Review Snippets: Effortless Review
Sharing and Marketing
Review Snippets: Effortless Review
Sharing and Marketing
Review Snippets: Effortless Review
Sharing and Marketing
CONTENT
Overview
Overview
In 2023, we launched Review Snippets, a feature that allows vendors to select a snippet of their product reviews, download it, or share it directly on LinkedIn. This streamlined process simplifies marketing by eliminating the tedious task of manually selecting reviews and converting them into graphics, making it quick and efficient.
In 2023, we launched Review Snippets, a feature that allows vendors to select a snippet of their product reviews, download it, or share it directly on LinkedIn. This streamlined process simplifies marketing by eliminating the tedious task of manually selecting reviews and converting them into graphics, making it quick and efficient.
Team
Team
My team included:
• 1 Product Manager
• Development
• UX Researcher
• Sales and Marketing
My team included:
• 1 Product Manager
• Development
• UX Researcher
• Sales and Marketing
Timeline
Timeline
3 Weeks
3 Weeks
Helpful Tip
If you’ve jumped straight into this case study and are wondering what Gartner Peer Insights is all about 🤯, I’d suggest checking it out first—it’ll make things a lot clearer as you go through!
Helpful Tip
If you’ve jumped straight into this case study and are wondering what Gartner Peer Insights is all about 🤯, I’d suggest checking it out first—it’ll make things a lot clearer as you go through!
Helpful Tip
If you’ve jumped straight into this case study and are wondering what Gartner Peer Insights is all about 🤯, I’d suggest checking it out first—it’ll make things a lot clearer as you go through!
Preview of this feature before we dive deeper
Preview of this feature before we dive deeper
Preview of this feature before we dive deeper
Landing Page
Landing Page
Landing Page
On the landing page, vendors can choose product-related snippets in either blue or white themes from a wide-range of review options.
On the landing page, vendors can choose product-related snippets in either blue or white themes from a wide-range of review options.
Download or Share
Download or Share
Download or Share
Post selection, the screen splits and users can see the enlarged snippet. Vendor can either download or can share the snippet on LinkedIn or Email.
Post selection, the screen splits and users can see the enlarged snippet. Vendor can either download or can share the snippet on LinkedIn or Email.
Filters made easy
Filters made easy
Filters made easy
Snippets can be filtered by "Downloaded," "Shared," and "Seen," allowing vendors to quickly select the most relevant ones.
Snippets can be filtered by "Downloaded," "Shared," and "Seen," allowing vendors to quickly select the most relevant ones.
Problem Space
Problem Space
Problem Space
When vendor source reviews , their next step is to identify marketable content/reviews, turn those reviews into graphics and then share the graphic on multiple channels. Currently on vendor portal, we don’t have features to enable vendors to market their content.
When vendor source reviews , their next step is to identify marketable content/reviews, turn those reviews into graphics and then share the graphic on multiple channels. Currently on vendor portal, we don’t have features to enable vendors to market their content.
On the basis of vendor’s feedback, we have identified top vendor needs:
On the basis of vendor’s feedback, we have identified top vendor needs:
The analysis also emphasizes the key areas of focus that vendors highlighted in this survey, which was conducted based on 204 vendor responses from the July 2021 and January 2022 Webinar Survey.
For ‘Identifying Marketable Content’ we have the following offerings possible :
For ‘Identifying Marketable Content’ we have the following offerings possible :
• Review Snippet
• Review Snippet
• Infographics
• Infographics
• Gartner Badges
• Gartner Badges
Why Review Snippets?
Why Review Snippets?
Why Review Snippets?
Vendors have been vocal about their needs around Review Snippets. It is a convenient way to
supply vendor sales, marketing, and design teams with snippets of their GPI reviews.
Vendors have been vocal about their needs around Review Snippets. It is a convenient way to
supply vendor sales, marketing, and design teams with snippets of their GPI reviews.
Some of the users quotes
Some of the users quotes
• Analyst Relations at ESET- “Reviews are used mainly for marketing campaigns. Review quotations with link of PI on our website”
• Program Manager at Sophos- “We create a word cloud of the reviews we get to understand the customers' sentiments.”
• Marketing at Bloom reach- “We keep the reviews raw but take snippets out of them. Use the snippets for sales conversion and outreach. Show reviews on our website”
• Analyst Relations at ESET- “Reviews are used mainly for marketing campaigns. Review quotations with link of PI on our website”
• Program Manager at Sophos- “We create a word cloud of the reviews we get to understand the customers sentiments.”
• Marketing at Bloom reach- “We keep the reviews raw but take snippets out of them. Use the snippets conversion and outreach. Show reviews on our website”
Current Process of Sharing Marketable Content
Current Process of Sharing Marketable Content
Current Process of Sharing Marketable Content
Not approved
by the team
Approved
Not approved
by the team
Approved
Challenges Faced by the Vendors
Challenges Faced by the Vendors
Challenges Faced by the Vendors
Inefficient and Time-Consuming Workflow: The process involves strict approval procedures, multiple stages of review, manual content selection, and significant delays, making it cumbersome for vendors.
Limited Functionality and Dependence on External Teams: The lack of keyword search functionality complicates finding relevant content, and vendors must rely on design teams to create graphics, further slowing down the process.
Inefficient and Time-Consuming Workflow: The process involves strict approval procedures, multiple stages of review, manual content selection, and significant delays, making it cumbersome for vendors.
Limited Functionality and Dependence on External Teams: The lack of keyword search functionality complicates finding relevant content, and vendors must rely on design teams to create graphics, further slowing down the process.
Crafting Solutions Behind the Scenes
Crafting Solutions Behind the Scenes
Crafting Solutions Behind the Scenes
1
Conducted User Interviews
Current Vendor Portal fails to deliver quick insights, display essential KPIs, or provide clear action steps, putting us behind competitors.
Conducted User Interviews
Current Vendor Portal fails to deliver quick insights, display essential KPIs, or provide clear action steps, putting us behind competitors.
2
Identification of BETA
Identification of BETA
We got a lot of insights, and for the BETA release, we had to finalize the scope.
We got a lot of insights, and for the BETA release, we had to finalize the scope.
3
Competitive Research
Competitive Research
Explored G2, and PeerSpot tools which users mentioned during these interviews.
Explored G2, and PeerSpot tools which users mentioned during these interviews.
4
Snippet Designs
Snippet Designs
Worked on multiple snippets using images, illustrations, and other designs.
Worked on multiple snippets using images, illustrations, and other designs.
5
Conducted Usability Testing
Conducted Usability Testing
To finalise the snippet designs the two were selected based on the user’s choice.
To finalise the snippet designs the two were selected based on the user’s choice.
6
Wireframe and Design
Wireframe and Design
After few iterations on wireframes, we finalised on the design for the BETA release.
After few iterations on wireframes, we finalised on the design for the BETA release.
Initial Snippet Explorations
Initial Snippet Explorations
Initial Snippet Explorations
Review Snippets that were selected
Review Snippets that were selected
Review Snippets that were selected
It's a show time for designs!
It's a show time for designs!
It's a show time for designs!
Here are the review snippet designs. The first screen is the landing page, where options for review snippets are displayed. The user can select a product, and based on that selection, relevant snippets will appear. In the MVP, we initially offered only 8 snippet options to avoid overwhelming users and to test the feature.
Once the user clicks on any snippet, it switches to a split view. On the left, they can select different snippets, and on the right, they can view the enlarged snippet and take action to either share or download it. Below that, there is a short description of the review with a link to complete the review.
Here are the review snippet designs. The first screen is the landing page, where options for review snippets are displayed. The user can select a product, and based on that selection, relevant snippets will appear. In the MVP, we initially offered only 8 snippet options to avoid overwhelming users and to test the feature.
Once the user clicks on any snippet, it switches to a split view. On the left, they can select different snippets, and on the right, they can view the enlarged snippet and take action to either share or download it. Below that, there is a short description of the review with a link to complete the review.
Snapshot of Review Snippet landing page
Snapshot of Split View
Results
Results
Results
Goal
Goal
March'24
March'24
Snippets downloaded or shared
Snippets downloaded or shared
4000+
4000+
Monthly Repeat Usage Rate
Monthly Repeat Usage Rate
18.78%
18.78%
Goal
March'24
Snippet
downloaded or shared
4000+
Monthly Repeat Usage Rate
18.78%
“Ease of use: easy to pull up on the portal and share; took me less than 30 seconds..The template is nice and crisp; I love that the copy is already in place”
-Director, Global Customer References
“Ease of use: easy to pull up on the portal and share; took me less than 30 seconds..The template is nice and crisp; I love that the copy is already in place”
-Director, Global Customer References
But UX is never done without
Improvements and Challenges
But UX is never done without
Improvements and Challenges
But UX is never done without
Improvements and Challenges
After the feature's release, vendors encountered some challenges, which we addressed by conducting user interviews to gain insights.
After the feature's release, vendors encountered some challenges, which we addressed by conducting user interviews to gain insights.
Challenge 1: For some vendors, vendor logo was not visible on the snippet template.
Challenge 1: For some vendors, vendor logo was not visible on the snippet template.
Challenge 2: Confusion in understanding the product name due to the position of star rating and product name.
Challenge 2: Confusion in understanding the product name due to the position of star rating and product name.
Some More Enhancements
Some More Enhancements
Some More Enhancements
Vendors appreciated the Review Snippets feature, as reflected in the positive numbers.
To drive repeat engagement, we focused on introducing enhancements.
Vendors appreciated the Review Snippets feature, as reflected in the positive numbers.
To drive repeat engagement, we focused on introducing enhancements.
Improve the overall quality by offering only usable snippets
Improve the overall quality by offering only usable snippets
Filter out the snippets with grammatical or spelling mistakes by leveraging Gartner OpenAI APIs.
Filter out the snippets with grammatical or spelling mistakes by leveraging Gartner OpenAI APIs.
Increase number of snippet options
Increase number of snippet options
Increase number of snippet options by using the “Overall Comment” from the review form along with the Likes answer.
Increase the number of snippet options by using the “Overall Comment” from the review form along with the Likes answer.
Drive repeat engagement
Drive repeat engagement
Incremental delivery of NEW snippet options every month. With this also enable vendors to filter snippets which they have already Seen, Downloaded or Shared.
Incremental delivery of NEW snippet options every month. With this also enable vendors to filter snippets which they have already Seen, Downloaded or Shared.
Post Enhancements
Post Enhancements
Post Enhancements
Vendors appreciated the Review Snippets feature, as reflected in the positive numbers. To drive repeat engagement, we focused on introducing enhancements and also incorporated vendor feedback into the designs.
Vendors appreciated the Review Snippets feature, as reflected in the positive numbers. To drive repeat engagement, we focused on introducing enhancements and also incorporated vendor feedback into the designs.
Snapshot of updated Review Snippet landing page
Snapshot of updated Split View
Reflections: Key Takeaways from the Process
Reflections: Key Takeaways from the Process
Reflections: Key Takeaways from the Process
Blending design and marketing
Blending design and marketing
Working on the Review Snippet feature taught me how to align design with marketing needs. By leveraging graphic design, I created visually appealing templates that elevated vendors’ brand presence. This experience reinforced the value of blending usability with creativity to deliver impactful solutions.
Working on the Review Snippet feature taught me how to align design with marketing needs. By leveraging graphic design, I created visually appealing templates that elevated vendors’ brand presence. This experience reinforced the value of blending usability with creativity to deliver impactful solutions.
Evolving MVP into an engaging experience
Evolving MVP into an engaging experience
Working on the Review Snippet feature taught me how to align design with marketing needs. By leveraging graphic design, I created visually appealing templates that elevated vendors’ brand presence. This experience reinforced the value of blending usability with creativity to deliver impactful solutions.
Other Projects I worked on at Gartner
