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For Customer Experience Professionals

Web Site User Experience 2010: UK Grocers

Forrester Applies Its Web Site User Experience Review Methodology To Four Top UK Grocers

August 18, 2010

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Authors

  • By Jonathan Browne
  • with Angela Beckers,
  • Moira Dorsey,
  • Shelby Catino

Why Read This Report

Forrester evaluated the user experience at the Web sites of four leading UK online grocery retailers: Asda, Sainsbury's, Tesco, and Waitrose. Overall scores were above average, but no site passed our review. The most common usability flaws we uncovered included inefficient task flows, illegible text, hard-to-find privacy and security policies, and unclear category names. To improve the online user experiences they offer and differentiate themselves from competitors, UK grocers should fix known usability flaws and start to pilot next-generation online experiences that are more customized, aggregated, relevant, and social (CARS).

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  • Overall Results For Tested Grocers' Sites
  • Tested Grocers' Sites Showed Common Shortcomings

Table of Contents

  • How Good Is The User Experience At UK Grocers' Web Sites In 2010?
  • UK Grocers' Sites Were Above Average But Shared Usability Problems
  • RECOMMENDATIONS

  • Differentiate Online Retail Based On A Deep Understanding Of Customers
  • Supplemental Material
  • Related Research Documents