Esselunga Research
Interaction Design | UX/UI Design | Politecnico di Milano 2020
role & responsibilities:
Heuristics analysis, data analysis, user testing,
observation, user interviews
tools used:
Miro
Excel
Research protocol
— Conclusive outcomes —
After gathering the various data from the three diverse methods to assess the esselunga app and its usability, we wanted to shed light on the numerous problems that cripple the users’ process flow while defining a strategy plan to tackle these issues and propose a way to redesign them. We observed a noticeable discrepancy within the insights gathered especially when comparing the qualitative and the quantitative evaluation. Even though some information clashed or wasn’t faithfully portrayed within the quantitative evaluation, we had the opportunity to dig deeper to further comprehend the users and their real needs. This research has been extremely beneficial and it is definitely considered as a solid ground to base the redesign of the app on in the upcoming exercise.
NAVIGATION FLOW
Problem definition
The navigation is far from being smooth due to the various unnecessary steps/pages when developing a task
Design opportunity
Include accelerators, pop up elements, and re-organise the layout for a better experience
PREVENTION OF ERROR
Problem definition
The app alerts you of issues without helping with a solution, the lack of flexibility and clarity traps the user in UI misunderstanding.
Design opportunity
Integrate the UI with proper feedforwards and a more flexible setting path, add fixing backdoors.
SKEUOMORPHISM AND GESTURES
Problem definition
Lack of known gestures, skeuomorphic UI and accelerators to a more fluid experience.
Design opportunity
Integrate common gestures to create a more fluid interaction, allowing accelerators, and exploit a more skeuomorphic approach to the UI.
DISPLAY OF ITEMS INFORMATION
Problem definition
Information and details on products are not well organized and not easily accessible, there is a misleading word choice for tabs and a lack of hierarchy in different parts of the application.
Design opportunity
Redesign the general concept of presentation of the product.
DELIVERY/CART
Problem definition
No immediate feedback to allow the users to understand and see their actions with many frustrations during recovery. Also, lack of integration within the various delivery options.
Design opportunity
Necessity to have a visible and straightforward feedback system that would enhance reliability when adding to cart as well as having the possibility to create the cart in whatever section and keep it flexible.
APPROACH/MINDSET AFFECT
Problem definition
The experience in the app is influenced by the way people choose products and how they get attracted. You kind of endure the app without having a personal approach.
Design opportunity
Redesign the general concept for a more user-centered experience.
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