Dishing up Confidence and Clicks
Understanding User Needs and Challenges
Dishing up Confidence and Clicks
Understanding User Needs and Challenges
Primary Research
Understanding the User
Given limited time & budget, the primary research involved user surveys and gathering customer feedback through the internal sales and marketing team. It enabled us to delve into the nuances of the existing customers and insights into the users habits and the specific challenges faced by their current customers. The results were then quantified into user statements:
Primary Research
Understanding the User
Given limited time & budget, the primary research involved user surveys and gathering customer feedback through the internal sales and marketing team. It enabled us to delve into the nuances of the existing customers and insights into the users habits and the specific challenges faced by their current customers. The results were then quantified into user statements:
Primary Research
Understanding the User
Given limited time & budget, the primary research involved user surveys and gathering customer feedback through the internal sales and marketing team. It enabled us to delve into the nuances of the existing customers and insights into the users habits and the specific challenges faced by their current customers. The results were then quantified into user statements:
User Statements:
I've had my credit card information stolen online before, so I worry about the safety of my personal information when shopping online.
I've had my credit card information stolen online before, so I worry about the safety of my personal information when shopping online.
I've had my credit card information stolen online before, so I worry about the safety of my personal information when shopping online.
I appreciate when websites are transparent about their security measures and pricing. It helps me feel more confident about making a purchase.
I appreciate when websites are transparent about their security measures and pricing. It helps me feel more confident about making a purchase.
I appreciate when websites are transparent about their security measures and pricing. It helps me feel more confident about making a purchase.
I often struggle understanding the process while shopping online and can prefer to have human interaction as this helps to avoid making any mistakes.
I often struggle understanding the process while shopping online and can prefer to have human interaction as this helps to avoid making any mistakes.
Themes and patterns:
Security
Many respondents emphasised the importance of feeling secure when making online purchases, citing past experiences with theft and hacking.
Security
Many respondents emphasised the importance of feeling secure when making online purchases, citing past experiences with theft and hacking.
Clear Communication
Several participants expressed a desire for clearer communication about pricing and security measures on e-commerce platforms.
Clear Communication
Several participants expressed a desire for clearer communication about pricing and security measures on e-commerce platforms.
Digital Apprehension
Some respondents highlighted the convenience of online shopping but expressed difficulties navigating new technologies.
Digital Apprehension
Some respondents highlighted the convenience of online shopping but expressed difficulties navigating new technologies.
Secondary Research
Exploring Unique User Needs
Secondary research was conducted using already published data, analysis and case studies was conducted to gain a wider understanding of our users. The focus was to build upon insights found in the primary research. The finding were then plotted on an affinity diagram.
Secondary Research
Exploring Unique User Needs
Secondary research was conducted using already published data, analysis and case studies was conducted to gain a wider understanding of our users. The focus was to build upon insights found in the primary research. The finding were then plotted on an affinity diagram.
Secondary Research
Exploring Unique User Needs
Secondary research was conducted using already published data, analysis and case studies was conducted to gain a wider understanding of our users. The focus was to build upon insights found in the primary research. The finding were then plotted on an affinity diagram.
Insights
Accessibility and Usability:
Visual enhancements for better visibility.
Intuitive and straightforward navigation design.
User-friendly actions with clear call-to-action buttons.
Emphasis on device adaptability and responsive design.
Integration of assistive features like text-to-speech functionality.
Accessibility and Usability:
Visual enhancements for better visibility.
Intuitive and straightforward navigation design.
User-friendly actions with clear call-to-action buttons.
Emphasis on device adaptability and responsive design.
Integration of assistive features like text-to-speech functionality.
Personalised Experience
Focus on enhancing the overall user experience through account registration.
Presentation of tailored information, especially pricing based on Home Care Package inclusions.
Efficient ordering facilitated by features like order history and favourites.
Timely reminders for meal ordering deadlines and promotions.
Streamlined and simplified processes for account registration.
Personalised Experience
Focus on enhancing the overall user experience through account registration.
Presentation of tailored information, especially pricing based on Home Care Package inclusions.
Efficient ordering facilitated by features like order history and favourites.
Timely reminders for meal ordering deadlines and promotions.
Streamlined and simplified processes for account registration.
Support and Communication
Emphasis on transparent communication of policies related to pricing, delivery areas, and order modifications.
Provision of guidance resources, including tutorials and help sections.
Inclusive information sharing about website accessibility features.
Accessible support channels.
Support and Communication
Emphasis on transparent communication of policies related to pricing, delivery areas, and order modifications.
Provision of guidance resources, including tutorials and help sections.
Inclusive information sharing about website accessibility features.
Accessible support channels.
eSafety Commissioner, 2021
57%
Low to no Digital literacy
Those 70 and over are more digitally disengaged, citing lack of trust, confidence, skills and personal relevance.
19%
Shop Online each week
70 – 79 yr olds Buy goods online at least once a week
45%
Reported experiences with virus, scam, credit card and personal information theft.
63%
Report details being stolen when buying online.
72%
Vulnerability of devices to hacking.
Psychographics
Intersection of Age and E-commerce
Understanding the psychographics of elderly e-commerce users is vital for tailoring online shopping experiences. As noted in both the primary and secondary research, their comfort with technology varies, influencing their preferences and behaviors. Health, brand loyalty, social engagement, and security concerns play significant roles in their purchasing decisions. Crafting experiences that address these nuances is essential for meeting the unique needs of elderly users.
Psychographics
Intersection of Age and E-commerce
Understanding the psychographics of elderly e-commerce users is vital for tailoring online shopping experiences. As noted in both the primary and secondary research, their comfort with technology varies, influencing their preferences and behaviors. Health, brand loyalty, social engagement, and security concerns play significant roles in their purchasing decisions. Crafting experiences that address these nuances is essential for meeting the unique needs of elderly users.
Psychographics
Intersection of Age and E-commerce
Understanding the psychographics of elderly e-commerce users is vital for tailoring online shopping experiences. As noted in both the primary and secondary research, their comfort with technology varies, influencing their preferences and behaviors. Health, brand loyalty, social engagement, and security concerns play significant roles in their purchasing decisions. Crafting experiences that address these nuances is essential for meeting the unique needs of elderly users.
User Personas
Bringing the Users to Life
From both the primary and secondary research user personas where developed. The personas were crafted to represent the diversity within the elderly audience, considering varying levels of technological proficiency, preferences for communication, and health-related needs.
User Personas
Bringing the Users to Life
From both the primary and secondary research user personas where developed. The personas were crafted to represent the diversity within the elderly audience, considering varying levels of technological proficiency, preferences for communication, and health-related needs.
User Personas
Bringing the Users to Life
From both the primary and secondary research user personas where developed. The personas were crafted to represent the diversity within the elderly audience, considering varying levels of technological proficiency, preferences for communication, and health-related needs.
User personas played a pivotal role in guiding the design process, anchoring the project around the needs and preferences of real users. These personas facilitated effective communication among team members, aligning everyone towards a shared vision of creating a site that resonates with and caters to the needs of the users.
User personas played a pivotal role in guiding the design process, anchoring the project around the needs and preferences of real users. These personas facilitated effective communication among team members, aligning everyone towards a shared vision of creating a site that resonates with and caters to the needs of the users.
User personas played a pivotal role in guiding the design process, anchoring the project around the needs and preferences of real users. These personas facilitated effective communication among team members, aligning everyone towards a shared vision of creating a site that resonates with and caters to the needs of the users.
Competitor Analysis
Understanding the Industries Strengths and Weaknesses
Understanding the competitive landscape to help gain a deeper insights into the industry, its standards, and any possible opportunities for improvement. analysing the website user experience design and layout of The Good Meals Co, Lite n' Easy, Gourmet Meals, and Nourish'd allowed us to gain more insights into what the competitors are doing right and wrong and how it can be done better.
Competitor Analysis
Understanding the Industries Strengths and Weaknesses
Understanding the competitive landscape to help gain a deeper insights into the industry, its standards, and any possible opportunities for improvement. analysing the website user experience design and layout of The Good Meals Co, Lite n' Easy, Gourmet Meals, and Nourish'd allowed us to gain more insights into what the competitors are doing right and wrong and how it can be done better.
Competitor Analysis
Understanding the Industries Strengths and Weaknesses
Understanding the competitive landscape to help gain a deeper insights into the industry, its standards, and any possible opportunities for improvement. analysing the website user experience design and layout of The Good Meals Co, Lite n' Easy, Gourmet Meals, and Nourish'd allowed us to gain more insights into what the competitors are doing right and wrong and how it can be done better.
Insight and Observations
1
Observation
Websites lack a clear information hierarchy for seniors, particularly regarding Home Care Package (HCP) and NDIS assistance.
1
Observation
Websites lack a clear information hierarchy for seniors, particularly regarding Home Care Package (HCP) and NDIS assistance.
2
Observation
The ordering process on competitors' platforms is overly complex, leading to confusion and frustration among elderly users.
2
Observation
The ordering process on competitors' platforms is overly complex, leading to confusion and frustration among elderly users.
3
Observation
Pricing information across competitor websites is inconsistent and often unclear, especially regarding HCP subsidies and discounts.
3
Observation
Pricing information across competitor websites is inconsistent and often unclear, especially regarding HCP subsidies and discounts.
1
Solution
Adhere to WCAG guidelines, prioritise essential details for seniors, and create a dedicated, user-friendly landing page with step-by-step guidance on accessing support programs.
1
Solution
Adhere to WCAG guidelines, prioritise essential details for seniors, and create a dedicated, user-friendly landing page with step-by-step guidance on accessing support programs.
2
Solution
Streamline the ordering journey by simplifying the interface, reducing the number of steps, and providing clear instructions at each stage to improve user experience and increase conversions.
2
Solution
Streamline the ordering journey by simplifying the interface, reducing the number of steps, and providing clear instructions at each stage to improve user experience and increase conversions.
3
Solution
Standardise pricing information, provide transparent details about HCP subsidies and eligibility criteria, and offer personalised guidance to users seeking financial assistance, ensuring clarity and trustworthiness in pricing communication.
3
Solution
Standardise pricing information, provide transparent details about HCP subsidies and eligibility criteria, and offer personalised guidance to users seeking financial assistance, ensuring clarity and trustworthiness in pricing communication.
WCAG Guidelines
The Blueprint for Digital Inclusivity
Based on the insights gained it became clear that the website must meet the Web Content Accessibility Guidelines (WCAG) guidelines. By aligning the design and development of the website with these guidelines, the site will contribute to a more inclusive and user-friendly experience for all users.
WCAG Guidelines
The Blueprint for Digital Inclusivity
Based on the insights gained it became clear that the website must meet the Web Content Accessibility Guidelines (WCAG) guidelines. By aligning the design and development of the website with these guidelines, the site will contribute to a more inclusive and user-friendly experience for all users.
WCAG Guidelines
The Blueprint for Digital Inclusivity
Based on the insights gained it became clear that the website must meet the Web Content Accessibility Guidelines (WCAG) guidelines. By aligning the design and development of the website with these guidelines, the site will contribute to a more inclusive and user-friendly experience for all users.
Perceivable
Ensure all text on the website is in a large, easily readable font.
Use high-contrast colours to enhance visibility.
Provide text alternatives for images, especially for important content.
Operable:
Design a simple and intuitive navigation system with clear labels.
Implement keyboard accessibility for users who may not use a mouse.
Optimize the website for responsiveness across various devices.
Understandable
Create clear and distinct call-to-action buttons with descriptive labels.
Provide tutorials and help guides to assist users in navigating the website.
Streamline the account registration process for user-friendliness.
Robust
Regularly test the website with different user agents and assistive technologies to ensure compatibility.
Stay updated with evolving web technologies to maintain the website's accessibility.