your bike?" This initiative was designed to collect qualitative insights that would enable us to refine our product features more effectively and make strategic decisions that resonate with our users' needs and aspirations.

Diverse Reasons for Bike Usage

Understanding that our user base has varied motivations for using Peloton bikes, we provided a comprehensive list of reasons for users to select from, encompassing a broad spectrum of experiences:

Improving Fitness: Highlighting the primary aim of enhancing physical health and wellness among many Peloton users.
Having Fun: Underlining the joy and enjoyment users find in cycling, emphasizing exercise as a pleasurable activity.
Supporting Mental Health: Acknowledging the significant positive impact that regular exercise has on psychological well-being.
Training for Cycling: Catering to those with a keen interest in cycling, whether it's for competitive purposes or personal skill improvement.
Enjoying Indoor Cycling: Pointing to the convenience and appeal of cycling indoors, irrespective of weather conditions or other external factors.
Working Out with Friends: Recognizing the community aspect of Peloton, which allows users to connect and exercise in a collective environment.
Recovering from an Injury: Offering a choice for individuals utilizing the bike as a tool in their rehabilitation process.

User Testing for Interface Clarity

To ensure this new feature was as user-friendly as possible, we evaluated four different UI designs through user testing. The feedback was decisive:

Option 2 stood out as the clear favorite, praised for its straightforwardness and clarity, which facilitated easy selection of reasons by users.
Option 4 was less popular, with its accordion-style design perceived as overly complex and potentially confusing.

User Perception

Some initial feedback suggested a perception of this feature as primarily serving Peloton's data collection rather than enhancing review content. Moreover, the '+' symbols in certain design options led to confusion among users, who expected more categories to unfold.

Positive Reception to Additional Questions

Despite some initial misunderstandings, the inclusion of these additional questions was eventually well-received. Users valued the opportunity to succinctly communicate their reasons for bike usage, enriching the reviews with deeper insights.

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Enhancing Photo Uploads in Peloton Reviews: A Comprehensive Approach

The initiative to encourage photo uploads in reviews was driven by the understanding that user-generated images add authenticity and trust, significantly enhancing the review process. This feature introduced early in the review journey, is designed to aid potential customers in visualizing the real-life use of Peloton products, thereby supporting their purchasing decisions.

Addressing User Concerns

Feedback from our users revealed several concerns about photo uploads, which we aimed to address comprehensively:

Self-Consciousness About Space: Recognizing that not all workout areas resemble the polished images seen on social media, we sought to reassure users of the value of showcasing genuine spaces.
Privacy and Security: We addressed concerns over photo upload permissions by ensuring clarity about how images would be used, and prioritising user privacy and data security.
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: By emphasizing the importance of authentic workout spaces, we aimed 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 prioritized 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, various presentation options were considered to provide users with clear instructions:

Dropdown Accordion: We decided on a dropdown accordion for its streamlined and intuitive design, which offers guidance in a non-intrusive way. This allows users to access tips as needed, without any disruption to their experience on the interface, ensuring they get the information they need when they choose to.
Popup Modal and Tooltip: Though 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.

Leading the redesign of Peloton's review submission process, I focused on addressing a critical gap: the low rate of customer feedback despite high product engagement. By innovating our approach to getting 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.