For instance, beyond a critical number of ratings, a 5-star rating for a service (or a product) would average out to a certain number, let’s say 4.3. Rating AverageĪ good article on The Psychology of Rating System by Himanshu Khanna says “Some of the rating systems suffer from a tad overlooked fallacy - the Concept of Averaging. Without clear guidelines from a company about what star rating means, there is bound to be a huge variation. For other customers, 5-star experience means pleasant conversation, clean car, efficient ride, etc. For example, let’s take any e-hailing app (Uber, Grab etc) customers might give a 5-star rating because being delivered to their destination safely is the only expectation they have. Each person has a different standard and gives a rating accordingly. User’s personality, mood, environment, the urgency of the requirement, eventual gratification are some of the factors weigh in during their rating/review. With this approach, users can give honest feedback to the business. Instead, they are presented with a simple, Do you recommend “business name”? Yes or No? In addition, you can explain why you recommend the business by using tags, text, and photos. Users don't have an option to rate businesses on a star rating scale of 1 to 5 anymore. It’s going to be much easier for people to engage with” Facebook So we decided to simplify into an up-down kind of voting binary model. Margaret Gould Stewart, UX Lead at YouTube said “Now, years ago, when I was working at YouTube, we were looking for ways to encourage more people to rate videos, and it was interesting because when we looked into the data, we found that almost everyone was exclusively using the highest five-star rating, a handful of people were using the lowest one-star, and virtually no one was using two, three or four stars. Great videos prompt action anything less prompts indifference. They mentioned when it comes to ratings it’s pretty much all or nothing. Youtube made an official blog explaining why they switched from 5-star ratings to “thumbs up” and “thumbs down”.
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