Eataly: Improving E-Commerce Experience

Project Overview

Ara Ko
Ara Ko
Aug 28, 2017 · 3 min read

2weeks, User research, Usability Test, card sorting, competitive/comparative research, heuristic analysis, site map, task flow, user flow, personas, Wireframes, Interactive Prototype.

Introduction

Initial Assumption

Eataly being a largest Italian marketplace in the world, they want to not only sell products but also provide community and learning experiences to their customers.

How might we create more enjoyable online shopping experiences for customers with different level of knowledge in Italian food?

Contextual Inquiry and User Interview

Findings:

  1. Customers enjoy spending their time comparing items, and looking around the store.
  2. Customers ask employees about items, and menu suggestions.
  3. A lot of customers considered Whole Foods as Eataly’s competitor.

Open Card Sorting (5 Users)

Findings:

Users categorized items similar to the product navigation of current website.

Usability testing (3 Users)

Findings:

2. All users scrolled down the homepage before searching for products.

Competitor Metrics and Analysis

Insight: Eataly’s strength is in the authenticity of the product, and community experiences.

Refined Problem Statement

Eataly’s strengths are in their product’s authenticity and pleasure of discovery process of items inside the store.

How might we provide enjoyable and effective online shopping experience while empowering Eataly’s brand values of community creation and learning experiences?

Personas

Painpoints and New Features

Task Flow Comparison

User Task

Usability Testing

Next Steps

  1. Create a community space within the website
  2. Restaurant and product recommendation for users

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User Experience Design Projects

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Ara Ko

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User Experience Design Projects

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