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Disney’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Disney and 49 other sites. The overall performance of Disney is decent. For instance, Disney's category experience has state of the art Site-Wide Layout and Category Taxonomy yet suffers from broken Homepage and Cross-Navigation & -Selling.

We also benchmarked Disney in 2013. Since then, their overall UX performance is up by 17%.

Rank: #47 of 50

Usability Score: 643

URL: disneystore.com

Reviewed by: Karolina Budrikiene

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 643 (+17% since 2013)

Current Performance
2013 Performance

Homepage

13 Guidelines · Score: 31.1 (+25%)

“Broken” Performance
Guideline #1: Violated High · Score: -39.6
Guideline #2: Neutral · Score: 0.0
Guideline #3: Issue Resolved · Score: 28.3
Guideline #4: Violated High · Score: -28.3
Guideline #5: Adhered Low · Score: 8.5
Guideline #6: Neutral · Score: 0.0
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Not Applicable · Score: 0.0
Guideline #9: Adhered High · Score: 17.0
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Adhered 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: 254.8 (+66%)

“State of the Art” Performance
Guideline #14: Adhered Low · Score: 19.8
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: Issue Resolved · Score: 45.3
Guideline #21: Violated 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: Adhered High · Score: 22.6
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Main Navigation

16 Guidelines · Score: 172.7 (-63%)

Guideline #27: Adhered High · Score: 39.6
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered High · Score: 39.6
Guideline #30: Violated Low · Score: -14.2
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Violated Low · Score: -17.0
Guideline #34: Adhered High · Score: 28.3
Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Violated High · 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: Issue Resolved · Score: 17.0
Guideline #41: Issue Resolved · Score: 17.0
Guideline #42: Violated High · Score: -11.3
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Intermediary Category Pages

7 Guidelines · Score: 8.5 (-43%)

Guideline #43: Adhered High · Score: 45.3
Guideline #44: Violated Low · Score: -19.8
Guideline #45: Adhered High · Score: 39.6
Guideline #46: Violated High · Score: -28.3
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -28.3
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 36.8 (+51%)

Guideline #50: Adhered High · Score: 45.3
Guideline #51: Violated High · Score: -45.3
Guideline #52: Adhered Low · Score: 19.8
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Violated Low · Score: -22.6
Guideline #55: Adhered High · Score: 45.3
Guideline #56: Violated High · Score: -22.6
Guideline #57: Neutral · Score: 0.0
Guideline #58: Violated High · Score: -34.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Issue Resolved · Score: 17.0
Guideline #61: Violated High · Score: -17.0
Guideline #62: Violated High · Score: -22.6
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Site-Wide Layout

10 Guidelines · Score: 164.2 (+55%)

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

7 Guidelines · Score: -25.5 (+21%)

“Broken” Performance
Guideline #73: Violated Low · Score: -14.2
Guideline #74: Adhered High · Score: 28.3
Guideline #75: Violated High · Score: -28.3
Guideline #76: Violated High · Score: -28.3
Guideline #77: Not Applicable · Score: 0.0
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 Disney adhered to 44 usability guidelines, violated 21, and scored neutral on 3 occasions, while a remaining 11 guidelines weren’t applicable.

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

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Industry Comparison: Toys & Hobbies

Overall Disney ranks 47 when comparing their homepage and category UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 2 in the Toys & Hobbies industry.

Poor
Acceptable
Good

2. Disney

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