After ride, the passenger can rate the ride and selects the pros and cons of the ride. Based on that rating, the drivers get some incentives for high points they get or may be banned for low rates they get! This project was done in a team with collaboration of UX writers, UX researchers, Product managers, Developers and me, as the product designer in 8 weeks.

It all started with a redesign from stars to emoji without a research. The reason for that redesign was the fact that emojis can show the real emotions that passengers have and the points that the driver takes are much more authentic. Based on this theory we changed the rates from stars to emojis. The impact was a reduction in rates and the consequence was getting lots of complains, calls and tickets from the drivers telling that their points dropped suddenly and even some of them were banned from getting rides and couldn’t work for a week. Quantitative data: Reduction in rates' consequence was getting lots of complains, calls and tickets from the drivers telling that their points dropped suddenly and even some of them were banned from getting rides and couldn’t work for a week.

Problems: 1. The number of users who use rating feature reduced overall 2. Users are choosing the neutral emoji more often than before 3. Drivers' overall points reduced 4. Drivers are banned using app in result of low rates 5. Passengers are not able to edit the rate or comment Goals: - We want more users to rate drivers - We want users to give better rates Measure success: - Increase in overall average of points - Increase in point “5” - Decrease in point “3” - Use CES UX metric

According to these findings we had 3 options: ‍ 1. Editing the existing rating system : Using emojis with RTL to LTR correction and better emojis (using emojipedia to define) 2. Roll-back to stars: Redesign previous designs and add caption to stars in order to get users emotions about the ride they had 3. Designing a new rate system: Combine emojis and stars, using sliders etc. I designed 5 alternatives and talked about each of them below. In the end the best designs were chosen to have a test to make decision. The designs were selected based on costs they had and pros and cons.

To understand which one is more memorable and engaging, Emoji rating or Stars, we took a 5 second test After 5 usability test I understood users don’t understand which star is the very good point and which is very bad before choosing any thing.

Average rating increased from 22.35% to 39.33% Point “5” increased from 16.99% to 31.76% Point “3” Decreased from 6.92% to 4.60% Never ever design without research In big companies it may take a year to roll back! So never ever design without research :)