At Baymard our research team has just spent 1,168 hours usability testing and researching grocery mobile website and app features, layouts, content, and designs — leading to our new UX research study on Online Grocery UX.
The Grocery UX research is based on more than 70 qualitative user/site usability test sessions following the “Think Aloud” protocol (1:1 remote moderated testing) of grocery sites.
The test sites spanned both individual grocery store sites and apps (Amazon Whole Foods, Walmart, Target, and Aldi) and aggregate third-party grocery delivery sites and apps (Instacart and Shipt).
Yet this large-scale study of grocery site UX has revealed that many grocery sites make it unnecessarily difficult for users to proceed efficiently with filling their cart and placing their order — leaving themselves at risk of abandonment in favor of another local competitor, and negatively impacting their e-commerce conversion rate.
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I was interested in this article to see some of the UX research that is associated with the online shopping experience.
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Source: Scott , E. (2022, January 11). Online grocery UX: 5 high-level UX takeaways from 1,100 hours of testing leading grocery websites – articles. Baymard Institute. https://baymard.com/blog/grocery-site-ux-launch
