Mercadona: case study
Mercadona is one of the biggest supermarkets in all the country. Area of e-commerce is not one of its main business areas so the goal of this study is to show the client possible improvements in the e-commerce process based on user experience while detecting opportunities for improvement.
Efficiency and productivity
- After a first view of the supermarket e-commerce, a need for a redesign and adaptation of the website in correspondence with the dimension of the brand is clearly detected. The website presents a series of basic errors that the evaluation methods must confirm.
- A positive issue detected is that despite these deficiencies the website works correctly, what should serve as a starting point for the future redesign.
- Definition of UX and testing methods to use for the analysis.
- Prototyping a new redesign of some screens of the interface that reflect the result of the study.
As we evaluate a supermarket, user profile is a person middle-aged (30-50), experienced in shopping online and regular customer of the supermarket.
Heuristic evaluation results
Need recognition and problem awareness
- There is no chance for an advanced search to establish product search criteria
- There are no filters in categories of products
- Results of searches don’t allow to establish any filter either
Stimulating the desire to purchase
- Although there is some advertising banner, these are unattractive.
- Any kind of graphic or multimedia element provides information about the products.
- No extra information to add value to products such as most popular products, best sellers, etc.
- Checkout process is concentrated in one page, so it can be positive for the user
- Registering process is necessary to be completed before access to purchase platform
- Badly designed form, with misleading options
- No difference in buttons between primary and secondary options
Factors that affect the UX during the whole purchase process
- Error messages do not appear during the completion of the form
- Help is not clear to recover errors.
Purchase decision making
- Although the products have a file with additional information, this is not present in all products.
- Any method of comparison between products or are related products are provided.