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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