The document analyzes the online shopping experience of various grocery brands, including Carrefour, Esselunga, Eataly, and Naturasì, focusing on their website usability and customer profiles. It details the tasks and needs of different user personas who utilize these grocery websites, along with an evaluation of website features such as store locators, online shopping options, and promotional offers. The document also includes a comparative analysis of the websites' ease of use, graphic coherence, and overall customer satisfaction ratings.

1. SCUOLA
Politecnico di Milano
a.a. 2015/2016
A CURA DI
Filippo Baccolini, Marianna Carbone,
Giulia Capriotti, Giorgia Cazzanelli,
Serena Chillé
CORSO
“Interactive System &
Usability Design”
PROFESSORI
Roberto Dadda
Paolo Neri

2. Carrefour’s website
wants to
offer to the costumers
the full experience of
the supermarket
comfortably sitting on
their sofa
WHY
PURPOSE

3. Carrefour’s goal is to
offer a wide range of
different services,
maintaining
a good compromise
between products, price
and quality.
Nevertheless Carrefour’s
shops are
present world wide.
PRICE
PLACE
LANGUAGE
QUALITY

4. Esselunga is an italian
brand born in
Lombardia and now
present in six Italian
regions.
It proposes medium
quality and medium
prices products.
PRICE
PLACE
LANGUAGE
QUALITY

5. Eataly’s aim is
to diffuse the best Italian
quality of food
all over the world,
selling exclusively
handmade products.
PRICE
PLACE
LANGUAGE
QUALITY

6. NaturaSì is
one of the biggest
italian shops
specialized in
the sale of bio
and natural
products.
PRICE
PLACE
LANGUAGE
QUALITY

7. PERSONAS

8. Massimo is a divorced dad with a young daugther and
he works full time in an office.
He loves doing work out and he’s really careful about
his diet and calories eaten.
Between job stuff and his daughter he doesn’t have
time to go to the super-market so he would use lunch
time to do online shopping and then collect it from the
shop.
He often checks the timetable of the nearest market
to organize better his day.
- Massimo goes on Carrefour website to check the
location and the timetable of the nearest shop
- He clicks on the “click and withdraw” box
- He chooses the shop where to go
- He selects the products he wants to buy
- He chooses how to pay and he closes the order
MASSIMO 30 years old
Regular Costumer
CHARACTERISTICS AND NEEDS
USER TASK

9. Stefano and Marco are two students of 21 and 20 ye-
ars old, they live at the 5th floor of a Milan old apart-
ment
without elevator. They don’t have a car and they don’t
want to go up the stairs with heavy bags, expecially
bottles of water.
They heard about “home-delivery shopping” by some
friends, so they’d be interested in knowing more
about it. Moreover, they search in the online catalogue
the offers of the week to save some money.
- Stefano and Marco go on the Carrefour website and
have a look on the weekly offers
- Then they go on the “Click and Withdraw” section,
they choose the home delivery option
- They click on the products they’re interested in and
they buy them
STEFANO & MARCO
21-21 years old
Occasional Costumer
CHARACTERISTICS AND NEEDS
USER TASK

10. Giulia is 27 years old, she works in a laboratory as a
biologist in Varese, where she moved 2 years ago.
She uses to work untill late in the evening and so she
doesn’t have time to go to the
supermarket, otherwise she doesn’t want to do it.
She’d like to cook italian dinner for her foreigner col-
leagues, but it’s a problem for her to find good quality
products, without leaving her home.
- Giulia is reading “pasta alla carbonara” recipe and
she notices that she hasn’t Pecorino
- She searches for it on the internet
- She goes on Carrefour website and check if there is
Pecorino, how much it costs and where it is produced
- She discoveres that online she can just see where
the product is available
GIULIA 27 years old
Casual Costumer
CHARACTERISTICS AND NEEDS
USER TASK

11. Maria is retired, she is 72 years old and she lives with
her small dog in Coverciano (FI).
She is a modern grandma, her grandchildren taught
her to use tablet (iPad).
Her daughter just bought a house and Maria would
like to give her something as a present
Maria is a loyal custumer of Carrefour and she has
lots of points in her account.
She thought that she could get something free for
her daughter with her points.
- Maria goes on the Carrefour website to check her
account’s points balance
- She is redirected into Payback website
- She chooses the prize for her daughter and orders it
MARIA 72 years old
Loyal Costumer
CHARACTERISTICS AND NEEDS
USER TASK

12. TASK
MATRIX
Opening times
and store locator
Online shopping
with home delivery
Special products
Online shopping
with withdraw
Offers and
discounts
Account details
Regular
Costum
er
Occasional Costum
er
Casual Visitor
Loyal
Costum
er

13. TASKS

14. TASK:
timetable
and store
locator
Click’s number
to get the timetable
of the nearest shop

15. Click’s number: 5
1 2
43
5

16. Click’s number: 5
1 2
43
5

17. Click’s number: 2
1
2

18. Click’s number: 4
1 2
43

19. TASK:
online
shopping
with withdraw
Click’s number to buy
a product with
withdraw

20. Click’s number: 11
1 5 9
7 113
6 10
8
2
4

21. Click’s number: 0
This service is not avaiable on
the website

22. Click’s number: 0
This service is not avaiable on
the website

23. Click’s number: 8
1 4 7
2 5 8
3 6

24. TASK:
point’s
balance Click’s number to
check point’s balance

25. Click’s number: 4
1 3
42

26. Click’s number: 4
1 2
43

27. Click’s number: 0
This service is not avaiable on
the website

28. Click’s number: 6
1 3 5
4 62

29. TASK:
product’s
choice Click’s number to get
product’s information

30. Click’s number: 1
1

31. Click’s number: 1
1

32. Click’s number: 1
1

33. Click’s number: 1
1

34. TASK:
offers and
discounts Click’s number to
check offers on
particular
products

35. Click’s number: 5
1 2
43
5

36. Click’s number: 6
1 3 5
2 4 6

37. Click’s number: 1
1

38. Click’s number: 3
1 2
3

39. TASK:
online
shopping
with delivery
Click’s number to buy
a product with
delivery

40. Click’s number: 9
1 5
3 7
2 6
9
4 8

41. Click’s number: 15
1

42. Click’s number: 4
1 3
2 4

43. Click’s number: 6
1 3 5
2 4 6

44. EVALUATION
PARAMETERS
website speed: quickness to charge the website
products catalogue: clear exposition of
offers/products
price visibility: exposition of product’s price
languages: possibility to change te website’s
language
graphic coherence: aesthetic coherence between
colours, pictures and style
product’s description: exhaustive description of
product’s characteristics
shop’s informations: easyness to find timetable and
address of the shops
registration’s speed: quickness to create an account
on the website
easy to use: comprehensibility of how to move on the
website and how to use it
mobile option: possibility to use the App via mobile

45. EVALUATION
PARAMETERS
votes
productscatalogue
website
speed
price
visibilitylanguages
graphiccoherence
productdescription
shopsinform
ation
registration
speedeasyto
use
m
obile
option
8
9
7
6
5
9
10
9
7
5
8
10
3
8
3
3
8
6
8
5
0
10
10
10
6
5
5
7
8
8
6
6
4
5
7
7
4
0
9
5

46. KIVIAT
DIAGRAM

47. shops information
languages
accessibility
products exposition
price visibilityproduct description
graphic coerence
website speed
registration speed

48. shops information
languages
accessibility
products exposition
price visibilityproduct description
graphic coerence
website speed
registration speed
KIVIAT
DIAGRAM

49. KIVIAT
DIAGRAM
shops information
languages
accessibility
products exposition
price visibilityproduct description
graphic coerence
website speed
registration speed

50. shops information
languages
accessibility
products exposition
price visibilityproduct description
graphic coerence
website speed
registration speed
KIVIAT
DIAGRAM

51. shops information
languages
Carrefour NaturaSìEsselunga Eataly
accessibility
products exposition
price visibilityproduct description
graphic coerence
website speed
registration speed
KIVIAT
DIAGRAM

52. WEBSITE
ANALYSIS

53. OFFERS
The monthly offers are
showed in the home page.
They are divided in three
boxes of different colours
depending on the market’s
typology
(Carrefour, Market,
Express).
Once selected the market,
you are automatically
geo-located and the
website shows a list of
available shops, otherwise
you can put a different
location.
Afterwards there are some
instruction about the flyer.
You close the window and
then you can leaf through
the pages directly on the
website or download the
flyer.

54. OFFERS
You have two ways to reach
the offers:
1.On the left side of the
homepage there ‘s the
promotions section.
Clicking on that you need to
choose between 4 options.
If you go on the first one,
“scopri le promozioni” you
are automatically redirect
to the second option (flyer).
If you click on the flyer you
are asked to put a location,
and only at this point you
can watch it or download it.
2.You can scroll down the
homepage and find the link
to the flyer section; in this
way you can skip two steps.

55. OFFERS
There isn’t a real promotion
section.
You have to go to the online
shopping page and see if
there are any offers
scrolling down the
products.
KIVIAT

56. OFFERS You can find very easily the
promotion section in the
homepage.
1.If you go on the first line
it opens a window with four
options.
You click on the one you’re
interested in and at this point
you can choose if you want to
download the flyer, download
the offers’ chart or you can
browse the flyer online.
2. If you click on the pro-
motions green box you will
need one more click to
select the offer you want
but you will end in the same
page.
KIVIAT

57. REGISTRATION On the top of the Homepage
there is the link to log in,
and the process is medium
fast.
Registration’s phase
doesn’t need a lot of datas
and afterwards users can
easily go into their personal
area.
Otherwise customers can
enter into the website using
their personal Facebook’s
account.

58. REGISTRATION Users can create their
personal account
immediately from the right
side of the homepage
It’s not possible to log in
using Facebook’s personal
account, but the process
is easy because there’s no
need of lots of information.

59. REGISTRATION
KIVIAT
The website’s registration is very
easy.
In the Homepage there is the
direct connection to log in, from
where users can choose
between logging with an existent
account or registering
themselves.
Registration doesn’t need a lot of
information and users can
easily go into their personal area.
Customers can also enter using
their Facebook’s personal account
and this make the process faster.

60. REGISTRATION
KIVIAT
Going into the personal
area is not so easy and fast.
There are no links from the
Homepage, and registration
is possible only from the
online shopping’s area.
In this section users can
choose to enter with a new
account, but the process is
not really fast. In fact there
isn’t the possibility to log in
with Facebook or
other social networks.
The information required
are not too much and, when
all datas are added, you can
decide a personal
password.

61. HOME
PAGE
The shapes and the colours
are organized improperly:
it’s used the same colour
for different meanings, the
boxes’ size is not related
to the importance of the
content; moreover diffe-
rent boxes are linked to the
same page.
The background’s image is
confusing and makes rea-
ding the page difficult.
The main menu is pushed
into the background.
Scrolling the homepage
at some point the graphic
change drastically.

62. HOME
PAGE
The graphics is simple and
impersonal.
The advertising in the
centre of the page misleads
the attention of the user
from Carrefour’s pourpose
(it’s linked to the school).
The scheme is clear, it
mainta ins a vertical
development.

63. HOME
PAGE
Graphic coherence is
respected
and the website’s aim is
well point out.
The colours are closely
linked to the nature.
The main menu is clear.
The elements’ disposition is
ordered and horizontal.
KIVIAT

64. HOME
PAGE
Graphic coherence is
respected
and the website’s aim is
well point out.
The colours are closely
linked to the nature.
The main menu is clear.
The elements’ disposition is
ordered and horizontal.
KIVIAT

65. STORE
LOCATOR
On Carrefour website to
find the nearest shop to
you, you have to click on
“Punti Vendita” on the top
of the page near to the shop
logo.
Then automatically the
website thanks to GPS finds
your position and tells you
where are the nearest shops.
You can also put some filters
to your research depending
on the Carrefour you need or
the Carrefour’s service you
need to use.

66. STORE
LOCATOR
On Esselunga homepage
there are two ways to find
the store locator.
The first one is to click the
button “Negozi” on the left
of the page.
The second is on the right
of the home page, and is
more visible, because is
bigger and there is also a
symbol of the locator.
The result of both systems is the
same, but in the first way there are
more clicks to do, but the result is
the same, and the website geo-lo-
calize you without inserting your
adress. You can also add some
filters if you need some specific
services from your Esselunga’s
shop.

67. STORE
LOCATOR
To find Eataly’s shops, the
voice “Negozi” is at the very
top of the home page, and
the font is really narrow and
little, so is not so visible in
the complex.
Once you click on “Negozi” an
horizontal line of all
italian shops pictures’s
appears, and you have to
choose the one you are
searching for; scrolling the
page there are also Eataly’s
shops worldwide.
Once you have clicked on the
picture a new page with the profile
of the shops opens, with all the
informations, from the adress to
the next event in the shop.
KIVIAT

68. STORE
LOCATOR
There are two options in
NaturaSì’s website to use
the store locator.
The first one is in the high
part of the page and you
have to write your city and
adress.
The second way is longer
and you have to click on the
button “Negozi” and then
“Trova Negozi”.
The result of both the ways
is the same, but the first
one is the faster, especial-
ly if you already know the
street you need.
KIVIAT

69. PRODUCTS
SOCIAL
ASPECTS
The research’s results are
in both the products and
magazine area
In this specific istance there
is only one product, which
isn’t exactly what the user
was searching for
The website indicates in
which shop it is possible to
find the product
At the very bottom of
Carrefour homepage, there
are the links to the social
networks where it has a
profile; there is also Twit-
ter’s window in which the
most recent Tweets with
#CarrefourItalia are shown

70. PRODUCTS
SOCIAL
ASPECTS
The research doesn’t show
products form the section
“spesa” of the website
It uses as search engine
Google, giving to customers
too many results (recipes,
leaflets,..)
There are no links to social
networks pages on
Esselunga’s webiste

71. PRODUCTS
SOCIAL
ASPECTS
The research is divided into
found products and search
suggestions
At the bottom of Eataly’s
home page there is a part
reserved to Eataly’s social
network
There are Facebook,
Twitter, Instagram and
Google Plus, and all the
icons are linked to the
corresponding social
network
KIVIAT

72. PRODUCTS
SOCIAL
ASPECTS
The absence of the specific
product is not explained
On the top of NaturaSì’s
homepage there is the
Facebook icon and, by
clicking here, one can like
the NaturaSì’s facebook
page
There is also the number of
likes of the page
KIVIAT

73. ACCESS
TO
PRIVATE
AREA On Carrefour’s homepage
to go to you private profile
firstly you have to click on
“Accedi a MyCarrefour” and
then you have to fill the
boxes with your e-mail and
password, after you have
clicked on “Accedi” your
personal profile with all
your informations appears

74. ACCESS
TO
PRIVATE
AREA
To log-in in your
Esselunga’s personal
account there’s a button
at the top on the right side
of the page. Here you click
on “My Esselunga” and fill
will your datas (Mail and
Password), then, when you
have clicked on “Accedi” all
your informations, including
points balance appears in
the window.

75. ACCESS
TO
PRIVATE
AREA To log in your personal
profile on Eataly’s website
you have first to click on the
“Accedi/Registrati” button,
and then appears a window
where you can register or
log in, also via Facebook
Once you have logged in
on the page you have your
account and all your datas.
KIVIAT

76. ACCESS
TO
PRIVATE
AREA
There isn’t a private area in
NaturaSì’s webiste.
KIVIAT

77. ONLINE
SHOPPING
It’s possible to entert into
shooping online directly
from the Homepage,
The shopping area has too many
elements, which make the page
confusing (ex. banners, products,
prices, different sections, ect..) and
products have not a real description
(ex. provenience, nutritional tabels,
ect)
Although choosing products
is really simple and users
can decide to recieve
shopping at home or collect
it from the market directly.
There are a lot of passages
from the beginning to the
final click, but the service is
very complete and
satisfying.

78. ONLINE
SHOPPING
In the homepage there is
the direct link to the online
shopping’s area.
This part of the website is very
confusing and there are too many
elements in (ex. different sections,
banners, brands, nutritional table)
Product exposition is not so
clear cause different brands
are shown before specific
elements, but products
have a good description and
tables.
The only way to finish and
pay is entering with the
personal account, and this
part requires a lot of time.
At the end the process is
really long, with too many
passages

79. ONLINE
SHOPPING
Eataly’s website is
structured differently from
other websites: in fact
shopping could be done
directly from the
Homepage.
Products’ area is very clear and
there are not unnecessary
elements.
Products are shown in the
best way, with their prices
and own descriptions (ex.
provenience, nutritional
values, ect..)
Paying is very fast: in only
one passage it’s possible to
finish all the shopping and
decide the paying way .
KIVIAT

80. ONLINE
SHOPPING
There is a direct link from
the Homepage to the online
shopping.
This area of the website is
confusing beacause of a lot of
banners and too many sections, but
once products are selected,
continuing the process is very
intuitive.
Moreover each element has
its own description, that
make the selection easier.
Prices are shown very well,
even if it’s not so clear
when a product is
effectively into the
“Carrello” or not.
When user has finished the
shopping, can click on the
“Termina spesa” botton, but it’s
a long way from this point to the
real end. In fact website
requires a lot of information
about the account, the user’s
address and other peculiarities.
KIVIAT

81. APPS
ANALYSIS

82. MOBILE
OPTIONS
On the home page the
features are:
- PassaRapido (useful
in store for a faster
shopping)
- The current flyer
(general)
- Your favorite store
(specific information
on your favourite retail
store)
Pushing on the menu
bar you will have the
following functions (see
screenshot), what we’re
going to do is analyze
the most relevant for our
research.
Stores:
Location function is very
simple and intuitive,
in the map mode and
also manual search.
Moreover, if you enable
the services of GPS, the
application allows you to
view directly the stores
closer in a list.
By selecting the store
you were looking for,
this app shows you
all the information
about it, including the
time-tables, special
promotions and many
important services.

83. MOBILE
OPTIONS
Before starting using
the App:
You need to Registrate or
Log in with your datas (it
is necessary the “Fidaty”
card). Otherwise you can
enter as a host.
Find Store:
It allows you to create
shopping lists and give
the a name or a date.
The main difect of this
function is that the
selection of the products
is difficult to understand:
before to start shopping
they “teach” you how to
do it in 4 steps.
Choose you discount:
“What is it?”
It allows you to select
6 products from the
catalogue and receive a
special discount.
Pretty easy to use, but
only once you know
the modalities of this
service.
Stores:
The location function
very simple and intuitive,
in the map mode
and manual search.
Moreover, if you enable
the services of GPS, the
application allows you to
view directly the stores
closer to you in a list,
orded by distance.

84. MOBILE
OPTIONS
NO MOBILE OPTION IS
AVAIABLE FOR EATALY’S SHOP.
KIVIAT

85. MOBILE
OPTIONS
Starting using App:
You need to Registrate
or Log in with your
credentials (it is not
necessarythe“NaturaSì”
card). The registration is
really easy and it doesn’t
take a lot of time.
Find Store:
It allows you to find, by
manual research or by
GPS map, the stores near
you. The main difect is
that it doesn’t show you
automatically the stores
closer to you in a list.
My list:
It allows you to create
shopping lists and give
them a name or a date.
It works very well and it
has an intuitive function,
with a wide selection and
research (you can also
see all the products’s
characteristics).
Products and
Promotions:
It shows you all the
Naturasì’s cathalogue
and the current
promotions, the
products are visible and
organized.
KIVIAT

86. WEBSITE
PROPOSAL

87. NEW
INTERFACE
PROPOSAL
MAKE IT
MORE
VISIBLE
MOVE THE
“CLICCA
E RITIRA”
BOX AT THE
BOTTOM OF
THE PAGE
DELETE THE
BACKGROUND
PICTURE
DELETE THE
ADVERTISEMENT
FROM THE
CENTER OF THE
PAGE
GROUP THE
BOXES BY
COLOR

88. NEW
INTERFACE
PROPOSAL

89. NEW
INTERFACE
PROPOSAL
MAKE THE MAP
SMALLER AND
CENTERED
MAKE THE
BOXES
VERTICAL
STRETCH
THE MENU
IN ORDER
TO FIT THE
PAGE
MOVE THE
BOXES TO
THE EDGE
OF THE
PAGE

90. NEW
INTERFACE
PROPOSAL

91. THE
END