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Macy’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Macy's and 49 other sites. The overall performance of Macy's is poor. Some of Macy's biggest mobile usability issues are due to broken Product Page Layout, Redundancy & Simplicity, and Error Messages. That said, their mobile design performs great within Filtering & Sorting.

Rank: #35 of 50

Usability Score: 267

URL: macys.com

Reviewed by: Christian Vind

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 266.5

Navigation & Product Browsing

4 Guidelines · Score: -10.8

“Broken” Performance
Guideline #29: Violated Low · Score: -14.4
Guideline #30: Neutral · Score: 0.0
Guideline #31: Adhered High · Score: 21.6
Guideline #32: Violated High · Score: -18.0
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Search

5 Guidelines · Score: -27.0

“Broken” Performance
Guideline #33: Adhered Low · Score: 12.6
Guideline #34: Violated High · Score: -28.8
Guideline #35: Adhered High · Score: 25.2
Guideline #36: Violated High · Score: -25.2
Guideline #37: Violated Low · Score: -10.8
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Product List

12 Guidelines · Score: 82.8

“State of the Art” Performance
Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered Low · Score: 12.6
Guideline #40: Adhered High · Score: 21.6
Guideline #41: Adhered High · Score: 18.0
Guideline #42: Violated Low · Score: -9.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Violated High · Score: -18.0
Guideline #45: Neutral · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Neutral · Score: 0.0
Guideline #49: Adhered High · Score: 7.2
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Filtering & Sorting

9 Guidelines · Score: 82.8

“State of the Art” Performance
Guideline #50: Adhered High · Score: 25.2
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Adhered High · Score: 18.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Adhered High · Score: 18.0
Guideline #56: Violated High · Score: -14.4
Guideline #57: Neutral · Score: 0.0
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: 18.0

Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Not Applicable · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered Low · Score: 7.2
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: -54.0

“Broken” Performance
Guideline #64: Violated High · Score: -25.2
Guideline #65: Violated Low · Score: -10.8
Guideline #66: Violated Low · Score: -9.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Violated Low · Score: -9.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 61.2

Guideline #70: Adhered High · Score: 28.8
Guideline #71: Adhered High · Score: 25.2
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Violated High · Score: -14.4
Guideline #74: Violated Low · Score: -3.6
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Product Descriptions & Specs

3 Guidelines · Score: 21.6

Guideline #75: Adhered Low · Score: 12.6
Guideline #76: Adhered Low · Score: 9.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: -1.8

“Broken” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Violated High · Score: -10.8
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Total Cost

6 Guidelines · Score: 64.8

“State of the Art” Performance
Guideline #83: Adhered High · Score: 28.8
Guideline #84: Adhered High · Score: 25.2
Guideline #85: Adhered High · Score: 21.6
Guideline #86: Adhered High · Score: 18.0
Guideline #87: Violated High · Score: -18.0
Guideline #88: Violated High · Score: -10.8
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Shipping

3 Guidelines · Score: -18.0

“Broken” Performance
Guideline #89: Adhered High · Score: 25.2
Guideline #90: Violated High · Score: -21.6
Guideline #91: Violated High · Score: -21.6
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Account

3 Guidelines · Score: -5.4

“Broken” Performance
Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated Low · Score: -12.6
Guideline #94: Violated High · Score: -18.0
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Editing & Verifying Inputs

7 Guidelines · Score: 41.4

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Violated High · Score: -21.6
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Adhered Low · Score: 9.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Violated High · Score: -14.4
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Redundancy & Simplicity

5 Guidelines · Score: -72.0

“Broken” Performance
Guideline #102: Violated High · Score: -21.6
Guideline #103: Violated High · Score: -18.0
Guideline #104: Violated High · Score: -18.0
Guideline #105: Violated High · Score: -7.2
Guideline #106: Violated High · Score: -7.2
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Form Layout

5 Guidelines · Score: 39.6

Guideline #107: Adhered High · Score: 25.2
Guideline #108: Adhered High · Score: 18.0
Guideline #109: Violated High · Score: -14.4
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Adhered Low · Score: 3.6
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Input Functionality

5 Guidelines · Score: 18.0

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered High · Score: 10.8
Guideline #114: Adhered High · Score: 18.0
Guideline #115: Violated High · Score: -10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: 43.2

Guideline #117: Violated Low · Score: -14.4
Guideline #118: Adhered High · Score: 28.8
Guideline #119: Adhered High · Score: 25.2
Guideline #120: Violated High · Score: -21.6
Guideline #121: Adhered High · Score: 21.6
Guideline #122: Violated Low · Score: -9.0
Guideline #123: Adhered High · Score: 14.4
Guideline #124: Adhered Low · Score: 5.4
Guideline #125: Violated High · Score: -14.4
Guideline #126: Adhered High · Score: 7.2
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Touch Keyboards

5 Guidelines · Score: 28.8

Guideline #127: Violated High · Score: -21.6
Guideline #128: Adhered High · Score: 21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 7.2
Guideline #131: Adhered High · Score: 7.2
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Error Messages

5 Guidelines · Score: -46.8

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Violated High · Score: -21.6
Guideline #134: Adhered High · Score: 18.0
Guideline #135: Violated High · Score: -14.4
Guideline #136: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 146 guidelines from the Mobile E-Commerce usability study. During our evaluation, the mobile experience of Macy's adhered to 51 usability guidelines, violated 40, and scored neutral on 4 occasions, while a remaining 51 guidelines weren’t applicable.

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

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Industry Comparison: Mass Merchant

Overall Macy's ranks 35 when comparing the user experience of their mobile site against that of the 49 other major US e-commerce mobile sites in the benchmark, and ranks 7 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

2. Target

3. Etsy

5. Kohl's

6. Walmart

7. Macy's

8. Amazon

“Broken” Performance

9. Costco

“Broken” Performance

10. Overstock

“Broken” Performance

11. Rakuten

“Broken” Performance
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