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Disney’s Product Page UX

This is a usability benchmark of the product page experience of Disney and 59 other sites. The overall performance of Disney is mediocre.

Notably, Disney's product page performance is hampered by mediocre Cross-Sells & Cross-Navigation and poor Specifications Sheet, although this is helped somewhat by good Product Images and Product Descriptions.

Rank: #34 of 60

Usability Score: 285

URL: disneystore.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 285

Product Page Layout

8 Guidelines · Score: 28.1

Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Not Applicable · Score: 0.0
Guideline #3: Not Applicable · Score: 0.0
Guideline #4: Adhered High · Score: 17.9
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Violated High · Score: -15.3
Guideline #7: Adhered High · Score: 12.8
Guideline #8: Issue Resolved · Score: 12.8
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Product Images

9 Guidelines · Score: 94.6

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Adhered High · Score: 17.9
Guideline #12: Violated High · Score: -12.8
Guideline #13: Adhered High · Score: 12.8
Guideline #14: Issue Resolved · Score: 12.8
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Issue Resolved · Score: 12.8
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 52.4

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated High · Score: -17.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Adhered High · Score: 12.8
Guideline #23: Issue Resolved · Score: 12.8
Guideline #24: Neutral · Score: 0.0
Guideline #25: Adhered Low · Score: 3.8
Guideline #26: Not Applicable · Score: 0.0
Guideline #27: Adhered High · Score: 7.7
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Product Video & 360-View

4 Guidelines · Score: -12.8

Guideline #28: Violated High · Score: -12.8
Guideline #29: Not Applicable · Score: 0.0
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: 61.3

Guideline #32: Issue Resolved · Score: 12.8
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Violated High · Score: -12.8
Guideline #36: Issue Resolved · Score: 12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Adhered High · Score: 12.8
Guideline #39: Issue Resolved · Score: 12.8
Guideline #40: Issue Resolved · Score: 12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated Low · Score: -2.6
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Shipping, Returns, and Gifting

7 Guidelines · Score: -46.0

“Broken” Performance
Guideline #43: Violated High · Score: -12.8
Guideline #44: Adhered High · Score: 12.8
Guideline #45: Violated High · Score: -17.9
Guideline #46: Violated High · Score: -12.8
Guideline #47: Violated High · Score: -7.7
Guideline #48: Violated High · Score: -7.7
Guideline #49: Not Applicable · Score: 0.0
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Product Variations

9 Guidelines · Score: 24.3

Guideline #50: Issue Resolved · Score: 17.9
Guideline #51: Issue Resolved · Score: 12.8
Guideline #52: Issue Resolved · Score: 12.8
Guideline #53: Violated Low · Score: -6.4
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Violated High · Score: -7.7
Guideline #56: Neutral · Score: 0.0
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -5.1
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Product Descriptions

7 Guidelines · Score: 86.9

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered High · Score: 17.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Adhered High · Score: 12.8
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Adhered High · Score: 12.8
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Specifications Sheet

5 Guidelines · Score: 0.0

Guideline #66: Not Applicable · Score: 0.0
Guideline #67: Not Applicable · Score: 0.0
Guideline #68: Not Applicable · Score: 0.0
Guideline #69: Not Applicable · Score: 0.0
Guideline #70: Not Applicable · Score: 0.0
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User Reviews

13 Guidelines · Score: -6.4

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Violated High · Score: -20.4
Guideline #74: Not Applicable · Score: 0.0
Guideline #75: Violated Low · Score: -6.4
Guideline #76: Violated High · Score: -12.8
Guideline #77: Violated Low · Score: -6.4
Guideline #78: Violated High · Score: -12.8
Guideline #79: Adhered High · Score: 12.8
Guideline #80: Adhered Low · Score: 6.4
Guideline #81: Adhered High · Score: 12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Adhered High · Score: 12.8
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Auxiliary Content

5 Guidelines · Score: -28.1

“Broken” Performance
Guideline #84: Not Applicable · Score: 0.0
Guideline #85: Violated High · Score: -15.3
Guideline #86: Violated High · Score: -12.8
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
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Cross-Sells & Cross-Navigation

10 Guidelines · Score: 30.7

Guideline #89: Adhered High · Score: 12.8
Guideline #90: Violated Low · Score: -8.9
Guideline #91: Neutral · Score: 0.0
Guideline #92: Adhered High · Score: 12.8
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Not Applicable · Score: 0.0
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Not Applicable · Score: 0.0
Guideline #98: Adhered High · Score: 5.1
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All 60 sites were benchmarked across the 98 guidelines from the Product Page usability study. During our evaluation, the product page implementation at Disney adhered to 43 usability guidelines, violated 24, and scored neutral on 3 occasions, while a remaining 28 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 Disney ranks 34 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 4 in the Sports, Toys & Hobbies industry.

Poor
Acceptable
Good
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