WORKSHOP
MoScoW Workshop - Snippet
Solving Low Customer Review Participation
Product pages had low review coverage, which limited both customer confidence and merchandising insight. I led a cross functional initiative to introduce loyalty based review incentives that increased participation while preserving credibility.
The program increased daily review volume by about 300 percent, reaching roughly 1,500 reviews per day.
Overview
More reviews without making them meaningless.
Review volume was lower than expected across PDPs. Marketing and UX partnered to explore whether loyalty points could increase participation without turning the reviews section into a points farm.
The challenge wasn't technically complex. It was strategically complex. How do you incentivize behavior without distorting it? That question shaped every decision from scope to launch.
Business context
Reviews influence purchase decisions, return rates, and merchandising strategy. Low catalog coverage meant customers had less confidence buying and the business had less signal to work with. Both problems had the same fix.
I partnered with another strategist to run a cross-functional workshop using MoSCoW prioritization and additional working sessions, bringing marketing, engineering, legal, product, and UX into the same room before anyone wrote a spec.
My role and contributions
Led UX strategy and competitive research
Facilitated cross-functional alignment workshop
Defined Phase 1 MVP with documented tradeoffs
Partnered with product and engineering on loyalty platform constraints
Project context
Part of a broader effort to expand non-transactional loyalty earn
Required alignment with legal on incentivized review disclosure
Used Crowdtwist loyalty platform with limited customization options
Why this mattered to the business
Product pages with few reviews create friction for customers deciding whether to purchase.
Low review participation also limits feedback that merchandising teams use to evaluate product performance.
Increasing review volume could, improve customer confidence on product pages, generate more feedback about product quality and fit, and strengthen engagement with the loyalty program
Problem & Solution
Incentivize participation without paying for sentiment
The core tension was real: introduce an incentive strong enough to change behavior, but not so transactional that it undermined the authenticity customers rely on when reading reviews.
The problem
Review volume too low to be useful
PDPs lacked review coverage. Merchandising teams had limited qualitative signal. Customers had less confidence buying without peer input. And the business had no low-friction way to change that.
The solution
50 loyalty points per approved review, integrated into existing flows
Awarded 50 loyalty points per approved review through the existing program. Integrated the earn into current review flows. Matched reviews to loyalty accounts via submitted email. Positioned points as appreciation, not payment.
