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Nike’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Nike and 49 other sites. The overall performance of Nike is decent. It is especially a state of the art Main Navigation, Site-Wide Layout, and Homepage that helps Nike's category UX. Do, however, watch out for their broken Intermediary Category Pages performance.

Rank: #19 of 50

Usability Score: 762

URL: nike.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 761.8

Homepage

13 Guidelines · Score: 195.4

“State of the Art” Performance
Guideline #1: Adhered High · Score: 39.1
Guideline #2: Adhered High · Score: 27.9
Guideline #3: Violated Low · Score: -14.0
Guideline #4: Adhered High · Score: 27.9
Guideline #5: Adhered High · Score: 16.8
Guideline #6: Adhered High · Score: 27.9
Guideline #7: Neutral · Score: 0.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Adhered High · Score: 16.8
Guideline #10: Issue Resolved · Score: 27.9
Guideline #11: Adhered High · Score: 16.8
Guideline #12: Adhered High · Score: 16.8
Guideline #13: Violated Low · Score: -8.4
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Category Taxonomy

13 Guidelines · Score: 156.3

Guideline #14: Violated High · Score: -39.1
Guideline #15: Adhered High · Score: 27.9
Guideline #16: Violated High · Score: -39.1
Guideline #17: Violated High · Score: -27.9
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 33.5
Guideline #20: Adhered High · Score: 44.7
Guideline #21: Adhered High · Score: 27.9
Guideline #22: Adhered High · Score: 27.9
Guideline #23: Adhered High · Score: 27.9
Guideline #24: Adhered High · Score: 27.9
Guideline #25: Adhered High · Score: 22.3
Guideline #26: Adhered High · Score: 22.3
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Main Navigation

16 Guidelines · Score: 335.0

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.1
Guideline #28: Adhered High · Score: 44.7
Guideline #29: Adhered High · Score: 39.1
Guideline #30: Adhered High · Score: 27.9
Guideline #31: Adhered High · Score: 33.5
Guideline #32: Adhered High · Score: 33.5
Guideline #33: Adhered High · Score: 33.5
Guideline #34: Violated High · Score: -27.9
Guideline #35: Violated Low · Score: -11.2
Guideline #36: Adhered High · Score: 27.9
Guideline #37: Issue Resolved · Score: 27.9
Guideline #38: Adhered High · Score: 22.3
Guideline #39: Adhered High · Score: 22.3
Guideline #40: Issue Resolved · Score: 16.8
Guideline #41: Adhered High · Score: 16.8
Guideline #42: Violated High · Score: -11.2
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Intermediary Category Pages

7 Guidelines · Score: -111.7

“Broken” Performance
Guideline #43: Violated High · Score: -44.7
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Violated High · Score: -39.1
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -27.9
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 39.1

Guideline #50: Adhered Low · Score: 22.3
Guideline #51: Violated High · Score: -44.7
Guideline #52: Adhered High · Score: 39.1
Guideline #53: Adhered High · Score: 44.7
Guideline #54: Violated High · Score: -44.7
Guideline #55: Violated Low · Score: -22.3
Guideline #56: Violated High · Score: -22.3
Guideline #57: Adhered High · Score: 27.9
Guideline #58: Adhered High · Score: 33.5
Guideline #59: Adhered High · Score: 27.9
Guideline #60: Adhered High · Score: 16.8
Guideline #61: Violated High · Score: -16.8
Guideline #62: Violated High · Score: -22.3
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Site-Wide Layout

10 Guidelines · Score: 164.7

“State of the Art” Performance
Guideline #63: Adhered High · Score: 27.9
Guideline #64: Issue Resolved · Score: 44.7
Guideline #65: Adhered High · Score: 27.9
Guideline #66: Adhered High · Score: 22.3
Guideline #67: Violated High · Score: -22.3
Guideline #68: Adhered High · Score: 16.8
Guideline #69: Adhered Low · Score: 8.4
Guideline #70: Adhered High · Score: 16.8
Guideline #71: Adhered High · Score: 11.2
Guideline #72: Adhered High · Score: 11.2
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Cross-Navigation & -Selling

7 Guidelines · Score: -16.8

“Broken” Performance
Guideline #73: Violated High · Score: -27.9
Guideline #74: Violated High · Score: -27.9
Guideline #75: Violated High · Score: -27.9
Guideline #76: Adhered High · Score: 27.9
Guideline #77: Adhered High · Score: 22.3
Guideline #78: Adhered High · Score: 16.8
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 Nike adhered to 50 usability guidelines, violated 21, and scored neutral on 1 occasion, 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: Apparel & Accessories

Overall Nike ranks 19 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 4 in the Apparel & Accessories industry.

Poor
Acceptable
Good
“State of the Art” Performance

4. Nike

8. Gap

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