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	August 18, 2010 Web Site User Experience 2010: UK Grocers Forrester Applies Its Web Site User Experience Review Methodology To Four Top UK Grocers by Jonathan Browne with Angela Beckers, Moira Dorsey, Shelby Catino

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Executive Summary

Forrester evaluated the user experience at the Web sites of four leading UK online grocery retailers: Asda, Sainsbury's, Tesco, and Waitrose. Overall scores were above average, but no site passed our review. The most common usability flaws we uncovered included inefficient task flows, illegible text, hard-to-find privacy and security policies, and unclear category names. To improve the online user experiences they offer and differentiate themselves from competitors, UK grocers should fix known usability flaws and start to pilot next-generation online experiences that are more customized, aggregated, relevant, and social (CARS).

TABLE OF CONTENTS

• How Good Is The User Experience At UK Grocers' Web Sites In 2010?
• UK Grocers' Sites Were Above Average But Shared Usability Problems

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