Green consumers failed by price comparison sites

2009-11-11 18:19:53 - User Vision research reveals issues with green energy tariff search

Internet price comparison sites are failing customers who are trying to “go green”, a User Vision survey has found.

The research into four popular sites – Compare the Market, MoneySupermarket, USwitch, and Tesco Compare – was carried out to mark this year’s World Usability Day.

The usability consultants, whose clients include the BBC and Emirates Airlines, found that none of the websites evaluated allowed the user to specifically search for green tariffs.

The four websites also suffered from other usability issues including poor presentation of results, lack of clear indication of progress and difficulty in comparing tariffs.

The findings have implications for the UK’s environmental targets as a majority of shoppers use price comparison sites before they buy. A report by the Office of Fair Trading published in May 2009 found that 60% of UK internet users had consulted such sites in the past 12 months.

User Vision’s Strategic Director Emma Kirk says: “Price comparison sites can be very influential in users’ purchasing decisions so it was disappointing to find that it is so difficult to search for the best green options.

“Successful green energy comparison engines would have to provide the user with a simple way to search for green tariffs, a clear and consistent presentation of meaningful search results, and a straightforward path through the process. These features were not present in the sites we evaluated.”

She adds: “World Usability Day highlights why it is vital to make the modern world work for us and to ensure that parts of society don’t get left behind by the pace of change or poor design. This year’s theme is particularly exciting as it’s imperative that we find ways to make it easier to protect our environment.”

The theme of World Usability Day 2009 is Designing for a Sustainable World.

For more information contact Sarah Lee :: sarah@hottinroof.co.uk

www.uservision.co.uk


Editors notes

1. Office of Fair Trading report

The 2009 Office of Fair Trading survey of online shopping behaviour can be found here:
www.oft.gov.uk/advice_and_resources/resource_base/market-studies ..

2. User Vision

User Vision is one of Europe’s leading independent user experience consultancies, specialising in usability testing, web accessibility, eye tracking, user needs assessments and expert usability evaluations. The company tests and improves usability across many platforms including websites, interactive TV, software, mobile phones and keyboards. As well as offline advertising, TV commercials, shop layouts and computer games.

At the heart of User Vision’s work lies the basic concept that a product that is easy to use gives a business competitive advantage. The company takes a straightforward, practical approach to user needs analysis, problem solving and usability testing, leading to effective design solutions.

Launched in 2000, User Vision has grown organically and remains free from venture capital. The company has pioneered usability and accessibility for many years working with organisations like the BBC, Emirates Airline, HSBC, Nokia and the DTI. Operating internationally in Dubai, Chile, Argentina, Spain, France, Belgium, Luxembourg, Germany, the UK and Ireland, User Vision is a powerful, independent force in usability and accessibility.

www.uservision.co.uk

3. World Usability Day

World Usability Day was founded to ensure that the services and products important to life are easier to access and simpler to use. Thursday 12 November is its fifth anniversary and this year its focus is on Designing for a Sustainable World.

With events in 40 countries and counting, World Usability Day is estimated to bring together 50,000 participants and volunteers from corporations, organizations, and universities to focus on transportation issues globally. World Usability Day was founded in 2005 as an initiative of the Usability Professionals’ Association (UPA) to ensure that the services and products important to life are easier to access and simpler to use. (www.upassoc.org)

www.worldusabilityday.org