Online grocery shopping

7 Oct 2008 - 8:49am
7 years ago
7 replies
1951 reads
Lee McIvor

Hi guys,

After the great feedback I got from my last request, i'm going again! :)

Does anyone have any feedback or insight on shopping for groceries online? I'm doing some work for a client in this area, and i'd like to get feedback from anybody on this list, particularly if they've used UK grocery shopping sites. I'm doing some user research, but i'm interested in what other UX professionals think of the current crop of sites, and of course, allowing you all to vent!

I'd also welcome any pointers to articles or research material on online grocery shopping if anyone knows of any.




7 Oct 2008 - 10:05am
Barry Briggs


Having done a quite a bit of research (both professional and as a
consumer) into this area, I'd confidently say that Ocado are one of
the leaders in this field

The general usability level is very high, the product details (eg:
ingredients) are usually quite extensive, and the site contains a
large number of genuinely useful cart management and ordering-related

I gather it makes shopping for groceries via their site one of the
easiest and most pleasurable of all the big supermarket sites - and
the wife agrees!

IMHO, Sainsburys are a close second, with Tesco somewhere behind that.


7 Oct 2008 - 11:13am
Daniel Williams

Grocery shopping consists greatly of repeat business - the best sites will
be those that facilitate and make it easy for the user to purchase favorite
/ repeat products easily. Tesco does this very well with the use of their
Clubcard merging data captured in store with that online - making it
extrmeley easy for the customers to make quick repeat purchases of their
favourite products.

7 Oct 2008 - 11:08am
Brooke Baldwin


Another site I'd recommend you take a look at is Fresh Direct (US)

As a user of the site & service for several years the simple design,
high resolution images, suggestions on cooking methods, and ease of
check-out appeal to my desires for a shopping experience.

Since the purchase of most food items (esp. produce and meat) are
very reliant on visual inspection the high res images really help.

Good luck!

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Posted from the new

7 Oct 2008 - 12:56pm

I agree with the FreshDirect recommendation-- as someone with access only to
Peapod online groceries, I'm very envious of their user experience (and
product variety).


7 Oct 2008 - 8:19pm
MJ Broadbent

I can definitely vouch for FreshDirect, as a customer since its
inception and as an area IxD practitioner. I believe one of the main
reasons for its amazing success is that interaction design was and is
an integral part of its development. It's another great example of
what can be accomplished when top management integrate design from
the ground up.

One of their lead IAs, Andrew Purcell, gave a great talk in 2005
about the development back story. Details (including slides) are

Also, in locating that info, I turned up a tech case study, which
might prove useful to your team:


P.S. I had one occasion to use a brick-and-mortar grocer's online
site (D'Agostino) and it was SO terrible, particularly in comparison
with Fresh Direct, that I filed a complaint and bailed out completely.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Posted from the new

8 Oct 2008 - 2:50am
Lee McIvor

Thanks for that MJ. I'm in the UK so I haven't come across FreshDirect before, and those links are great. Thanks to everyone else too for their replies.

Here in the UK Ocado seems to be the leader in this space - they're my client - but it's interesting to see what other companies are doing elsewhere in the world. There's always something new to learn from competitors, even the ones that don't look that good!


7 Oct 2008 - 12:36pm

slightly diverging from the topic but maybe relevant...

we worked on a student design proj called grocerymate accepted at CHI 08.

see if you find it relevant to your research..we proposed a concept device
to facilitate groceryshopping and concurrently help the homeless


-Rajasee Rege
Interaction designer/student
IUB, School of Informatics

Syndicate content Get the feed