Grocery Gateway,

A simpler, faster, and easier experience for the grocery shopper.

Owned by Longo's, Grocery Gateway was originally founded in 1997 and paved the way as the first online grocery retailer Canada.

On Grocer Gateway website, customers have thousands of items to order online, including organic, local and artisan products.

Grocery Gateway Website Experience

UX case study

Methodology:     Participant recruitment,

                                   User interview,

                                   Data analysis.

Technology:        Eye tracking,

                                   Using Gaze plots and Heat maps

           

Team:                     Pegah Sargolzaei, Shubhangi Gupta, Sunidhi Anand

Goal:                    Initial impression with the website and possible                                                offers at the moment to improve user experience.

 

                               Plan and conduct user testing to evaluate the                                                     readiness of products for the market and how                                                   they meet UX and quality objectives.

Online Shopping

Objectives:   

 

How easy is it for users to accomplish basic tasks the first time they encounter the design?

Once users have learned the design, how quickly can they prefer tasks?

When users return to the design after a period of not using it, how easily can they re-establish proficiency?

How many errors do users make, how severe are these errors, and how easily can they recover from the errors?

How pleasant is it to use the design?

 

     

                             

User Flow,

Emma is a student at Humber college, she is 25 years old. She will host a party on the weekend. she's provided a list of items to order from Grocery Gateway Website in order to save her time. So she log in into an account which has already been made, and she tries to find out all the items which are listed quickly, and then, goes through the checkout process.    

enter to

Grocery Gateway Website

Log in to

pre-made account

Tap on 

Search box

Selecting

item 1

Selecting 

item 2

Selecting

item 3

Selecting

item 4

Selecting 

ithem 5

Save into Mycart

Checkout

Early Observational Research:

We decided to observe the user who use the website for ordering without any experience of online grocery shopping in order to see what decision do they make for finding and ordering items. To understand the various stimuli and steps needed to shop for.

Conduct Session:

For this project, we recruited participant based on the agreed target profile.

We scheduled 1-hour session at the Humber usability lab, and was moderated by one person from the team. Rest of the team members observed and took notes from the session capturing the followings:

  • Time on task

  • Success or failure in completing the task

  • Number of errors

  • Usability issues

  • Quotes from the participants

Executive Summary:

Excessive categories
  • User needs quick access for ordering items.

  • Reducing the number of categories to a few options.

No clear error message
  • User read the error notification to figure out the problem.

  • Precise error notification for decreasing the number of mistakes.

Excessive items
  • Users want to find out items quickly.

  • Items should be filtered to items which have similar features.

GROCERY

GATEWAY

Excessive Categories:

The user selected a category and went to the next page which showed many items, so she had to scroll down to find her item.

The user found it difficult to scroll down and have a look on all items which are appeared.

The user has to take more time to find her specific item.

  • The severity of issue was high,

  • It took about 1 minute.

Recommendation: 

Providing filtering option, before going
through a long list of items, and then
being leaded to the next page to see
the items which are close to your
specific item.

No clear error message:

The user typed incorrect words, then she was leaded to error page. She looked for the reason of this error, but she couldn’t find it.

The user got error message without explanation after searching for specific item.

The website doesn’t clarify the main reason for the error message.

  • The severity of this issue is medium

  • It took about 20 seconds to figure out the problem.

Recommendation: 

The content of the error page should change and go through more detail about the basic problem to be solved as soon as possible.

Excessive items:

The user selected a category and went to the next page which showed many items, so she had to scroll down to find her item.

The user found it difficult to scroll down and have a look on all items which are appeared.

  • The severity of issue was high,

  • It took about 1 minute.

Recommendation: 

Providing filtering option, before going through a long list of items, and then being leaded to the next page to see the items which are close to your specific item.

That might be better that the mylist icon

and add to card locate in different spot to

be more  recognizable for user.

Difficulty to find add to my list the item:

•The user after finding the item, she had to spend time on finding the my list icon to add the item into her list to add it into her card to finalize her orders.

  • The severity of issue is low,

  • It took about 17 seconds.

Recommendation: 

There suppose to be an icon in a larger size to make it possible for user to find out the list icon a few seconds,

That might be better that the mylist icon

and add to card locate in different spot to

be more  recognizable for user.