X5 Retail Group is the largest retail company in Russia, with a portfolio that includes such brands as Pyaterochka, Perekrestok and Karusel stores. In 2011, the company opened an Internet hypermarket – or an order table, as they call it - E5.RU, with a product range of more than 1,800,000 SKUs. The unique feature of the online store was that the order was delivered to any of the chain stores.


To conduct usability testing of a new service on its target audience - unprepared and with poor computer literacy. To audit not only the main interfaces for searching and ordering goods, but also to assess how users understand the concept of picking up an order from the store.


Even with a small number of respondents, usability testing turned out to be extremely effective, as it helped to identify important errors in the interface of the online hypermarket.