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Barnes & Noble’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Barnes & Noble and 49 other sites. The overall performance of Barnes & Noble is poor. Barnes & Noble's mobile design in particular suffers from usability issues caused by poor Shipping, broken Navigation & Product Browsing, and broken Total Cost. That said, their mobile design performs great within Product Page Layout.

Rank: #24 of 50

Usability Score: 374

URL: barnesandnoble.com

Reviewed by: Baymard Institute

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 374

Navigation & Product Browsing

4 Guidelines · Score: 21.6

“Broken” Performance
Guideline #29: Adhered High · Score: 28.8
Guideline #30: Violated High · Score: -28.8
Guideline #31: Issue Resolved · Score: 21.6
Guideline #32: Neutral · Score: 0.0
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Search

5 Guidelines · Score: -75.6

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

12 Guidelines · Score: -1.8

“Broken” Performance
Guideline #38: Neutral · Score: 0.0
Guideline #39: Violated Low · Score: -12.6
Guideline #40: Adhered Low · Score: 10.8
Guideline #41: Adhered 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: Neutral · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -14.4
Guideline #49: Violated High · Score: -7.2
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Filtering & Sorting

9 Guidelines · Score: 5.4

“Broken” Performance
Guideline #50: Adhered Low · Score: 12.6
Guideline #51: Violated High · Score: -25.2
Guideline #52: Adhered High · Score: 18.0
Guideline #53: Adhered High · Score: 18.0
Guideline #54: Adhered High · Score: 18.0
Guideline #55: Violated High · Score: -18.0
Guideline #56: Violated High · Score: -14.4
Guideline #57: Violated High · Score: -14.4
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: 23.4

Guideline #59: Adhered High · Score: 21.6
Guideline #60: Not Applicable · Score: 0.0
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered Low · Score: 7.2
Guideline #63: Violated Low · Score: -5.4
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Product Page Layout

6 Guidelines · Score: 73.8

“State of the Art” Performance
Guideline #64: Adhered High · Score: 25.2
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: -21.6

“Broken” Performance
Guideline #70: Violated High · Score: -28.8
Guideline #71: Neutral · Score: 0.0
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Violated High · Score: -14.4
Guideline #74: Violated Low · Score: -3.6
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Product Descriptions & Specs

3 Guidelines · Score: 30.6

Guideline #75: Adhered 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: 7.2

Guideline #81: Adhered High · Score: 18.0
Guideline #82: Violated High · Score: -10.8
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Total Cost

6 Guidelines · Score: 10.8

“Broken” Performance
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: Not Applicable · Score: 0.0
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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: -12.6

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

7 Guidelines · Score: 72.0

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Adhered High · Score: 21.6
Guideline #98: Violated High · Score: -18.0
Guideline #99: Neutral · Score: 0.0
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: 7.2

“Broken” Performance
Guideline #107: Violated High · Score: -25.2
Guideline #108: Adhered High · Score: 18.0
Guideline #109: Not Applicable · Score: 0.0
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: 73.8

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: Adhered High · Score: 21.6
Guideline #122: Adhered High · Score: 18.0
Guideline #123: Adhered 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: 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: -1.8

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Adhered High · Score: 21.6
Guideline #134: Violated Low · Score: -9.0
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 Barnes & Noble adhered to 53 usability guidelines, violated 32, and scored neutral on 5 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: Sports, Toys & Hobbies

Overall Barnes & Noble ranks 24 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 Sports, Toys & Hobbies industry.

Poor
Acceptable
Good

2. REI

4. Barnes & Noble

“Broken” Performance
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