Mobile UX - Usertesting

Closing this issue out with 'opening up all the research notes' here.

Test plan and script

Target User

Test with max 5 users who are likely to be regular and reasonably proficient online shoppers for food and/or groceries. They don't need to be experts in online shopping, but know it exists and have placed at leas one shopping order within the last 3-6 months.

Alternatively, we want to test with people who do not regularly shop online for food or groceries but do visit local markets, farmers markets, local delis, local food hubs or specialist shops e.g. Asian markets, dietary specialists, ethnic or regional specialists.

Notes for testing:

Need to pick a 'good shop' e.g. nice photos, clear descriptions, easy to understand Order cycles, existing payment methods.
Need to pick a 'not good shop' e.g. no images or poor images, confusing order cycles etc.

Housekeeping questions

Can you hear and see me all okay?
- If at any point you're struggling to see or hear me ok then please let me know either by catching my attention physically, verbally or written in the chat box.
Can you and are you happy to share you screen with me? Enable screen sharing.
Can I take notes as we talk? I can share the notes with you afterwards and you can check, delete or edit any details you need to before an anonymised version goes into our open data repository.
Can I record this session for private note checking purposes?

Light preamble

We're testing an online mobile experience which is centred generally around making purchases online and specifically around purchasing consumable food, produce or groceries. We'd like to ask if you're happy to set up a virtual mobile view on your browser before we begin. This can most easily be done with the 'Chrome' browser if you are familiar with it? (Chrome is a red, yellow and green circle icon and is most common on chrome books and android or google devices.

If you're unfamiliar or do not have this browser which browser do you typically use to access the internet? Investigate the set up for Safari, IE, FireFox and Opera.

I’ll ask you some questions about your online shopping behaviours first, then to complete 2 tasks and then ask some general questions at the end, if that’s alright. The test should not take longer than 45 minutes.

You have no need to feel pressure here, we’re testing the designs, not you, so don’t be afraid to explore and speak your mind. You don’t need to worry about hurting our feelings. We have very thick skin, so don’t be afraid to be brutally honest.

It helps a lot for our analysis if you can think out loud and describe what you’re doing as much as possible while you’re browsing the test website. e.g. I'm thinking about clicking this button but I'm not sure what it does, or I'm reading this text and trying to understand the meaning or I want to find more detailed info and I'm looking for that right now.

If at any point you choose to stop the session, that’s absolutely fine. Just let me know.

Mobile behaviour

If you don't mind telling us, what mobile device and browser do you commonly use?
Do you use the internet browser often on your mobile device?
And for what kinds of needs? e.g. shopping, information, reading, apps, social media etc. What are your 3 most performed activities?

Setting the scene questions

How do you buy groceries for you or your household?
Are you solely responsible for food purchases or is it a shared task? How much influence do you have over the food in your household?
Do you plan your grocery shopping? If yes, how do you plan and conduct your grocery shopping?
Do you have a preferred place to get groceries?
What factors (if any) come into play when considering a new place to purchase food or groceries from?
How often (if at all) do you purchase groceries online?
Do you have any regular subscriptions to food or essentials? If yes, what kinds of items?
How much time do you typically spend thinking about where your food comes from? How about before your last food purchase? or if they struggle: How would you describe your food purchasing habits? In 3-6 words.
Finally, have you heard of 'The open food network' before?

Deeper preamble

We're going to be looking at the Open Food Network today, We'll default to the UK site unless there is an operational OFN in your country of residence. Open Food Network operates in a number of different countries with some unique aspects across them.

We'll be looking specifically on a virtual mobile view, so I'd like you to think about and try to simulate the experience of mobile browsing as best you can while on your computer viewing a mobile screen. You might want to think about where you are physically when you use mobile websites, what else you're doing when you view mobile websites or any other criteria that might be important when you use your mobile to view websites.

Tasks

I want you to think of some grocery items you're thinking of purchasing in your next food shop. Think of and write down a maximum of 5 items you'd like to buy. These can be essentials or non-essentials if you want them. Don't worry, you can change these items if you need to.
Using https://openfoodnetwork.org.uk/ I'd like you to attempt to find these items. Please stop before you finalise any orders e.g. please do not click on any buttons that say 'place order now' :)

Please note: if you're testing with testers that are not UK based they may need the £ to their currency exchange rates which are roughly:

£1.00 = USD 1.36

£1.00 = EUR 1.12

£1.00 = CAD 1.74

£1.00 = AUS 1.77

£1.00 = INR 99.74

Using https://www.xe.com/
1. If the tester is non-UK based then you can have, 1- 'Cornwall', 2- 'Kent', 3- 'Birmingham', 4- 'Norfolk' as a reference point for location.
2. Some good shops to direct the tester to are:
3. https://openfoodnetwork.org.uk/cusgarne-organic-farm/ for groceries and order cycles
4. https://openfoodnetwork.org.uk/kehelland-trust-food-hub for flowers and plants
5. https://openfoodnetwork.org.uk/helston-local-food-hub for food bank donations and vegetables
6. https://openfoodnetwork.org.uk/kent-food-hubs-folkestone/shop - Deli and household
7. https://openfoodnetwork.org.uk/kent-food-hubs-ashford/shop - Same as above but via order cycles and testing 'member' language.
8. https://openfoodnetwork.org.uk/slow-food-birmingham/shop for food bank donations
9. https://openfoodnetwork.org.uk/algy-s-farm-shop/ for general veg
10. https://openfoodnetwork.org.uk/eriol-farmer for going through a purchase and checkout experience.
Can you tell me what you think of this page? (likely to be an about page of a store) and the information presented?
Can you tell me what you would do next?
IF ORDER CYCLE SELECTION IS NEEDED Can you tell me what you think this part means? - after answering and puzzling it out you can tell the tester how to select an order cycle in order to get a list of products.
1. Can you talk to me about what these selection options mean to you?
Where would you click or go to get more information?
IF THE TESTER GETS A LIST OF PRODUCTS Now you have a list of products can you see if you can find what you want to purchase from the start of our conversation and see if you can find what you need?
HOPEFULLY TESTER SHOULD GO THROUGH AN ADDING PROCESS
AT SOME POINT THE TESTER MIGHT FIND A 'BULK' ITEM. YOU CAN FREEFORM THE QUESTION HERE AND ASK: What do you think is happening here? or what have you noticed that is different?
Can you tell me what you think of the prices compared to the typical way you shop?
What information is helping you make choices to 'add' to your cart?
Is there any information missing that you're thinking of from this page?

As we begin to wrap up the process of shopping I'd like to ask some summary questions

General feedback

Based off the experience you've have today, how likely do you think you'd be to actually make this purchase?
What factors are important for you in making the decision to confirm this purchase?
What is missing for you? (if anything)
What stand as out as the best part?
What do you think overall?
Were there any parts of the process that were confusing or difficult?

End the test and say thank you :)

Usertester 1 notes

Located in USA NY.

Typed notes:

Uses an iphone X and two browsers. The default iphone safari browser when things auto open and firefox focus which is the preference. It has a 1 tab functionality and erases history after using.
Last app or action on their phone was listening to podcasts on overcast and banking app because payday!
Last shopped for groceries in person. looks for cheap veg and fish. Uses a local speciality (Chinese) shop for bulk rice and sauces and some cooked goods that are special. They tend to shop generally in a large local store. 'Whitemans' and 'BJs' wholesale shop 1 per month.
They also more recently have been using meal kits including blue apron and hello fresh. Blue Apron was a gift. These kits offer variety they wouldn't typically try.
Shopping for groceries is a shared task and pretty equal. Democratic. 1 person does cooking but both talk about what they want to eat.
Theres been a routine in the last 8 months so similar meals in rotation and they buy for these meals.
Neither person 'loves' meal planning.
They want to eat healthier.
Location and parking being easy is a big factor in a new store choice. Public transport is both unsafe (COVID) ad hard to use for large grocery shops. They also like to know that a place has the goods they want to buy and prices are good. They also use Trader Joes.
They have a coffee subscription every month of a 5 pound bag of coffee and the meal kits but no other recurring subscriptions.
They don't think about 'where your food comes from' much they are conscious and aware but some largely 'doesn't want to know where it comes from' and some things are simple diet related concerns. Theres a cooked item called 'Jungs' which has sausage and peanuts wrapped in a leaf from their speciality local store and they'd rather not know what goes into that.
They don't want to think 'too hard'. But they buy ethical coffee.
Over time they cared less and less because of many conflicting causes so they 'pick their battles'
Tried vegan and veggie but dropped away.
Not heard of OFN.

Tasks

Tester closed the 'register as producer immediately > Did they think this was cookies message?
They scrolled the page briefly, read the steps area briefly but nothing in depth. A scan.
They clicked the button 'shop now' Seemed positive about being taken immediately to the shops.
When they landed on: https://openfoodnetwork.org.uk/shops#/ they seemed unsure on what to click or do. They looked at the search bar but still unclear. Wanted to then click the burger menu in top left.
Read the shopping transformed section. Looked at the main nav menu and read options.
Wanted to search by region or location so interviewer offered a UK location. Tester noticed they were sorted by distance.
"I don't know any of these stores...do i know these stores?"
8km is far!
Tester wants to look at the map 'I'm a maps person, I search for everything on maps (google)'
Tester is immediately overwhelmed by the zoomed out map of the UK and states they are overwhelmed but 'good to know there are lots of places!'
They went back to the list version so they could see what they are selecting. Chooses the first one.
'I see, ok, I'll read this quick' on the about page of the shop. After a couple of second they clicked on the shop.
Tester was 'a little frustrated' to have to click on a date. (Order cycle) having to choose a time and date is 'weird' and people don't read that stuff carefully.
"I expect to go to a shop and see stuff!" with fewer steps.
Now I'm here, i'll shop. (started from a frustrated pov)
Tester is able to add items and likened it to 'browsing aisles' in a supermarket.
There was a quick bug where using the search made the tester 'snap' to the bottom of the screen but also might have been a quick scroll or click by the tester.
Tester wonders why there's only 1 search result for 'eggs' > realises they are farm eggs and organic so expensive and they 'get it'.
Bread search gets baking results and loaves of bread as results and tester mentions that while they do bake bread they wanted to buy a loaf. Wanted search to be 'clearer'
"What I'd really love is some pictures! because I'm new to this store I don't know what to expect (size, shape, colour etc. of loaves)"
Checkout and look at total.
Tester said they would likely bookmark their preferred shop or shops and visit directly next time.
Likes the connection to local shops
Organisation of products made sense to the tester e.g. fruits and veg first is 'like a real store'
Prices views depended on the type of produce and the intention e.g. tester said they'd rather 'eat good eggs' and bake with 'ok eggs'.
They appreciated the pie and breakdown of prices and the quantity amounts kg etc. so they could approximate a good price for good.
Punnet is not a word used in the USA 😂
Tester spoke about always having their list present as they shop normally and being able to review their cart easily. They mentioned they might want to see at least the running total on the main screen (not in pop out basket) in order to stick to their budget better.
Tester was curious about pick up vs. delivery.
Filters worked well for this tester, they liked the layout and design and the options for tags. Curious why certified organic is a different colour than other tags. Spoke about the flexibility positively but they want more than just categories so ability to filter by price ranges, availability, seasonality etc. but mostly price.
Order cycles: tester did not read everything 'Next order closing in a day' - "What does this mean? is that when I can pick up? or delivered?" I need to be reminded of the delivery date I chose on the (OC) drop down because I forgot!
Talked about ordering from seamless
When the interviewer asked if the tester expected their local Chinese store they buy cooked goods from to be online of OFN they said they wouldn't expect it because they are 'off the radar' 'only take cash' and 'very odd' however, it would be cool to preorder the cooked goods and then go pick up and pay or at least know that they had some in stock as the tester explained that it's 'luck' if they have any left when the visit the store and some days the store is randomly closed! Tester said, "honestly, I'd be suspicious if it was online in any way!"
Tester mentioned that (since covid) some local NY food growers and general people have started putting up flyers around the neighbourhood for things they are making to sell like: Cakes, some produce and other food items!

Key Insights and suggestions:

Choosing the shop, then date and time (OC) and then shopping for products 'took too long' for the tester. They wanted to get to shopping quicker. They had a few steps where they were confused about how to best navigate incl. map and shops list.
Tester spoke a lot about shopping by 'look' as well as price and value comparison.
With many tests, the delivery and pick up was mentioned as a point of confusion. General shoppers are not aware of the details in 'about' as this area might contain information that the particular store has around delivery and pick up options so they miss this until they are part way through adding items to their basket. I think we could consider renaming a tab as 'delivery / pick up information' or something similar so that users can find this info. Contact could be merged with about.
Generally the mobile layout made sense and was easy to use with a few tweaks and improvements. However, the tester did say that they are less likely to do large grocery orders on mobile than on a laptop or desktop. Most useful content on 'the left side' which is good for mobile.
Filters needs some work in including a price range and being more consistent as well as being able to remove a single filter and not 'clear all'

Usertester '2' notes.

Located in USA WDC.

Typed notes:

Current iphone 12 pro max
Browsers chrome and safari (default). Uses different browsers for different viewing habits. VPN is on chrome and across devices (a x-device account) so depends on whether the browsing needs a VPN or not.
Logged on to music Spotify, calm for meditation, email for gmail, Tiktok for browsing before work.
typically Saturday is meal planning day. Grocery list writing. They are very intentional about food waste. Check the [pantry before making the list with partner.
They did go to the local market and local butcher which was an enjoyable experience and a tradition.
More ordering online due to covid but still do the same planning.
Food buying and planning is a shared task but the tester is the more digitally focussed person so does the online tasks and partner uses pen and paper to write what they want.
They usually end up turning a pen and paper list into a digital one.
Habits and behaviours for organising can present some pain points when negotiation around the organisation has to happen.
More inclined to do once and not think about amends and additions to the once per week shop. "I don't want to run to the store" thoughtful & intentional.
Local markets to online services like Mercado and they try not to use Amazon.
Pandemic has given them more time to consider choices and dig more into the origins of food and where it comes from → understand sources → aspirational → shop at known minority business that are locally owned → will spend more on local products.
Once a week shop that is pre-planned. They use imperfect foods and misfit market.
No subscription services currently but used Graze in the past for healthy snack but moved apts. Meal kits in past and have considered the community support boxes.
Spend 30 mins to 1 hour per week planning and shopping.
Food is a topic they follow on news and philanthropic sites as well as volunteers for 'share our strength' that has a mission of 'no kid left hungry'. This tester thinks about 'food' and the related topics a lot.
Not heard of OFN before.

Task

First would go to the pantry and fridge to check out what they have already and start the list process. They are currently fasting and only eat during certain hours and 2 big meals only.
Meal plans transformed into ingredients list. They use grid paper. Mon - Fri strict and the weekend is less strict.
Uses Pintrest for recipe saving and ideas.
Looking for the categories: Produce, milk, drinks, meat and veg, snacks.
Clicks shop now → slow
Wants to search for my town in the search bar → would save favourite stores in bookmarks
Given 'Kent' as local area
Red - "Are they open?"
Expands store info
If I've shopped at the store before or notice the name they would click
Wants to learn more about the store and producers → quick read
Apples → where from "ok I like that"
Experience is clear
Description is not enough "How do I find out more?"
More space for better info
"I don't trust the cart"
Clicking the plus button doesn't give clear enough feedback with cart changing. Tester read out loud '1 in cart'
Looks at filters and then closed
Used search to look for 'chicken' then used filters for meat and reviews options "Not too many options so no decision paralysis"
Tester uses a process of Search → filter → Scans list for function. Tester explained that this is to try to remove unrelated list items like 'chicken soup' 'chicken stock'.
Looks for almond milk and doesn't find it, wants to filter milk but only 'dairy' find oat milk and happy to substitute.
Talks about wanting a landing page style for the shops. Like a grid of the featured products on the store or the key categories. That reduces 'mental load' and the 'daunting list'
Eriol did a sketch
More likely to use this website on a desktop because they like to look at groceries on a big screen.
Filters is missing 'in season' label and more information about the produce like 'It's a great time to buy radishes!' tester wanted freshness label and the context of the produce in tags (filter options)
Checkout flow → checkout button 'hidden' in the bottom on the pop out → tester took a while to locate this button as their basket had around 5 items in and therefore they did see the bottom of the pop out immediately.
Tester asked about whether related items to pair with what you added to your cart was available? "Like this curry paste here or these greens go well with chicken"
Tester said "this is a mission I support and if the store doesn't have exactly what I want I'm happy to get a substitute (in ref to no almond milk only oat milk) or I'll get my milk somewhere else" However, they mentioned they'd love it if the platform suggested another OFN store nearby that does do the item they want.
OC's were described by this tester as similar to a beer app they use called 'Tavour' it's an independent brewers and they list what they will brew and the cycles of brewing. As a customer you order a crate and then it's brewed and delivered so it's 'slow' in that sense.
Tester had questions around pick up and shipping towards the end of the test as they realised they hadn't selected anything yet.
They then spoke about the 'Ready for...' section in terms of 'pick up' and 'delivery' and assumed these options would be in this section.

Key Insights:

The list is daunting. We should consider a 'shop front' for the shop area for featured products, sales and other ways for shoppers to have an experience which is 'like in store'.
An easy win for enriching shoppers experience can be done by suggesting other nearby stores that carry an item that is searched for in a store that does not stock it and also recommending items in that store that match something added by the user.
As expected, OC's, Delivery and Pick-up are all things shopper think about at some point during their experience and the information isn't clear and apparent as to how they do OC's etc. it is more or less critical dependant on the shopper type but still always mentioned.

Usertester '3' notes

Located in USA TX.

Typed notes:

Uses a moto X4 mobile smart phone
Chrome browser
Depending on where and what the tester is doing, they use their laptop a lot for university classes and take notes on their ipad. Uses mobile was mostly when they were out and about in transit pre-covid and now they are at home they use the ipad and laptop more because its there set up in work space instead of being in their backpack.
Set alarm, check calendar, music on youtube
Usually go out to 'Kroger' a grocery store local and they go out on weekends. Kroger is for fruits, veggies, pasta and they use Asian stores for noodles and sauces. They also use 99ranch and Hmart.
What they buy depends on sales and time dependant. They compare prices on their phone when shopping and they assume the tags with 'sale' are good prices and check these less.
They don't plan and mostly go out and see what they need and if they notice they are low on something at home they might make a note on a note taking app on the phone.
Grocery shopping is a shared task with parent
They influence in terms of "I would like X this week and snacks" not staples like what pasta brand to get bulk buy of or in terms of expensive items like meat.
Not planned but a 'what are we missing and what do they have' is used.
Main factor is price as they are currently a student worker with a restrictive salary. Healthy is second and stocking speciality items like soy and oyster sauce (the store they shop at have to have these items). Managing budget is key.
They have ordered snack items online but groceries are shopped for in store and they are more comfortable. They like looking at things and walking to the store. Store visits are one of the only reasons they go out during Covid.
They tried some subscription services but moved out before the deliveries arrived and they consider ordering online and subs when they will move into a new apt in a few weeks so they don't need 'to think about shopping'
Delivery and meal kits are expensive.
Don't think deeply so about once a month and depends, thinking about groceries from x or x where do they get that (in cooked foods) they then mention imperfect food adverts on instagram.
They think more about veggies and fruits and not meats. They are considering vegan diet with how to substitute meat for another vegan item.
They notice when something says 'picked from a farm' as not high consideration for thought.
Not heard of OFN

Task

Tester takes notes on paper of what they want to look for
Accepts the cookies message
Scrolls for 'categories' doesn't see them so clicks shop now.
Huge shopping message on this mobile screen view above shop now
Looks for Norfolk on list instead of putting into the search, sees a long list and says "Gosh theres a lot" searches for Norfolk and then says "Oh there's 1, easy".
Clicks on name of store to see items and starts reading the tags (filter words) and then the shop loads. The tester is shocked and didn't believe they clicked something to take them from what they were reading.
Looking at about page they scan read for important notices → nothing important, so heads to shop tab.
Searches for paste and clicks filters "oh there's no price filters!'
"Spinach pasta sounds cool!"
Looking for the cheapest option → oh just a photo and doesn't show me weight "Is it 500g?" zooms into photo to try to see.
Starts to talk about good value for pasta being approx $1 per pound (unit prices!!!)
Tester spends some time trying to find more info about the pasta but then decides it's the best option.
Tester discovers they can add multiple filters.
Searches for eggs - oh it snapped → bug whereafter searching the page snaps to the bottom.
How much are eggs? I normally get 12 is it cheaper to get half a dozen or a dozen. There's no image, is the image broken? they then added half dozen eggs.
Searches for mangoes but none - checks spelling.
Looks for clementines and finds a confusing listing that describes clementines at 0.30 per 1 clementine listing and the tester assumes this is for 1kg of clementines.
Tester talks about clementines being typically in bags of 2-3 pounds. Talks through trying to figure out how much this listing actually costs and what they get and mentions that 30p per clementine is expensive if true. They add 2 and assume it'll be 60p for 2 kg of clementines.
Search for bok-choy with no results but not surprised that these stores don't stock this.
They look alphabetically for other fruits to try to find something else and finds a listing for basil in fruits (it's fruits and veg) which makes them stop and pause.
They start looking for cabbage and looking specifically for 'asian cabbage' and talk about buying lots of 'lazy steaming foods'
The system is described as strange when comparing 4 types of cabbages with the cost and price and one cabbage 'looks like asian cabbage' so tester chooses that.
They then resume looking for fruits and find grapes and add red grapes.
They check their basket and find edit (oh it's right at the bottom!) it to remove the 2nd bag of clementines because that's too many.
The tester clicks update and then cont. shopping but the edit basket screen reloads and confuses the tester. They then double check that it updated and then click back to shopping again. It's slow but works. They blame their own wifi.
Looks at categories (filters) and curious about 'other' 'non-food' and 'tasty treats'
In other they find chocolate truffles and think this should be in tasty treats.
In non food things make sense but there's lots of bird seed...then peanuts which the tester says is food (but it could be bird food peanuts!)
In tasty treats they find pies that are savoury fillings and mentions this is odd because USA pies are usually sweet (pecan) but speaks about a local pie shop they like and how good it'd be to order from them on here.
Tester is curious about ready meals but finds mostly stock, curry and coleslaw. hmm ok, they wouldn't put stock in ready meals and stock is in a can which is odd to them.
They speak about the filters pop out and the done button → they tested whether they can click the shop small section or done and they can. They say they'd not click done on mobile and just click back to shop and expect the filter to apply.
The tester then says that it's strange to change a filter option and not have the main shop snap to the top of a new list (it stays at the bottom of the page scrolled if scolled)
When asked about what was confusing they mention the producers tab because they expected just 1 farm.
The missing photos and details like weight missing from some products.
They also want to know generally more details like with the eggs how big are they? large? without images its hard to chose.
OC's came up as a confusing section 'orders are currently open' → noticed that it said open but didn't read more and not gonna read. If it wasn't open would they show me any products? Would I get to be notified when it was open? tester said was confusing.
Pasta + unit price from this tester was taught by their mom and they detailed their process for checking prices like how they look at multiple brands. Described shampoo brands and also the generic brands and the size of bottle (18ml or 16ml) and whats on offer and they will do a calculation based off weight and price. They'll always go for the cheapest per ml.
They talk about some thing which are harder to compare like fresh veg and fruit can only be compared if they know they'll go to another store that stocks similar quality and size produce so they don't do the unit comparison for fruits and veg as often. However, they never go for organic because it will be expensive. They look for high quality but cheap.
They use their phone calculator to do this comparison.
They have a YouTuber they watch who talks about 'opportunistic eating.

Key Insights:

This tester displays great comparison pricing behaviour and never looks at the pie!
Some great insights on how many more details and clarity of products is needed.

Usertester '4' notes

Located in USA.

Typed notes:

iPhone SE with safari most used on mobile (because default) and chrome on computer.
Same 3 things gmail app, facebook, instagram checking for first thing in the morning. Turning off alarm and alexa.
75% ordered online and 25% in person store visits. In store visits the tester uses bus+ uber 10 mins. The walk would be 10 mins. To get to the closest wholefoods they have to take the subway. Food town for other products
Single household, solely responsible complete influence of food shopping.
No meal planning beyond making a note in the phone like 'Don't forget ...item' mostly shops through browsing, bought before or 'I want that' and sometimes recipe-based.
Mostly staples and some wild card items to try out.
Needs to 'see' veggies and fruits to be happy to buy.
Sometimes re-orders from previous online orders bit mostly good for 'jogging memory'. Likes not having to think too much about listing groceries. get the same things is helpful and easy and allows focus on 'supplementary' items.
Availability and 'inventory' of items is important as is freshness and delivery slot times that are ready for when I want it. Good reliability.
Online 1-2 per week in person shop 1 every two weeks.
Monthly doordash for takeout. Fresh delivery was tried but required a high cost over too long a period (2-3 months) Food kick and fresh direct membership.
Kombucha from healthaid monthly 8 pack subscription.
Tried food prep packs but not useful. like blue apron etc.
'I should probably spend more time...' thinking about where food comes from. 'I don't spend as much time' thinks about local food and a travel distance of produce but thinks more about the healthiness of food e.g. calories and ingredients and 'what goes in it' Nutrition is important. Avoids 'bad things'
Wants to 'eat better' for new year. Like to make conscious choices.
Doesn't eat certain meats -
Not heard of OFN.

Tasks

Thinks about products they will search for.
Shop now is clicked - website performs a bit slowly with 'inspect' (chrome) on and also generally loads slowly. user says 'It's taking a second to process...oh it opened but not instant.' (about 3 seconds).
Tester noticed the 'grey bar' sentence was cut off on this mobile view and closed it but wondered if it had useful info.
On this mobile view the main part of the screen is filled with the 'Shopping transformed' text so the tester has struggled to 'see' that there is more' and clicks on the burger menu in the top left.
Clicks menu > shops > slow load > oh same page.
Saw 'pricing' in menu and gets confused...'that doesn't look right'
Scrolls the 'shops' page after a prompt from interviewer asking how they 'scroll' on mobile.
Searches for local area after glancing at the list.
1st location is 'closest' clicks
Sees the 'notices' and reads, notes order collection text and looks at today's date (18th) and selects that from the OC's but doesn't do any more investigation re. date and OC's and starts to shop.
shops 'defaulted' to herbs and spices.
Looks at filters > looking for water in bottles. no categories for just water so goes with juices ad soft drinks.
Wants to know where the water is from re. location
Sees kombucha and adds (impulse buy?)
Easy to add items.
No images is weird → helps to see a picture
Tester does a lot of quick scrolling.
When re-editing filters notices that the list stays at the bottom of the page.
Looking for matcha tea in tea and coffee. Yogi tea is a familiar brand so happy to add and buy immediately.
Tester 'takes off' a filter so unclicks unhighlights a filter but talks about wanting to go through each category 1 by 1. Likes to be 'organised' with browsing.
Looking for hand soap finds a mixture of everything in the 'non food' Hard to find hand soap so just gets bar soap.
Not filtered well
This store has a decimal place error in the ml weight example
Nothing in oils or vinegars so shows the same list - confusing.
Interested in the ready meals. Has a positive vocal tone for these kinds of items.
Tester 'never' shops on mobile.
Items not being available or being easy to find and then replaced (re. hand soap) is not a deal-breaker but it'd be nice to see similar products to the search term listed or another store that carries that item nearby.
Next order closing might cause the tester to log off sooner and go to another store. They want to know that they will be able to get what they need when they need it and not waste time shopping when they can't get it delivered. Wants to see 'delivery slots'.
They want some idea of the time it'll arrive before they place the order.
They also have back up plans for some items that might not be available like hand soap they'd go to the 7-11 or corner store.
Deal breakers include: not being available within 2 days and certain specific items not being available.
They are happy to pay a premium for delivery when they want it and know that these store cost more typically. Even willing to pay a subscription for quickest deliver and premium access. ($35 - $5 fee paid recently to get something shipped quick)
They are interested in the organic items like method and ecover 7th generation and that is an indication they want to shop in a store.
For meat (turkey) and fruit and veg, they always want to pick it out at a store and it'd be rare to order online.
Wants to see a 'sorry we don't have x, here's alternatives' when searching for something specific.
Talked about it being strange there are no customer reviews on items or the stores. It's how this user decides what to buy online when they are unsure. They've been disappointed with products online before and what that 'social proof'

Key Insights:

For mobile, we should consider making the ''Shopping transformed' text.' on 'shops' page much smaller for mobile so that people can initiate a scroll to the search and shops list more intuitively.
Filters and search is a key way most testers use to navigate the shops lists. Any list of products that goes beyond a few scrolls becomes tedious for the testers and they begin to use the filters and search to narrow their search.
The most 'browsed' sections are savouries and tasty treats, other food, ready meals and non-food. Mostly out of curiosity.
When re-editing filters notices that the list stays at the bottom of the page < many testers have noticed this and the expectation is to be taken to the top of the newly filtered product page.
Consider having the filters follow the list so that a scroll to top is not needed (on desktop)
Testers that recognised some of the brands of non-fresh goods were quicker to add them to the baskets. Can this is some way help 'boost' credibility of a store that also sells fresh goods by 'piggybacking' on the trust in a certain brand?
Generally, the functions for searching, filters and what users expect from recommendations is not being met and could be a huge improvement for shoppers making their shopping trips to OFN store more efficient.
Customer reviews or star ratings on items or the stores. It's how some users decide what to buy online when they are unsure.

Usertester '5' notes

Located in Eastern Europe.

Typed notes:

Mobile iphone 7+ Browser chrome 90% or safari if it acts up.
Last used calendar, social media (instagram) email check.
Mixture of online and in person shopping. Bulk and generic goods in supermarket complimented with farmers market visits
Online for indian spices, flour and non-common or specialist goods not locally found.
Household of one so solely responsible and only for self.
We discussed some of the cultural significance of food within families post 1940's war time in this location. The tester explained that there was 70-80 years of war so parents and grandparents have a relationship with food that includes: not wasting food, providing children with food (fresh ingredients and premade) and it was described as an intimate thing.
Questions around culture: No selling of excess as a standard, there is rarely excess, 'compulsive overeating', conscious about purchases what and where from, some good growing culture in available green spaces, though more for entertainment than producing. There are rural farm areas for mass-producing.
Spoke about ways to connect to the ground, nature and still practised in villages. Cities and the capitol is where people that have come from the villages.
Rarely plan purchases and go with flow → this comes with financial privilege so less need to manage budget and know reasonable limits and common sense.
Defined by availability and no preference.
Availability and vegetarians are not common in Eastern Europe. Likes to buy from small producers and farmers. Also aggregators of these producers.
Price is important in terms of looking for no huge price discrepancies. These kinds of stores are rarer too - high price stores.
Twice a week roughly, based on necessity and not large amounts.
Interested in subscriptions but not seen any of interest available where they are. Coffee sub would be interestings and they had one when they travelled and lived outside of EE.
Ethics and food: multiple important aspects: Vegan and veggie for 4 years. Supporting small business if accessible to purchase from. Large brands are not preferred but they don't have 'their day ruined' if they need to purchase from an 'unethical brand or store' Dairy avoids for the industry problematic reasons.
Been a significant part of life and thoughts recently and is concerned and makes conscious choices.

Tasks

Closes cookie message immediately.
Menu is opened and looks at the shops nav item expecting to see categories of products.
Assumes that it's a subscription service due to the 'pricing' section in the menu and the tractor and coop farm messaging.
Clicks shops - searches for kent > opens 1st option > looks at 'tags' > list weirded out by this...because the shop loads up and take him to the shop front when he expected to have the section expanded to view the 'tags'. But also because of how the tags are displayed.
The loading is slow "oh come on...show"
Viewing the tags in the shop lists > describing variety but it's ambiguous > "Do I select them and choose what I want to shop from here?" and everytime they try to click on a tag it takes the tester to the main shop. Tags look clickable and want to be clicked.
Clicks on one of the available stores but dissatisfied with what they see. Wants to find products but sees "Marketing copy". Wants to see a 'marketplace.
Scans the nav to see 'shop' tab
OC button in 'empty' state and seeing no products is confusing so selects a date to see products. Wants some helpful info like 'choose your pickup or order date; to help understand what this field does. The existing text is misleading.
Loading products is misleading too.
Scrolls through products, searches for spices > not found > hits back.
The load time is very slow for various connection and website reasons and makes this testers process of searching for products near unusable and incredibly frustrating.
Spices eventually loads and they add something using the button > 'What did I do wrong?' the tester questions their actions because they clicked add but didn't clearly see what happened in the cart or basket area and there was little clear written or visual feedback. on the change to - and + button and the 1 in cart. 'Do I need to do any extra action?' some kind of confirmation is needed.
Searches for Kale and avoids the filters but eventually uses the filters to refine for 'fruit and veg'
Mushrooms are not considered fruit and veg in some countries.
Generally the tester is fine with the overall UI and palette and can see most things ok and clearly but considers it a 'not finished website' and speaks as though it's a prototype.
Mentions it's good for ditching corporations and it meets their values and they would use it 'when finished'.

Key Insights:

Some work needs to be done in the main menu to help shopper users not be mistaken that that is where they find categories and specific shop info. Perhaps a top message or better menu item labelling.
We should consider fixing the 'expanded' info on the shop's list 1. the click is sensitive and goes to the store on any click. Tags look clickable or 'selectable' as individual buttons but takes you to store. Wants to read a description of the shop works from here.
We could consider changing functionality to that of when you must select an OC in order to buy products we could still show the products but disable the add button and add some help text to explain to the shopper that they need to select an OC before 'adding' that way people can see some products before selecting OC's. Would suggest showing all items in any OC in this view and testing.
We should consider what we can do to improve the feedback when something is added to the basket or cart. Perhaps a mini popup in the top right to show an 'added' message?

The Mobile UX testing round 1 did not answer all the key questions from the mobile UX epic so a second round is needed.

Testing effectively with users on mobile using chrome and virtual mobile doesn't really work. We should consider using https://lookback.io/ or a similar service if we need to test remotely still. If remote is not needed then we can do in-person mobile phone tests.

Mobile UX user testing round 2 will be located here: https://www.notion.so/openfoodnetwork/Mobile-UX-Usertesting-Round-2-40f4f033c8534039a041429cc87a2238

openfoodfoundation / inception-pipe