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Disney’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Disney and 49 other sites. The overall performance of Disney is acceptable. Notably, Disney's category performance is hampered by broken Homepage and Product Lists, although this is helped somewhat by state of the art Main Navigation and Site-Wide Layout.

Rank: #33 of 50

Usability Score: 509

URL: disneystore.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 508.5

Homepage

13 Guidelines · Score: 8.1

“Broken” Performance
Guideline #1: Violated High · Score: -38.0
Guideline #2: Adhered High · Score: 27.2
Guideline #3: Violated High · Score: -27.2
Guideline #4: Violated High · Score: -27.2
Guideline #5: Adhered High · Score: 16.3
Guideline #6: Adhered Low · Score: 13.6
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Adhered High · Score: 16.3
Guideline #10: Issue Resolved · Score: 27.2
Guideline #11: Adhered Low · Score: 8.1
Guideline #12: Violated High · Score: -16.3
Guideline #13: Adhered Low · Score: 8.1
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Category Taxonomy

13 Guidelines · Score: 171.1

Guideline #14: Adhered Low · Score: 19.0
Guideline #15: Adhered High · Score: 27.2
Guideline #16: Violated High · Score: -38.0
Guideline #17: Adhered High · Score: 27.2
Guideline #18: Violated High · Score: -38.0
Guideline #19: Adhered High · Score: 32.6
Guideline #20: Adhered High · Score: 43.5
Guideline #21: Violated High · Score: -27.2
Guideline #22: Adhered High · Score: 27.2
Guideline #23: Adhered High · Score: 27.2
Guideline #24: Adhered High · Score: 27.2
Guideline #25: Adhered High · Score: 21.7
Guideline #26: Adhered High · Score: 21.7
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Main Navigation

16 Guidelines · Score: 249.9

“State of the Art” Performance
Guideline #27: Adhered High · Score: 38.0
Guideline #28: Adhered High · Score: 43.5
Guideline #29: Adhered High · Score: 38.0
Guideline #30: Adhered High · Score: 27.2
Guideline #31: Adhered High · Score: 32.6
Guideline #32: Adhered High · Score: 32.6
Guideline #33: Violated High · Score: -32.6
Guideline #34: Adhered High · Score: 27.2
Guideline #35: Violated High · Score: -21.7
Guideline #36: Violated High · Score: -27.2
Guideline #37: Issue Resolved · Score: 27.2
Guideline #38: Adhered High · Score: 21.7
Guideline #39: Issue Resolved · Score: 21.7
Guideline #40: Issue Resolved · Score: 16.3
Guideline #41: Adhered High · Score: 16.3
Guideline #42: Violated High · Score: -10.9
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Intermediary Category Pages

7 Guidelines · Score: 57.0

Guideline #43: Adhered High · Score: 43.5
Guideline #44: Violated High · Score: -38.0
Guideline #45: Adhered High · Score: 38.0
Guideline #46: Adhered High · Score: 27.2
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated Low · Score: -13.6
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: -54.3

“Broken” Performance
Guideline #50: Adhered Low · Score: 21.7
Guideline #51: Violated High · Score: -43.5
Guideline #52: Adhered Low · Score: 19.0
Guideline #53: Adhered High · Score: 43.5
Guideline #54: Violated High · Score: -43.5
Guideline #55: Violated Low · Score: -21.7
Guideline #56: Violated High · Score: -21.7
Guideline #57: Violated Low · Score: -13.6
Guideline #58: Adhered High · Score: 32.6
Guideline #59: Adhered High · Score: 27.2
Guideline #60: Violated High · Score: -16.3
Guideline #61: Violated High · Score: -16.3
Guideline #62: Violated High · Score: -21.7
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Site-Wide Layout

10 Guidelines · Score: 119.5

“State of the Art” Performance
Guideline #63: Adhered High · Score: 27.2
Guideline #64: Issue Resolved · Score: 43.5
Guideline #65: Violated High · Score: -27.2
Guideline #66: Adhered High · Score: 21.7
Guideline #67: Adhered High · Score: 21.7
Guideline #68: Adhered High · Score: 16.3
Guideline #69: Adhered High · Score: 16.3
Guideline #70: Adhered High · Score: 16.3
Guideline #71: Violated Low · Score: -5.4
Guideline #72: Violated High · Score: -10.9
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Cross-Navigation & -Selling

7 Guidelines · Score: -43.5

“Broken” Performance
Guideline #73: Violated High · Score: -27.2
Guideline #74: Neutral · Score: 0.0
Guideline #75: Violated High · Score: -27.2
Guideline #76: Violated High · Score: -27.2
Guideline #77: Adhered High · Score: 21.7
Guideline #78: Adhered High · Score: 16.3
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 Disney adhered to 46 usability guidelines, violated 27, and scored neutral on 1 occasion, while a remaining 5 guidelines weren’t applicable.

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Industry Comparison: Toys & Hobbies

Overall Disney ranks 33 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and is the best performing site in the Toys & Hobbies industry.

Poor
Acceptable
Good

1. Disney

“Broken” Performance
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