RateItAll Website & Identity Redesign
In June 2008, I came on board at RateItall as the User Experience Lead. My first project was to overhaul the entire brand and website from information architecture through visual design. This was a huge, exciting and successful project. Despite a massive overhaul, there was virtually no user attrition upon relaunch, and traffic and content creation have increased by more than 50% since.
This user-centered redesign emphasizes content creation and conversion of one-time visitors into regular reviewers. The process has been highly iterative and agile, with many templates being adjusted over time as our needs changed and new needs were identified.
Another focus was reducing the barrier to entry. In all cases where a content creation task is initiated, I pushed sign up off to the final step to improve conversion. We also revolutionized the review space by adding an email review feature which has been quite successful in ramping up content generation.
Rebrand
Old Logo
New Logo
New Site
A river of content from a user’s social circle was introduced to the homepage to improve page stickyness for regular users, who now spend hours on the site reviewing and commenting among each other.
The homepage for non-members and new members was optimized for topical content-discovery through friendly category icons and a live-updating feed. This customized topical feed can be saved as part of a sign-up process. Since the site has high traffic and review volume, this proved an ideal way of bringing people into the network without a pre-existing group of friends.
For both homepage views, buttons within the content provide enticing calls to action, encouraging content creation.
Homepage (New Member) Screenshot
Homepage (Logged In) Screenshot
Item Page
The item page is the most common entry point for search engine traffic, so the key here was delivering the tools for many different user types quickly.
Review solicitation is front and center, with quick access to the aforementioned email review tool.
A majority of people visiting the site are looking to read reviews and make purchase decisions. I provided revenue-generating price comparison tools and review content above the fold to solve for these people.
For the exploratory visitors, the sidebar and bottom of the page provide access to other relevant content on RateItall and direct access to sign up and sharing tools.
Item Page Screenshot
List Page
The focus of this redesign was to unclutter the list, provide numbers as context and improve quick access to review the items, while increasing ad revenue through in-content ad placement
Currently in development is a further improvement to this page which brings fresh editorial content to the fore and lots of lovely images :) Stay tuned for screenshots once this has been implemented.
List Page Screenshot
Old Site Screenshots
(click to view at full size)
Old Homepage
Old Item Page
Old List Page
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