User experience design

Posted by Adam Lord

As a website and mobile designer it is my job to build elegant websites that maximise the user’s experience. Whether you would like the answers to questions or to complete certain tasks, it is my job to help you achieve your goal as quickly and painlessly as possible.

User experience is hard to describe so instead it is easier to give you examples on our blog over the next few weeks.

Our first example is the online grocery store Ocado

New potential customers to Ocado are instantly given a discount off their first shop to reassure them to make that all-important first order.

User Experience Design Cambridge

Registering for an online account can be done in around a second if you have a Facebook or Paypal account with one click. Users without Facebook only have a short form to complete. A long form at this stage would put users off and they may head to a competitor.

User Experience Design Cambridge

Once registered seasonal products and items on offer are heavily promoted. This is important for keeping customers happy and it helps drive up the size of their basket. All of the product images are clear and appealing.

Items are clearly categorised and the predictive search feature is an excellent feature. When I performed a search for chicken the results page includes:

Product and meal categories at the top (e.g. roast dinner, breast fillets).

A side navigation bar with related product categories.
Filters on brands and dietary/lifestyle.

It also uses endless scroll so new products loads automatically as users navigate down the page.
There’s certainly a lot to choose from, but then this is a vague search term.

Each product listing has the product name, an image, details of the special offer, star rating and product detail icons (e.g. frozen, organic). Users can read and leave reviews and zoom in on the product images for a closer look.

It also includes extra nice touches such as chef tips and recipes that product can be used in. As well as finding your ingredients and it then suggesting a recipe, you can scroll through recipe ideas and then it gives you the products needed which you can instantly add to your basket.

user experience desgn Cambridge

To encourage shoppers to add even more products to their basket the site displays the amount of savings you have made and users are more likely to purchase products on offer to increase this amount.

Checking out is very easy and the site displays all available delivery slots clearly so you can chose your preferred delivery time.

user experience design Cambridge

Once ordered you are kept up-to-date via text messages informing you of your delivery driver’s name and vehicle registration number. This helps the customers feel safe as they will be 100% sure it is their driver.

Once you have placed an order the website remembers your previous orders so that it can speed up the buying process further for future orders.

All of these aspects add up to a better user experience and encourage repeat custom and brand loyalty.

Next time we will look at the user experience for the Barclays banking app.

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