At Baymard, we’ve just released a new UX benchmark with 11 “Toys, Crafts & Hobbies” UX case studies.
This follows from our large-scale user testing and adds to our existing ecommerce UX benchmark.
In this article, we give you a snapshot of the overall UX performance.
11 Toys, Crafts & Hobbies UX Case Studies and the Overall Performance
These are the 11 in-depth Toys, Crafts & Hobbies UX case studies.
The 11 toys, crafts, and hobby sites have been manually assessed across 500+ research-based UX parameters relevant to Toys, Crafts & Hobbies, resulting in 5,500+ weighted UX performance scores and 4,500+ best practice examples from these sites.
Each of the 5,500+ UX performance scores from the 11 Toys, Crafts & Hobbies case studies is summarized in the interactive scatterplot below — showing you how they perform collectively and individually:
The overall UX performance of the toys, crafts, and hobby sites ranges from “mediocre” to “decent”.
Overall, the Toys, Crafts & Hobbies industry delivered a functional but uneven experience, with most sites providing the core components needed to browse, evaluate, and purchase products, yet frequently falling short in execution at critical decision points.
Systemic weaknesses repeatedly emerged where confidence, comparison, and commitment mattered most, such as refining search results, comparing similar products, understanding delivery timelines, managing carts and accounts, and confirming that actions had been successfully completed.
These gaps often forced additional effort, obscured important information, or introduced uncertainty, particularly for gift-driven purchases, high-consideration items, and post-purchase self-service.
As a result, the industry experience was characterized less by outright failure and more by avoidable friction, where otherwise capable systems did not consistently support efficient, confident decision-making end to end.
As our latest benchmark shows, with no sites delivering a “good” or better overall user experience, there is plenty of room for improvement.
A publicly available overview of the research and benchmark can be found on our Toys, Crafts & Hobbies UX research overview page.
Getting access: all 5,500+ UX performance scores, 4,500+ best practice examples, and the UX insights from researching the Toys, Crafts & Hobbies industry are available immediately and in full within Baymard. (If you already have access through an account, open the Toys, Crafts & Hobbies UX Benchmark collection.)
If you want to know how your toys, crafts, or hobbies desktop site, mobile site, or app performs and compares, then learn more about getting Baymard to conduct a Toys, Crafts & Hobbies UX Audit of your site or app.
