My Humble Abode

I performed a usability study of the current Celsius website to analyze how users interact with the site. My main goal was to five a better understanding of how users experiment with the web site; where users experience friction, confusion or hesitation when attempting a product, comparing flavors, and/or making a decision on whether to purchase.

Here is a behind-the-scenes summary of what I discovered during my usability test.

Why Test the Celsius Website?

Usability Testing gives us the opportunity to observe users performing realistic tasks and thinking out loud. Instead of guessing where we have issues, we can now see and hear users experience confusion, hesitation and how they make their decisions.

For this study, I wanted to look at the following items:

• Ease in locating product lines and flavors;
• Clarity of and organisation of product category;
• Building trust and credibility through brand messaging;
• Areas of friction encountered when trying to purchase or find retailers;
• How the overall design helps (or hinders) the user to make confident decisions.

Three users who had varying levels of technical skills and familiarity with Celsius completed five structured tasks.

The Participants

Based on experience level with the product and technology, I asked and selected the following:

• Briana (36) – Pharmacy Technician, intermediate tech skills, no prior site familiarity
• Joseph (22) – Computer Science student, advanced tech skills, somewhat familiar
• Julia (29) – Payroll Specialist, advanced tech skills, very familiar

Each session was recorded via Discord screen capture with verbal consent. Participants began on the homepage and first shared their impressions before completing tasks sequentially.

The Tasks

Participants were asked to:

1. Find a product line and a flavor
2. Compare Originals vs. Essentials
3. Use the store locator to find a nearby retailer
4. Locate mission or ingredient transparency information
5. Find customer service contact information

The following videos showcase each participants’ interaction with the website upon consent on screen recording but no audio recording for privacy.

Briana:

Joseph:

Julia:

Overall Success

✅ Strong First Impressions

Participants described the site as “energetic,” “bold,” “modern,” and “motivational.” The fitness-forward branding clearly resonated.

✅ Easy Navigation to Key Areas

The “About” page (mission and health positioning) and store locator were easy to find. Task 4 (mission/health info) was completed the fastest by all users.

✅ Nutrition Visibility Builds Trust

Two participants said they would likely purchase Celsius after using the website, citing visible nutrition information and strong branding.

Overall Challenges

⚠️ Product Differentiation Was Confusing

Participants had difficulty distinguishing between Originals vs. Essentials, especially regarding caffeine levels and functional benefits. They often had to scan multiple sections before understanding differences.

⚠️ Information Overload

While visually dynamic, the site felt “busy.” Participants reported scanning large amounts of text to locate key information.

⚠️ Comparison Friction

There is no clear side-by-side comparison structure, which slowed decision-making and reduced purchase confidence for one participant.

The Celsius website successfully communicates brand energy and performance identity. However, structural complexity creates friction during evaluation and comparison tasks.

Priority Areas for Improvement:

• Clearer distinction between product lines
• Side-by-side comparison features
• More scannable product pages
• Highlighted nutritional summaries for faster decisions

Usability testing revealed that strong branding alone isn’t enough. When users are trying to compare products or evaluate functional claims, clarity and structure become critical.

The biggest takeaway?

The site works—but simplifying information architecture and comparison tools would significantly improve user confidence and speed up decision-making.

Usability isn’t just about whether something functions. It’s about how easily users can think.