When purchasing groceries online, the usability of the shopping interfaces becomes a differentiator just as the appearance and layout of a physical supermarket is a differentiator. While uptake of online grocery shopping in Australia is currently somewhat behind other markets , the increasing interest in online shopping amongst Australians in general would suggest its potential has not yet been fully realised. This means the industry still has some time to optimise its product.
As well as being the largest grocery retail brands in Australia, Coles and Woolworths have the most mature online grocery shopping interfaces. To learn more about online grocery shopping behaviour in general and assess where the usability of these interfaces stands, U1 decided to test them with real users and compare their usability.
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