Ellen Setterfield
OUGD601
Context of Practice 3
Morrisons groceries Re-design
User Experience Online grocery shopping has increased 126% in the past year as shoppers no longer want to trail the aisles at the supermarket. It is therefore imperitive that supermarkets ensure that their online presence is easy to use, so to avoid customers shopping elsewhere. Morrisons was the last of the ‘Big Four’ supermarkets to launch their online service. The current website does not have the best user experience rating. This is a propsed re-design of the Morrisons groceries website which aims to combat the loss of customers by focussing on their user experience.
1/5
Ellen Setterfield
OUGD601
Context of Practice 3
Homepage By enlarging the Log In and Sign Up buttons and removing advertisments users will not be distracted by special offers and will be able to focus on the necessary actions they should take before starting to browse the products. Inexperienced users are given a step-by-step guide to using the website which will improve their confidence in online shopping. By placing this feature below the core actions, experienced users can bypass the information they do not need or wish to see. Adding the ‘Browse the aisles’ option means that users do not have to scroll back to the top of the page to navigate through the website.
2/5
Ellen Setterfield
OUGD601
Context of Practice 3
Navigation The core navigation within the navigation bar uses images to represent each category. Due to some of the language used by Morrisons to describe each category a visual cue is needed to ensure users understand what products they will find there.
3/5
Ellen Setterfield
OUGD601
Context of Practice 3
Product Page By removing advertisements and displaying less products per line, users are given a clear view of the content on each page.
4/5
Ellen Setterfield
OUGD601
Context of Practice 3
Try Something New Each month one of the Morrisons Kitchen chefs will select two menus; A meal for two and a meal for the family. Users can choose to order these meals or add them to a list for future reference. The page includes a profile about the chef, a gallery of past menus and recipes to try at home. This new feature is an online exclusive which attempts to encourage users to shop online.
5/5