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Diapers' Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Diapers and 49 other sites. The overall performance of Diapers is all but broken. Diapers' mobile design in particular suffers from usability issues caused by mediocre Cross Navigation & Compatibility, mediocre Redundancy & Simplicity, and poor Total Cost. That said, their mobile design performs great within Product List.

Rank: #44 of 50

Usability Score: 124

URL: diapers.com

Reviewed by: Christian Vind

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 124

“Broken” Performance

Navigation & Product Browsing

4 Guidelines · Score: 5.4

“Broken” Performance
Guideline #29: Violated Low · Score: -14.4
Guideline #30: Issue Resolved · Score: 28.8
Guideline #31: Neutral · Score: 0.0
Guideline #32: Violated 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: 108.0

“State of the Art” Performance
Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered High · Score: 25.2
Guideline #40: Violated Low · Score: -10.8
Guideline #41: Violated High · Score: -18.0
Guideline #42: Adhered High · Score: 18.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Neutral · Score: 0.0
Guideline #45: Adhered High · Score: 18.0
Guideline #46: Adhered High · Score: 18.0
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: Adhered High · Score: 25.2
Guideline #52: Adhered High · Score: 18.0
Guideline #53: Violated High · Score: -18.0
Guideline #54: Adhered High · Score: 18.0
Guideline #55: Violated High · Score: -18.0
Guideline #56: Violated Low · Score: -7.2
Guideline #57: Violated High · Score: -14.4
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: 18.0

Guideline #59: Neutral · Score: 0.0
Guideline #60: Not Applicable · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered Low · Score: 7.2
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: 5.4

“Broken” Performance
Guideline #64: Violated High · Score: -25.2
Guideline #65: Adhered High · Score: 21.6
Guideline #66: Violated 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: 82.8

“State of the Art” Performance
Guideline #70: Adhered Low · Score: 14.4
Guideline #71: Adhered High · Score: 25.2
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Adhered High · Score: 14.4
Guideline #74: Adhered Low · Score: 3.6
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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: 14.4

“State of the Art” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Adhered Low · Score: 5.4
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Total Cost

6 Guidelines · Score: 21.6

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: Violated High · Score: -18.0
Guideline #88: Adhered High · Score: 10.8
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Shipping

3 Guidelines · Score: 3.6

Guideline #89: Adhered High · Score: 25.2
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Violated High · Score: -21.6
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Account

3 Guidelines · Score: -37.8

“Broken” Performance
Guideline #92: Violated High · Score: -25.2
Guideline #93: Violated Low · Score: -12.6
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 28.8

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: Violated High · Score: -18.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Not Applicable · Score: 0.0
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Redundancy & Simplicity

5 Guidelines · Score: 32.4

Guideline #102: Adhered High · Score: 21.6
Guideline #103: Adhered High · Score: 18.0
Guideline #104: Violated High · Score: -18.0
Guideline #105: Adhered Low · Score: 3.6
Guideline #106: Adhered High · Score: 7.2
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Form Layout

5 Guidelines · Score: 10.8

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

5 Guidelines · Score: 0.0

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

10 Guidelines · Score: -99.0

“Broken” Performance
Guideline #117: Violated High · Score: -28.8
Guideline #118: Violated High · Score: -28.8
Guideline #119: Violated High · Score: -25.2
Guideline #120: Adhered High · Score: 21.6
Guideline #121: Violated High · Score: -21.6
Guideline #122: Violated High · Score: -18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Violated Low · Score: -5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Adhered 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: -5.4

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Violated Low · Score: -10.8
Guideline #134: Adhered Low · Score: 9.0
Guideline #135: Adhered High · Score: 14.4
Guideline #136: Adhered High · Score: 10.8
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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 Diapers adhered to 48 usability guidelines, violated 36, and scored neutral on 6 occasions, while a remaining 56 guidelines weren’t applicable.

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

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Industry Comparison: Health & Beauty

Overall Diapers ranks 44 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 4 in the Health & Beauty industry.

Poor
Acceptable
Good

1. Sephora

4. Diapers

“Broken” Performance
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