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Nike’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Nike and 49 other sites. The overall performance of Nike is acceptable. For instance, Nike's mobile design has state of the art Total Cost and Product Images yet suffers from mediocre Product List and Account.

Rank: #5 of 50

Usability Score: 603

URL: store.nike.com

Reviewed by: Christian Vind

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 603

Navigation & Product Browsing

4 Guidelines · Score: 68.4

“State of the Art” Performance
Guideline #29: Adhered Low · Score: 14.4
Guideline #30: Adhered Low · Score: 14.4
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 Low · Score: 12.6
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: 10.8

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 Low · Score: 9.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Violated 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: Violated High · Score: -7.2
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Filtering & Sorting

9 Guidelines · Score: 10.8

“Broken” Performance
Guideline #50: Adhered High · Score: 25.2
Guideline #51: Adhered High · Score: 25.2
Guideline #52: Violated High · Score: -18.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Violated 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: 3.6

“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 Low · Score: -7.2
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: 32.4

“Broken” Performance
Guideline #64: Adhered High · Score: 25.2
Guideline #65: Violated Low · Score: -10.8
Guideline #66: Neutral · Score: 0.0
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: 100.8

“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: Adhered 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: -10.8

“Broken” Performance
Guideline #81: Neutral · Score: 0.0
Guideline #82: Violated High · Score: -10.8
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Total Cost

6 Guidelines · Score: 111.6

“State of the Art” Performance
Guideline #83: Adhered High · Score: 28.8
Guideline #84: Adhered High · Score: 25.2
Guideline #85: Adhered High · Score: 21.6
Guideline #86: Adhered High · Score: 18.0
Guideline #87: Adhered High · Score: 18.0
Guideline #88: Not Applicable · Score: 0.0
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Shipping

3 Guidelines · Score: -9.0

“Broken” Performance
Guideline #89: Adhered Low · Score: 12.6
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Violated High · Score: -21.6
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Account

3 Guidelines · Score: 25.2

Guideline #92: Adhered High · Score: 25.2
Guideline #93: Neutral · Score: 0.0
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 99.0

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: Adhered Low · Score: 9.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Not Applicable · Score: 0.0
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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: 36.0

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: 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: Not Applicable · 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: 34.2

“Broken” Performance
Guideline #117: Violated High · Score: -28.8
Guideline #118: Adhered High · Score: 28.8
Guideline #119: Adhered High · Score: 25.2
Guideline #120: Violated High · Score: -21.6
Guideline #121: Violated Low · Score: -10.8
Guideline #122: Adhered High · Score: 18.0
Guideline #123: Adhered Low · Score: 7.2
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: 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: -43.2

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Violated High · Score: -21.6
Guideline #134: Violated High · Score: -18.0
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 Nike adhered to 57 usability guidelines, violated 28, and scored neutral on 6 occasions, while a remaining 55 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 Nike ranks 5 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 is the best performing site in the Apparel & Accessories industry.

Poor
Acceptable
Good

1. Nike

6. Gap

“Broken” Performance
“Broken” Performance

10. Gilt

“Broken” Performance
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