Éxito is the largest leading retail platform in South America, with presence in Colombia and in Uruguay with Grupo Disco and Grupo Devoto. It is also present in Argentina with Libertad and Paseo.

Project duration: 1 week.

The aim of this study was to recognize and demonstrate the usability problems of one of Colombia's largest online stores.

Team: 5 UX Researchers

My role: UX Researcher

Responsibilities:

• Expert Evaluator
• Design Research
• Content Creator

Challenges:

• Collaboration and adaptation for reporting results.

Understanding the company and it's audience

The following question guided my use of Éxito website during the day I spent:

"What would a user want to achieve with a website like this?"

Upon doing this research, I analyzed Éxito's competition and also identified the company's value proposition.

User's flow

Our work was based on a book by a renowned ux designer as a guide to carry out this expert evaluation. The evaluators examined each page individually in order to gain a better understanding of the overall flow and scope of the system.

After understanding the user flow, we created tasks that focused on the possible uses of the platform in the daily lives of its users.

Tasks:

1. Create a list of products
2. Product search
3. Search for a discounted product and shipping information for that item.

Analyzing results

All the researchers met after these tasks were completed to determine which findings were most relevant.

My analysis was based on usability fundamentals and heuristics, so that I could provide an explanation that was not based solely on assumptions. Rather, it was based on previous research conducted by user experience experts.

Main Findings

Finally, based on the information collected, we carried out an analysis through a grouping and identification of patterns, complemented by a series of discussions that allowed us to make sense of the different findings.

Results

The usability problems could be recognized in the following screens: home page, product search and selection, and payment, which show that the interface lacks some basics of user-centered design. This may affect the way in which users perform their tasks and the fulfillment of their objectives within the online store.

Takeaways

Impact

These problems could cause the image of the company or its website to be affected by the user's experience during their stay on the website.

I learned to:

• Do an expert evaluation
• Develop detailed reports based on scientific research and learned from people who were internationally recognized as UX designers