Discover the Surprising Results of Our User Study

Discover the Surprising Results of Our User Study

Table of Contents:

1. Introduction
2. The Importance of User-Focused Design in Online Grocery Shopping
3. User Profile 1: The Mother of Two
4. User Profile 2: The 19-Year-Old Student
5. User Journeys and Emotional Experience
6. Navigating the Online Interface: User 1 vs User 2
7. Task Flow: Selecting Delivery Time
8. Task Flow: Finding and Selecting Items for the Cart
9. Design Considerations for the Words Website
10. Design Considerations for the Calls Website
11. Affordances and User Control in Online Shopping
12. Addressing Constraints in Online Shopping
13. Conclusion

Article: The Importance of User-Focused Design in Online Grocery Shopping

With the growing popularity of online grocery shopping, it is essential for supermarket chains to prioritize coherent and user-focused design within their online interfaces. This not only ensures a positive user experience but also contributes to increased customer satisfaction and loyalty. In this article, we will explore the significance of user-focused design in the Context of two major Australian supermarket chains, Goals and Words. We will examine the user journeys of two distinct user profiles, identify their specific needs and challenges, and discuss the design considerations that should be taken into account for a seamless online shopping experience.

User Profile 1: The Mother of Two

Our first user profile is a mother of two children who regularly handles the majority of grocery shopping for her household. Previously, she preferred shopping for fresh produce at local markets and relied on Words or Audi for other items. As English is not her first language, she often struggles with complex words and phrases. Although she is familiar with technology, online shopping was not her preferred choice due to a lack of trust in technology. However, over time, she has become more comfortable with it. When shopping, she prioritizes price and sustainability, focusing on items on sale, local produce, and free-range eggs.

User Profile 2: The 19-Year-Old Student

Our Second user profile is a 19-year-old university student who is well-versed in the concept of online shopping. Since the pandemic, he has assisted his parents with online shopping, acting as a translator and online navigator. Although he has limited real-world financial experience, he approaches shopping cautiously, emphasizing price, value, and sustainability. As we examine the user journeys of these two profiles, we will uncover insights that will inform the design considerations for a user-focused online interface.

User Journeys and Emotional Experience

Both user profiles exhibit a similar trend in their user journeys, with low emotions at the start and high positive emotions at the end. To ensure a positive user experience, the interaction with the online interface should aim to cater to their specific needs and end with high positive emotions. User 1, who struggles with English, relies more on navigation tabs rather than the search bar. Therefore, the accessibility of navigation tabs becomes crucial for her. User 2, on the other HAND, utilizes the search bar extensively for faster navigation. For him, shortcuts and navigation speed are key factors in creating a positive online shopping experience.

Navigating the Online Interface: User 1 vs User 2

Observing how the users navigate the Words and Calls websites for the two primary tasks – selecting items and choosing a delivery time – we Notice some differences. User 1, with less confidence in English and technology, relies on Words' navigation tabs to find items relatively easily. However, when navigating Calls, she struggles to locate the list of categories and has to rely heavily on the search bar. This difference might be attributed to the lack of color contrast or small font size on Calls. Eventually, User 1 discovers the navigation page after being suggested to explore the tabs.

The layout of the Words website follows conventional practice, with well-arranged icons and functions, including universal symbols like the magnifying Glass for the search bar and the shopping cart for the checkout. The design ensures user control and freedom, allowing for easy corrections, removal of unwanted items, and an intuitive flow from checkout to continuing shopping. Calls also provides clear images for every item, aiding visual recognition for users during item selection. However, User 1 faced difficulties in locating categories on Calls, which can be attributed to the absence of effective visual affordance on the left-hand side of the screen.

Task Flow: Selecting Delivery Time

Both Words and Calls handle the task flow of selecting a delivery time differently. In Words, users bypass a "Have You Forgotten" page before choosing a suitable time. In contrast, Calls requires users to first decide between pickup or delivery before being able to select specific times. While the task flow for this particular task was similar for both websites, the navigation flow differed due to the structure of the websites.

Task Flow: Finding and Selecting Items for the Cart

When it comes to finding and selecting items for the cart, Users 1 and 2 had different experiences. User 1, relying on navigation tabs, found it relatively easy to locate items on Words. However, on Calls, she struggled to find the list of categories and had to rely on the search bar. User 2, who primarily used the search bar, had no issues with either website. This highlights the importance of designing for different user preferences and needs.

Design Considerations for the Words Website

The study reveals that the Current layout of navigation tabs in Calls does not work effectively for everyone. The lack of a clear visual affordance to direct the user's gaze to the left side of the screen poses challenges for some users. Consequently, the design of navigation tabs should be improved to enhance accessibility and ease of use.

Design Considerations for the Calls Website

The task flows and navigation on the Calls website were generally satisfactory. However, User 1's difficulty in finding categories emphasizes the need for improvements in the visibility and prominence of the navigation elements. Addressing these design considerations will lead to a more user-friendly online shopping experience for all users.

Affordances and User Control in Online Shopping

Both Words and Calls utilize affordances to enhance user interaction and control. Common examples include buttons that carry a push affordance and convey a change in color when hovered over. These buttons simplify user actions within the system, allowing for quick and efficient task completion. Bright borders around special or popular items also Create a visual affordance, directing users' Attention towards those items.

Addressing Constraints in Online Shopping

One challenge that both Words and Calls face in their online shopping interfaces is the difficulty in visually distinguishing between similar items, such as different sizes of the same product. While this differentiation is easier when shopping in person, online shopping lacks visual cues that help users identify size variations. Future design improvements should aim to address this constraint and provide clearer visual distinctions between similar items.

Conclusion

In conclusion, user-focused design is of utmost importance in the context of online grocery shopping. The diverse user profiles and their specific needs highlight the significance of catering to individual preferences and requirements. By considering the user journeys, emotional experiences, and design considerations discussed in this article, supermarket chains can create online interfaces that provide a positive, intuitive, and efficient shopping experience for their customers.