Coca-Cola en tu hogar

Micro-usability test 

This project had a Latin market focus and was launched as a quick response to the consumer needs developed as a response to the pandemic. Due to the quick response and implementation, some evaluation with a user-focused was needed to validate and improve it. I did a usability test of their subscription/ ordering feature of the website. 

Getting to know Coca-Cola en tu hogar?

Coca-Cola en tu hogar is an online platform where users can purchase a variety of products within the Coca Cola portfolio to be delivered. 

Research questions and objective

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?

Why?

  • Do users get frustrated?

  • Are users abandoning their tasks or exiting the site?

What?

  • Are there any design issues for validating coverage?

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

Objective

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

 

Tasks from features

  1. Find all the information on how CCETH works

  2. Find the offers that are going on right now

  3.  Find the 6 pack Fuze Tea Te Negro Durazno

  4. Purchase 2 packs of Fuze Tea Te Negro Durazno

  5. Subscribe to automatically receive 2 pack of Fresca 4 units monthly

Participants

  • Age: 29

  • Male

  • Is currently in Ann Arbor, Mi but is originally from Cuernavaca, Morelos

  • Software Engineer

  • Does almost all of his shopping online.

  • He values services that are reliable and efficient

  • Age: 58 

  • Female

  • Lives in Queretaro

  • Finance Manager

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

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

  • Age: 50

  • Male

  • Lives in San Luis Potosi

  • Consultant

  • Comfortable with online shopping for products and services.

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 + video call)

  • 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 overall conclusion is that the platform seems to present some issues for the users when trying to perform the 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.

Task One

As a new user of the system, participants were expecting to see a more “obvious” display of the CCETH description and information. For this task, most of the users explored different pages and tried to figure out what the service was about without necessarily getting to the page where it is all explained. Only 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.

a) display of  page footer

Task Two

Most of the users were able to click on the “promotions” tab and identified only one promotion being available at the moment, which we could say was a success for this task, but 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. 

Unsure if this is on purpose and promotions are generally hidden for some reason.

b) display of one promotion in a user case with no account or validation.

Task Three

There were three different scenarios in this task. The user who tried to validate their location first was unable to complete this task because there seemed to be a glitch in the system. Every time she clicked on the Fuze Tea tab (or any tab), the system kept displaying the “home” page. 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. The third user, who created an account was successful in this task.

c) display of one product page when user isn't logged in, nor validated coverage

Task Four & Five

None of the participants were able to complete either of these tasks. The issues they encountered were directly related to the fact that there is no user feedback. The user is not sure what to do next and therefore there is a heavy cognitive load, causing frustration. Again, if the user adds an address to validate, then the feedback the system gives is not clear, leaving room for confusion (address now is being displayed on top left, which users interpreted as validated, but the system keeps displaying “validate”). 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” form.

Recommendations 

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, where you can only see one. As a first time user, having the banner (page hero) being about understanding the site process and learning more about the service is more valuable than being directed to promotions.

Adding a progress bar to explain the process to the user. If they need to validate, then create an account and then explore the site, or whatever the expected process is, make sure that the user is clear about the steps he or she should take. 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.

Examples:

Make sure the feedback the system gives to the user is clear. The system should tell the user what is expected from them in a visually clear way so that they don’t have to spend too much effort on trying to figure it out. The experience should be intuitive and the system can rely on visual feedback. It is a good practice to make it as obvious as possible, maybe relying on clear text or high contrast. 

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