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What’s this? Here you’ll find 72 annotated “Account Dashboard” design examples from Baymard’s UX benchmark of 93 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
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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.
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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.
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Learn More: Besides exploring the 72 “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”.
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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 71,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)
CVS (2021)
9 adhered 5 violated
Peapod (2021)
8 adhered 0 violated
Sports Direct (2021)
5 adhered 3 violated
Shop Apotheke (2021)
5 adhered 2 violated
Ulta Beauty (2021)
5 adhered 7 violated
Albertsons (2021)
5 adhered 3 violated
Sainsbury's (2021)
5 adhered 3 violated
Vitamin World USA Corporation (2021)
4 adhered 2 violated
The Vitamin Shoppe (2021)
4 adhered 6 violated
Guitar Center (2021)
3 adhered 4 violated
Lego (2021)
3 adhered 3 violated
Fresh Direct (2021)
3 adhered 4 violated
Ocado (2021)
3 adhered 3 violated
Orange (2021)
3 adhered 4 violated
Louis Vuitton (2021)
3 adhered 4 violated
TAG Heuer (2021)
3 adhered 0 violated
Musikhaus Thomann (2021)
2 adhered 5 violated
Dick's Sporting Goods (2021)
2 adhered 4 violated
Chanel (2021)
2 adhered 0 violated
Van Cleef & Arpels (2021)
2 adhered 3 violated
Chewy (2021)
1 adhered 4 violated
Bell (2021)
1 adhered 0 violated
Jimmy Choo (2021)
1 adhered 1 violated
Gucci (2021)
1 adhered 1 violated
Bang & Olufsen (2021)
0 adhered 5 violated
Arrow (2020)
3 adhered 3 violated
Berlin Packaging (2020)
3 adhered 4 violated
Cole-Parmer (2020)
1 adhered 7 violated
Thermo Fischer (2020)
1 adhered 0 violated
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
Grainger (2019)
4 adhered 5 violated
Marks & Spencer (2019)
4 adhered 1 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
Amazon (2018)
7 adhered 3 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
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