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Williams-Sonoma’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Williams-Sonoma and 49 other sites. The overall performance of Williams-Sonoma is all but broken.

Some of Williams-Sonoma's biggest product list usability issues are due to broken List Layout, Scope & Logic, and Personalization.

Rank: #47 of 50

Usability Score: -219

URL: williams-sonoma.com

Reviewer: Thomas Grønne

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: -219

“Broken” Performance

List Layout

6 Guidelines · Score: 5.3

“Broken” Performance
Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Adhered High · Score: 31.7
Guideline #3: Violated High · Score: -26.4
Guideline #4: Neutral · Score: 0.0
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Not Applicable · Score: 0.0
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Loading Products

5 Guidelines · Score: -47.6

“Broken” Performance
Guideline #7: Violated High · Score: -31.7
Guideline #8: Adhered High · Score: 31.7
Guideline #9: Violated High · Score: -15.9
Guideline #10: Violated High · Score: -31.7
Guideline #11: Not Applicable · Score: 0.0
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What Information to Include

8 Guidelines · Score: -116.3

“Broken” Performance
Guideline #12: Violated High · Score: -42.3
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Violated High · Score: -37.0
Guideline #15: Violated High · Score: -31.7
Guideline #16: Violated High · Score: -31.7
Guideline #17: Adhered High · Score: 26.4
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: -60.8

“Broken” Performance
Guideline #20: Violated High · Score: -37.0
Guideline #21: Violated High · Score: -37.0
Guideline #22: Adhered Low · Score: 13.2
Guideline #23: Violated High · Score: -26.4
Guideline #24: Adhered High · Score: 26.4
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Product Thumbnails

8 Guidelines · Score: 37.0

Guideline #25: Adhered High · Score: 37.0
Guideline #26: Violated High · Score: -37.0
Guideline #27: Violated High · Score: -26.4
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Adhered High · Score: 26.4
Guideline #30: Adhered High · Score: 15.9
Guideline #31: Adhered High · Score: 21.1
Guideline #32: Not Applicable · Score: 0.0
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Hover & Hit Areas

5 Guidelines · Score: -26.4

“Broken” Performance
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Violated High · Score: -26.4
Guideline #35: Violated Low · Score: -15.9
Guideline #36: Adhered High · Score: 15.9
Guideline #37: Not Applicable · Score: 0.0
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Personalization

5 Guidelines · Score: -31.7

“Broken” Performance
Guideline #38: Violated High · Score: -37.0
Guideline #39: Adhered High · Score: 26.4
Guideline #40: Not Applicable · Score: 0.0
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -21.1
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Available Filters

10 Guidelines · Score: -29.1

“Broken” Performance
Guideline #43: Violated High · Score: -42.3
Guideline #44: Violated High · Score: -37.0
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Issue Resolved · Score: 37.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Adhered High · Score: 26.4
Guideline #51: Violated High · Score: -26.4
Guideline #52: Adhered Low · Score: 13.2
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Scope & Logic

10 Guidelines · Score: -21.1

“Broken” Performance
Guideline #53: Violated High · Score: -37.0
Guideline #54: Violated High · Score: -37.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered High · Score: 21.1
Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Adhered High · Score: 10.6
Guideline #61: Adhered High · Score: 10.6
Guideline #62: Adhered High · Score: 10.6
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Interface & Layout

11 Guidelines · Score: 44.9

Guideline #63: Adhered Low · Score: 21.1
Guideline #64: Not Applicable · Score: 0.0
Guideline #65: Adhered High · Score: 37.0
Guideline #66: Adhered High · Score: 26.4
Guideline #67: Violated Low · Score: -13.2
Guideline #68: Violated High · Score: -26.4
Guideline #69: Violated High · Score: -26.4
Guideline #70: Violated High · Score: -26.4
Guideline #71: Adhered High · Score: 26.4
Guideline #72: Adhered High · Score: 26.4
Guideline #73: Not Applicable · Score: 0.0
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Applying & Applied Filters

4 Guidelines · Score: 26.4

Guideline #74: Violated High · Score: -26.4
Guideline #75: Adhered High · Score: 26.4
Guideline #76: Adhered High · Score: 26.4
Guideline #77: Neutral · Score: 0.0
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Sorting

11 Guidelines · Score: -21.1

“Broken” Performance
Guideline #78: Adhered High · Score: 42.3
Guideline #79: Violated High · Score: -37.0
Guideline #80: Adhered High · Score: 21.1
Guideline #81: Adhered High · Score: 26.4
Guideline #82: Violated High · Score: -26.4
Guideline #83: Violated High · Score: -26.4
Guideline #84: Adhered High · Score: 26.4
Guideline #85: Violated High · Score: -21.1
Guideline #86: Violated High · Score: -15.9
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Violated High · Score: -10.6
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Comparison Tool

5 Guidelines · Score: 21.1

Guideline #89: Issue Resolved · Score: 37.0
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
Guideline #92: Violated High · Score: -15.9
Guideline #93: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 93 guidelines from the E-Commerce Product Lists usability study. During our evaluation, Williams-Sonoma’s product lists, filtering and sorting implementation adhered to 30 usability guidelines, violated 34, and scored neutral on 2 occasions, while a remaining 27 guidelines weren’t applicable.

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

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Industry Comparison: Houseware & Furnishing

Overall Williams-Sonoma ranks 47 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 4 in the Houseware & Furnishing industry.

Poor
Acceptable
Good

1. Wayfair

“Broken” Performance

4. Williams-Sonoma

“Broken” Performance
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