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Gap’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Gap and 49 other sites. The overall performance of Gap is decent. For instance, Gap's category experience has state of the art Site-Wide Layout and Main Navigation yet suffers from broken Cross-Navigation & -Selling and poor Category Taxonomy.

Rank: #27 of 50

Usability Score: 673

URL: gap.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 673.4

Homepage

13 Guidelines · Score: 107.6

Guideline #1: Adhered Low · Score: 19.8
Guideline #2: Violated High · Score: -28.3
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Adhered Low · Score: 14.2
Guideline #5: Adhered High · Score: 17.0
Guideline #6: Adhered High · Score: 28.3
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Adhered High · Score: 17.0
Guideline #10: Adhered High · Score: 28.3
Guideline #11: Violated Low · Score: -8.5
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Violated Low · Score: -8.5
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Category Taxonomy

13 Guidelines · Score: 67.9

Guideline #14: Violated High · Score: -39.6
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Violated High · Score: -39.6
Guideline #17: Not Applicable · Score: 0.0
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.0
Guideline #20: Adhered High · Score: 45.3
Guideline #21: Violated High · Score: -28.3
Guideline #22: Adhered High · Score: 28.3
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Adhered High · Score: 28.3
Guideline #25: Violated Low · Score: -11.3
Guideline #26: Adhered High · Score: 22.6
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Main Navigation

16 Guidelines · Score: 246.3

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.6
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Adhered High · Score: 34.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Adhered High · Score: 28.3
Guideline #35: Adhered High · Score: 22.6
Guideline #36: Violated Low · Score: -14.2
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Issue Resolved · Score: 22.6
Guideline #40: Issue Resolved · Score: 17.0
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Adhered High · Score: 11.3
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Intermediary Category Pages

7 Guidelines · Score: 62.3

Guideline #43: Violated Low · Score: -22.6
Guideline #44: Adhered High · Score: 39.6
Guideline #45: Violated High · Score: -39.6
Guideline #46: Issue Resolved · Score: 28.3
Guideline #47: Adhered High · Score: 28.3
Guideline #48: Adhered High · Score: 28.3
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 42.5

Guideline #50: Adhered Low · Score: 22.6
Guideline #51: Adhered High · Score: 45.3
Guideline #52: Adhered Low · Score: 19.8
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Violated High · Score: -45.3
Guideline #55: Violated High · Score: -45.3
Guideline #56: Issue Resolved · Score: 22.6
Guideline #57: Violated High · Score: -28.3
Guideline #58: Violated High · Score: -34.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Issue Resolved · Score: 17.0
Guideline #61: Issue Resolved · Score: 17.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 164.2

“State of the Art” Performance
Guideline #63: Adhered High · Score: 28.3
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Adhered High · Score: 28.3
Guideline #66: Adhered High · Score: 22.6
Guideline #67: Violated Low · Score: -11.3
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Adhered High · Score: 17.0
Guideline #71: Violated High · Score: -11.3
Guideline #72: Adhered High · Score: 11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: -17.0

“Broken” Performance
Guideline #73: Violated High · Score: -28.3
Guideline #74: Violated High · Score: -28.3
Guideline #75: Violated High · Score: -28.3
Guideline #76: Adhered High · Score: 28.3
Guideline #77: Adhered High · Score: 22.6
Guideline #78: Adhered High · Score: 17.0
Guideline #79: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 79 guidelines from the Homepage & Category usability study. During our evaluation, the e-commerce homepage and category design of Gap adhered to 46 usability guidelines, violated 21, and scored neutral on 0 occasions, while a remaining 12 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 Gap ranks 27 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 8 in the Apparel & Accessories industry.

Poor
Acceptable
Good
“State of the Art” Performance

4. Nike

8. Gap

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