Exploring Microinteractions in Online Grocery Shopping: A Comparative Analysis Using Co-discovery User Testing

Abstract

This study investigates user interactions on two online grocery shopping (OGS) platforms, Santa Isabel and Jumbo, using the co-discovery method. Conducted in Valparaíso, Chile, the research explores microinteractions in usability and user experience (UX) through observational and comparative analysis. The study highlights how differing interface designs influence user interaction patterns, usability challenges, and satisfaction. In a controlled UX and Usability Laboratory setting, two experiments were conducted with participants aged 18–36, in groups of two and performed predefined tasks. The first experiment with four groups using the Santa Isabel platform, focusing on tasks like managing shopping carts, navigating without a search bar, and saving shopping lists. The second experiment had five groups interacting with the Jumbo platform, testing functionalities such as categories, search bar navigation, and adding items via recipe searches. Each session lasted 45 minutes, with screen and audio recordings for further analysis. Metrics like task completion rates, time spent, error frequency, and user satisfaction were collected. Results showed that Santa Isabel’s platform presented challenges in navigation categories and increased cognitive load due to an inconsistent interface and lack of visibility for total costs. Jumbo’s platform faced issues with non-intuitive search features, unclear navigation structures, and conflicting forms. Both platforms exhibited shared challenges, including inefficiencies in navigation and task completion. The co-discovery method provided nuanced insights into usability by capturing real-time collaboration and verbalized user experiences, revealing repeated microinteraction issues like adding items to the cart, navigating categories, and saving lists. Main findings highlight that Santa Isabel’s platform struggled with categorization efficiency and total amount tracking, leading to a higher cognitive load. Jumbo’s interface faced challenges with non-intuitive recipe search features. Results highlight the critical role of microinteractions in user satisfaction and task performance, especially those related to the search bar. These findings emphasize the importance of microinteractions in designing intuitive and efficient user experiences. The research demonstrates that collaborative testing methods are valuable for identifying interface inefficiencies and cognitive friction. It provides actionable recommendations for designing user-friendly e-commerce platforms, particularly in the growing online grocery sector, contributing to the broader fields of human-computer interaction (HCI) and UI/UX design.

Keywords: Microinteractions, Online Grocery Shopping, User Experience, User Testing: Co-discovery: User Interface, Usability, Human Computer Interaction.

DOI: 10.54941/ahfe1006678