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Gap’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Gap and 49 other sites. The overall performance of Gap is poor. Some of Gap's biggest mobile usability issues are due to poor Form Layout, broken Account, and broken Total Cost. That said, their mobile design performs great within Product Page Layout.

Rank: #23 of 50

Usability Score: 380

URL: gap.com

Reviewed by: Christian Vind

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 380

Navigation & Product Browsing

4 Guidelines · Score: 48.6

Guideline #29: Not Applicable · Score: 0.0
Guideline #30: Issue Resolved · Score: 28.8
Guideline #31: Adhered Low · Score: 10.8
Guideline #32: Adhered Low · Score: 9.0
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Search

5 Guidelines · Score: -126.0

“Broken” Performance
Guideline #33: Violated High · Score: -25.2
Guideline #34: Violated High · Score: -28.8
Guideline #35: Violated 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: 82.8

“State of the Art” Performance
Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered Low · Score: 12.6
Guideline #40: Adhered High · Score: 21.6
Guideline #41: Violated High · Score: -18.0
Guideline #42: Adhered Low · Score: 9.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Adhered High · Score: 18.0
Guideline #45: Violated High · Score: -18.0
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: -10.8

“Broken” Performance
Guideline #50: Violated High · Score: -25.2
Guideline #51: Neutral · Score: 0.0
Guideline #52: Not Applicable · Score: 0.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Adhered High · Score: 18.0
Guideline #56: Violated 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: -14.4

“Broken” Performance
Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Not Applicable · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Violated High · Score: -14.4
Guideline #63: Not Applicable · Score: 0.0
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Product Page Layout

6 Guidelines · Score: 64.8

“State of the Art” Performance
Guideline #64: Adhered High · Score: 25.2
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Violated Low · Score: -9.0
Guideline #67: Violated Low · Score: -9.0
Guideline #68: Issue Resolved · 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: 19.8

“State of the Art” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Issue Resolved · Score: 10.8
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Total Cost

6 Guidelines · Score: -9.0

“Broken” Performance
Guideline #83: Adhered Low · Score: 14.4
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Not Applicable · Score: 0.0
Guideline #86: Not Applicable · Score: 0.0
Guideline #87: Violated High · Score: -18.0
Guideline #88: Violated Low · Score: -5.4
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Shipping

3 Guidelines · Score: -18.0

“Broken” Performance
Guideline #89: Adhered High · Score: 25.2
Guideline #90: Violated High · Score: -21.6
Guideline #91: Violated High · Score: -21.6
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Account

3 Guidelines · Score: 0.0

“Broken” Performance
Guideline #92: Adhered High · Score: 25.2
Guideline #93: Violated High · Score: -25.2
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 79.2

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Violated High · Score: -21.6
Guideline #98: Not Applicable · Score: 0.0
Guideline #99: Adhered 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: 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: 25.2

Guideline #107: Adhered High · Score: 25.2
Guideline #108: Not Applicable · Score: 0.0
Guideline #109: Violated High · Score: -14.4
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Adhered High · Score: 7.2
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Input Functionality

5 Guidelines · Score: 18.0

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered 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: 7.2

“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: Violated High · Score: -21.6
Guideline #121: Violated High · Score: -21.6
Guideline #122: Violated Low · Score: -9.0
Guideline #123: Adhered Low · Score: 7.2
Guideline #124: Adhered Low · Score: 5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Violated High · Score: -7.2
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Touch Keyboards

5 Guidelines · Score: 28.8

Guideline #127: Violated 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: 25.2

Guideline #132: Violated 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 Gap adhered to 53 usability guidelines, violated 31, and scored neutral on 3 occasions, while a remaining 59 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 Gap ranks 23 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 6 in the Apparel & Accessories industry.

Poor
Acceptable
Good

1. Nike

6. Gap

“Broken” Performance
“Broken” Performance

10. Gilt

“Broken” Performance
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