William D Judge

2015  BANNER  SITES  REDESIGN   Screenshot  Click  Test   Bill  Judge   5/6/2015   © Copyright 2015 The Kroger Co., Confidential 1 Background   © Copyright 2015 The Kroger Co., Confidential 2 Background   The  Kroger  Technology  User  Experience  Team  has  been  engaged  to   plan  and  execute  user  research  and  tesDng  to  help  validate  the   design  and  usability  of  the  Banner  sites  redesign  effort  that  began  in   early  2015.   Research  objecDves  include:   1. Gathering  overall  feedback  that  applies  to  mulDple  wireframe  and  visual  design   concepts.   2. Understanding  perceived  funcDonality  across  design  concepts.   3. IdenDfying  preferred  elements  across  design  concepts.   4. Benchmarking  the  usability  of  the  Banner  sites  user  interface  across  desktop,  tablet   and  mobile  devices.   © Copyright 2015 The Kroger Co., Confidential 3 Background,  cont.   The  most  recent  research  acDvity  we  have  conducted  is  a   Screenshot  Click  Test.   A  Screenshot  Click  Test  is  a  behavioral  usability  evaluaDon  technique   where  users  are  asked  to  complete  various  tasks  by  interacDng  with   a  clickable  design  prototype.  User  trends  and  behavioral  paTerns   can  then  be  idenDfied  in  order  to  streamline  paths  and  interacDons.   © Copyright 2015 The Kroger Co., Confidential 4 Methodology   A  Click  Test  was  conducted  against  each  of  three  variaDons  of  new  design  wireframes  being   prepared  for  Kroger.com  (referred  to  herein  as  “Concept  1,”  “Concept  2,”  and  “Concept   3.”).  Each  concept  was  opDmized  for  the  “Eileen”  digital  user  persona.  We  tested  against  a   total  of  four  screens  from  each  design  concept  (Home,  Savings  Center,  Search  Results,   Product  Detail).   A  total  of  428  unique  persons  were  invited  to  parDcipate  in  the  Click  Test.  ParDcipants  were   asked  to  complete  various  tasks  by  interacDng  with  a  clickable  design  prototype.  Tasks  were   selected  according  frequency  of  use  and  value  to  Kroger.com  users.   Tasks  were  selected  according  frequency  of  use  and  value  to  Kroger.com  users.   All  428  parDcipants  were  recruited  from  OpDmal  Workshop’s  online  usability  test  panel.   ParDcipants  completed  test  via  a  unique  survey  URL  provided  by  the  Kroger  Technology  UX   team.   © Copyright 2015 The Kroger Co., Confidential 5 User  Tasks   1. Find  digital  coupons  you  can  load  to  your  shopper’s  card  to  save  on  the  items  you  purchase.    home.jpg   2. Find  where  you  can  research,  and  order  online,  casual  summer  clothing  that  you  can  wear.  home.jpg   3. Find  the  sale  items  and  special  offers  currently  available  at  your  Kroger  store.  home.jpg   4. Find  which  of  the  products  you  regularly  purchase  are  on  sale  or  have  coupons  available  to  download.  home.jpg   5. Find  your  fuel  points  available  to  redeem  this  month.  home.jpg   6. Find  your  Kroger  store’s  holiday  hours.  home.jpg   7. Find  where  to  enroll  to  have  your  prescripDons  automaDcally  refilled  each  month.  home.jpg   8. Find  answers  to  quesDons  about  your  Kroger.com  digital  account.  home.jpg   9. Find  where  to  contact  Kroger  to  request  a  product  at  your  store.  home.jpg   10. Find  where  to  place  a  grocery  order  online  that  you  can  pick  up  at  your  store  when  it's  convenient  to  you.   home.jpg   11. Find  where  to  order  online  vitamins,  supplements  and  natural  foods  that  can  be  delivered  to  your  home.  home.jpg   12. Find  Kroger’s  selecDon  of  natural  and  organic  foods.  home.jpg   13. Find  ideas  on  how  to  plan  a  holiday  party.  home.jpg   © Copyright 2015 The Kroger Co., Confidential 6 User  Tasks,  cont.   14. Find  where  to  order  a  birthday  cake  online,  which  you  can  pick  up  at  your  store  at  a  date  and  Dme  convenient  to   you.  home.jpg   15. Find  where  you  can  add  Tide®  Laundry  Detergent  to  the  grocery  list  you'll  use  the  next  Dme  you  shop  with  us.     msc.jpg   16. Find  a  healthy,  affordable  meal  that  you  can  prepare  and  your  family  will  eat.  msc.jpg   17. Where  would  you  click  to  find  KC  Masterpiece®  Barbecue  Sauce?    serp.jpg   18. Find  nutriDon  informaDon  for  Quaker  Maple  &  Brown  Sugar  Instant  Oatmeal.    pdp.jpg   19. Find  any  coupons  available,  for  this  item,  that  you  can  download  to  your  shopper's  card.  pdp.jpg   © Copyright 2015 The Kroger Co., Confidential 7 ObservaCons  &   RecommendaCons   © Copyright 2015 The Kroger Co., Confidential 8 ObservaDons  &  RecommendaDons   • Concepts  1  and  2  performed  similarly.  Concept  3  did  not  test  quite  as  well.   • Concept  1  is  well  executed,  but  somewhat  busy,  with  many,  many  fixaDons.  The  Home  page  contains  redundant  links  (List  InspiraDon,   Sale  items),  and  ambiguous  and  indisDnguishable  links  (List  InspiraDon,  My  Shopping  Profile,  Urgent  Items)  which  create  confusion.   The  pinned  cart  is  definitely  an  aTenDon-­‐grabber,  but  it  contains  elements  with  weak  affordances  and  informaDon  scents,  which   creates  confusion  and  delay.  Links  should  look  like  links,  and  content  like  content.   • Concept  2  was  considerably  less  complex,  with  far  fewer  design  elements  and  fixaDons,  less  ambiguity,  and  overall  best  Dmes  on  task.   The  ambiguity  of  the  main  navigaDon  nodes  was  especially  impacnul  to  concept  2  because  the  design  as  a  whole  contained  fewer   entry  and  engagement  points,  which  becomes  problemaDc  when  it's  not  clear  where  to  drill  down  through  the  main  navigaDon.   • Concept  3  was  the  most  complex  of  the  three  concepts,  with  a  significant  number  of  fixaDons,  the  header  area  in  parDcular.  Concept   2  had  the  longest  Dmes  on  task.  It's  my  opinion  that  this  concept  simply  aTempts  to  surface  too  much  informaDon  at  one  Dme,  and   could  benefit  greatly  by  deferring  nom-­‐criDcal  content  and  funcDonality  to  interior  pages,  or  as  extras  on  demand  (think  "responsive   disclosure).  Displaying  by  default  the  sub-­‐navigaDon  opDons  for  the  "Shop  By"  node  was  especially  helpful  in  providing  informaDon   scent  and  direct  access  to  the  product  catalog.   • The  main  navigaDon  node  “Explore”  appears  to  be  ambiguous,  and  has  a  weak  informaDon  scent.  To  a  lesser  degree,  “Shop  By”  also,   with  a  demonstrated  reluctance  to  select  it  unless  sub-­‐navigaDon  opDons  are  displayed,  such  as  in  concept  3.  "Shop  By"  could  mean   many  different  things  to  different  customers.  I  would  consider  re-­‐labeling  both  nodes.  AddiDonally,  it  might  be  helpful  to  explore   ways  to  briefly  and  temporarily  display  the  sub-­‐navigaDon  opDons  for  "Shop  By,"  to  strengthen  the  informaDon  scent  by  making  its   contents  clearer.  This  can  be  done  by  exposing  by  default  on  the  Home  page  only  (see  HomeDepot.com),  or  by  briefly  exposing  on   the  Home  page  using  a  simple  animaDon.   • Link  ambiguity  can  be  managed  by  eliminaDng  redundancy,  creaDng  strong  visual  affordances  (ensure  links  actually  look  like  links),   and  creaDng  a  strong  informaDon  scent  through  appropriate  labeling.   © Copyright 2015 The Kroger Co., Confidential 9 ObservaDons  &  RecommendaDons,  cont.   • It  doesn’t  appear  to  be  clear  to  customers  that  online  ordering  opDons  are  available,  what  the  item  assortment  looks  like,  what   fulfillment  opDons  are  available,  or  where  and  how  to  start.   • ParDcipants  struggled  to  accurately  and  quickly  locate  digital  coupons  from  Home  page,  for  all  three  concepts.  Many  parDcipants   seemed  to  confuse  the  "Add  to  List"  and  "Add"  buTons  with  loading  a  coupon  to  shopper's  card.   • ParDcipants  also  struggled  to  locate  the  weekly  ad.  I  suspect  one  of  the  primary  reasons  for  this  is  the  ambiguity  of  the  "Savings"   node  in  the  main  navigaDon.  It  might  also  be  helpful  to  provide  direct  access  to  the  weekly  ad  from  the  Home  page.   • The  pinned  cart/list  is  an  enormous  aTenDon-­‐grabber,  and  can  anchor  the  online  shopping  and  list-­‐building  experience.  AddiDonally,   it  could  be  leveraged  to  introduce  the  online  shopping  experience,  including  how  it  works,  which  items  items  and  fulfillment  opDons   are  available,  etc.   • Center-­‐court  products  are  enormous  aTenDon-­‐grabbers.  This  is  not  necessarily  a  bad  thing,  but  the  implicaDons  are  nearly  limitless.  I   would  recommend  a  separate  study  to  assess  preferred  center-­‐court  product  density,  scanning  and  recogniDon.   • Center-­‐court  adverDsements  are  also  aTenDon-­‐grabbers,  and  care  should  be  taken  to  display  only  when  Dmely  and  relevant,  and   with  great  restraint.   • There’s  great  uDlity  in  immediately  meeDng  core  informaDon  needs  by  surfacing  by  default,  as  dashboard  content,  informaDon  such   as  coupons  and  fuel  rewards.  ParDcipants  were  drawn  to  this  content  in  concepts  1  and  3.   • Unlike  coupons  and  fuel  rewards,  shopper’s  card  dashboarding  is  not  a  criDcal  need,  introduces  complexity,  and  is  therefore  not   necessary  to  display  by  default.   • Discovery  and  recogniDon  of  faceted  filter  opDons  was  strongest  in  concepts  1  and  2.   • The  tradiDonal  content  tabs  included  in  concepts  2  and  3  were  more  effecDve  than  the  accordion  included  within  concept  1.   © Copyright 2015 The Kroger Co., Confidential 10 Results  Overview   © Copyright 2015 The Kroger Co., Confidential 11 Test  CompleDon  &  Difficulty   A  total  of  428  unique  persons  were  invited  to  parDcipate  in  the  Click  Test.   Concept  1   Concept  2   Concept  3   145/174     102/125     106/129     CompleDon  Rate:   83%   81%   82%   CompleDon  Time:   6.51  min   4.61  min   5.56  min   51%   somewhat  or  very   difficult   25%   somewhat  or  very   difficult   31%   somewhat  or  very   difficult   Completes/  ParDcipants   Test  Difficulty:   © Copyright 2015 The Kroger Co., Confidential 12 Most  Difficult  Items  to  Find   Concept  1   Concept  2   © Copyright 2015 The Kroger Co., Confidential 13 Most  Difficult  Items  to  Find,  cont.   Concept  3   © Copyright 2015 The Kroger Co., Confidential 14 Task  Details   © Copyright 2015 The Kroger Co., Confidential 15 Task  1:  Find  digital  coupons  you  can  load  to  your  shopper’s  card  to  save  on  the  items  you  purchase.   • Extraordinarily  long  Dme  on   task  for  all  concepts.   • An  inordinate  number  of   parDcipants  incorrectly  selected   "Add  to  List"/"Add”  buTons   within  concepts  2  and  3.   • Concept  3  was  perceived  as  the   clearest,  but  Dme  on  task  was   perilously  long.   • Coupon  dashboard  within   concept  1  could  be  an  effecDve   soluDon,  but  should  be   simplified.  Changes  to  consider   include  creaDng  stronger   affordances  and  informaDon   scents  with  links  ("View  All   Coupons,”  specifically),  and   removing  unnecessary  and   compeDng  elements  (Shopper's   Card  Savings  dashboard,   specifically),  which  compete   and  can  be  confused  with   coupons.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   16 Task  2:  Find  where  you  can  research,  and  order  online,  casual  summer  clothing  that  you  can  wear.   • Concept  2  had  the  shortest   Dme  on  task.  Concept  3   provided  the  greatest   saturaDon  of  correct   selecDons,  but  by  far  the   longer  Dme  on  task.  Both   concepts  2  and  3  seemed  to   somewhat  outperform   concept  1.   • ParDcipants  gravitated  toward   “Shop  By”  and  Search.  “Shop   By”  wasn’t  selected  quite  as   ouen  as  I’d  expect,  which   could  suggest  some  ambiguity.   • With  concepts  1  and  2,  many   parDcipants  incorrectly   selected  “Explore,”  suggesDng   some  ambiguity.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   17 Task  3:  Find  the  sale  items  and  special  offers  currently  available  at  your  Kroger  store.   • Concepts  performed   similarly.   • 5  for  5  ad  within  each   concept  was  an  aTenDon   grabber,  as  were  products   within  center-­‐court  grid.   • SelecDons  more  focused  on   main  navigaDon  with   concepts  2  and  3,  but  more   equally  distributed  between   main  navigaDon  and  content   center-­‐court  (“Sale  Items  For   You”)  for  concept  1.   • Within  concept  3,  “Savings”   tab  in  content  center-­‐court   can  be  difficult  to  disDnguish   from  “Savings”  in  main   navigaDon.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   18 Task  4:  Find  which  of  the  products  you  regularly  purchase  are  on  sale  or  have  coupons  available  to  download.   • Concepts  1  and  2  performed   similarly,  and  beTer  than   concept  3.   • Heavy  aTracDon  toward   products  with  all  three   concepts.   • Fewer  parDcipants  selected   “Savings”  within  the  main   navigaDon  than  anDcipated,   which  could  indicate  some   ambiguity.   • In  concept  1,  parDcipants   drawn  to  coupon  dashboard,   and  products  and  “Sale  Items   for  You”  rollup  within  center-­‐ court.   • In  concept  2,  parDcipants  were   aTracted  to  main  navigaDon   and  center-­‐court  products.   • In  concept  3,  selecDons  were   widely  scaTered,  especially   within  the  header  and  with   center-­‐court  products.   Concept  3  Dme  on  task   perilously  long.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   19 Task  5:  Find  your  fuel  points  available  to  redeem  this  month.     • All  three  concepts  performed   reasonably  well.  Concept  1   performed  best  -­‐-­‐  slightly  beTer   than  concept  3,  and  measurably   beTer  than  concept  2.   • SelecDons  relaDvely  focused  for   all  three  concepts.   • Concepts  1  and  3  surface  as   content,  not  navigaDon,   providing  clear  and  immediate   access   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   20 Task  6:  Find  your  Kroger  store’s  holiday  hours.   • Dangerously  high  Dme  on  task   for  all  three  concepts,  but   concept  2  performed  best  in   terms  of  clarity  of  path.   • SelecDons  within  concept  1   were  wildly  erraDc,  most   saturated  within  the  pinned   cart/list  and  search,  and  Dme   on  task  very  long.   • SelecDons  within  concept  2   much  more  focused  (“My   Store”  in  header),  but  Dme  on   task  extremely  long.   • SelecDons  within  concept  3   were  erraDc.  Time  on  task  was   also  quite  long.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   21 Task  7:  Find  where  to  enroll  to  have  your  prescripDons  automaDcally  refilled  each  month.   • Concepts  1  and  2  performed   the  best.   • Clear  gravitaDon  toward  main   navigaDon  in  concepts  1  and  2,   and  good  Dme  on  task.   • SelecDons  in  concept  3  equally   distributed  between  main   navigaDon  and  header,  and   longest  Dme  on  task.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   22 Task  8:  Find  answers  to  quesDons  about  your  Kroger.com  digital  account.   • Concept  2  performed  the  best   of  the  three  concepts  when   considering  selecDon  focus,   locaDon  of  primary  path,  and   Dme  on  task.   • SelecDons  with  concept  1  were   relaDvely  erraDc,  Dme  on  task   longest  of  the  three  concepts,   and  the  primary  path  taken  by   parDcipants  was  located   within  the  footer.   • SelecDons  with  concept  2  were   more  focused,  Dme  on  task   shorter,  and  the  primary  path   located  within  the  header.   • SelecDons  within  concept  3   were  relaDvely  erraDc  and   equally  distributed  within  the   header  and  footer.  Time  on   task  shorter  than  concept  1,   but  significantly  longer  than   concept  2.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   23 Task  9:  Find  where  to  contact  Kroger  to  request  a  product  at  your  store.     • Concepts  1  and  2  performed   similarly,  and  beTer  than   concept  3.   • SelecDons  within  concept  1   somewhat  erraDc,  especially   within  the  header.   • SelecDons  within  concept  2   more  focused,  although  29%   of  selected  “My  Store”  within   the  header.  We  might  want   to  consider  supporDng  this   task  within  the  “My  Store”   workflow,  treaDng  “My   Store”  as  a  secondary  path.   • SelecDons  within  concept  3   were  somewhat  erraDc,   especially  within  the  header.   Time  on  task  was  the  longest.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   24 Task  10:  Find  where  to  place  a  grocery  order  online  that  you  can  pick  up  at  your  store  when  it's  convenient  to  you.   • Concept  1  clearly   outperformed  the  two  other   concepts.   • Concept  1  was  the  only   concept  with  a  pinner  cart/ list,  to  which  parDcipants   clearly  gravitated.   • SelecDons  within  concept  2   were  also  relaDvely  focused,   and  equally  distributed   between  the  main  navigaDon   and  header.   • SelecDons  within  concept  3   were  somewhat  erraDc,   including  three  equally   distributed  paths  which   aren’t  enDrely  clear  and   obvious.  Time  on  task  was   also  longest  with  concept  3.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   25 Task  11:  Find  where  to  order  online  vitamins,  supplements  and  natural  foods  that  can  be  delivered  to  your  home.   • Concept  3  clearly  outperformed   concepts  1  and  2.   • With  concept  1,  selecDons  were   focused  on  the  main  navigaDon   and  pinned  cart/list.  Many   parDcipants  selected  incorrect   desDnaDons  (Explore,  My   PrescripDons),  and  Dme  on  task   was  very  long.   • Concept  2  selecDons  focused  on   the  main  navigaDon,  but  also   with  many  incorrect  selecDons   (Explore,  Pharmacy),  and  even   longer  Dme  on  task.   • ParDcipants  gravitated  more   toward  the  correct  path  with   concept  3,  there  were  fewer   incorrect  selecDons  on   Pharmacy,  and  Dme  on  task  was   far  shorter  than  with  concepts  1   and  2.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   26 Task  12:  Find  Kroger’s  selecDon  of  natural  and  organic  foods.     • Concept  3  performed  best  of   the  three  concepts.   • There  were  an  abundance  of   parDcipants  who  incorrectly   selected  “Explore”  from  the   main  navigaDon,  which  could   indicate  some  ambiguity.   • SelecDons  within  concept  1   focused  on  two  main  navigaDon   links,  one  of  which  was   incorrect.   • Concept  2  selecDons  focused  on   two  main  navigaDon  links  (one   incorrect),  and  one  center-­‐court   ad.  Time  on  task  was  shortest   with  concept  2.   • Concept  3  selecDons  somewhat   erraDc,  but  a  fairly  clear  path   (“Shop  By”)  emerged.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   27 Task  13:  Find  ideas  on  how  to  plan  a  holiday  party.     • Concept  2  performed  slightly   beTer  than  concept  1,  and   significantly  beTer  than   concept  3.   • SelecDons  within  concept  1   were  fairly  scaTered,  including   20%  who  incorrectly  selected   the  “List  InspiraDon”  link  at   the  boTom  of  the  center-­‐court   area.   • SelecDons  within  concept  2   were  more  focused,  and  Dme   on  task  was  shortest  of  the   three  concepts.   • SelecDons  within  concept  3   were  fairly  scaTered,  and  Dme   on  task  by  far  the    longest  of   the  three  concepts.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   28 Task  14:  Find  where  to  order  a  birthday  cake  online,  which  you  can  pick  up  at  your  store  at  a  date  and  Dme  convenient  to  you.   • Concept  1  performed   reasonably  well,  but  Dme  on   task  was  double  concept  2,   and  nearly  triple  concept  3.   • Concept  2  performed  similarly   to  concept  1  in  terms  of  path   accuracy,  but  with  a  much   shorter  Dme  on  task.   • Concept  3  clearly   outperformed  concepts  1  and   2,  including  a  much  clearer   navigaDon  path,  and   significantly  shorter  Dme  on   task.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   29 Task  15:  Find  where  you  can  add  Tide®  Laundry  Detergent  to  the  grocery  list  you'll  use  the  next  Dme  you  shop  with  us.     • Concept  2  performed   best  of  the  three   concepts  when   considering  clarity  of   path  and  Dme  on  task.   • Within  concept  1,  a  fair   amount  of  uncertainty,   due  to  complexity  and  a   weak  informaDon  scent,   with  the  top  of  the   pinned  cart/list.  Time  on   task  for  concept  1  by  far   the  longest.   • SelecDons  within   concept  2  much  clearer.   • Too  many  paths   available  within  concept   3,  two  of  which  are   redundant,  and  will   cause  confusion.   • Time  on  task  for   concepts  2  and  3  nearly   idenDcal.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   30 Task  16:  Find  a  healthy,  affordable  meal  that  you  can  prepare  and  your  family  will  eat.   • Concept  1  performed   demonstrably  beTer  than   concepts  2  and  3.   • The  primary  path  within   concept  1  was  clear,  but  is   posiDoned  at  the  boTom   of  the  content  center-­‐ court,  meaning  it  would   not  be  available   persistently  throughout   the  website,  and  therefore   is  not  an  adequate   soluDon.  A  stronger   informaDon  scent  for  the   “Explore”  link  (main   navigaDon),  or  a  new  top-­‐ level  link  altogether  (e.g.,   “Recipes”),  might  improve   discoverability  and   recogniDon.   • SelecDons  within  concept   2  were  erraDc,  with  many   incorrect  paths,  and  only   one  clear  path.   • Concept  3  performed   similarly  to  concept  1  in   terms  of  path  clarity  and   focus,  but  Dme  on  task   was  significantly  longer   than  either  concept  1  or  2.   © Copyright 2015 The Kroger Co., Confidential CONCEPT  1   CONCEPT  2   CONCEPT  3   31 Task  17:  Where  would  you  click  to  find  KC  Masterpiece®  Barbecue  Sauce?   • Concept  1  performed  best  of   the  three  concepts.   • Concept  1  contained  mulDple,   disDnct  and  direct  paths,  but   not  as  much  focus  on  brand   filtering  as  expected,  and   many  incorrect  selecDons  on   the  first  product  displayed   within  the  center-­‐court  grid.   Time  on  task  was  longest  with   concept  1.   • Concept  2  performed  poorly,   with  only  2%  selecDng  the   brand  filter,  and  roughly  44%   incorrectly  selecDng  the  first   product  displayed  within  the   center-­‐court  grid.   • Concept  3  contained  mulDple   paths,  but  liTle  clarity.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   32 Task  18:  Find  nutriDon  informaDon  for  Quaker  Maple  &  Brown  Sugar  Instant  Oatmeal.   • Concepts  2  and  3   performed  similarly  to   each  other,  and  beTer   than  concept  1.   • Time  on  task  was   similar  for  all  three   concepts.   • The  tradiDonal  tab   paTern  for  NutriDon   InformaDon,  included   within  concepts  2  and   3,  was  more  effecDve   than  the  accordion   treatment  within   concept  1.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   33 Task  19:  Find  any  coupons  available,  for  this  item,  that  you  can  download  to  your  shopper's  card.     • All  three  concepts   performed  similarly,   and  well.  Paths  were   clear,  and  Dme  on   task  relaDvely  good.   • Concepts  1  and  2   could  be  more   effecDve  long-­‐term   because,  unlike   concept  3,  there  is   only  one  path  for  item   coupons  on  the  page,   and  coupons  are   displayed  by  default,   improving   discoverability.   CONCEPT  1   © Copyright 2015 The Kroger Co., Confidential CONCEPT  2   CONCEPT  3   34 Appendices   © Copyright 2015 The Kroger Co., Confidential 35 Appendix  A:  Homepage  (Home)   Concept  1   © Copyright 2015 The Kroger Co., Confidential Concept  2   Concept  3   36 36 Appendix  B:  My  Savings  Center  (MSC)   Concept  1   © Copyright 2015 The Kroger Co., Confidential Concept  2   Concept  3   37 37 Appendix  C:  Search  Engine  Results  Page  (SERP)   Concept  1   © Copyright 2015 The Kroger Co., Confidential Concept  2   Concept  3   38 38 Appendix  D:  Product  Detail  Page  (PDP)   Concept  1   © Copyright 2015 The Kroger Co., Confidential Concept  2   Concept  3   39 39 Thank  you. © Copyright 2015 The Kroger Co., Confidential 40