The shoppers have spoken
An interactive, data-driven web experience that transforms 51 million shopper reviews into clear, emotionally resonant insights.
ROLE
UX strategy and flow
UI design and visual system
Design/dev handoff and QA
TIME
2025
Challenge/overview
The challenge was to present a massive amount of data—over 51 million reviews and turn it into a engaging experience that brands could actually use. The goal was to distill key insights into a clear narrative, highlight what truly matters to shoppers, and present it all in a way that feels both trustworthy and emotionally compelling. The design needed to feel as intuitive and enjoyable as window shopping and a digital magazine—making deep insights easy to explore, understand, and act on.
Solution
The solution was a scroll-based, AI-generated experience that transforms a large volume of text and data into a clean, engaging narrative. Inspired by the feel of window shopping and digital magazines, the design makes over 80 insights across 9 industries easy to explore and understand. With modular layouts, clear hierarchy, and interactive storytelling, the experience feels intuitive and editorial—turning complex analysis into an enjoyable, user-friendly journey.
Result
The result is a visually engaging, easy-to-use web experience that turns complex data into clear insights across 9 industries. Inspired by window shopping and digital magazines, the site makes exploring over 80 insights intuitive and enjoyable. The non-gated Hall of Fame showcases 2024’s most-loved products, boosting engagement and reinforcing Yotpo’s role as a trusted eCommerce partner.
The experience covers 8 key industries with 10 insights in each category.
I created visuals for every insight to support quick understanding and storytelling. Each industry is uniquely color-coded to create clear visual separation and enhance navigation.
The entire experience is designed to function like a digital magazine: easy to browse, visually engaging, and adaptable to different user behaviors. Fast scrollers can choose a list or gallery view to scan content quickly, with key phrases and highlights surfacing the core messages at a glance. For those looking to dive deeper, each section offers rich, detailed insights to their industry of interest.
the Hall of Fame was created as a standalone, high-impact section that visually celebrates each industry’s 5 Most Loved products of 2024. The layout is clean, bold, and editorial—designed to feel like
a curated showcase, with equal emphasis on brand recognition and shopper sentiment.
Each product card highlights key visuals and concise takeaways, making it highly shareable across social and marketing channels. The non-gated format allows for broad reach, while subtle design cues encourage users to continue into the gated insights experience, creating a seamless transition between inspiration and deeper exploration.
