BT UX Case Study
This is a case study of BT’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 282 design elements. 250 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
BT’s overall e-commerce UX performance is poor. Their UX is especially thwarted by usability issues related to broken On-Site Search, broken Site-Wide Layout & Features, and poor Application Flow performances.
First benchmarked in February 2023.
Overall UX Performance
374 Guidelines · Performance:
Desktop Web
198 Guidelines · Performance:
Homepage & Category
23 Guidelines · Performance:
On-Site Search
13 Guidelines · Performance:
Product Information
33 Guidelines · Performance:
Application Flow
84 Guidelines · Performance:
Customer Accounts
33 Guidelines · Performance:
Site-Wide Layout & Features
12 Guidelines · Performance:
Mobile Web
176 Guidelines · Performance:
To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.
The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.
BT’s Desktop Web E-Commerce Design
12 pages of BT’s e-commerce site, marked up with 102 best practice examples:
BT’s Mobile Web E-Commerce Design
11 pages of BT’s e-commerce site, marked up with 93 best practice examples:
Explore Other Research Content
Every week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
Drop-Down Usability: When You Should (and Shouldn’t) Use Them
Format the “Expiration Date” Fields Exactly the Same as the Physical Credit Card (72% Don’t)
PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)
Form Field Usability: Avoid Extensive Multicolumn Layouts (16% Make This Form Usability Mistake)
Form Usability: Getting ‘Address Line 2’ Right
See all 406 articles in the full public archive.