Summary of Tesco User Testing

The overall structure of the site was simple considering the scale of it. There are only 2 URL’s, one for online shopping which also contains the lifestyle elements, the second was for their corporate information. We have actually discussed in class how this would probably be the best structure for a site of this nature. This is because of the direct link between lifestyle and shopping, those who engage with the brands lifestyle are more likely to shop there, while the corporate side will not necessarily facilitate online sales.

Online Shopping

The fact that you have to have an account in order to access the grocery section is inconvenient if your just wanting browse. But it does have its advantages, you already feel like part of the brand as you are registered with them. As well the fact that they get all your details (phone number, email and address) which opens other channels to engage the customer.

The trolley panel has useful information, it tells you the quantity and price of what you’ve ordered as well as the running total.

The categories were logical which made browsing for products easy. The pages loaded quicky due to the fact that there were no pictures or loads of info, but it is available if you click on the product and then it loads in a separate little window.

The interface for the grocery section (low involvement purchase) is different to the furniture and appliance section (high and medium involvement purchases). For higher involvement items there is more info available, lager pictures on request and an item comparison tool.

Specials are displayed predominantly but not much up selling or cross selling.

Lifestyle

there is a lot of information on each page but a simple layout and logical groupings make it seem not so cluttered. I would describe it as clean. Not exactly warm or friendly but not cold or intimidating either.

The recipe tab in Registered user interface is extensive, you can search by meal eg. breakfast, dinner or lunch. Or you can search by ingredients eg. lamb, fish pasta. You cant specify number of guests though. Once you’ve found a recipe that you like it will make a list of the ingredients you need and can select which you need to add to your basket, maintaining the important link between lifestyle and shopping.

Involvement

Tesco doesn't seem to put much emphasis in this area. The information is all there but not much effort is made to promote it. The main driver of the brand is affordable quality products the community.