June Lim 林渼润

ASDA/ Walmart

Project Goal/ Challenge:  

The client (US based team) developed an additional shopping list feature on their Android shopping app. They wanted to validate the usability and to check that customer’s needs are met. 

RedEye project team recommended carrying out contextual usability testing in store, with 12 participants over 2 days. That allowed users to simulate a shopping journey on the shop floor using the new feature in the app. 

Approach: 

  • 2 day in-store contextual research
  • Prototype app supplied by client
  • Locally sourced Android phones
  • In-store dry run sessions prior to 2 day research
  • 1.5hour 2 part testing: pre-shop floor list making; shopping experience

Team:

  • Lead moderator
  • Assistant moderator 
  • Cameraman
  • IT support
  • Project Coordinator 
  • UK based client coordinator 
  • US based clients’ app development team 
  • US based client leads

My Role: 

Co-moderator, Participant recruitment liaison, Project coordination

Participant Recruitment

Having agreed the recruitment participant profiles with the client, I liaised with the 3rd party recruitment agents to agree on participant profiles and screener. These were signed off by the client before recruitment took place. 

Client/ Location Coordination

I coordinated with client’s UK based contact to organise the ASDA/ Walmart branch we eventually tested in, and agreed with the store manager the days and times testing were carried out. We also arranged a room for the project team (including client) to meet and debrief after each session/ day. It was also where the IT support and camera person downloaded the video shots to be used for analysis. 

Usability Testing Script

The usability testing script was written with two parts to the test session. First simulated users inputting items they would like to get during their shop at the supermarket. The second simulated using the app on the shop floor as they carried out their shopping. 

ASDA Contextual Research and Report
ASDA Contextual Research and Report

Deliverables: 

  • Full report containing severity ratings table & recommendations
  • Mockups of recommendations included in report
  • Full set of video footages output from Morae recordings

Key Findings:

Although the new shopping list feature itself contained multiple useful functions, there was a general questioning amongst participants on the need of a shopping list with a built in total spend calculator. 

ASDA usability testing findings and recommendations
ASDA usability testing findings and recommendations 1
ASDA usability testing findings and recommendations
ASDA usability testing findings and recommendations 2

Outcome/ Impact:

With the key findings, the client team returned to review and fine tune the app.