A usability evaluation of Wild Fork Foods’ e-commerce platform conducted prior to launch. User testing identified barriers across navigation, product discovery, and checkout, resulting in prioritized recommendations for improving the overall shopping experience.
UX design ◦ Human-centred design ◦ Service design
Methods: 1:1 moderated usability testing ◦ Think-aloud protocol ◦ Task scenario design ◦ Participant screening ◦ Usability issue triage ◦ Heuristic evaluation
Client: Wild Fork Foods
Collaborators: Usability testing class at George Brown College, Instructor: Matt Humphreys
Where do customers struggle when shopping online, and which issues should be addressed before launch?
Overview
Wild Fork Foods was preparing to launch a new online grocery platform specializing in frozen foods. This project evaluated the usability of the website prototype before launch through moderated usability testing, with the goal of identifying barriers to navigation, product discovery, content comprehension, and the online purchasing process.
Working as part of a usability testing team, we planned the study, developed task scenarios, recruited representative participants, conducted moderated testing sessions, synthesized findings, prioritized usability issues by severity, and developed recommendations to improve the overall user experience before launch.
Outcomes
- Moderated 1:1 usability study
- Prioritized usability issues
- Design recommendations
- Usability findings report