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REI’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of REI and 49 other sites. The overall performance of REI is poor. REI's product listings are particularly thwarted by usability issues related to poor Sorting, broken User Interface, and broken Product Thumbnails. That said, their product listings perform great within Available Filters.

Rank: #30 of 50

Usability Score: 114

URL: REI.com

Reviewed by: Thomas Grønne

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: 114

List Layout

6 Guidelines · Score: -18.5

“Broken” Performance
Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Violated High · Score: -31.7
Guideline #3: Adhered High · Score: 26.4
Guideline #4: Violated 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: -79.3

“Broken” Performance
Guideline #7: Violated High · Score: -31.7
Guideline #8: Violated Low · Score: -15.9
Guideline #9: Violated 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: 58.2

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: 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: 2.6

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

8 Guidelines · Score: -13.2

“Broken” Performance
Guideline #25: Violated 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: Violated Low · Score: -13.2
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Violated High · Score: -21.1
Guideline #32: Adhered High · Score: 21.1
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Hover & Hit Areas

5 Guidelines · Score: -15.9

“Broken” Performance
Guideline #33: Violated Low · Score: -13.2
Guideline #34: Violated High · Score: -26.4
Guideline #35: Issue Resolved · Score: 31.7
Guideline #36: Violated Low · Score: -7.9
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: 121.6

“State of the Art” Performance
Guideline #43: Adhered High · Score: 42.3
Guideline #44: Adhered High · Score: 37.0
Guideline #45: Adhered High · Score: 37.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Violated High · Score: -37.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Adhered Low · Score: 15.9
Guideline #50: Adhered High · Score: 26.4
Guideline #51: Violated High · Score: -26.4
Guideline #52: Adhered High · Score: 26.4
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Scope & Logic

10 Guidelines · Score: -26.4

“Broken” Performance
Guideline #53: Violated High · Score: -37.0
Guideline #54: Adhered High · Score: 37.0
Guideline #55: Violated High · Score: -37.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Violated High · Score: -31.7
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: Not Applicable · Score: 0.0
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Interface & Layout

11 Guidelines · Score: 76.7

Guideline #63: Not Applicable · Score: 0.0
Guideline #64: Not Applicable · Score: 0.0
Guideline #65: Adhered High · Score: 37.0
Guideline #66: Adhered Low · Score: 13.2
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: Violated High · Score: -26.4
Guideline #73: Not Applicable · Score: 0.0
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Applying & Applied Filters

4 Guidelines · Score: 52.9

Guideline #74: Adhered High · Score: 26.4
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: 34.4

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: Adhered High · Score: 26.4
Guideline #83: Violated High · Score: -26.4
Guideline #84: Violated Low · Score: -13.2
Guideline #85: Violated High · Score: -21.1
Guideline #86: Adhered 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: -47.6

“Broken” Performance
Guideline #89: Adhered Low · Score: 18.5
Guideline #90: Violated High · Score: -26.4
Guideline #91: Violated Low · Score: -18.5
Guideline #92: Not Applicable · Score: 0.0
Guideline #93: Violated High · Score: -21.1
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All 50 sites were benchmarked across the 93 guidelines from the E-Commerce Product Lists usability study. During our evaluation, REI’s product lists, filtering and sorting implementation adhered to 35 usability guidelines, violated 33, and scored neutral on 0 occasions, while a remaining 25 guidelines weren’t applicable.

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

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Industry Comparison: Sports, Toys & Hobbies

Overall REI ranks 30 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 3 in the Sports, Toys & Hobbies industry.

Poor
Acceptable
Good

3. REI

4. Disney

“Broken” Performance
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