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Disney’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Disney and 49 other sites. The overall performance of Disney is poor. Disney's product listings in particular suffer from usability issues caused by broken Scope & Logic, Sorting, and Interface & Layout. That said, their product listings perform great within Product Thumbnails.

Rank: #33 of 50

Usability Score: 78

URL: disneystore.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: 77.8

List Layout

6 Guidelines · Score: 18.5

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

5 Guidelines · Score: -31.7

“Broken” Performance
Guideline #7: Violated High · Score: -31.7
Guideline #8: Violated Low · Score: -15.9
Guideline #9: Adhered High · Score: 15.9
Guideline #10: Neutral · Score: 0.0
Guideline #11: Not Applicable · Score: 0.0
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What Information to Include

8 Guidelines · Score: 34.4

“Broken” Performance
Guideline #12: Adhered High · Score: 42.3
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Violated Low · Score: -18.5
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Adhered High · Score: 31.7
Guideline #17: Violated Low · Score: -13.2
Guideline #18: Violated Low · Score: -7.9
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: 26.5

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

8 Guidelines · Score: 164.0

“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: Adhered High · Score: 26.5
Guideline #29: Adhered High · Score: 26.5
Guideline #30: Adhered High · Score: 15.9
Guideline #31: Issue Resolved · Score: 21.2
Guideline #32: Not Applicable · Score: 0.0
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Hover & Hit Areas

5 Guidelines · Score: 13.2

Guideline #33: Violated Low · Score: -13.2
Guideline #34: Adhered High · Score: 26.5
Guideline #35: Violated Low · Score: -15.9
Guideline #36: Adhered High · Score: 15.9
Guideline #37: Not Applicable · Score: 0.0
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Personalization

5 Guidelines · Score: -21.2

“Broken” Performance
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Not Applicable · Score: 0.0
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: 87.3

Guideline #43: Adhered High · Score: 42.3
Guideline #44: Adhered High · Score: 37.0
Guideline #45: Violated High · Score: -37.0
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: Violated High · Score: -26.5
Guideline #51: Adhered High · Score: 26.5
Guideline #52: Adhered Low · Score: 13.2
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Scope & Logic

10 Guidelines · Score: -95.2

“Broken” Performance
Guideline #53: Violated High · Score: -37.0
Guideline #54: Violated High · Score: -37.0
Guideline #55: Not Applicable · Score: 0.0
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: Not Applicable · Score: 0.0
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Interface & Layout

11 Guidelines · Score: -84.7

“Broken” Performance
Guideline #63: Not Applicable · Score: 0.0
Guideline #64: Not Applicable · Score: 0.0
Guideline #65: Violated Low · Score: -18.5
Guideline #66: Adhered Low · Score: 13.2
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: Violated High · Score: -26.5
Guideline #72: Not Applicable · Score: 0.0
Guideline #73: Neutral · Score: 0.0
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Applying & Applied Filters

4 Guidelines · Score: 13.2

Guideline #74: Violated Low · Score: -13.2
Guideline #75: Adhered High · Score: 26.5
Guideline #76: Adhered High · Score: 26.5
Guideline #77: Violated High · Score: -26.5
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Sorting

11 Guidelines · Score: -84.7

“Broken” Performance
Guideline #78: Violated High · Score: -42.3
Guideline #79: Violated High · Score: -37.0
Guideline #80: Violated High · Score: -21.2
Guideline #81: Adhered High · Score: 26.5
Guideline #82: Adhered High · Score: 26.5
Guideline #83: Violated High · Score: -26.5
Guideline #84: Adhered 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: Not Applicable · Score: 0.0
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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, Disney's product lists, filtering and sorting implementation adhered to 26 usability guidelines, violated 26, and scored neutral on 4 occasions, while a remaining 37 guidelines weren’t applicable.

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

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Industry Comparison: Sports, Toys & Hobbies

Overall Disney ranks 33 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 4 in the Sports, Toys & Hobbies industry.

Poor
Acceptable
Good

3. REI

4. Disney

“Broken” Performance
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“Broken” Performance
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