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Safeway’s Checkout UX

This is a usability benchmark of the checkout experience of Safeway and 99 other sites. The overall performance of Safeway is all but broken. Safeway's checkout in particular suffers from usability issues caused by broken Flow, Layout, and Focus. That said, their checkout performs great within Copywriting.

Rank: #95 of 100

Usability Score: -43

URL: shop.safeway.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Data Input

15 Guidelines · Score: 39.4

“Broken” Performance
Guideline #1: Adhered High · Score: 63.1
Guideline #2: Neutral · Score: 0.0
Guideline #3: Violated High · Score: -47.3
Guideline #4: Adhered High · Score: 47.3
Guideline #5: Violated High · Score: -31.5
Guideline #6: Violated High · Score: -31.5
Guideline #7: Violated High · Score: -15.8
Guideline #8: Issue Resolved · Score: 23.6
Guideline #9: Adhered High · Score: 23.6
Guideline #10: Violated High · Score: -23.6
Guideline #11: Violated High · Score: -15.8
Guideline #12: Adhered High · Score: 15.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Issue Resolved · Score: 15.8
Guideline #15: Adhered High · Score: 15.8
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Copywriting

8 Guidelines · Score: 145.8

“State of the Art” Performance
Guideline #16: Adhered High · Score: 63.1
Guideline #17: Violated High · Score: -47.3
Guideline #18: Adhered High · Score: 47.3
Guideline #19: Adhered Low · Score: 19.7
Guideline #20: Not Applicable · Score: 0.0
Guideline #21: Adhered High · Score: 31.5
Guideline #22: Adhered High · Score: 15.8
Guideline #23: Adhered High · Score: 15.8
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Layout

15 Guidelines · Score: -102.5

“Broken” Performance
Guideline #24: Violated High · Score: -55.2
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Violated High · Score: -55.2
Guideline #27: Violated High · Score: -39.4
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Issue Resolved · Score: 39.4
Guideline #30: Violated High · Score: -47.3
Guideline #31: Violated Low · Score: -11.8
Guideline #32: Adhered High · Score: 23.6
Guideline #33: Violated Low · Score: -11.8
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Adhered Low · Score: 7.9
Guideline #36: Adhered High · Score: 15.8
Guideline #37: Issue Resolved · Score: 15.8
Guideline #38: Adhered High · Score: 15.8
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Navigation

8 Guidelines · Score: 70.9

Guideline #39: Issue Resolved · Score: 47.3
Guideline #40: Violated High · Score: -47.3
Guideline #41: Issue Resolved · Score: 47.3
Guideline #42: Adhered High · Score: 39.4
Guideline #43: Violated High · Score: -31.5
Guideline #44: Adhered High · Score: 31.5
Guideline #45: Neutral · Score: 0.0
Guideline #46: Violated High · Score: -15.8
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Flow

7 Guidelines · Score: -197.0

“Broken” Performance
Guideline #47: Violated High · Score: -55.2
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated High · Score: -55.2
Guideline #50: Violated High · Score: -39.4
Guideline #51: Neutral · Score: 0.0
Guideline #52: Violated Low · Score: -15.8
Guideline #53: Violated High · Score: -31.5
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Focus

10 Guidelines · Score: 0.0

“Broken” Performance
Guideline #54: Violated High · Score: -63.1
Guideline #55: Violated High · Score: -63.1
Guideline #56: Adhered High · Score: 39.4
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -39.4
Guideline #59: Issue Resolved · Score: 39.4
Guideline #60: Issue Resolved · Score: 39.4
Guideline #61: Issue Resolved · Score: 31.5
Guideline #62: Not Applicable · Score: 0.0
Guideline #63: Issue Resolved · Score: 15.8
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Safeway's checkout process adhered to 28 usability guidelines, violated 24, and scored neutral on 4 occasions, while a remaining 7 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Food & Drug

Overall Safeway ranks 95 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 7 in the Food & Drug industry.

Poor
Acceptable
Good

5. CVS

6. Peapod

7. Safeway

“Broken” Performance
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