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Kohl’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Kohl's and 49 other sites. The overall performance of Kohl's is poor.

Some of Kohl's biggest product list usability issues are due to mediocre Product Thumbnails, broken Loading Products, and broken Hover & Hit Areas. That said, their product listings perform great within Scope & Logic.

Rank: #27 of 50

Usability Score: 182

URL: kohls.com

Reviewer: Jamie Appleseed

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: 182

List Layout

6 Guidelines · Score: 44.9

Guideline #1: Neutral · Score: 0.0
Guideline #2: Adhered High · Score: 31.7
Guideline #3: Neutral · Score: 0.0
Guideline #4: Adhered Low · Score: 13.2
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

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

8 Guidelines · Score: 23.8

“Broken” Performance
Guideline #12: Neutral · Score: 0.0
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Violated Low · Score: -18.5
Guideline #15: Violated High · Score: -31.7
Guideline #16: Adhered High · Score: 31.7
Guideline #17: Adhered High · Score: 26.4
Guideline #18: Adhered High · Score: 15.9
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: -10.6

“Broken” Performance
Guideline #20: Violated High · Score: -37.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Violated Low · Score: -13.2
Guideline #23: Adhered Low · Score: 13.2
Guideline #24: Adhered High · Score: 26.4
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Product Thumbnails

8 Guidelines · Score: 13.2

Guideline #25: Adhered High · Score: 37.0
Guideline #26: Violated Low · Score: -18.5
Guideline #27: Neutral · Score: 0.0
Guideline #28: Violated Low · Score: -13.2
Guideline #29: Violated 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: -5.3

“Broken” Performance
Guideline #33: Violated High · Score: -26.4
Guideline #34: Violated High · Score: -26.4
Guideline #35: Issue Resolved · Score: 31.7
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: -10.6

“Broken” Performance
Guideline #43: Violated High · Score: -42.3
Guideline #44: Adhered High · Score: 37.0
Guideline #45: Violated Low · Score: -18.5
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: 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: 82.0

“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 Low · Score: 10.6
Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Adhered High · Score: 10.6
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered Low · Score: 5.3
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Interface & Layout

11 Guidelines · Score: 29.1

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

4 Guidelines · Score: 26.4

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

11 Guidelines · Score: 0.0

“Broken” Performance
Guideline #78: Neutral · Score: 0.0
Guideline #79: Violated High · Score: -37.0
Guideline #80: Adhered High · Score: 21.1
Guideline #81: Adhered High · Score: 26.4
Guideline #82: Adhered 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: 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, Kohl’s product lists, filtering and sorting implementation adhered to 33 usability guidelines, violated 24, and scored neutral on 7 occasions, while a remaining 29 guidelines weren’t applicable.

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

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Industry Comparison: Mass Merchant

Overall Kohl’s ranks 27 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 7 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Macy's

2. Amazon

3. Sears

4. Walmart

6. Target

7. Kohl's

8. HSN

“Broken” Performance

10. Rakuten

“Broken” Performance
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