Why have a rating system?
Since there is shopping, naturally there are feelings after buying. The role of evaluation has the following functions:
01 Express the customer's feelings, both positive and negative
02 Provide feedback to the business
03 Provide a reliable reference to the experience of other buyers
The good and bad of the takeaway, the user is in need of a place to spit out the words, if you order a takeaway, the result is very bad, and there is no opportunity to give the business a chance to give a bad review, so that the user will curse: XX takeaway, really stupid! ? Users will transfer the groove of takeout to the design of the product, which is not conducive to product development from a broader perspective.
Individual merchants can view reviews to understand the shortcomings of their own food and receive feedback from users.
The introduction of takeout food is far less perfect and beautiful than on Taobao, and users tend to decide whether it's good or not based on their subjective feelings, so other users' reviews can help them to choose.
Let's take a look at the design of the review pages for Baidu, HungryMall, and Meituan:
We can see that these review pages seem to be designed according to this layout
The layout is divided into two layers. At the top is the merchant's information, and below that is the rating system; the rating system is divided into three sections, the overview rating, the rating's categories/tags, and finally the detailed user reviews. The rating system is divided into three sections: overview ratings, ratings categories/tags, and finally detailed user reviews, each of which has a different focus and is not very different from the others.
Overview ratings:
Baidu takeout design distinguishes between the other two, setting up a rating curve, one week ago, two weeks ago and this week's overall ratings together, and at the same time in the opening of the review page, the dynamic curve unfolds, is a good dynamic design. However, this does not help the user, the user's rating is more random, the trend change does not mean anything, the chef is still the same chef, the overall significance is not great, but still this is still a highlight of the design, worthy of praise. Overall evaluation, Baidu Takeout needs to click the drop-down button to show the quality of service and commodity ratings. Relative to the other two, there is one more step to operate, and when the user enters, there is no first time to present the two rating elements that the user cares about most, which gives the user a bad experience. This design is like a drawer navigation, the click rate of buttons inside the drawer must be decreased. In addition, the dynamic design of the rating is on the right side, the attention on the left side will drop, then the frequency of clicks on the drop-down will drop as a result, and most of the attention will be on this rating curve. Finally the left click is really inconvenient for a right handed person holding a cell phone. Does this seem like it would be worth it to put curve charts in a large area on the right?
During my experience I was pleasantly surprised to find that by clicking on the chart (anywhere in that hierarchy on the page), the quality of service and product ratings popped up. It's a hidden design, as is the solution I was thinking of, but there's no hints or guidance throughout the page, and the user discovers the feature entirely only by trying.
This section is extremely similar between Meituan and HungryMall, where HungryMall adds a comparison module with neighboring businesses on the left and a delivery time on the right. As a takeaway industry, the speed of delivery also determines the user experience, the specific delivery time consuming to give the user an intuitive feeling. Meituan has added a positive feedback rate on the left side, which is not great, but sloppy. The sologan of Meituan Takeaway is: Meituan Takeaway, deliver everything fast. But we found that Meituan takeaway does not have a specific module to prove this sologan, the only one delivery quality is a little bit related, but not as fast as Hungry's delivery speed of the module, specific intuitive.
Review categories/labels
Both Baidu Takeout and Meituan have allocated a large portion of space to review labels, because the designers may feel that one label brings the most intuitive view of the product to the user. Whether a restaurant is good or not, we can quickly and intuitively understand through the labels given by previous customers, and this level can be said to be the most important part of the evaluation system. We can even see that Meituan used one-third of the entire page to describe it, which is worth it. In contrast to Hungry Mall, this module is completely ignored and is only divided into satisfied and dissatisfied. At this point, we can see that HungryMall doesn't pay enough attention to the review system, and doesn't think enough about the design.
Detailed evaluation
Detailed evaluation is the user to manually enter the text content, to express their own feelings about the food, which requires the user to cooperate with the interaction, the user's actual operation cost is greater. I've seen this evaluation on Baidu takeout
The star rating given by the user automatically matches some labels to the user, such as three stars or more for positive labels, and three stars or less for negative labels. This not only reduces the burden on the user when evaluating, but also standardizes the evaluations, and these labels can be better used in the evaluation classification/labeling hierarchy above, which plays a complementary role and is a great design. I don't have experience with other platforms for submitting reviews, so I can't speak to that here.
Summary
I've always been concerned about the first impression of a page, and with reference content like this that assists the user in completing a task, the information presented to the user at first glance is particularly important. Personally, I think that of the three levels above, the label is the most important part. The label can help users quickly and intuitively understand the "character" of the restaurant and how other users feel about it. The design should give enough attention to the visual color to distinguish between positive and negative labels, the structure should pay attention to grasp the amount of labels, and so on.