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Redesigning The Five Star Rating System.
Redesigning The Five Star Rating System.
The five star rating system is a flawed mechanism to rate Lyft drivers. Due to high cognitive thought it takes for a rider to leave a five-star review they either resort to one of the following:
The five star rating system is a flawed mechanism to rate Lyft drivers. Due to high cognitive thought it takes for a rider to leave a five-star review they either resort to one of the following:
The five star rating system is a flawed mechanism to rate Lyft drivers. Due to high cognitive thought it takes for a rider to leave a five-star review they either resort to one of the following:
Gives either a 5 star or 1 star review.
Gives either a 5 star or 1 star review.
Gives either a 5 star or 1 star review.
Or skips the rating.
Or skips the rating.
Or skips the rating.
Lyfts current rating system.
User Adds Tip.
User gives 1-5 Star Rating.
User Justifies Rating with Prompt.
User has option to write in a comment.
User Shares Rating with Lyft.
What is Grade Inflation?
Grade inflation is when their is an overwhelming number of good reviews, more than the subject deserves. Users tend to either leave a really good review: five stars or a really bad review: one star.
Grade inflation is when their is an overwhelming number of good reviews, more than the subject deserves. Users tend to either leave a really good review: five stars or a really bad review: one star.
Grade inflation is when their is an overwhelming number of good reviews, more than the subject deserves. Users tend to either leave a really good review: five stars or a really bad review: one star.
5 Star or Thumbs Up?
There are three main types of rating systems: binary visual, binary textual, and the five-star system.
There are three main types of rating systems: binary visual, binary textual, and the five-star system.
There are three main types of rating systems: binary visual, binary textual, and the five-star system.
Five Star
Most Visually Appealing
Highest Perceived Enjoyment
Binary Visual
Lowest Cognitive Effort
Visually appealing
Most Participation
How can we encourage riders to review?
Riders can be encouraged to review by leveraging choice architecture. The wording of a review prompt is important to the user. if a reviewer is asked to leave a rating, they are less likely to leave a rating as if they were asked something like "help your driver improve with your feedback." (cite).
Riders can be encouraged to review by leveraging choice architecture. The wording of a review prompt is important to the user. if a reviewer is asked to leave a rating, they are less likely to leave a rating as if they were asked something like "help your driver improve with your feedback." (cite).
Riders can be encouraged to review by leveraging choice architecture. The wording of a review prompt is important to the user. if a reviewer is asked to leave a rating, they are less likely to leave a rating as if they were asked something like "help your driver improve with your feedback." (cite).
Affinity diagram displaying our found user insights while interacting with the five-star rating system.
To help voice the riders top concerns and provide tangible feedback to the driver, I asked passengers what their most common complaints to their uber driver was. This data was used for prompt hierarchy as an attempt to influence choice architecture.
To help voice the riders top concerns and provide tangible feedback to the driver, I asked passengers what their most common complaints to their uber driver was. This data was used for prompt hierarchy as an attempt to influence choice architecture.
To help voice the riders top concerns and provide tangible feedback to the driver, I asked passengers what their most common complaints to their uber driver was. This data was used for prompt hierarchy as an attempt to influence choice architecture.
Hierarchy of Passenger to Driver Complaints.
Data collected via a user survey sent out on a Lyft subReddit page.
Putting ourselves in the eyes of the rider.
We wanted to map our data via a short Journey map to uncover the opportunities that must be designed for.
We wanted to map our data via a short Journey map to uncover the opportunities that must be designed for.
We wanted to map our data via a short Journey map to uncover the opportunities that must be designed for.
Sketching and testing to help fight grade inflation.
We created multiple paper prototypes to A/B test these with Purdue students.
We created multiple paper prototypes to A/B test these with Purdue students.
We created multiple paper prototypes to A/B test these with Purdue students.
Users first wanted to first "tap" the stars.
Enjoyed the guided prompts.
Wants to be more expressive in rating.
How can I view the results as a driver?
Enjoyed the guided prompt question.
Quickly learned.
Not very expressive.
Similar to the first.
What if I am in the middle [neutral]?
Appreciates the ability to leave a comment.
Lack of overall summary.
The final design.
Each star on the five star scale represents a different category. The user also has the opportunity to leave an optional comment on the experience.
Each star on the five star scale represents a different category. The user also has the opportunity to leave an optional comment on the experience.
Each star on the five star scale represents a different category. The user also has the opportunity to leave an optional comment on the experience.
Post Ride
Rating Given
Driver View
Why it works.
Half the thinking for the user.
Half the thinking for the user.
Half the thinking for the user.
Five stars only if they really deserve it.
Five stars only if they really deserve it.
Five star barrier increased.
Actionable feedback to the driver.
Actionable feedback to the driver.
Actionable feedback to the driver.
Optional comment option for further feedback.
Optional comment option for further feedback.
Optional comment option for further feedback.
In theory this design would increase review participation and give riders more accurate ratings and rating data. This would in turn help Lyft improve their drivers performance.
In theory this design would increase review participation and give riders more accurate ratings and rating data. This would in turn help Lyft improve their drivers performance.
In theory this design would increase review participation and give riders more accurate ratings and rating data. This would in turn help Lyft improve their drivers performance.
Reflection.
I wanted to share this project as it was one of my first UX experiences, and really opened me up to what user centered design is about - designing and solving real problems. UX is more than just designing intuitive experiences, you are problem solving by deep critical thinking, research, and data-driven analysis. Every aspect of design, ecosystem, and business plays a role in shaping an experience. During this project, I tested out many UX methodologies and practices for the first time, gaining hands on experience.
I wanted to share this project as it was one of my first UX experiences, and really opened me up to what user centered design is about - designing and solving real problems. UX is more than just designing intuitive experiences, you are problem solving by deep critical thinking, research, and data-driven analysis. Every aspect of design, ecosystem, and business plays a role in shaping an experience. During this project, I tested out many UX methodologies and practices for the first time, gaining hands on experience.
I wanted to share this project as it was one of my first UX experiences, and really opened me up to what user centered design is about - designing and solving real problems. UX is more than just designing intuitive experiences, you are problem solving by deep critical thinking, research, and data-driven analysis. Every aspect of design, ecosystem, and business plays a role in shaping an experience. During this project, I tested out many UX methodologies and practices for the first time, gaining hands on experience.
©2025 by Jack Myers
Projects
©2025 by Jack Myers
Projects
©2025 by Jack Myers
©2025 by Jack Myers