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Análisis de la calidad de la experiencia en e-food a través de los test de usabilidad

Author

Listed:
  • Nuria Puente Dominguez

Abstract

El objetivo (y la principal implicación empresarial) de esta investigación es ayudar a las empresas a medir la calidad de su experiencia de compra. Para ello, se muestra cómo realizar un test de usabilidad, tomando como referencia a Ulabox, el supermercado online más premiado en usabilidad. Los resultados indican que con menos de 1,3 intentos y un esfuerzo mínimo, sus usuarios son capaces de buscar productos, evaluarlos y añadirlos al carrito con una precisión del 90%, y de registrarse con una del 96%. Sin embargo, necesitan 2,4 intentos para finalizar la compra con una tasa de éxito del 94%. En definitiva, no tiene problemas importantes, pero sí algunos leves relacionados principalmente con su arquitectura de la información.

Suggested Citation

  • Nuria Puente Dominguez, 2018. "Análisis de la calidad de la experiencia en e-food a través de los test de usabilidad," DOCFRADIS Working Papers 1801, Catedra Fundación Ramón Areces de Distribución Comercial, revised Mar 2018.
    • Handle: RePEc:ovr:docfra:1801
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/x4ywb_DOCFRADIS_2018_1801.pdf
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    More about this item

    Keywords

    Comercio electrónico; test de usabilidad; diseño centrado en el usuario; gran consumo; supermercados online;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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