Page Types Overview

Account Dashboard

43 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 43 annotated “Account Dashboard” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

The account dashboard serves as an important navigational anchor for many users attempting to accomplish account-related tasks (similar to the ‘My Account’ drop-down). However, it’s important to acknowledge that, unlike e-commerce product navigation and e-commerce search, users almost never “sporadically” navigate their e-commerce account to “get inspiration” or “see what’s available”. Users who navigate all account-related areas and features only do so when they have a specific task they need to complete. Hence, within the account pages users are extremely “task oriented”, with a single goal in mind; for example, “changing my password”, “updating my credit card”, “looking up my latest order”, etc.

More ‘Account Dashboard’ Insights

  • During our large-scale usability testing we observe that this combination of “task oriented” and infrequent usage of the dashboard means that the vast majority of users are unlikely to benefit from “learning” how your account navigation is structured, because the next time they go to their account they will likely have forgotten the navigational structure.

  • Even on e-commerce sites that have predominantly returning account users, we observed that most users navigating to the account pages should be considered novice first-time users (e.g., when determining the amount of clarifying microcopy or the clarity of the navigation). In practice, our testing revealed that this means users are typically better off with a few somewhat long and overwhelming pages, rather than a deeply nested and structured multilayer navigation hierarchy, which proved difficult for test subjects to navigate effectively.

Learn More: Besides exploring the 43 “Account Dashboard” design examples below, you may also want to read our related articles on “‘Cards’ Dashboards Must Be Highly Consistent and Appropriately Styled” and “New Research Findings on ‘Accounts & Self-Service’ UX”.

Get Full Access: To see all of Baymard’s 65 design guidelines on Accounts & Self-Service pages and features you’ll need Baymard Premium access. (Premium also provides you full access to 37,000 hours of UX research findings, 640+ e-commerce UX guidelines, and 50,000+ UX performance scores.)


HP (2019)

7 adhered 3 violated

Gilt (2019)

7 adhered 8 violated

J. C. Penney (2019)

6 adhered 3 violated

Microsoft (2019)

6 adhered 3 violated

Disney Store (2019)

6 adhered 6 violated

Apple (2019)

5 adhered 5 violated

Rakuten (2019)

5 adhered 2 violated

Argos (2019)

5 adhered 4 violated

Marks & Spencer (2019)

5 adhered 1 violated

Grainger (2019)

4 adhered 5 violated

Costco (2019)

3 adhered 4 violated

Ann Taylor (2019)

3 adhered 4 violated

Dell (2019)

3 adhered 4 violated

Office Depot (2019)

3 adhered 5 violated

H&M (2019)

3 adhered 8 violated

Victoria's Secret (2019)

2 adhered 10 violated

GAP (2019)

2 adhered 5 violated

Grainger (2019)

2 adhered 1 violated

Walmart (2018)

9 adhered 7 violated

Crate & Barrel (2018)

7 adhered 6 violated

Crutchfield (2018)

7 adhered 3 violated

Target (2018)

7 adhered 2 violated

B&H Photo (2018)

7 adhered 5 violated

Amazon (2018)

6 adhered 4 violated

Lowe's (2018)

6 adhered 6 violated

Hayneedle (2018)

6 adhered 8 violated

Overstock (2018)

6 adhered 6 violated

Home Depot (2018)

6 adhered 5 violated

Northern Tool (2018)

5 adhered 5 violated

ASOS (2018)

5 adhered 1 violated

American Eagle Outfitters (2018)

4 adhered 10 violated

John Lewis (2018)

4 adhered 4 violated

Staples (2018)

4 adhered 6 violated

Macy's (2018)

4 adhered 7 violated

Wayfair (2018)

4 adhered 8 violated

L. L. Bean (2018)

3 adhered 4 violated

Urban Outfitters (2018)

3 adhered 4 violated

Best Buy (2018)

3 adhered 7 violated

Etsy (2018)

3 adhered 5 violated

Nike (2018)

3 adhered 7 violated

Kohl's (2018)

3 adhered 4 violated

Williams-Sonoma (2018)

1 adhered 6 violated

Sears (2018)

1 adhered 5 violated