This is a case study of American Girl’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape
American Girl’s Cart & Checkout performance is poor. Some of American Girl’s biggest checkout usability issues are due to poor Layout, broken Data Input, and broken Copywriting. That said, their checkout performs well within Navigation.