The document outlines a strategy to increase direct-to-consumer revenue by 20% by 2023 through enhanced customer review collection and engagement. It identifies key customer personas, assumptions, and problem-solution analyses, along with proposed hypotheses for improving review rates using targeted reminders. Additionally, it includes wireframes for review processes and incentives for customer participation in reviews, aiming to leverage user-generated content for brand growth.

1. User Generated Content
Subrat Kumar Dash

2. Agenda
• Goal/Assumption/Strategy
• Persona
• Problem and Solution
• Sample Hypothesis
• Wireframe
• Review Event Flow
• Incentive Strategy
• Metrics
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3. Primary Goal
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Increase the revenue by 20% in D2C site
by 2023.
Increase the revenue by 20% in D2C site
by 2023.
Cascade Goal : Increase customer
review (UGC) in D2C by 10% by Q1
2023.
Cascade Goal : Increase customer
review (UGC) in D2C by 10% by Q1
2023.

4. Assumption
Company Name : Bold Beauty
Segment: India/ Women beauty care product/ Natural
Products: Skincare / Eyecare.
Product function and performance are great.
Pricing: Premium (Not luxury).
People: It has customer service team to support customer queries.
Customer need to review to show in our website.
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5. Assumption
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**Highlight Section we don’t have customer information

6. Strategy
A proactive review collection is clearly beneficial to brands
based on the sentiment of the ratings.
A customer gives a positive review is function and performance
of the product itself while the experience that plays a role in
negative reviews is customer service.
The silent majority of customers are generally satisfied and do
not give reviews. Finding ways to tap into this silent customer
base and get a full picture of their experiences.
Honest feedback is a valuable resource. The negative feedback
is an opportunity to grow.
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7. 2/5/2022 7
Skincare and Beauty Lover
Nikie
26-40 Years old living in Tier
1/Tier 2 Cities in India
Marital Status: Single/Married
Education: Bachelors/MBA
Income: 15L-40L Per Annum
I love discovering new products and
sharing my routine with others
Goals
Expectations
• Find an easy way to learn about skincare product
• To avoid the product that has harmful chemicals
• She checks review before buying the new product
• To track the detail experience with her beauty product
• Difficult to know ingredients and how safe they are on skin
• Overwhelmed with product advertisements
• Review are sometime not informative
Nikie loves using beauty products to make herself feel more
confident and to always look fresh and radiant. She always
purchase the beauty products online.

8. 2/5/2022 8
Problem and Solution Mind map
**Highlighted in Red are problem. Used divergent and convergent method.

9. 2/5/2022
9
Problem and Solution Mind map
**Highlighted in Orange are solution in higher priority (Impact Vs Effort).

10. Sample Hypothesis
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Goal Issue Strategy Hypothesis Test/Data/Analysis
Increase the
number of
customer
review by
10% by next
quarter
Customer
forget to
provide
review
Using different reminder
strategy
WhatsApp/popup/email
/etc remind the
customer for review and
send the remind only on
weekend (after 3 to
4days of product
deliver)
H0: Reminder through
WhatsApp will increase
customer review by 10%
because customer more
likely to open.
H1: As people as busy on
weekdays due to
pandemic and weekend
having restriction,
sending remind in
weekend will increase
customer review by 10%.
More…
Interview/Survey/Wizar
d of Oz MVP
A/B test

11. Wireframe for Review Page
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12. Wireframe for Review Page
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13. Wireframe (Taking Review through WhatsApp)
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14. Wireframe (Taking Review through WhatsApp)
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15. Review Event Flow
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** Personalized Message changes on every alert and it contain message purpose of review.
**We can have different strategy to publish +Ve and –Ve review.(Not considered here)

16. Review Event Flow
1. WhatsApp preferred.
2. After review sending a personal video to the customer, thanking
them for supporting you.
3. Reply must for every review.
4. Help customer what to write in your request message.
5. Mention how much time is needed to leave a review.
6. Personal note after delivery for supporting us and remind to
review.
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17. Strategy to incentivize customer
Offer discount on future purchases if your margins are below
25% and a fixed amount if your margins are above 25%.
Depend on Review (Image and Video) cashback changes.
Message : “As a thank you, we are offering a 50-gift card as
an appreciation for your time”.
Long term strategy should be a company wide loyalty program,
when customer review is part of it.
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18. Strategy to incentivize customer
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**Margin 25% is taken in an assumption
** 11 is the minimum review one customer check before buying.(Research data)
** For every bad review , we need 4/5 good review (Math) **Highlight orange one is long term strategy

19. Metrics
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Open rate Click rate Review rate UGC Rate
CVR
CVR UGC
rate
CVR without
UGC rate

20. Thank you
Subrat Kumar Dash
Subratdash.007@gmail.com
https://www.linkedin.com/in/subrat-dash-pm/