Company: SUPERVALU, Inc.
Year: 2008-09
Challenge
The client wanted to learn what visitors really expect from a large eCommerce site store locator:
- What link words do they look for?
- What are their frustrations with the current design?
- What does the website do well?
- How can finding a store be made more efficient and pleasant to use?
- In which ways can the design be made consistent across several brands?
CogTool
A/B testing
Think-aloud usability testing
Competitive analysis
Contextual inquiry
Wireframing
Cognitive walkthrough
Solution
After studying why potential and current customers look for a physical store online, and how they navigate through the website to find a store, it was clear that there were too many pop-ups and ambiguous links. Information most important to the user was buried and information less important was too prominent. The new design offers a clean and simple layout with the zip code field near the top, active on load for quick keyboard-only searching. Functionality was consolidated to allow users who enter a full starting address the opportunity to get driving directions with fewer clicks. Critical information such as store phone number and hours were brought to the results page so users don't have to dig deep for what they want to know.
Results
- Finding a store is faster and more pleasant to use
- Positive feedback during final round of testing
- Successful fast-paced iterative design
- Stronger stakeholder buy-in with modified cognitive walkthrough technique
- Store locator better integrated with overall website design
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