You are a product manager on the Growth team of the product you have chosen. The team has been given a mandate of reducing ride cancellations (can be initiated by the driver or the pass

Introducing you Coins.

Contributing to worthy causes will earn you coins!

Can't Do It In Real Life? Do It by using Glassdoor coins.

Glassdoor is an online employment platform on which individuals can rate their former and current employers. Furthermore, companies can advertise to job seekers and post jobs on the site.

Today, Glassdoor welcomes over 50 million people every month on its platform. Over 10 million job listings and 60 million reviews, salaries, and (interview) insights have been shared to date.

Goal: To Grow the number of ratings & reviews on the platform

Glassdoor users(from a reviews perspective) = People who Read and Write reviews + People who only come to Read (majority chunk )

Business Problem: Monthly, the number of new reviews on the platform is significantly low compared to the number of users who visits the platform.

"Why write reviews" is still a question for many users

Validated in primary research about Glassdoor:

from 100% of users have never/rarely used Glassdoor

from 100% of users said they use glassdoor just to read reviews

86.9%

69.6%

12.5M users visited Glassdoor last month but only 0.62M new reviews are published last month.

Validated in secondary research about Glassdoor:

Users Problem: Users are lacking the motivation/need to write reviews.

Interesting fact: Amazon, they have over 15K reviews on Glassdoor. Yet, they have over 300K employees now, which only makes up 5% of the current employee population – not considering that former employees post many reviews.

https://www.semrush.com/analytics/traffic/overview/? displayDate=&dateFrom=&searchType=domain&q=glas

sdoor.co.in

Growing the number of ratings and reviews on the platform = No. Of users who didn't give any review so far + people who gave a review in the last month but haven't given one for the current month + people who gave a review in the past but haven't given one in the lastest month

71.2% of users are students and in the not working stage. They primarily use glassdoor to read reviews before interviews

DEEP DIVE INTO USER BEHAVIOR AND PROBLEMS Analyses were performed on a user survey (23 Responses) and 10 user interviews to better understand users' behavior and pain points at each stage of the user journey in Glassdoor, especially when it comes to adding reviews and ratings.

Survey Link: https://forms.gle/8suQ5CV NkguXdnpg6Opportunities to tap into

Users Pain Points

Opportunities to tap into

WHY TO SOLVE IT? As the business problem mentioned above is validated, it is clear that users are lacking the motivation to add reviews. With around 59M unique monthly users, there are only 114m Reviews are there from almost 15 Years of operations. Hence it is important to create motivation/need amongst users to "Add Review". Solving this problem not only increases the number of reviews on the platform but also will increase the accuracy of the reviews and will increase SEO ranking on search engines which will increase the opportunities for revenue in the future.

WHO IS FACING THE PROBLEM?

User behavior and needs:

User Personas

Sameer Age 21 Engineering Student

Mostly opens Glassdoor at the time of applying to that specific company. As a fresher, wants to get interview insights to prepare well for the interview. As time is not a big factor, love to keep searching and consuming other company reviews as well.

Pain Points: Often finds lack of need to write reviews on the platform Confused between various types of reviews and ratings on the platform.

User behavior and needs:

Kiara Age 29 Software Developer and now looking for better CTC offers.

Mostly search about the company on Google and then land on the platform. The primary goal of searching is to get insights about salary and other perks of the company. Curious to see what kind of reviews her company is having on the platform.

Pain Points: Finding accurate insight into a company's salary and perks is hard She is not feeling inspired to write a review for the current company she works for.

Reframing the problem Statement: Users often find a lack of need/motivation to give any kind of ratings and review on the platform because users feel it is waste of time and it won't be beneficial for them. At the same time, users are confused between various types of reviews they can add and eventually drops the idea of giving ratings and reviews. Users find adding ratings and reviews page UI not engaging and it leads to leaving the platform before completing the review form.

Solutions Reach (As per user survey)

Increase in no. of reviews & ratings Impact on writers Impact on Readers

Ease of implementation Total Score

Best company to work awards

3.5 Companies will push

employees for reviews

3 May increase reviews at

some extend

2 Writers will have very

minor impact

4 Readers will find best

company to work easily

3.5 Require to analyze best

companies 15.5/25

Glassdoor Coins 4.5

Rewards will attract users to give more

ratings and reviews

5 genuine need = More

no. reviews and ratings

5 Rewards will create

more impact on users

4 More reviews = More

accuracy

3 Require to create

rewards 21.5/25

Give a Review to see all reviews

4 Need to give review to

use platform.

3.5 Users might leave

platform to competitors

2.5 Minor impact

1.5 readers might leave the

platform

3.5 Require to make some

content as premium 15/25

PRIORITIZING SOLUTION

A user will receive 200 Glassdoor coins(Virtual Coins) for adding a company's review as an employer they are currently or have been with previously. By adding Salary, Interview, Benefits Review, and Photos, users will receive up to 200 Glassdoor Coins. 69.3% of users are actively seeking jobs, so these coins can be redeemed against an array of exciting rewards. E.g. Interview Prep guide, basic courses, and many more. This will create a genuine need/motivation for the users to give ratings and reviews.

Glassdoor Coins

To motivate the company to give more ratings and reviews. This will give the company a push to tell employers to write reviews about the company. From the tons of ratings and reviews, users will also get to know which is the best company to work.

Best company to work awards On average 60% of Glassdoor users read at least 5 reviews before forming an opinion about a company. Users can access the reviews on the platform for free for the first three reviews per company and thereafter, they must give ratings and reviews to be able to view all content. As a result, users will be required to rate and review the app.

Give a Review to see all reviews

* Due to infinite tech bandwidth, Engineering efforts are negligible/removed

All these scores are calculated out of 5

INTRODUCING GLASSDOOR COINS

With a prominent Write & Earn coins button, the user can see their remaining coin balance on the main Rewards screen.

Once the user scrolls down, he/she will be able to see three tabs, the default tab being Rewards. Users can use their Glassdoor Coins to claim all the curated rewards.

The user is given the option to share this opportunity at the end of the page. The Share button was also added to the top of the page since this is the page's last section.

It acts as the user's reward dashboard, where everything they need to know about Glassdoor Coins can be found.

REWARDS MAIN PAGE SPREAD THE NEWS ALL REWARDS TAB

Share Button will auto- scroll to the "Share the goodness!" section of this page.

Rewards that are curated solely for Glassdoor's users will be available in this section. Example: Interview prep material for various fields.

This can redeem with Glassdoor Coins which users can earn by writing Reviews.

INTRODUCING GLASSDOOR COINS

On the Rewards page, you will find the Claim Tab. Users can view all rewards with one click, and detailed information about their claimed rewards will be available.

In addition to the claimed tab, there is a How it works tab that gives users more information about how the Glassdoor coins feature works.

Once a user clicks the write a review button, a pop-up will appear that gives a clear idea about the different types of reviews available.

CLAIMED TAB TYPES OF REVIEWS POPUPHOW IT WORKS TAB

This page contains detailed information about Glassdoor Coins in just 3 steps. 1] Earn coins by contributing on Glassdoor. 2]More Reviews = More coins the user will receive. 3] User can only redeem those coins on Glassdoor's Rewards

You will be able to see information about various types of reviews along with the number of coins they are worth. For E.g. 1] Company Review = 200 Glassdoor Coins 2] Salary Review = 30 Glassdoor Coins 3] Interview Advice = 200 Glassdoor Review.

The presence of Rewards in the form of Glassdoor coins will create a genuine need/motivation for the writers to give ratings and reviews. It will prompt a sense of accomplishment in the writer, which will result in more types of reviews from writers. on the Glassdoor.

VALUE GENERATED

There will be an increase in Ratings and Reviews due to genuine motivation. The presence of a large number of reviews will increase Glassdoor's SEO rankings, which will allow them to generate more advertising revenue. With more ratings and reviews on the platform, the accuracy of the ratings and reviews will increase, which in turn will increase trust between users and Glassdoor.

For Glassdoor Business

For Glassdoor Writers

Readers will get access to tons of ratings and reviews which enhance readers' reading experience. Due to more ratings and reviews, readers will get more accurate content on the platform, which builds trust among users.

For Glassdoor Readers

Nowadays, The value of rewards like interview preparation guides and Side project lists for a certain role is greater to Glassdoor's majority of the current user base i.e. Job seekers. Providing real money as a reward raises the overall cost. We will also have to analyze and build a number of factors that will come into play. Creating curated rewards will only take a one-time effort and cost, and will have a greater impact on Glassdoor's users.

Why Glassdoor coins are virtual and can use with glassdoor rewards only?

WHY IS IT LIKE THIS?

Reviews from beta users on the new feature.

It makes me more excited to give reviews to earn Glassdoor Coins, which I can redeem for awesome curated resources.

-Omkar, Student

I always write about my interview experience after every interview so that I can earn Glassdoor coins and redeem their awesome interview preparation guide.

-Shreya, Software Developer

METRICS TO MEASURE SUCCESS

Number of new reviews per month per user North Star Metric:

At present, we can only give one company review as a current/former employer per company per year. The "verified user" feature can also be introduced, in which users must be verified before they can write multiple reviews. A strict community guideline and proprietary technology filters and algorithms that analyze multiple content attributes, including attempts at spamming and abuse, can be introduced to ensure content is curated and accurate.

For the sake of Glassdoor Coins, there is a slight chance of fake reviews.

PITFALLS, MITIGATIONS AND FUTURE PLANNING

Number of new users giving ratings and reviews on the platform. Number of new visits on the rewards tab per month.

Awareness

Number of users giving reviews and ratings/number of new visits per month.

Acquisition

CTR of the Rewards tab % of users writing reviews by clicking on the write review button. % of users claiming the Glassdoor coins with the curated rewards.

Activation

Average time spends on the rewards tab per user per month. CTR of Write a review to redeem button.

Engagement/Conversion

% of ratings and reviews by the past inactive users(users who do not give any ratings and reviews till now) per month.

Retention/Renewal

Number of users sharing rewards news by clicking on the share button per month.

Referral The number of fake/repeated ratings and reviews may increase.

Counter Metrics/Guardrails

It will be more beneficial to implement gamification into the Ratings and Reviews User Interface in the future. This will increase conversion rates for giving ratings and reviews since users will feel enthusiastic about doing so. With this approach, the number of ratings and reviews will also increase over time with minimal effort.

Gamification of Ratings and reviews UI