A method to study how older adults navigate in an online grocery shopping site

Abstract

Living independently is of great importance to older adults, and technology is seen as a potential enabler of independent living. Nonetheless, factors related to ageing may contribute to difficulties in using technology. In particular, we are interested in online grocery shopping, for its potential to overcome some of the physical barriers to food shopping. One of the difficulties discussed in the literature is web navigation, that is, older adults often feel lost or disoriented as they navigate websites. Hence, we propose a study to investigate older adults' navigation in an online grocery shopping site. This paper discusses the methods proposed which are an analysis of existing online grocery sites, and user observations and interviews. Thirty participants aged 65 years or older with or without online shopping or online grocery shopping experience are to be included in the study. The participants will be asked to perform grocery shopping based on a pre-determined shopping list whilst the shopping activities are recorded. Following the observation, an interview will be conducted to gain a deeper understanding of the shopping actions. Video and audio data will be analysed using content analysis for the navigation strategies used, route decisions, completeness and completion time. An insight into older adults' navigation through the website and problems experienced may provide valuable input for web design that could support better navigation for this population.