EspressGO Mobile App: Designing a Review Flow
End-to-end UX writing and design for a mobile user task flow, from research to iteration.
Overview
Focus: UX Writing, Task Flow, Microcopy, Usability
I designed a review flow for a coffee shop discovery app aimed at remote workers and coffee shop enthusiasts. The goal was to simplify the review process, improve microcopy, and ensure a smooth user task flow while maintaining clarity, accessibility, and engagement.
Challenge
Remote workers want to quickly discover coffee shops with the right environment to work.
Existing solutions rely on maps, which require users to jump between apps to assess seating, Wi-Fi, and ambiance. Reviews from real users can help—but only if the review process is simple, clear, and optional.
Key challenge: How to design a review flow that is quick, clear, and optional while maintaining engagement and accessibility.
Step 1: User Research
I conducted interviews with remote workers and coffee shop enthusiasts to understand their habits and pain points:
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Users rely heavily on maps to quickly check coffee shop location and visuals.
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Top priorities for choosing a workspace:
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Location — proximity matters.
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Seating availability — can I find a spot?
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Wi-Fi quality.
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Insight: Users want fast, frictionless, and useful information without wasting time on unnecessary steps.
Step 2: User Flow Mapping
I mapped out the review task flow, highlighting key decision points and optional actions:
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User selects a coffee shop.
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Rate with stars & select all that apply
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Submit review and see confirmation.
UX focus: Clear microcopy, optional actions, accessible buttons, and feedback at each step.
Step 3: Low-Fidelity Wireframes + Usability Testing
I created low-fidelity wireframes and conducted usability testing. Key findings included:
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Accessibility issues: Font size and button tap targets needed adjustment.
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Navigation clarity: Back and cancel options were confusing.
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Pagination indicators: Users were unsure of progress through the flow.
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Microcopy adjustments:
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Original: “Back / Continue”
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Updated: “Skip for now / Continue” — 3/5 users preferred the option to skip.
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Added visual indicators for empty state and error messages to prevent confusion.
Step 4: Mid-Fidelity Wireframes + Iterations
Based on testing:
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Added an intro page asking if the user wants to leave a review.
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Made review input optional to reduce friction.
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Simplified microcopy for speed and clarity.
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Improved pagination indicators to enhance engagement.
Key UX Writing Principles Applied:
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Clear, actionable CTAs (Skip for now, Submit review).
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Short, digestible text to respect users’ time.
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Consistent tone: functional, welcoming, simple.
Final Mid-Fidelity Mockups
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Empty state: “How was it? Leave a review to help others make their decisions.”
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Error state: “Oops! Please select a star rating to continue.”
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Success state: “Thanks for your review! We appreciate your feedback. It helps others make their decision.”
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Buttons: Skip for now / Continue — clear, actionable, and accessible.
Key Takeaways
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Optional actions reduce friction and increase completion rates.
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Microcopy must be concise, functional, and engaging.
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Accessibility (font, button size, tap area) is critical for mobile review flows.
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Usability testing drives improvements in both copy and interaction design.
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Iteration is key: small changes in wording or button placement can significantly improve user experience.