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Kohl’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Kohl's and 49 other sites. The overall performance of Kohl's is poor. Some of Kohl's biggest mobile usability issues are due to broken Search, Account, and Navigation & Product Browsing. That said, their mobile design performs great within Touch Keyboards.

Rank: #26 of 50

Usability Score: 337

URL: kohls.com

Reviewed by: Christian Vind

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 337

Navigation & Product Browsing

4 Guidelines · Score: -12.6

“Broken” Performance
Guideline #29: Violated Low · Score: -14.4
Guideline #30: Violated High · Score: -28.8
Guideline #31: Adhered High · Score: 21.6
Guideline #32: Adhered Low · Score: 9.0
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Search

5 Guidelines · Score: -63.0

“Broken” Performance
Guideline #33: Violated High · Score: -25.2
Guideline #34: Violated High · Score: -28.8
Guideline #35: Adhered High · Score: 25.2
Guideline #36: Violated Low · Score: -12.6
Guideline #37: Violated High · Score: -21.6
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Product List

12 Guidelines · Score: 52.2

Guideline #38: Adhered High · Score: 28.8
Guideline #39: Violated Low · Score: -12.6
Guideline #40: Violated Low · Score: -10.8
Guideline #41: Adhered High · Score: 18.0
Guideline #42: Adhered High · Score: 18.0
Guideline #43: Violated Low · Score: -10.8
Guideline #44: Adhered High · Score: 18.0
Guideline #45: Adhered High · Score: 18.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated Low · Score: -7.2
Guideline #49: Violated High · Score: -7.2
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Filtering & Sorting

9 Guidelines · Score: 52.2

Guideline #50: Adhered High · Score: 25.2
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Violated Low · Score: -9.0
Guideline #53: Violated High · Score: -18.0
Guideline #54: Adhered High · Score: 18.0
Guideline #55: Adhered High · Score: 18.0
Guideline #56: Violated Low · Score: -7.2
Guideline #57: Neutral · Score: 0.0
Guideline #58: Neutral · Score: 0.0
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Cross Navigation & Compatibility

5 Guidelines · Score: 1.8

“Broken” Performance
Guideline #59: Violated High · Score: -21.6
Guideline #60: Adhered Low · Score: 9.0
Guideline #61: Adhered 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: 61.2

“State of the Art” Performance
Guideline #64: Adhered Low · Score: 12.6
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Adhered Low · Score: 9.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Issue Resolved · Score: 18.0
Guideline #69: Adhered High · Score: 18.0
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Product Images

5 Guidelines · Score: 48.6

Guideline #70: Adhered High · Score: 28.8
Guideline #71: Violated Low · Score: -12.6
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Adhered High · Score: 14.4
Guideline #74: Violated High · Score: -7.2
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Product Descriptions & Specs

3 Guidelines · Score: 5.4

“Broken” Performance
Guideline #75: Violated Low · Score: -12.6
Guideline #76: Adhered High · Score: 18.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: -1.8

“Broken” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Violated High · Score: -10.8
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Total Cost

6 Guidelines · Score: 18.0

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

3 Guidelines · Score: 3.6

Guideline #89: Adhered 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: -18.0

“Broken” Performance
Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated High · Score: -25.2
Guideline #94: Violated High · Score: -18.0
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Editing & Verifying Inputs

7 Guidelines · Score: 21.6

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

5 Guidelines · Score: 43.2

Guideline #102: Adhered High · Score: 21.6
Guideline #103: Adhered High · Score: 18.0
Guideline #104: Adhered High · Score: 18.0
Guideline #105: Violated High · Score: -7.2
Guideline #106: Violated High · Score: -7.2
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Form Layout

5 Guidelines · Score: 39.6

Guideline #107: Adhered High · Score: 25.2
Guideline #108: Adhered High · Score: 18.0
Guideline #109: Violated High · Score: -14.4
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Adhered Low · Score: 3.6
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Input Functionality

5 Guidelines · Score: -3.6

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Violated High · Score: -10.8
Guideline #114: Adhered High · Score: 18.0
Guideline #115: Violated High · Score: -10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: 27.0

“Broken” Performance
Guideline #117: Violated Low · Score: -14.4
Guideline #118: Adhered High · Score: 28.8
Guideline #119: Adhered High · Score: 25.2
Guideline #120: Adhered High · Score: 21.6
Guideline #121: Violated High · Score: -21.6
Guideline #122: Violated Low · Score: -9.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Violated High · Score: -10.8
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Adhered 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: -21.6

“Broken” Performance
Guideline #132: Violated Low · Score: -14.4
Guideline #133: Violated Low · Score: -10.8
Guideline #134: Adhered High · Score: 18.0
Guideline #135: Violated 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 Kohl's adhered to 51 usability guidelines, violated 40, and scored neutral on 3 occasions, while a remaining 52 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 26 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 5 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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