conversion friction research
Find the Checkout Friction Costing Your Grocery Delivery Service Orders
OpenScouter runs remote behavioural research sessions with neurodivergent participants and captures clicks, voice, and facial expression in parallel. We surface the specific moments in your basket and checkout flow where real users hesitate, abandon, or give up. Reports are human-confirmed and ready for your design team to act on.
Grocery Checkout Flows Break in Predictable Places. Most Teams Cannot See Where.
The conversion funnel for grocery delivery has several high-risk steps: slot selection, substitution preferences, address and payment entry, and the final order confirmation screen. Each of these steps asks the user to make a decision under time pressure, often on a mobile device, often while doing something else. Standard analytics tools tell you that drop-off happened. They do not tell you why.
Neurodivergent users, people with ADHD, dyslexia, autism, or other cognitive differences, encounter friction at these steps earlier and more visibly than neurotypical users. That makes them a higher-signal panel for identifying the exact form fields, labels, and interaction patterns that are causing abandonment across your entire user base, not just a minority segment.
Grocery delivery is not a regulated financial service, so there is no single compliance body mandating usability standards across the sector. But teams preparing ahead of the European Accessibility Act deadline in 2025, or those building for UK markets where consumer-facing digital standards are rising, have a practical reason to close usability gaps now rather than retrofit later.
Our approach
Behavioural capture across three streams
Each session records interaction signals (clicks, scrolls, rage clicks), think-aloud voice, and locally processed facial expression. The three streams are correlated by an AI pipeline so you can see, for instance, that a participant expressed visible confusion at the delivery slot calendar at the same moment they clicked the wrong date and then rage-clicked the back button.
Neurodivergent panel as a usability signal
Our participants include people with ADHD, dyslexia, autism, and low vision. They are recruited specifically because they surface usability problems that neurotypical users tolerate or work around silently. For grocery delivery, this matters most at the substitution preference screen and the address entry step, where cognitive load peaks and abandonment is highest.
Human-confirmed reports, not raw data
Every insight produced by the AI correlation pipeline is reviewed by a human researcher before it reaches you. You receive a structured report that names the specific journey step, describes the observed behaviour, and recommends a testable change. Your design team can act on it immediately without needing to interpret session recordings themselves.
The average US ecommerce checkout has 11.8 form fields, almost double the number needed to capture the required information
Grocery delivery checkout flows are particularly exposed to form field bloat because they ask users to supply delivery address, slot preference, substitution instructions, and payment details in a single session, often on mobile. Baymard's finding about the average ecommerce checkout carrying nearly double the necessary form fields is directly relevant here: every redundant field in a grocery checkout is a decision point where a user with ADHD, dyslexia, or high cognitive load is more likely to abandon. Behavioural research that captures voice and facial expression alongside interaction signals can identify which specific fields are causing that load, rather than leaving teams to guess from drop-off rates alone.
What you receive
- A scoped research brief covering the specific funnel steps you want tested, typically basket review, slot selection, address and payment entry, and order confirmation
- Remote sessions with neurodivergent participants completing a realistic grocery delivery task on your live site or staging environment
- Three-stream behavioural data: interaction signals, think-aloud voice transcripts, and facial expression markers, correlated per session
- A human-confirmed usability report identifying friction points by journey step, with severity ratings and recommended design changes
- A summary presentation suitable for sharing with product, design, and commercial stakeholders without requiring prior research experience to interpret
Frequently asked
- Does this replace our existing analytics setup?
- No. OpenScouter is a complement to tools like Hotjar, Maze, and Dovetail, not a replacement. Those tools are strong at quantifying what users do at scale. OpenScouter adds the qualitative behavioural layer: why specific users hesitate or abandon at specific steps, captured through voice, expression, and interaction signals in the same session.
- Why use neurodivergent participants for conversion research?
- Neurodivergent users encounter friction earlier and more explicitly than neurotypical users. They are less likely to persist through a confusing form field or an ambiguous label. That makes their sessions a higher-signal source for identifying the usability problems that are quietly suppressing conversion across your whole user base.
- How long does a typical engagement take?
- From study brief to delivered report, most engagements complete in days rather than months. The exact timeline depends on the number of journey steps in scope and the number of sessions required. We will confirm a timeline at the briefing stage.
- Is grocery delivery subject to accessibility regulations?
- Grocery delivery is not a regulated financial service and is not currently subject to a single mandatory accessibility standard in the UK. Teams building for EU-facing audiences are preparing ahead of the European Accessibility Act, which is scheduled to apply to relevant digital services from June 2025. Regardless of regulatory status, closing usability gaps now is cheaper than retrofitting after a product has scaled.
- What do you need from us to get started?
- A defined scope covering the funnel steps you want tested, access to your live site or a staging environment, and a point of contact on your design or product team. We handle participant recruitment, session facilitation, and report production. You do not need an in-house research team to run an engagement.
Keep reading
Research hub
Industry
Use case
Related research
Talk to a behavioural researcher
Tell us about the vertical, the journey, and the evidence you need. We will scope a pilot in days, not weeks.