Developing An Online Shopping Platform For Grocery Shopping And Researching The Impact Of Nutritional Labelling On User Purchasing Behaviours

Abstract

This paper discusses the process of developing an online grocery website that integrates nutritional labeling and examines the significance of nutritional labeling in customers’ purchasing behaviors. Incorporating user study and data analysis, the research aims to create a user-friendly platform and investigate the impact of nutritional traffic light systems on consumers’ buying decisions. Following user experience design principles, the development process includes determining the intended user, prioritizing features using the MoSCoW method, conducting Hierarchical Task Analysis (HTA), and then developing the prototypes including the low-fidelity prototypes, wireframes, and high-fidelity prototypes. The development process will utilize a scenario-based user study using wireframes to design an effective interface to enhance the user shopping experience. The research will use a pairedsample t-test to analyze data collected from a user experiment to compare two versions of a website using IBM SPSS software. The difference between the two versions is that version A does not provide nutrition values meanwhile version B provides nutrition labels – specifically, the traffic light nutrition label – for each product and a traffic light filter feature to narrow down the products based on the nutrition label’s value. The results show that the traffic light system does make an impact on user’s purchasing decisions. Furthermore, the research found that the total values of calories, fat, saturated fat, sugar, and salt in consumers’ orders are lower when using the website that provides the nutritional traffic light system (Version B). Considering the increase in user satisfaction when using version B, it can be concluded that the traffic light system has a positive impact on user experience. The research scope and sample size can be extended in order to gain more insights into the impact of nutrition labels on online grocery consumers.