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Nike’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Nike and 49 other sites. The overall performance of Nike is state of the art.

It is especially a state of the art Main Navigation, Site-Wide Layout, and Category Taxonomy that helps Nike's category UX. Do, however, watch out for their broken Cross-Navigation & -Selling performance.

We also benchmarked Nike in 2013. Since then, their overall UX performance is 37% better.

Rank: #22 of 50

Usability Score: 1,056

URL: nike.com

Reviewer: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 1,056 (+37% since 2013)

Current Performance - “State of the Art”
2013 Performance

Homepage

13 Guidelines · Score: 11.3 (-201%)

“Broken” Performance
Guideline #1: Violated High · Score: -39.6
Guideline #2: Adhered High · Score: 28.3
Guideline #3: Violated Low · Score: -14.2
Guideline #4: Violated High · Score: -28.3
Guideline #5: Adhered Low · Score: 8.5
Guideline #6: Adhered High · Score: 28.3
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Neutral · Score: 0.0
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Violated Low · Score: -8.5
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered Low · Score: 8.5
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Category Taxonomy

13 Guidelines · Score: 252.0 (+75%)

“State of the Art” Performance
Guideline #14: Violated High · Score: -39.6
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Adhered High · Score: 39.6
Guideline #17: Adhered High · Score: 28.3
Guideline #18: Not Applicable · Score: 0.0
Guideline #19: Adhered High · Score: 34.0
Guideline #20: Adhered High · Score: 45.3
Guideline #21: Adhered High · Score: 28.3
Guideline #22: Adhered High · Score: 28.3
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Adhered Low · Score: 14.2
Guideline #25: Adhered High · Score: 22.6
Guideline #26: Issue Resolved · Score: 22.6
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Main Navigation

16 Guidelines · Score: 362.4 (+22%)

“State of the Art” Performance
Guideline #27: Adhered High · Score: 39.6
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Adhered High · Score: 28.3
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Adhered High · Score: 34.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Adhered High · Score: 28.3
Guideline #35: Adhered High · Score: 22.6
Guideline #36: Issue Resolved · Score: 28.3
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Adhered High · Score: 22.6
Guideline #39: Issue Resolved · Score: 22.6
Guideline #40: Not Applicable · Score: 0.0
Guideline #41: Issue Resolved · Score: 17.0
Guideline #42: Violated High · Score: -11.3
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Intermediary Category Pages

7 Guidelines · Score: 135.9 (+221%)

“State of the Art” Performance
Guideline #43: Violated High · Score: -45.3
Guideline #44: Adhered High · Score: 39.6
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Issue Resolved · Score: 28.3
Guideline #47: Adhered High · Score: 28.3
Guideline #48: Adhered High · Score: 28.3
Guideline #49: Adhered High · Score: 17.0
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Product Lists

13 Guidelines · Score: 158.5 (+67%)

Guideline #50: Adhered High · Score: 45.3
Guideline #51: Violated High · Score: -45.3
Guideline #52: Adhered High · Score: 39.6
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Violated High · Score: -45.3
Guideline #55: Adhered High · Score: 45.3
Guideline #56: Violated Low · Score: -11.3
Guideline #57: Adhered High · Score: 28.3
Guideline #58: Adhered High · Score: 34.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Issue Resolved · Score: 17.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 152.9 (-15%)

“State of the Art” Performance
Guideline #63: Adhered High · Score: 28.3
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Adhered High · Score: 28.3
Guideline #66: Adhered High · Score: 22.6
Guideline #67: Violated High · Score: -22.6
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Adhered High · Score: 17.0
Guideline #71: Adhered High · Score: 11.3
Guideline #72: Violated High · Score: -11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: -17.0 (-0%)

“Broken” Performance
Guideline #73: Violated High · Score: -28.3
Guideline #74: Neutral · Score: 0.0
Guideline #75: Violated High · Score: -28.3
Guideline #76: Not Applicable · Score: 0.0
Guideline #77: Adhered High · Score: 22.6
Guideline #78: Adhered High · Score: 17.0
Guideline #79: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 79 guidelines from the Homepage & Category usability study. During our evaluation, the e-commerce homepage and category design of Nike adhered to 52 usability guidelines, violated 16, and scored neutral on 2 occasions, while a remaining 9 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 Nike ranks 22 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 5 in the Apparel & Accessories industry.

Poor
Acceptable
Good
“State of the Art” Performance
“State of the Art” Performance
“State of the Art” Performance
“State of the Art” Performance

5. Nike

“State of the Art” Performance
“State of the Art” Performance
“State of the Art” Performance

9. Gilt

11. Gap

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