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Target’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Target and 49 other sites. The overall performance of Target is decent.

For instance, Target's mobile design has state of the art Filtering & Sorting and Error Messages yet suffers from poor Total Cost and broken Search.

Rank: #4 of 50

Usability Score: 706

URL: target.com

Reviewer: Thomas Grønne

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 706

Navigation & Product Browsing

4 Guidelines · Score: 82.8

“State of the Art” Performance
Guideline #29: Adhered Low · Score: 14.4
Guideline #30: Issue Resolved · Score: 28.8
Guideline #31: Adhered High · Score: 21.6
Guideline #32: Adhered High · Score: 18.0
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Search

5 Guidelines · Score: -25.2

“Broken” Performance
Guideline #33: Adhered High · Score: 25.2
Guideline #34: Violated High · Score: -28.8
Guideline #35: Adhered High · Score: 25.2
Guideline #36: Violated High · Score: -25.2
Guideline #37: Violated High · Score: -21.6
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Product List

12 Guidelines · Score: 88.2

“State of the Art” Performance
Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered High · Score: 25.2
Guideline #40: Violated High · Score: -21.6
Guideline #41: Violated Low · Score: -9.0
Guideline #42: Adhered High · Score: 18.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Adhered High · Score: 18.0
Guideline #45: Neutral · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Neutral · Score: 0.0
Guideline #49: Adhered High · Score: 7.2
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Filtering & Sorting

9 Guidelines · Score: 102.6

“State of the Art” Performance
Guideline #50: Adhered High · Score: 25.2
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Adhered High · Score: 18.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Adhered Low · Score: 9.0
Guideline #56: Adhered High · Score: 14.4
Guideline #57: Neutral · Score: 0.0
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: -25.2

“Broken” Performance
Guideline #59: Violated High · Score: -21.6
Guideline #60: Adhered High · Score: 18.0
Guideline #61: Violated High · Score: -18.0
Guideline #62: Violated High · Score: -14.4
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: -39.6

“Broken” Performance
Guideline #64: Violated High · Score: -25.2
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Violated High · Score: -18.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Violated High · Score: -18.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 72.0

“State of the Art” Performance
Guideline #70: Adhered High · Score: 28.8
Guideline #71: Adhered High · Score: 25.2
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Violated High · Score: -14.4
Guideline #74: Adhered High · Score: 7.2
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Product Descriptions & Specs

3 Guidelines · Score: 43.2

“State of the Art” Performance
Guideline #75: Adhered High · Score: 25.2
Guideline #76: Adhered High · Score: 18.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: 28.8

“State of the Art” Performance
Guideline #81: Adhered High · Score: 18.0
Guideline #82: Adhered High · Score: 10.8
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Total Cost

6 Guidelines · Score: 25.2

Guideline #83: Violated High · Score: -28.8
Guideline #84: Adhered High · Score: 25.2
Guideline #85: Adhered High · Score: 21.6
Guideline #86: Not Applicable · Score: 0.0
Guideline #87: Adhered High · Score: 18.0
Guideline #88: Violated High · Score: -10.8
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Shipping

3 Guidelines · Score: -46.8

“Broken” Performance
Guideline #89: Violated High · Score: -25.2
Guideline #90: Violated High · Score: -21.6
Guideline #91: Not Applicable · Score: 0.0
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Account

3 Guidelines · Score: 50.4

“State of the Art” Performance
Guideline #92: Issue Resolved · Score: 25.2
Guideline #93: Issue Resolved · Score: 25.2
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 86.4

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Adhered High · Score: 21.6
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Violated High · Score: -18.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Adhered High · Score: 14.4
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Redundancy & Simplicity

5 Guidelines · Score: 57.6

“State of the Art” Performance
Guideline #102: Adhered High · Score: 21.6
Guideline #103: Adhered High · Score: 18.0
Guideline #104: Adhered High · Score: 18.0
Guideline #105: Adhered High · Score: 7.2
Guideline #106: Violated High · Score: -7.2
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Form Layout

5 Guidelines · Score: 7.2

“Broken” Performance
Guideline #107: Adhered High · Score: 25.2
Guideline #108: Violated High · Score: -18.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Violated High · Score: -7.2
Guideline #111: Adhered High · Score: 7.2
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Input Functionality

5 Guidelines · Score: 39.6

“State of the Art” Performance
Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered High · Score: 10.8
Guideline #114: Adhered High · Score: 18.0
Guideline #115: Adhered High · Score: 10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: -68.4

“Broken” Performance
Guideline #117: Violated High · Score: -28.8
Guideline #118: Violated Low · Score: -14.4
Guideline #119: Violated High · Score: -25.2
Guideline #120: Violated High · Score: -21.6
Guideline #121: Issue Resolved · Score: 21.6
Guideline #122: Issue Resolved · Score: 18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Violated High · Score: -10.8
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Violated High · Score: -7.2
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Touch Keyboards

5 Guidelines · Score: 72.0

“State of the Art” Performance
Guideline #127: Adhered High · Score: 21.6
Guideline #128: Adhered High · Score: 21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 7.2
Guideline #131: Adhered High · Score: 7.2
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Error Messages

5 Guidelines · Score: 82.8

“State of the Art” Performance
Guideline #132: Adhered High · Score: 28.8
Guideline #133: Adhered High · Score: 21.6
Guideline #134: Adhered High · Score: 18.0
Guideline #135: Adhered High · Score: 14.4
Guideline #136: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 146 guidelines from the Mobile E-Commerce usability study. During our evaluation, the mobile experience of Target adhered to 65 usability guidelines, violated 29, and scored neutral on 3 occasions, while a remaining 49 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 Target ranks 4 when comparing the user experience of their mobile site against that of the 49 other major US e-commerce mobile sites in the benchmark, and ranks 2 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

2. Target

3. Etsy

5. Kohl's

6. Walmart

7. Macy's

8. Amazon

“Broken” Performance

9. Costco

“Broken” Performance

10. Overstock

“Broken” Performance

11. Rakuten

“Broken” Performance
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