We have evolved and so has the way we react emotionally and culturally to products.
It sounds like a bold statement to make, but many factors come into play here. We have to look at this from many different perspectives and how we, as users, respond to the products we buy and love.
The first factor is convenience. Everything should go fast, it’s either good or bad. Data show that users tend to rate either 1 or 5 on a five star rating system. Those in between ratings 2,- 3,- 4,- are rarely used. As youtube says: It’s all or nothing. And this was back in 2009.
Apple’s App Store faces a similar problem. And it also shares another issue that YouTube faces; most people only tend to vote if they absolutely love or hate an app (or a video). Hence, the 1 and 5 star usage. — Techcrunch
Netflix changed their rating system in 2017 from a star rating to just thumbs up or down. This decision made the user engagement numbers go up by more than a 200% in A/B testing according to Netflix VP of Product Todd Yellin.
“We made ratings less important because the implicit signal of your behaviour is more important,” — Todd Yellin
It is convenient for the user, easy and simple, but also for Netflix. This system gives AI a huge advantage in actually knowing and suggesting you new content based on your personalised preferences. If you give 3 stars, the system gets confused. Is it good or is it bad? You know how confusing it gets when people reply to you with a ‘maybe’.
We see this system is making its way on more and more digital platforms these days. But still, it is not enough.
Ratings however are more than that, they are more than a way to show good or bad, they are more than an AI making complex choices for us by the thumbs we feed it. It’s more than a way for us to make complex choices. It’s becoming a form of expression.
Here we have our second factor. The way we react culturally and emotionally is for most products we use, the foundation on how we are going to rate them.
IMDb uses a 10-point rating for its movie listings. But the movie you and your friends really like has only 5.5 points? Why? You like it, your friends like it. Is it a bad movie? Not necessarily, it’s cultural; people tend to flock together based on cultural preferences and tastes.
Let me give you another example: You want to buy a certain product. The review website gives it a 4 on a 5 stars scale. So you are probably going to buy it because it looks good. But one of your friends knows the product. You ask him and he says it’s bad. The chances of your not buying that product become much larger, even though it has 4 stars. Here we are talking about culture.
When a webshop selling shoes offers the option to give a star rating to its products, then this really is a waste of valuable UI space.
When people buy shoes, they do so out of a cultural and emotional incentive. So it would be a far better choice for the shop to give the users a different rating system. A system in which the users are allowed to express their emotion towards that shoe.
Facebook has an amazing rating system hidden in plain sight. You can react to the status of your friends by responding with emojis. This is a perfect example of a nonverbal emotional rating.
You know how your friends feel when you share that song you love so much. It gives people a sense of approval and therefore an emotional rating.
Apply this idea to the shoe in the webshop and we see & feel the emotional response from people to that particular product.
We see a lot of brands investing huge amounts of money on Instagram for that exact same reason. Instagram allows people to emotionally respond to the products they encounter. And again, they probably did not see this as a form of rating when they created the app.
It’s a much greater incentive for me, or for anyone else for that matter, to actually go and see or buy a product.
People don’t care how much a specific product gets rated on any specific website. I want to know what my surroundings (culture) think and feel (emotional) about it.
And yes there are conventional rating system based upon reviews as we see on reseller websites like coolblue.nl and Bol.com. But these are more based on pro and contra as we see in reviews (videos and articles) of a product.
So are ratings out rated? In short, Yes they are.
Source link https://uxplanet.org/are-conventional-ratings-out-rated-cef58d724de1?source=rss—-819cc2aaeee0—4