Shopping User Experience

Stores and websites are experienced by users in similar ways:

  • Guests enter with varying goals, needs, and challenges
  • Guests shop their list and sometimes pick up a few extra things
  • Guests finish their transactions and exit

By observing two dynamic shopping experiences found at Jungle Jim’s International Market and IKEA, we will gain insight into how these stores meet users’ needs and how we, as designers, may consider those needs for our designs.

Is the main entrance easy to identify?

Are exits/checkouts easy to find?

Is information easy to find, access, and understand?

Are there store areas that are easy or hard to get to?

Could shoppers go at their own pace?

How does store design affect shopper behavior?

How many options were presented at any one time? Too many? Too few?

Are options easy to identify and compare?

How are “I know what I want” customers and strolling shoppers needs met?

Can everyone get to where they want to go and access what they want? (Think about short, tall, impaired, non-English speakers, etc.)

Is help easy to find?

Are helpers clearly identified in case they are needed?

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Dennis Cheatham

Associate Professor, Communication Design

Miami University

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