Hue
Removing bias and ensuring honesty in product reviews
Overview
Joining a startup incubator
In 2022, I led the UX/UI design for Hue, a short-form video product review app developed at USC’s startup incubator, Lavalab. Over three weeks, I worked closely with one product manager and two developers to bring Hue from concept to reality.
The Problem
48% of customer reviews are sponsored.
This makes it challenging for consumers to find honest feedback. With the rise of social media, distinguishing genuine reviews from sponsored content has become increasingly difficult.
This led us to ask:
HMW restore trust and customization in product reviews?
Product Preview
Hue
- Review icons on video thumbnails provide quick insights into product quality
- Aids users in efficient decision-making
- Promotes informed choices
- Curbs follower accumulation
- Fosters an unbiased space
- Encourages authentic reviews and unfiltered user opinions
- Users can vote on a comment’s usefulness
- Encourages diverse perspectives and deeper insights
- Aligns with Hue's emphasis on authenticity
How did we get here?
The power of short-form video
Starting off with white-paper research, I learned:
of customers read online reviews before purchasing
of US internet users aged 18-34 spend over 25 minutes searching for reviews.
Given the reliance on reviews, Hue aims to centralize product reviews, making shopping stress-free, quick, and authentic. To do so, I created 3 main goals to capture user trust and facilitate personalized product discovery.
Eliminate bias in reviews
Increase trust
Heighten discovery
Research
Understanding our users and market
To understand our target users, I conducted a Google Form survey with seven responses, revealing key user pain points and opportunities for Hue.
Key insights included:
use short-form video apps to discover new products and make purchases
users were less trusting of sponsored reviews
of customers need visual content (images, videos) to make purchases
Our rivalries
We conducted platform research on key review apps to identify gaps for expansion. I analyzed pros and cons, establishing Hue’s unique value proposition:
- Prioritize authentic, unsponsored reviews
- Remove the follow feature
- Minimize popularity counts
- Emphasize transparent product ratings for unbiased discovery
The Drawing Board
Initial Sketches
I focused on three main design principles:
- Personalized content
- Emphasis on review videos and discovery
- Ease of navigation
I then collaborated with my product manager and developers to draft ideas for Hue's features and assess interaction design feasibility.
Wireframing
Hue’s wireframes went through multiple iterations and usability tests to ensure ease of navigation and digestibility of reviews. Numerous discussions with developers addressed what could be designed within our short timeframe.
Design Challenges
Validating our design decisions
Using Maze, I created tasks for users to test a functioning prototype of Hue after high-fidelity designs were completed. After 6 responses, the key insights were:
Minimizing the search
- 1 out of 5 users used the full-width search on the Home screen.
- Replaced it with a Search icon in the upper right corner.
- Emphasized the personalized home feed while maintaining search accessibility.
Intuitive Video Swiping
We tested users’ ability to swipe up to view new videos.
- 4 out of 5 users completed this task successfully.
- Indicated intuitive navigation similar to apps like TikTok and Instagram.
Major Improvements
Iteration was key as we faced several design challenges. My team and I explored multiple solutions to enhance Hue based on mentor feedback:
1. Emphasize Hue’s unique features
Hue's initial designs were too similar to competitors, with unclear incentives for user engagement. We introduced unique branding elements:
- 4:3 video format
- Vibrant colors
- Enhanced Profile screen with easy-access buttons for purchases, rewards, and past reviews.
2. Creating a visual hierarchy
Early drafts of the Product page were cluttered. Based on user survey feedback and competitor analysis, we redesigned the Product screen with a top-down visual hierarchy to improve readability and user experience.
3. Clarify benefits
Mentor feedback highlighted that Hue’s benefits were not clear enough. Thus, we updated the Profile screen to feature clear CTA buttons for:
- Adding purchases
- Checking rewards
- Accessing past purchases
Finishing Touches
Creating a system from scratch
As the sole product designer, I developed a comprehensive design system for Hue, including:
- Typography hierarchy
- Color palette
- Icons and components
Final Screens
Over three weeks, I designed and iterated on 20+ screens for Hue, addressing various edge cases. This project expanded my design thinking and ensured an inclusive and user-friendly experience for all users.
Final Product
Hue
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Profile
- Incentivizing reward system for review uploads
- Manage credits on the Profile screen
- Use credits to purchase items on Hue
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Discovery
- Tailored categories and products based on previous purchases, views, or reviews
- Enhances personalization for a more relevant experience
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Product
- Clear visual hierarchy of product information
- Includes average rating and real customer experiences
- Helps shoppers gather essential information quickly
Results
Hue wins Judge's Choice Award!
Our team's clear communication and honesty created a collaborative environment, making the process both enjoyable and productive. It was truly a night to remember—we won the pitch competition and took home a $2,000 prize!
Reflections
Takeaways
1. Communication: Your secret power. Throughout the 3-4 months of this project, my team was such a pleasure to work with. Although we had all become friends after spending so much time together, one of our key superpowers was our communication and honesty.
2. The users are everything. The individuals we interacted with for our surveys, interviews, and usability testing were the core reason as to how Hue came alive. The users were the one who validated my design decisions and allowed me to discover gaps in Hue’s design that I hadn’t noticed without them.
