User Experience

Running a usability audit on the e-commerce subscription platform of Harmonica bio foods

Intro image.

Scope Of Work

Harmonica is one of the leading players in the bio foods market in Bulgaria. Apart from offering their products in big retail shops - they have an e-commerce platform of their own. They've also introduced a cool subscription mechanism called "box" which allows users to set their own box of goods and receive them once or regularly. However, this functionality was either ignored, missed or misunderstood by users leading to low engagement. We stepped in to run a thorough Usability Audit and Research with current or potential customers.

Usability Audit and goals/metrics

We started off by checking key website statistics to have an overview of the current state of play which we could benchmark against. We tied user goals with business goals and determined what would be the key performance indicators that can be tracked, including:

  • Increase organic traffic to the website and number of recurring users
  • Increase time spent on the website
  • Increase direct sales and box subscriptions from the website
Gallery 01 photo.
Gallery 01 photo.Gallery 01 photo.

Research Phase

We started off by interviewing current and potential customers in order to profile users and outline the main user persona

Harmonica - User Persona

Tree Tests & First-Click Tests

After the persona was formed - we went ahead and ran some tree tests and first-click tests tied to the key user jobs to be done.

Tree Test Results
First Click Tests Results

Findings & Insights

The initial testing helped us discover informed findings and turn them into actionable insights.

Harmonica Usability Audit Report

Harmonica Insights - Awareness
Harmonica Insights - Consideration
Harmonica Insights - Decision
Harmonica Insights - Retention
Gallery 02 photo.
Gallery 02 photo.Gallery 02 photo.
Gallery 02 photo.Gallery 02 photo.Gallery 02 photo.

Conclusion & Results


Stat descripiton goes here


Stat descripiton goes here


Stat descripiton goes here


Stat descripiton goes here