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Nike’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Nike and 49 other sites. The overall performance of Nike is acceptable. Notably, Nike's product list performance is hampered by broken Scope & Logic and Sorting, although this is helped somewhat by state of the art Product Thumbnails and What Information to Include.

Rank: #9 of 50

Usability Score: 456

URL: nike.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: 455.6

List Layout

6 Guidelines · Score: 66.1

Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Adhered High · Score: 31.7
Guideline #3: Violated Low · Score: -13.2
Guideline #4: Adhered High · Score: 26.5
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Adhered High · Score: 21.2
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Loading Products

5 Guidelines · Score: 63.5

Guideline #7: Adhered Low · Score: 15.9
Guideline #8: Neutral · Score: 0.0
Guideline #9: Adhered High · Score: 15.9
Guideline #10: Issue Resolved · Score: 31.7
Guideline #11: Not Applicable · Score: 0.0
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What Information to Include

8 Guidelines · Score: 121.7

“State of the Art” Performance
Guideline #12: Adhered High · Score: 42.3
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 37.0
Guideline #15: Violated High · Score: -31.7
Guideline #16: Adhered High · Score: 31.7
Guideline #17: Adhered High · Score: 26.5
Guideline #18: Adhered High · Score: 15.9
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: 13.2

Guideline #20: Not Applicable · Score: 0.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Violated Low · Score: -13.2
Guideline #23: Adhered High · Score: 26.5
Guideline #24: Not Applicable · Score: 0.0
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Product Thumbnails

8 Guidelines · Score: 121.7

“State of the Art” Performance
Guideline #25: Adhered High · Score: 37.0
Guideline #26: Adhered High · Score: 37.0
Guideline #27: Not Applicable · Score: 0.0
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Adhered High · Score: 26.5
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Adhered High · Score: 21.2
Guideline #32: Not Applicable · Score: 0.0
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Hover & Hit Areas

5 Guidelines · Score: 60.8

Guideline #33: Adhered Low · Score: 13.2
Guideline #34: Violated High · Score: -26.5
Guideline #35: Issue Resolved · Score: 31.7
Guideline #36: Adhered High · Score: 15.9
Guideline #37: Adhered High · Score: 26.5
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Personalization

5 Guidelines · Score: 5.3

Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Adhered High · Score: 26.5
Guideline #40: Not Applicable · Score: 0.0
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -21.2
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Available Filters

10 Guidelines · Score: 66.1

Guideline #43: Violated High · Score: -42.3
Guideline #44: Adhered High · Score: 37.0
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Adhered High · Score: 31.7
Guideline #50: Adhered High · Score: 26.5
Guideline #51: Violated Low · Score: -13.2
Guideline #52: Adhered High · Score: 26.5
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Scope & Logic

10 Guidelines · Score: -121.7

“Broken” Performance
Guideline #53: Violated High · Score: -37.0
Guideline #54: Violated High · Score: -37.0
Guideline #55: Violated High · Score: -37.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -21.2
Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Neutral · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 10.6
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Interface & Layout

11 Guidelines · Score: 42.3

Guideline #63: Not Applicable · Score: 0.0
Guideline #64: Adhered High · Score: 31.7
Guideline #65: Adhered High · Score: 37.0
Guideline #66: Violated High · Score: -26.5
Guideline #67: Violated High · Score: -26.5
Guideline #68: Violated High · Score: -26.5
Guideline #69: Neutral · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
Guideline #71: Issue Resolved · Score: 26.5
Guideline #72: Adhered High · Score: 26.5
Guideline #73: Not Applicable · Score: 0.0
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Applying & Applied Filters

4 Guidelines · Score: 52.9

“State of the Art” Performance
Guideline #74: Violated High · Score: -26.5
Guideline #75: Adhered High · Score: 26.5
Guideline #76: Adhered High · Score: 26.5
Guideline #77: Adhered High · Score: 26.5
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Sorting

11 Guidelines · Score: -74.1

“Broken” Performance
Guideline #78: Adhered High · Score: 42.3
Guideline #79: Violated High · Score: -37.0
Guideline #80: Adhered High · Score: 21.2
Guideline #81: Adhered High · Score: 26.5
Guideline #82: Violated High · Score: -26.5
Guideline #83: Violated High · Score: -26.5
Guideline #84: Violated High · Score: -26.5
Guideline #85: Violated High · Score: -21.2
Guideline #86: Violated High · Score: -15.9
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Violated High · Score: -10.6
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Comparison Tool

5 Guidelines · Score: 37.0

Guideline #89: Issue Resolved · Score: 37.0
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
Guideline #92: Not Applicable · Score: 0.0
Guideline #93: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 93 guidelines from the E-Commerce Product Lists usability study. During our evaluation, Nike's product lists, filtering and sorting implementation adhered to 37 usability guidelines, violated 22, and scored neutral on 3 occasions, while a remaining 31 guidelines weren’t applicable.

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

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Industry Comparison: Apparel & Accessories

Overall Nike ranks 9 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 3 in the Apparel & Accessories industry.

Poor
Acceptable
Good

3. Nike

6. Gap

7. Gilt

“Broken” Performance
“Broken” Performance
“Broken” Performance
“Broken” Performance
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