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TrustLoop: Dodging Bad Reviews
Ground-up design and product strategy for a reputation management software
ROLE
UX/UI Designer — Visual Design, Feature Conception, Product Strategy
TEAM
AltGrowth LLC— 1 Product Manager,
3 Developers, CEO
TIMELINE
Jan 2025 - May 2025
CONTEXT
TrustLoop helps small businesses manage their online reputation by collecting customer feedback and monitoring reviews. However, clunky workflows, limited data visualization, and the lack of a centralized dashboard made it difficult for users to get the most out of the platform.
I redesigned the experience from the ground up, addressing key usability issues and introducing a customizable survey builder, a centralized review dashboard, and a guided onboarding experience.
PROJECT 1 - SURVEY BUILDER, REBUILT
01
Problem: A clunky survey builder
The original survey builder made setup unnecessarily difficult. Vague page labels, confusing setting descriptions, and no preview left users without the clarity or confidence to configure their surveys effectively.
02
Employing the endowment effect
By creating an interface that allows users to customize their survey, I employed the endowment effect, a cognitive bias where users value a digital product, feature, or workspace much more the moment they feel it belongs to them.
03
Completion rates increased by 30%
A cumbersome feedback experience created unnecessary friction for users. I redesigned the survey experience around progressive disclosure to reduce cognitive load, which increased completion by 30%.
04
Refreshed! Preview and adjust settings in real time
The redesigned interface gives users a live preview of how their survey will appear on their website. By letting them see and adjust settings in real time, customization becomes intuitive and predictable.
PROJECT 2 - DESIGNING A DASHBOARD
01
Problem: Reviews trapped in spreadsheets
Previously, users had to download reviews as CSV files to understand what customers were saying. This fragmented workflow made it difficult to monitor feedback, identify trends, and make timely decisions.
02
From reviews to actionable insights
The new dashboard brings recent customer reviews into one centralized view. A rating-distribution histogram reveals review patterns at a glance, while AI-powered sentiment analysis helps users understand customer feedback. Filters by date and platform make it easier to explore when and where reviews were posted.
PROJECT 3 - ONBOARDING OVERHAUL
01
Problem: No clear path to value
Without guided onboarding, new users had to navigate the platform on their own to figure out where to start. I focused the experience around three key setup tasks to help users reach value sooner and understand how TrustLoop could support their reputation management goals.
02
Making data imports easy with web-scraping
Importing existing reviews involved a technically complex process. I designed an intuitive workflow that made importing data accessible to non-technical users, so they only had to paste a link.
03
Placing investment upfront
Personalizing a feedback survey asks users to invest effort upfront in an experience that can help them gather more customer feedback and improve their reputation over time. I designed onboarding to connect these initial actions with the value users could gain from using TrustLoop.
04
Turning users into co-creators
The IKEA effect suggests that people can place greater value on things they help create. By letting users personalize their feedback surveys during onboarding, I aimed to foster ownership and make the product feel more relevant to their needs.
05
From busted, to trusted
Reframing the problem
Improving usability meant more than making screens easier to navigate. It required identifying where users struggled, understanding why, and removing the friction behind those moments.
Focusing on value creation
A dashboard is only useful if it turns information into something actionable. By bringing reviews, rating trends, and sentiment analysis into one place, I aimed to help business owners move beyond collecting feedback and start understanding what it meant for their business.
Think beyond my role
Working at a startup taught me that good product design means spotting opportunities, bringing ideas to the table early, and advocating for the user. Wearing multiple hats pushed me to think beyond individual screens and take ownership of the broader product experience.
From toxic forums to trusted feedback: a new way to share video games.
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