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Gap’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Gap and 49 other sites. The overall performance of Gap is poor. Some of Gap's biggest product list usability issues are due to broken List Layout, Personalization, and What Information to Include. That said, their product listings perform great within Product Thumbnails.

Rank: #31 of 50

Usability Score: 106

URL: gap.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: 106

List Layout

6 Guidelines · Score: -10.6

“Broken” Performance
Guideline #1: Violated High · Score: -42.3
Guideline #2: Adhered High · Score: 31.7
Guideline #3: Adhered High · Score: 26.4
Guideline #4: Violated High · Score: -26.4
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Not Applicable · Score: 0.0
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Loading Products

5 Guidelines · Score: 15.9

Guideline #7: Violated Low · Score: -15.9
Guideline #8: Violated Low · Score: -15.9
Guideline #9: Adhered High · Score: 15.9
Guideline #10: Issue Resolved · Score: 31.7
Guideline #11: Not Applicable · Score: 0.0
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What Information to Include

8 Guidelines · Score: 15.9

“Broken” Performance
Guideline #12: Violated Low · Score: -21.1
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 37.0
Guideline #15: Violated High · Score: -31.7
Guideline #16: Adhered High · Score: 31.7
Guideline #17: Not Applicable · Score: 0.0
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: -13.2

“Broken” Performance
Guideline #20: Not Applicable · Score: 0.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered Low · Score: 13.2
Guideline #23: Violated High · Score: -26.4
Guideline #24: Not Applicable · Score: 0.0
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Product Thumbnails

8 Guidelines · Score: 108.4

“State of the Art” Performance
Guideline #25: Adhered High · Score: 37.0
Guideline #26: Adhered High · Score: 37.0
Guideline #27: Not Applicable · Score: 0.0
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Adhered Low · Score: 13.2
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Adhered High · Score: 21.1
Guideline #32: Not Applicable · Score: 0.0
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Hover & Hit Areas

5 Guidelines · Score: -39.7

“Broken” Performance
Guideline #33: Violated Low · Score: -13.2
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: -21.1

“Broken” Performance
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Not Applicable · Score: 0.0
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: -63.4

“Broken” Performance
Guideline #43: Violated High · Score: -42.3
Guideline #44: Adhered Low · Score: 18.5
Guideline #45: Not Applicable · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Violated 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: 87.2

“State of the Art” Performance
Guideline #53: Adhered High · Score: 37.0
Guideline #54: Adhered High · Score: 37.0
Guideline #55: Violated Low · Score: -18.5
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: Not Applicable · Score: 0.0
Guideline #62: Not Applicable · Score: 0.0
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Interface & Layout

11 Guidelines · Score: 37.0

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

4 Guidelines · Score: 52.9

Guideline #74: Adhered Low · Score: 13.2
Guideline #75: Violated Low · Score: -13.2
Guideline #76: Adhered High · Score: 26.4
Guideline #77: Adhered High · Score: 26.4
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Sorting

11 Guidelines · Score: -100.5

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

5 Guidelines · Score: 37.0

Guideline #89: Issue Resolved · Score: 37.0
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
Guideline #92: Not Applicable · Score: 0.0
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, Gap’s product lists, filtering and sorting implementation adhered to 25 usability guidelines, violated 22, and scored neutral on 1 occasion, while a remaining 45 guidelines weren’t applicable.

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

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Industry Comparison: Apparel & Accessories

Overall Gap ranks 31 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 6 in the Apparel & Accessories industry.

Poor
Acceptable
Good

3. Nike

6. Gap

7. Gilt

“Broken” Performance
“Broken” Performance
“Broken” Performance
“Broken” Performance
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