Applying usability testing to improve customer experience with online shopping from Finnish grocery trade market: A case of K-market web shop

This Bachelor thesis is about the Kesko group's commercial website. Kesko Group is the largest publicly traded company in Finland. Their operations include the supermarket trade, the construction and technology trade, and the vehicle trade. This thesis' stated purpose is to assess the usability of Kesko's e-commerce website utilizing a few specific usability testing approaches. The evaluation is likely to expose the website's strengths and previously unknown shortcomings. Following that, discovered usability concerns provide recommendations for future website enhancement. The researcher's objective of assessing the usability of the Kesko commercial website and the research significance are covered in the introductory chapter's study aim. Two sub-questions proposed to support this goal: What is the current usability of K-market's web shop? How do users react with offered user interface and the website's design? The theoretical framework of the thesis covers usability theory, testing, and relevant attributes including user experience, which are elaborated by visualized models. These ideas explain the significance and goal of usability testing and offer the explanation of the usability methodologies used in the study. The methodology section of the thesis is rooted in qualitative research, and two usability testing methodologies, heuristic evaluation and thinking aloud testing, are used to obtain user insights, which are supplemented by post-test interviews. The first approach means a website evaluation done by the thesis author, and the second way implies testing conducted with by five volunteer respondents. The concept of website usability is explained to some degree based on obtained data and research results, as well as the author's evaluation. The website's descriptive suggestions for development were given and discussed. Findings might be considered for future website development and adjustments