IAC 2020
April 10, 2020
Making positive change happen in digital experiences is possible. Let's see how by investigating three case studies—one failure, one success, and one triumph. First let's talk about a mostly unsuccessful attempt to influence user behavior at yellowpages.com. As the local search platform introduced ratings and reviews for businesses, it set out to not only encourage users to write reviews but also to do so in specific ways. This included detailed…