Coca-Cola en tu hogar (CCETH) is a Latin market focus model and was launched as a quick response to the consumer needs developed in the pandemic. Due to the quick response and implementation,  user evaluation was needed to validate and improve it. I did a usability test of the subscription/ ordering feature of the website.

Coca-Cola en tu hogar

Micro-usability test

Participants

I conducted the test with three participants

Methodology

  • Two virtual and one in-person test

  • In-person tests: Performed at participant ́s apartment. Participants used tester ́s laptop 

  • Virtual test:  Performed using Zoom (screen sharing)

  • Duration: ~ 20 minutes each

Script Overview

Share description and goals. Participants were told to talk and explain the process and actions while performing them. Follow-up questions were asked after each task’s completion. 

 

Follow-up questions: 

  • What worked well/ what didn't?

  • Did you misunderstand anything?

  • What would you like to see differently?

  • Why did you do this in that way?

Results

The platform seems to present some issues for the users when trying to perform the requested tasks. In some cases, not only the users had a hard time understanding the system but failed to complete the task. The common denominator would be that the flow and the feedback for the users were not clear, which caused confusion and in some cases frustration in the participants.   Additionally, there were some glitches present during some of the tests that could potentially be a result of bugs in the code.

Next up

1  —

How?

  • How are users looking for specific products?

  • Do users know where to start the process?

  • Do users notice/use the validation step, if so when?

2  —

What?

  • How are users looking for specific products?

  • Do users know where to start the process?

  • Do users notice/use the validation step, if so when?

3 —

Why?

  • Are there any design issues for validating coverage?

  • Are users getting confused at any point in the experience?

Most relevant features

  1. Find specific products by brand

  2. Buy a single item (pack)

  3. Subscribe to auto-delivery

  4. Find special offers

  5. Get information about what CCETH is and how it works.

Developed tasks from product's features

  1. Find  information on how CCETH works

  2. Find the offers going on right now

  3. Find the 6 pack Fuze Tea Te Negro 

  4. Purchase 2 packs of Fuze Tea Te Negro 

  5. Subscribe to automatically receive 2 packs of Fresca monthly

Paulina

Female, 58

  • Finance Manager

  • Sometimes does online shopping, but in some cases prefers offline. 

  • Cares about safety and security when shopping online, especially for services

Diego

Male, 29

  • Software Engineer

  • Does almost all of his shopping online.

  • Cares about services that are reliable and efficient

Ariel

Male, 32

  • Consultant

  • Comfortable with online shopping for products and services.

  • Tends to buy online and has several subscriptions

Task One Results

 For this task, most of the users explored different pages and tried to figure out what the service was about without getting to the page where it is all explained.

 

One participant was able to get to the page containing the information and he achieved it after a few extra clicks, then finally finding the tab in the footer and mentioned feeling unsure

Task Two Results

Most participants were able to click on the “promotions” tab and identified only one promotion being available at the moment.  It was uncovered during one of the tests that there are actually a few more promotions going on. These promotions are only visible when a user creates an account or logs in without users knowing

Task Three Results

 One participant who tried to validate their location first was unable to complete this task because there seemed to be a glitch in the system.  The user who was navigating the system without validating or creating an account was successful in the task, with the only feedback being feeling uncomfortable with not seeing any price or purchase information displayed and being unsure of what he would do next

Task Four & Five Results

None of the participants were able to complete either of these tasks.  The participants mentioned constantly not being sure what to do next and quitting. There was a case when a user found the fill-out form after trying to validate but got frustrated after keep being directed to the top of the page over and over again, for every time she filled out the “Ya casi terminas”(you're almost done) form.

Reduce Cognitive Overload

Make the banner related to learning more about CCETH. The copy “Ver mas” could be more clear if related to learning more about the service. Right now that button takes you to the promotions page, this is confusing. There are three Coca- Cola logos and  a lot of text which makes it is hard to understand the hierarchy 

A progress bar implementation

Adding a progress bar to explain the process to the user and will provide information that will allow them to know what to do next and what to expect.

 

A progress bar could be a good solution to decrease cognitive load, for the user to know what to do next and what to expect from the overall experience. This is also a good way to provide feedback on their progress to achieve a task.

Clear Feedback

Making sure the feedback the system gives to the user is clear. The system should tell the user what is expected from them in a  clear way so that they don’t have to spend too much effort trying to figure it out. The experience should be intuitive and the system can rely on visual feedback.  In this case relying heavily on visual elements on top of color is important, especially considering that brand color is red.